95% of You Won't Make It, Owning a Salon is BAD Business & Skincare is MORE Profitable than Waxing

Summary

Beauty With a Twist: Episode Summary

Title: 95% of You Won't Make It, Owning a Salon is BAD Business & Skincare is MORE Profitable than Waxing
Host: Dede
Guest: Laurina Stori, Owner of Eva's Aesthetics and Baradin Wax
Release Date: August 30, 2024

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1. Introduction to Laurina Stori

The episode kicks off with Dede introducing Laurina Stori, a seasoned professional in the beauty industry who proudly claims the title of the "OG Wax Queen." Laurina shares her extensive background, emphasizing her deep-rooted connection to the beauty world.

[00:08] Laurina Stori: "I am the OG Wax Queen. The first. Anybody wants to challenge me on it, I'll meet your ass outside."

Laurina recounts her early beginnings, growing up in her family's expansive beauty salon since 1973, and her initial forays into waxing during her high school years.

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2. Evolution from Waxing to Skincare

A significant portion of the discussion centers around the profitability and sustainability of skincare compared to waxing. Laurina argues convincingly that while waxing provides immediate cash flow, skincare offers more consistent and repeatable income.

[14:26] Laurina Stori: "I think skin care actually can net you more income than waxing, really."

She breaks down the financial aspects, illustrating how skincare treatments not only bring in higher revenue but also involve retail product sales that contribute significantly to overall profits.

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3. Challenges of Owning a Salon

Laurina delves into the harsh realities of salon ownership, highlighting why a staggering 95% of salon owners fail within three years. She attributes this high failure rate to a lack of business acumen among beauty professionals, who often excel in their craft but struggle with the financial and managerial aspects of running a business.

[23:06] Laurina Stori: "It's why something like 95% will not be in business, will not be using their license three years after they get it."

Furthermore, Laurina discusses the complexities of managing employees, emphasizing that the responsibilities extend beyond mere payroll to include taxes, benefits, and maintaining a harmonious workplace.

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4. The Importance of Financial Literacy

A recurring theme in the episode is the necessity for beauty professionals to understand their finances. Laurina stresses the importance of tracking profit and loss, managing costs of goods sold, and making informed decisions about product lines.

[16:16] Laurina Stori: "Some of the reasons that people fail are because they don't care about the numbers."

She advocates for estheticians to embrace financial management tools and practices, ensuring they have a clear picture of their business's financial health.

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5. Social Media and Modern Marketing

The conversation shifts to the impact of social media on the beauty industry. Laurina expresses skepticism about platforms like TikTok, noting that a large following doesn't necessarily translate to profitable clients.

[25:37] Laurina Stori: "Your followers are not your clients."

She shares her own experiences with viral content, illustrating both the opportunities and pitfalls of leveraging social media for business growth.

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6. Laurina’s Business Philosophy

Laurina emphasizes authenticity and meaningful client relationships as cornerstones of her business success. She believes in selling products that genuinely benefit clients rather than pushing items that may end up unused.

[21:00] Laurina Stori: "The greatest thing about our industry is that you really do have to be authentic or people will just go away."

This philosophy extends to her approach in training and educating other professionals, focusing on creating value and building trust with clients.

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7. Advice for Aspiring Estheticians

Towards the end of the episode, Laurina offers candid advice for newcomers in the beauty industry. She urges aspiring estheticians to be self-starters, continuously seek education, and prioritize building a loyal client base over simply mastering technical skills.

[63:54] Laurina Stori: "You have to be a self starter. I don't care if you go to work for a salon. You have to find your own customers."

She also warns against the saturation of the market, encouraging professionals to differentiate themselves through quality service and strategic business practices.

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8. Future Endeavors and Legacy

Laurina reflects on her journey, celebrating the longevity and success of Eva's Aesthetics as a third-generation family business. She shares her commitment to mentoring the next generation and ensuring the sustainability of her brands.

[49:14] Laurina Stori: "Two of my nephews are now owners, and that to me is the best thing ever."

Laurina's legacy is marked by her dedication to excellence, both in service and in business, setting a high standard for others in the beauty industry.

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Conclusion

Dede wraps up the episode by acknowledging Laurina's invaluable insights and unique personality, highlighting the blend of expertise and authenticity she brings to the table.

[69:04] Laurina Stori: "If you fail to plan, then you're planning to fail."

This episode of "Beauty With a Twist" serves as a candid exploration of the challenges and triumphs within the beauty industry, offering listeners both seasoned professionals and newcomers practical advice and inspiration.

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Notable Quotes with Timestamps

• Laurina Stori [00:08]: "I am the OG Wax Queen. The first. Anybody wants to challenge me on it, I'll meet your ass outside."
• Laurina Stori [14:26]: "I think skin care actually can net you more income than waxing, really."
• Laurina Stori [23:06]: "It's why something like 95% will not be in business, will not be using their license three years after they get it."
• Laurina Stori [16:16]: "Some of the reasons that people fail are because they don't care about the numbers."
• Laurina Stori [25:37]: "Your followers are not your clients."
• Laurina Stori [21:00]: "The greatest thing about our industry is that you really do have to be authentic or people will just go away."
• Laurina Stori [63:54]: "You have to be a self starter. I don't care if you go to work for a salon. You have to find your own customers."
• Laurina Stori [49:14]: "Two of my nephews are now owners, and that to me is the best thing ever."
• Laurina Stori [69:04]: "If you fail to plan, then you're planning to fail."

