Beauty911 brings home beauty care to Puerto Rico seniors
Beauty911, a startup founded by entrepreneur Carmen Yamira Medina, has launched Puerto Rico’s first digital platform to deliver beauty services at home.
The company said it seeks to combine convenience and professionalism while addressing the needs of the island’s growing senior population.
“In a world where time and mobility are increasingly limited, Beauty911 emerges as the first digital platform in Puerto Rico to bring beauty services directly to the home,” the company said in a statement.
Officials said the service not only saves time for busy clients but has become “an essential ally for the older adult population,” offering treatments that meet physical, emotional and social needs.
Puerto Rico’s aging population has fueled demand for accessible personal care. More than 23% of residents are older than 65, a figure expected to approach one-third by 2030. Beauty911 offers home-based services such as pedicures tailored to older adults, which the company said can help prevent discomfort and complications while supporting mobility and hygiene.
“These services do not replace medical care, but they do contribute to prevention, hygiene and well-being,” the company said.
The startup also provides haircuts, color retouching and manicures adapted to sensitive skin. Beyond improving appearance, these services aim to “strengthen self-esteem, reduce social isolation and promote emotional well-being,” the company said.
Operating in more than a dozen municipalities, Beauty911 is targeting Puerto Rico’s emerging home beauty niche. The company cited U.S. senior care market projections — expected to grow from $455.4 billion in 2023 to $651.4 billion by 2029 — as a sign of opportunity.
With thousands of services completed and a network of trained beauty professionals, Beauty911 recently opened its second investment round, inviting partners to “be part of this new phase of growth.”
