When Ashley Nicole Edmisten opened Covet Beauty in 2019, she was stepping into something entirely new. After 15 years in law enforcement, she was ready for a different kind of challenge—one that combined her interest in wellness and beauty with her vision of creating something more than a traditional salon. "I wanted to push the boundaries," Ashley shared. "A one-stop shop for all things beauty." And she's done exactly that. Today, Covet offers hair, skincare, bridal services, and as of November 2025, a wellness component that's redefining what it means to feel your best.
As the business grew over the first few years, so did the space and they expanded next door to create a 5,000-square-foot studio. But Ashley wasn't interested in simply adding services or hiring independent contractors. When it came to medical aesthetics, she wanted to do something different. "When you own a business by yourself, you're the person who does everything," she said. "But I thought, instead of hiring a nurse, why not partner with a nurse who loves our brand and build it together?"
Enter Jen Bailey, RN, BSN, CPN—Ashley's friend of over 10 years and a longtime Covet client. At the time, Jen was working as a pediatric nurse in the hospital and had been considering a move into aesthetics. "Within a week of that conversation, we had a business model built out," Ashley recalled. That was July 2023. Two and a half years later, Covet Skin has five team members and a reputation for natural, regenerative aesthetics.
Now, there's Covet Wellness.
Launched during Ladies Night Out in Whitefish, this newest offering focuses on hormone replacement therapy and weight optimization. But Ashley is quick to clarify: "We're not your place to come and get skinny. We want to help women not only feel their best but also gain control of their overall well-being."
Under the care of lead nurse practitioner Sarah Berg, DNP, FNP-C, clients receive a comprehensive evaluation and fasted lab panel to uncover what's impacting their hormones and vitality. From there, a customized treatment plan unfolds—a one-year wellness program that considers supplements, lifestyle adjustments, and everything in between. "We understand some women want to lose weight," Ashley said, "but that's not what wellness is all about. We want to help you uncover what's going on in your body to make you feel the best for the long term."
What sets Covet apart isn't just the breadth of services, which include everything from tox and PRF to laser, microneedling, and acne consultations. It's the culture. When Ashley and Jen build their team, they take their time. "We consider, do we want to have dinner, go for a walk, or take a gym class with this person?" Ashley explained. "You're with your team more hours in the day than your family, so it matters."
And it shows. The team at Covet is bright, energetic, and empathetic. "We choose people who care about people," Ashley said.
At Covet, wellness isn't just about what happens on the surface. It's about feeling confident, healthy, and wholly yourself.
"We want to help women not only feel their best but also gain control of their overall well-being."