---

This comprehensive summary encapsulates the key discussions and insights from the episode, providing valuable takeaways for anyone interested in the business dynamics of the beauty industry.

Transcript

[Host]

Hey, guys. Welcome back to another episode of Beauty with a Twist. I'm super excited for this week's episode because we have a special guest. Go ahead and introduce yourself.

[Laurina Stori]

I am Laurina Stori. I am owner of Eva's Aesthetics with the brands too. Ellen Bearden. And I am the OG Wax Queen. The first. The first, the first, the first. Anybody wants to challenge me on it, I'll meet your ass outside.

[Host]

Do you guys know, like, I'm literally shaking in my boots right now because you're here.

[Laurina Stori]

Here I am.

[Host]

Literally. You tell them where you came from. Tell them.

[Laurina Stori]

So. Well, do they all know where here is, though? When you say Rancho, they know. Okay. Rancho Cucamonga. So I drove from Chino Hills. It was just about 40 minutes. I have a house in Chino Hills and a house in Oakland. So I'm here for a couple of weeks. And the timing worked out.

[Host]

Yeah. Especially because I was like, I needed to reach out to you, and it just.

[Laurina Stori]

It worked out.

[Host]

It worked out.

[Laurina Stori]

Yes. It was meant to be.

[Host]

So tell them. Tell them who you are. Tell them.

[Laurina Stori]

Okay. It all began now.

[Host]

Know who she is already, but come on.

[Laurina Stori]

All right. So the story of and the reason that I know I can claim that I am the OG Wax Queen, I have been waxing for. Well, since 1973. I actually know the year. Yes. I'm not old. Okay. I. I know the year because my family had a beauty salon. My dad was a hairdresser. My mom wrote the curriculum for the state board to get esthetic licensing passed as a separate license. So I grew up in the salon. So when I was in high school, my family's salon was a 4,000 square foot day spa with 10 facial beds.

[Host]

Wow.

[Laurina Stori]

And 45 employees. And. And. And at some point, again in high school, it was 1972, actually. I said to a girlfriend, oh, my God, I found out you can get wax and muslin and pull your hair out. So we went to the grocery store and got canning paraffin, to the fabric store and got muslin. And in case anybody has ever wanted to try it, canning paraffin only sticks to your skin. It doesn't stick to. It doesn't stick to the strips. It doesn't stick to your hair, just your skin. So we put it on our legs. No luck. Then we put it on our crotches, not on the Brazilian, you know? And it was hell. Anyway, there I am like mom. And she says, okay, not. Not that kind of wax, Lori. So that was my first wax experience. But I started playing with it in the Salon, and we worked out of crock pots, hard wax the crock pot with our hand. So we would pick up wax with our hand, spread it, and you'd have residue. You'd wait, and then you'd press and pull the strip off.

[Host]

Kind of like sugary in a way.

[Laurina Stori]

Well, no, because sugaring you.

[Host]

Yeah, but it sticks to your.

[Laurina Stori]

Yeah, but sugaring is a flexible. And this is a. This was a wax that if you waited that much too long, it would get brittle and break, and you'd have to pick it off your client, which a lot of waxes still get brittle.

[Host]

Yeah.

[Laurina Stori]

But if you wait too long, we have a skincare line. And when I went to work for my mother, I was 30, and I was, you know, super wild child. And she used to say to me, you're the one most likely to take over my business, but right now, I'm partying mother, and it's gonna take me a long time to stop. So I finally went to work for her when I was 30 and went to a trade show. And it was the just the funniest thing. It was a skincare trade show. We had one little pot because nothing had arrived. And so I did little hand demos all day and sold a shit ton of wax and thought, okay, this is easy. I had whittled down what waxes I wanted to use at that point, because she had four brands in her training facility. She'd gone from salon owner to manufacturer of skincare to advanced training. So we were doing advanced training, and I had gotten rid of every wax but one brand. And it wasn't Baredin because Baradin wasn't born yet. Right. So I was just using one brand. And then I got really good, and I'm just. I don't care about hurting people. It's one of the things about when you're. If you want to be good at waxing, I mean, there will be those of you that think that's just not nice. Well, I'm not. I'm not nice.

[Host]

I don't think there should be a waxer. Then what are you doing?

[Laurina Stori]

Trying to get an injection or your blood drawn from somebody that's timid and afraid to hurt you? Just do it, please. Okay? Get it over with and do it with authority, and then you'll hurt me less. So the woman that is a. That is responsible for. For creating the great big skincare trade shows, the Las Vegas show, her name is Magda. And she asked if I wanted to teach a wax class. That was 39 years ago.

[Host]

You're joking. Wow.

[Laurina Stori]

Yeah. 39 years ago. I know. How dare she do it. Okay, surgery, Bad attitude. And I did a wax class. And I'll never forget, There was about 75 people in the class. And I have it figured out. I've never had stage fright. That was never an issue.

[Host]

Yeah.

[Laurina Stori]

And I just asked my first question was, you know, who here is familiar with waxing? And almost every hand goes up, and inside my heart, I have this little moment of, oh, hell, you thought, what can I tell them? And really what I found out was that it doesn't matter. People don't know. They don't know. Over the years, I would have somebody say, you know, I've been waxing for 20 years, but you still suck. So why don't you just pay attention and listen to what I'm telling you, and maybe you could wax for 21 and have one good year down. And that show. And it was. It was. Was it Long beach or Las Vegas? Anyway, it was at that show. It was Long beach because she started Las Vegas by doing a little offshoot skincare show at the hair show. So that's how that started. But anyway, she gave me an award for teaching a class, and she said, and she is the wax queen. I am.

[Host]

And that's. And that's how it came.

[Laurina Stori]

And that's how it came. And that was 39 years ago. 39 years ago.

[Host]

So then after that happened, you just decided, okay, this is going to be my name. And then you just started doing more classes or you just kind of felt like. Was it kind of like a. Like a. And not an adrenaline wish, but you like that itch of, like, teaching, or was it.

[Laurina Stori]

No, I am more a show person than I am a teacher. And I know that my educator is like my mother. She's more like my mother than I was. When it comes to being an educator, they're passionate about teaching people. I am passionate about people learning how to make a good living. I am more interested in teaching people how to make money and understanding where the money comes from and how to buy a house and send your kid to college and go on a vacation and buy a car, all of those things that money gets you more than. I mean, it gets you peace of mind and then fun shit. Yeah, Right.

[Host]

So more of the business, then.

[Laurina Stori]

So for me, because I am such a stage person, for me, what I liked was being on stage and being on platform and being able to shock and horrify people and pulling hair out of unsuspecting bodies in front of God, and everybody. And it was also very exciting to start selling a product. And again, it wasn't Baird and it wasn't mine at that point. I was selling another brand and just growing the sales and what was a tiny company at that point. And I, so I started, I actually did hands on classes every single month. I went to every beauty school that I could drive to, up to four and five hours away and did classes. I, I just did a ton of teaching handson and then all of the trade shows and just kept doing it. And then one day I thought, I'm going to make video. And it was funny because I had actually never made a video and hired a videographer, got a model and it was before the Brazilian. So I got it all set up and of course I've never done a video and I'm still going to direct it.

[Host]

Yeah.

[Laurina Stori]

And, and the videographer says, oh, I wish you wouldn't have worn that. Well, this is what I'm going to wear. So how about you just get behind the camera not to tell you. Action.

[Host]

So wait, did you, you were still selling this brand?

[Laurina Stori]

Yes.

[Host]

While you were making the.

[Laurina Stori]

And I never mentioned its name, I never branded it, I just taught how to wax.

[Host]

That's great, because you didn't want to give them.

[Laurina Stori]

I never even thought about it, honestly. It was such a funny thing. When I went back, I never even thought about that aspect of it. And then when the Brazilian came out and I did the first Brazilian class, I mean, I'm the wax queen. I knew when we started waxing crotches that I was going to have to teach the world how to wax a crotch. Right. Because I'm the wax queen. So I went to the trade show, it's time to bring on a Brazilian class. And I actually had a model that I brought with me because I wasn't sure at that point I could get somebody out of the audience to come up and drop trowel, spread their legs on camera. Right. Take off your clothes and get on the table. And so I would bring a model with me. And I, the name of that class was Nook Cranny and Crack Wax Class. And it was just funny as hell because people were interested, horrified, shocked, embarrassed.

[Host]

And it was just Neil who was.

[Laurina Stori]

Like, what the heck, I'm just teaching you how to do it. I mean, I wrote an article, I got, I got asked to write an article for one of the trade journals and when I wrote it and it was about the Brazilian wax, they were horrified and declined the article.

[Host]

They didn't Ever post it or they never.

[Laurina Stori]

They not only didn't publish it, they actually said, we are kind of offended and I am not a bridge burner, but I promise you that for the next five years in every which way, but actually telling them to fuck off. And I was fucking right. I said, how about that article you never published? Yeah.

[Host]

Damn.

[Laurina Stori]

Yeah, so.

[Host]

So you never mentioned the wax's name. When did Barding come into place? Like, when did you so this.

[Laurina Stori]

Right. So I was somewhat unhappy with the person, the importer of the brand that I was using. I wasn't protected at all and I was probably 60 to 70% of their sales. So they had a bunch of distributors. I was 10 times bigger than the one, the next one. And I did all of the classes at the shows. People thought I owned the brand. I mean that, because I just did a lot of it. And one day at a show, there were other booths that had the same brand and the other booths would just undersell me. And so I will never forget, I went and talked to one of them and I said, if we are all going to be here, why don't we all come together with a show special so that we can mirror each other's show price? And he was just a supreme dick and said, you can do whatever you want and I will as well. And that was it. I had and had it. And I called somebody who knew somebody who actually has a wax manufacturing lab. And I went with the owner who had just sold the company of the brand I was using. I went with him to a new lab and we created Bardin. And now I got to be an owner.

[Host]

Damn.

[Laurina Stori]

Yeah.

[Host]

And then now you're like, off.

[Laurina Stori]

I know, I know what you got now, but. Yeah, yeah, yeah.

[Host]

So then it went. You had your wax brand, then did you trans. You went into your skincare line or.

[Laurina Stori]

The skincare line had always been. Oh, my mom started the skincare line. So it was been Spin 1979, our skincare line was born.

[Host]

Wow.

[Laurina Stori]

Yeah.

[Host]

And look at how many.

[Laurina Stori]

Yeah.

[Host]

Wow. So you kind of put them together then in your videos. Because now did you put them like, how did you kind of like.

[Laurina Stori]

Well, it's always been separate. I think one of the things. I mean, waxing is so immediate and fun. You can be super animated about it. Skin care is much more. I'm gonna. It's not that it's refined, but it's, you know, you're not talking about ripping hair out of people's bodies. It's. I think skin care actually can net you More income than waxing, really? Yes, yes.

[Host]

Price reads.

[Laurina Stori]

No, it's not about prices.

[Host]

What is it about?

[Laurina Stori]

It is that you have sales and waxing is only labor unless you come.

[Host]

Out with your own brand. Right? Not even.

[Laurina Stori]

No, no. When you have. When you do. And I'll just throw numbers out regardless of if this is your number that you charge. I don't even care. I'm just playing with numbers. Let's just say you charge 100 bucks for a facial.

[Host]

Mm.

[Laurina Stori]

And it takes you an hour and a half on the books, an hour to do the treatment, 15 minutes on either side, and then on top of that you have a hundred dollars in sales. Okay, well, the sales wasn't labor intensive. And let's just say at some point it was. It's not that it wasn't labor intensive. There was zero labor.

[Host]

Yeah, because you, you just. Just selling them the product, right?

[Laurina Stori]

Yes. So your gross take was $150. And then your net, your gross take. Well, your gross take is $200. And then from there for the retail product, it's 50%. Right. I mean, so. Yeah. So I know taking people from being a waxer to being a skin care technician, it's a transition of you're used to generating the money, but you'll make more doing skincare if you do your job right. And that is knowing your numbers. It's such a funny thing because I am. I was a very much a late bloomer in life when it came to caring at all about business. I mean, it already told you.

[Host]

Yeah.

[Laurina Stori]

I was the party child. Right. And when it came, like I would never have known that I was interested in numbers. And in our business, some of the reasons that people fail are because they don't care about the numbers. And I'm not saying you have to become fascinated or interested, but they're part of being in business for yourself. Right. You're an owner.

[Host]

Yeah. Oh, yeah.

[Laurina Stori]

If you don't know that 85/% of your clients are returns.

[Host]

Yep.

[Laurina Stori]

Yeah. If you don't know your sales to service ratio, if you don't know your cost of this place, all of that shit. And women. Our business is primarily women. Predominantly women. You know, every now and then there's a Christian. Every now and then there's a guy. Right. And we say things that are self defeating and I just want to beat people. They. We say things like, I'm not good at math. Well, who the hell is a mathematician. Is a scientist. Is sometimes engineers are. They all use a machine to do. We don't do math by hand. Who's gonna bath? So stop saying it. Women say things. They vocalize things about themselves. That's super self defeating. Yeah. I don't like paperwork. Who gives a. You want to be in business?

[Host]

Yeah.

[Laurina Stori]

You wanna, you wanna buy a house? Then you figure it out.

[Host]

Can I just tell you that I in my first started, I was making this money.

[Laurina Stori]

Right.

[Host]

And I was making really great money. When I started working from, I didn't have rent.

[Laurina Stori]

Right.

[Host]

I was obviously working from home. But then I started seeing where is this money really going?

[Laurina Stori]

Right.

[Host]

You know, and I would check my bank account and it would be like really big and then it would be, it would go down. I'm like, what the hell am I saying? You know what I mean? And I didn't realize what I was spending on. Especially like products wise. I was overspending. You know what I mean?

[Laurina Stori]

Yes.

[Host]

And then I started learning my numbers and that's when it went. When I, especially when I got my salon.

[Laurina Stori]

Yes.

[Host]

I sat down and I put all my expenses and I wanted to see what.

[Laurina Stori]

Yeah.

[Host]

Am I taking home.

[Laurina Stori]

I actually have a profit loss spreadsheet that I teach our clients how to use. And part of that profit loss spreadsheet because I don't care what kind of accounting system, if you learn how to do it manually, you'll understand your software, you'll, you'll understand QuickBooks. And it's so easy. It's so freaking easy. You just have to learn how to do it. But the whole thing about cost of goods, cost of products, if you're over 10%, if your back bar usage is over 10% of what you generate in services, you're either using too much product, not charging enough, using the wrong product line for your price point. Like those are the things.

[Host]

Yeah.

[Laurina Stori]

And you have to know it.

[Host]

You have to. And that's what I'm saying. And I. There's a lot of products and product lines that I know that my clients won't purchase. It's just going to be too expensive. Why would I bring it?

[Laurina Stori]

Right. If I know, why would you invest in it? To sit on the shelf.

[Host]

Exactly. It's just, I'm losing money by just sitting there. So I know what I've. What line of products works for my clients? And I know that it works. I believe in it. And they come back for it. So they're repurchasing it every time they come.

[Laurina Stori]

Yes.

[Host]

And honestly, I really do make great money on retailing.

[Laurina Stori]

Yeah. And retelling is people that Are good at retailing, survive economic crashes. People that are not, do not. During COVID my clients, my professional clients that were good at sales almost made more money retailing, and they weren't doing services.

[Host]

That's crazy.

[Laurina Stori]

They had 2006, seven, eight, was a crash for the salon industry. My clients that are good at retailing had their biggest growth. Biggest growth. Because a client, if you're. If you have a good relationship with a client, they'll tell you, my income has changed. I've lost my job. Like any kind of that stuff.

[Host]

Yes.

[Laurina Stori]

And so what do you think I should do? Get products. Get facials twice a year instead of every month.

[Host]

Yep.

[Laurina Stori]

And then you still build. Yeah.

[Host]

And that's true, though, because they'll tell. And, you know, a lot of our clients, they express, obviously, where they're therapists, so they're going to express what they're going through. And we kind of have to be like, okay, you know, we have to understand them, too. That's how you're going to keep that client.

[Laurina Stori]

Yeah.

[Host]

By you saying, you know what? Let's do this instead. I know that you're struggling. I know that you mentioned this and this and that. So even if you show an ounce.

[Laurina Stori]

Of care, if you listen to them, because I. I personally am really, really good at sales. I never want to sell something to somebody that they won't use, aren't comfortable buying, even if their skin needs it, if they're not the type to use it, I don't want to sell it to them. I don't want it sitting on the shelf if they're uncomfortable buying it. But I push it because I'm good. They just won't come back. It's really simple. I have always said that the greatest thing about our industry is that you really do have to be authentic or people will just go away. You can't rip people off. They won't come back.

[Host]

Yeah. Well, why is our industry so boring? Sometimes, you know, you go to the cosmetology side. And we already mentioned this with Christian, too. We go on the cosmology. It's all lit.

[Laurina Stori]

It's a party.

[Host]

It's a party. And then you come to our side. It's sad. It's depressing. It's grades.

[Laurina Stori]

It's literally, I think, honestly, I think because people got too serious about it and they went to white coat, black smock instead of black eyeliner.

[Host]

No, that's true.

[Laurina Stori]

You know. Yeah. And because you have so much more, so I. The hairdressing side is artistic. The aesthetic Side is mother, mentor. It's caretaker. You have artist and caretaker. They're all bad at business. They all suck. They do. I mean, it's why something like 95% will not be in business, will not be using their license three years after they get.

[Host]

That is.

[Laurina Stori]

It's like 95%. It's also why when you go to a bank, if you're a self employed cosmetologist, the banks won't.

[Host]

And I learned that you did.

[Laurina Stori]

They don't like you.

[Host]

Yeah.

[Laurina Stori]

Even if you prove your income and it's good. My oldest sister's been dressing here for, you know, 50 years. If I've been in it this long, she still dresses hair. And I remember her saying, I make. I'm in the top 3% of female wage earners in this country and they're going to look at me with disdain. Yeah.

[Host]

That's how I felt.

[Laurina Stori]

Yeah.

[Host]

They seen what I was bringing in. But it's like, yeah, it's not.

[Laurina Stori]

Yeah, you ain't on the corporate level.

[Host]

Yeah.

[Laurina Stori]

Yeah.

[Host]

Why is that? Like what you. We.

[Laurina Stori]

They see and because if it was a man, they'd be all about that. Oh, oh, what a good boy you are. Come on now. Yeah. We really are not that far advanced.

[Host]

Yeah. And I just feel like this. When I went to the show in Vegas, I was staying in my last podcast. It was just, I just felt like not when I was interviewing people, it was kind of like, like stank face attitude. And I was just like, what the. Like what has this industry like? Because I, when I first was going to the shows, it wasn't really as. Maybe it wasn't like that. You know, it was. It's just.

[Laurina Stori]

So here we are, we're doing a podcast. Social media. My having gone through as many years of business as I have, I think one of the differences that social media has brought has been that attitude. I know that some of my employees that I wanted to go sniff around. Like some of the biggest wax classes were. Some of the biggest attended wax classes were by tiktokers that had big followings, shitty techniques, shitty products. And I'm not talking smack about somebody that has a lot of followings. Like, that's not it. But it doesn't make you all that. Yes, you're going home to live with your mother, still driving a piece of shit car.

[Host]

Can I tell you something? Not when I feel like when people say, oh, I have this bunch of followers. Your followers are not your clients. So that you're not bringing.

[Laurina Stori]

Not right.

[Host]

Yeah, that's not your. Some people could say that they have tens and thousands of followers, but what does their bank account say?

[Laurina Stori]

What is exactly?

[Host]

What is the client? Do they have clients? Are they getting booked? Are they. You know what I mean?

[Laurina Stori]

Yeah.

[Host]

So you can have a hundred thousand followers, but how many clients are taking a day? So why, how much are you? You know what I mean?

[Laurina Stori]

I remember when TikTok first hit the scene. I was involved with a retail product line that Eva's Aesthetics founded. And then we separated and it sold. And one of the marketing people from that other line said, lori, your personality is kind of perfect for TikTok. And I put on. I used to do service of the month. I did it for one year. It was the beginning of the month and I just would do some service of the month and it was always wax your ass. Every single month, wax your ass. So the service. So I did this whole Julia Child thing with a pumpkin to wax your pumpkins ass for Halloween. It was. Oh, it was, it. It was a one take. I am a one take person. You know when you said we're on care and Benedict, one of my employees had said, here, I want you to film this. And he was dying behind the camera. I didn't run through it. I just did this whole thing. And so I thought, okay, I don't know, I sign up for TikTok, put TikTok, put it on TikTok and had a million and a half views in 24 hours. And, and it was like, what the fuck is this?

[Host]

You were waxing a pumpkin's ass. Is that.

[Laurina Stori]

It was, it was my service of the month. And then for, for November, my service of the month month was wax your pumpkin sass. I mean, my God, every month I did some kind of wax your ass.

[Host]

How did you come up with this?

[Laurina Stori]

I don't know. I don't know. But yeah. And I think I only did 10 or 12 TikTok posts. I've 28,000 followers. I never do a thing. I never. I. I'm just. It's not my style. Like it has to. I am not a social media person in that I can have an idea, plan it out and film it. I did all of my original filming of. Not the videos that I sold, but the. All of this stuff for Instagram and stuff on my iPhone. I would just set it up. And I still think it's some of the better filming stuff. The quality is not as good, but the content is fantastic.

[Host]

So them teaching it was just overall good. But it wasn't just the Way it looked, maybe.

[Laurina Stori]

Yeah. Quality. I mean, you could certainly get much better.

[Host]

Hey, look. Because your old YouTube videos, they're fantastic. Amazing.

[Laurina Stori]

And they were with my phone.

[Host]

Amazing.

[Laurina Stori]

We would literally just set it all up, get the thing there, go and do a thing, check it out. And I'm a. I am a one take person.

[Host]

That's how I learned about you was through school.

[Laurina Stori]

Well, when I, When I made the whole ball of wax. It was vhs, DVD era. No, it was. We did it in two days. We did every damn body part on all genders. Toes, balls, everything, Everything. And when I first got it in my hot little hand, I mean, I went to the Chicago trade show, big show. And I brought with me something like 100 VHS and 100 CDs, DVDs. And I gave them to every instructor that I met to help them teach waxing.

[Host]

No, paint. Like you didn't.

[Laurina Stori]

I gave them away. And I just figured this would help you teach waxing.

[Host]

Yeah.

[Laurina Stori]

And what I did not realize was that it would then make me famous.

[Host]

Well, yeah. Look what just happened to you today.

[Laurina Stori]

I know, I know. That's pretty funny. That's pretty funny. I really didn't realize. I didn't. That wasn't my motive whatsoever. Was like, this will help. This will help. And then the next show I went to, I was walking down the hall and this girl comes walking down, she goes, oh my God, hi. And I said, well, hi. And she said, oh, I don't know you, but I saw your video.

[Host]

Yeah, yeah.

[Laurina Stori]

So what she's referring to what happened today is I went in to get waxed and there was somebody holding the door of the building I was going into, and they use my products at her school. And she recognized me and came into the girl that was waxing me and said, what's the name of your next client was very cute.

[Host]

How did you feel about that? How do you feel when you kind of get notice? You know, you're.

[Laurina Stori]

Well, because. And because I'm on the downside of that. When I was going to the shows and doing all of the classes, there was a time in my life when I would take pictures with a bunch of people. And I remember the first time a couple of guys from the office, the couple of warehouse guys came from the office to do the grunt work of the show. And I'm standing in the booth and about five girls walk by and they walk by and they go, oh my God. And I said, I know. And it was the first time they saw that. So I had that. And you Know, here's the funny thing I remember saying to my nephew who worked with us for a while, I said, I'm in the weirdest position because I go to the show, I'm this freaking rock star, and then there I am eating dinner by myself, thinking, this is really strange. However, I also would be peopled out and don't want to be on stage when I'm eating dinner. Yeah, I just want to go eat dinner.

[Host]

That's how celebrities feel. They feel like they don't want to.

[Laurina Stori]

Be leaving the alone. Yeah, yeah.

[Host]

They don't want to be taking pictures while they're eating. You know what I mean?

[Laurina Stori]

Right. So I had a lot of that. It was super fun. And it doesn't happen that much anymore. And it's a. It is. First of all, it's the sign of a confident, healthy person that I'm happy about it because my company is still going on and thriving. It doesn't need me. Doesn't need me. And that's what you want?

[Host]

Yeah. I want to ask you this question. I want to. I want you to be honest with me. Okay, tell me what is taking off more for you? Because is it your skincare line? Is it your waxing brand? Is it what? Numbers wise?

[Laurina Stori]

Numbers wise, we're about 50, 50, really. For a long time, wax was the financial support of the skincare. It was the cash flow because it's a quick turnover. Yeah. Skincare. If we talk, because my customers, the professional. I don't retail. I sell to the end user. Right. So when you're talking about wax, somebody can come to a trade show and look at it and test it and make that decision. When it's skin care, it's a three month, six month, one year. It's a much longer decision. And it's also such a different business. And the thing that we do, when people invest in our skincare line, nobody else does. Nobody does because we go to their salon and help them set up their space and teach them the language of success. And that literally means we bring in models that are their clients or clients to be, and we have a script for them to do a consultation. We teach them what to say during a treatment and we teach them how to conclude after the facial, complete with selling products and rebooking them.

[Host]

That's great.

[Laurina Stori]

We teach them profit and loss. We do their filing system with them. We get rid of all the shit they don't need in the salon. I can't even tell you how much stuff people will bring into their salon. And all this Cute shit you've got all over the place. I mean a client needs to walk into your place of business and know what your focus is.

[Host]

Oh, absolutely.

[Laurina Stori]

And if you have scarves and chachki and crap, that is a one time purchase. Skin care and body care is a repeat purchase. People have a finite amount of money, you actually want them to spend it on something that they will buy again.

[Host]

Yep.

[Laurina Stori]

They can buy a scarf somewhere else.

[Host]

Yeah. So you're. And then going back the waxing, it's a turnover. So it's just.

[Laurina Stori]

So our skincare wax is now about 50. 50 in the company.

[Host]

That's so crazy.

[Laurina Stori]

Yeah.

[Host]

And you don't do anything. Right. You're just, you're a. Well, let's see, let's tell me which, tell me what your day to day.

[Laurina Stori]

Looks like because I have really, really great people in place. I have a lot of autonomy. I still see almost all of the info emails.

[Host]

Yeah.

[Laurina Stori]

So I can still see what's going on.

[Host]

Yeah, of course.

[Laurina Stori]

It's so funny when I go into the office and they know that I'm.

[Host]

Do they say, do they say, oh my God, she's here?

[Laurina Stori]

No, they love it. Oh, we have a great place. I spoil the. Out of my employees.

[Host]

They're like, oh my gosh, she's coming.

[Laurina Stori]

Oh, you guys. Mm, mm.

[Host]

Stay in place.

[Laurina Stori]

No. In fact a couple weeks ago we had a meeting because of a slight change going on at the company. When I went into the warehouse, they were worried, no, I'm not going. I'm still going to be here like I am. Which is not a whole lot. But they. I'm a great boss. I am a great boss. It was a hard lesson. It was hard to learn how to be a boss. It was my instinct at first was to the language we use, which I've always been really strong on languages. Right. Can you do me a favor? Well, they're not doing me a favor. They're on my payroll.

[Host]

Yeah. So you had to learn how to.

[Laurina Stori]

I had to learn how to speak to people's style of learning. Because somebody that doesn't process data the same way I do won't learn the same way I will.

[Host]

That's true.

[Laurina Stori]

And I remember teaching somebody that was now a new owner with employees and I said, I don't care how you feel about this, but you take a broom and you tell your employee, I'm going to show you how I want you to sweep its room. And you sweep the room and you say to them, show me how to sweep the room. And then a couple days later, you say, would you mind sweeping the room for me? Make sure they have power and knowledge to make a decision to do the job correctly. That took me a long time to learn.

[Host]

And you know what you saying that it's just. I'm just thinking like my assistant, she's been working for five years, and it's like I had to learn how to adapt to her language. And it's so true. I'm. I'm thinking about.

[Laurina Stori]

It doesn't matter what we think.

[Host]

Yeah.

[Laurina Stori]

We want a job done a certain way. If we think this is the right person in our life, then we have to empower them, and that is speaking their language to understand what we want.

[Host]

Even though we don't speak that. Like, because when I first, you know, I was very kind of thorough. I wasn't a. Okay. But my other two ex assistants said, oh, yeah, she's. She's a tough one. She's. You know, but it was because I just. I don't know. I'm sure there's certain. I like certain things, certain ways, you.

[Laurina Stori]

Know, which we are entitled to.

[Host]

Yeah.

[Laurina Stori]

As the owner, what we're not entitled to, who to do is abuse people, treat them bad, talk to them badly. Of course, you know, that's kind of the obvious. But the rest of it, I. I think more what I did is I would say to somebody, all right, here's a project I want you to do. Blah, blah, blah, blah, blah, blah. And they would say, because they were a little intimidated or scared. And I would go, because I'm not a micromanager. So I would go back too long, and I would say, all right, show me how it's being done. It was nothing at all like I wanted, and it was my fault. I hadn't made sure they knew.

[Host]

That is so true.

[Laurina Stori]

Yeah.

[Host]

And I don't micromanage my assistant, because I just can tell that, you know, she's been here for five years. She knows what.

[Laurina Stori]

She doesn't need it.

[Host]

She doesn't need it. But like you said, I had to adapt to her.

[Laurina Stori]

Yeah.

[Host]

And it's kind of like I had to bite my tongue sometimes. But it was just because I. She's such a good assistant, and I didn't want to lose that, you know.

[Laurina Stori]

And people are still. People are who they are. I mean, I don't. I don't care what. You know, the only one that we really don't get annoyed with is ourselves, because we're perfect.

[Host]

Yeah. Yeah. So now that you've just don't you just take care of your brands. You get the emails. What is something that you like? Obviously you're not in the treatment room. Are you gonna come out with anything new in the future? Are you working on something? What are you doing now that you're just.

[Laurina Stori]

Now I'm overseeing. Overseeing.

[Host]

You're overseeing everything you're seeing with social media. Come with new. You know, I've seen people wax. They're doing at home waxing kits. Sometimes I be, I'm scared. I'm like, what if because the economy.

[Laurina Stori]

It just makes our business better, people try and wax themselves. It sucks.

[Host]

Yeah, I see, I seen it. I seen this. This girl on Tick Tock. She's the roller wax.

[Laurina Stori]

Yeah.

[Host]

Almost ripped her skin off.

[Laurina Stori]

Yeah. You know, so it's pretty fun.

[Host]

What are you doing? That's. Are you going to come up with.

[Laurina Stori]

Something when it comes to wax? I have a theory in wax and people disagree. One of my co partners, we talk about it on a regular basis. I. Because there are lots of brands out there and the brand that I no longer sell has a ton of different colors. And, and so you've got all these colors of hard wax and I think, okay, so what's the purple one for? Well, that's for sensitive skin, which is. There's not. There's no wax for sensitive skin. There is good technique, period. There's good brands, there's good ingredients. But for sensitive skin, not. Sorry.

[Host]

It's so funny that you just said that because a waxing brand that I can't say right now, but I'll tell you later.

[Laurina Stori]

Yeah.

[Host]

Said this. It's amazing for sensitive. They just launched it last week.

[Laurina Stori]

Yeah, good, good, good luck with that. Waxing for over tattoos. Waxing for men off. It's just skin with hair. Okay. God. Anyway, it's good marketing, you know, Agilene and wax. It's good for marketing. The echelon will never get through the wax to touch the skin. So I think I have two hard waxes and two soft waxes within my brand. And the hard wax differences are very particular. One is specifically for hot or humid rooms because hard wax with good ingredients actually interacts with climate. And if you have a hot and muggy room because it's fairly small, you do a lot of facials. You don't have good climate control. My blue wax will get a little sticky and the white wax is a quick set wax but in a cool room it's a. It gets brittle. So two very specific reasons.

[Host]

Is it cream or it's a.

[Laurina Stori]

They're Both hard waxes. So I just call hard and soft regardless of cream. Clear. Whatever.

[Host]

Yeah.

[Laurina Stori]

A hard wax is when you peel off another one. A soft wax is one you use a strip with. Right. And then I have two soft waxes, a clear gel and then a cream hybrid. My theory is if you know how to wax, why should I come out with a. A different color? Why? Why? Just because you want something new now. If you wanted something new, you know, we could. Yeah, I can't even. I can't talk about that. Okay, I'll stop. I'll stop it right now. We already. We already had a little bit of a. A tiff on Instagram. Somebody who was so utterly disrespectful of me and I rose above that and I'm staying above you. I bet you know I'm talking about.

[Host]

Oh, they know who you're talking about.

[Laurina Stori]

Yeah.

[Host]

They're going to watch this. Definitely.

[Laurina Stori]

Yeah. They did a window in window talking smack about me.

[Host]

You're in. You're. That's too much. They did not do that.

[Laurina Stori]

They did.

[Host]

And then on life on Instagram.

[Laurina Stori]

On Instagram. And then because I went around and found that something that I thought was incorrect. So I did a mea culpa. Okay. Originally what I thought was and I found out that it's professional. I'm so sorry. She did another window and window and said. And she calls this an apology.

[Host]

You tame.

[Laurina Stori]

So I won't name it cuz I. That was me rising above anybody that is watching this. Please feel free to write in the comments that you know exactly which gate I'm talking about.

[Host]

I. I'm after this. I'm going to know what the she's talking about. That's right. That's crazy. So how did you even know that?

[Laurina Stori]

Okay, well let's just because it comes to me. It comes to me. People say check out what this person's saying.

[Host]

And have you ever run into problems like that with other because you're so cool as. Why would someone you know, why bother?

[Laurina Stori]

I don't care. I don't care. And yeah, it was. It was a funny thing. And then we PM'd a little bit and she said, you know, I even learned how to wax from you. Then why are you talking smack about me after you learn. Yes. She also took off everybody's comments that didn't agree with her. Blocked others. We left them.

[Host]

You know what I love about your brand of wax too? Like your whole. I love that it's just simple, straight to the point.

[Laurina Stori]

Yes.

[Host]

I cannot Stand going to a show.

[Laurina Stori]

And they show me colors of hardware.

[Host]

Yes. Or skincare brand that shows me nine different serums that do the exact same thing that one does.

[Laurina Stori]

Yes. I have. I get over always, always said, when it comes to a new product, is it going to take the place of something? Is it going to add? Does it duplicate, replicate or add? Like, why are we coming out with something?

[Host]

Yeah.

[Laurina Stori]

Now, there have been times in our, in our life where we've tried to create what I called a super serum. Vitamin C, niacinamide, sodium hyaluronate, all of those. And you just can't get the. You just can't get them in one serum with a high enough concentrate to do what each one individually can, which just works my nerves. But you can't stabilize it and all that.

[Host]

Yeah, but there's brands that come out with like 10 different cleansers, vitamin Cs. And it's just. Yeah, it's same shit.

[Laurina Stori]

Yes.

[Host]

And I go and I just feel. And I'm reading and reading. I'm like, this is basically the same thing.

[Laurina Stori]

Yeah.

[Host]

For me, I'm the type of. I'm very basic. I know what I like and if I like, I'm going to stick to it and I know that it's working for me. And that's. That's how I've always been.

[Laurina Stori]

So. Yeah. So, yes, we do come out with new things. When it comes to the wax, I really dig in. I really dig in and say if somebody knows how to wax and they want to use a good luxe brand, they don't need something new. They want something that works and is always available.

[Host]

So now tell me about. Now that you. I want to know numbers. I want to talk business with you. You're a businesswoman, you're successful. I seen her fucking Carl said. I'm like, oh, my God. Okay, hold on. She pulled up, right. 30 minutes before. I'm over here sweating. I'm just keep in mind I just bought a fucking house, okay? So I must look.

[Laurina Stori]

Come on, I'm. That's a big deal.

[Host]

I forgot my makeup. Remember I told you I had to go use my mom's. I'm sweating over here, right? She's pulling up. She's 30. She got here before me. And then I'm just like, holy. Like, anyways, I want to know your business. All about it. Do you have like, it was a straight just selling products or were you like, when did you completely stop waxing and realized, hey, I'm just gonna just sell so full on And.

[Laurina Stori]

Right.

[Host]

Because you know what? A lot of people. For me example, I told myself, I'm not gonna do this forever. I'm tired. It's a lot of labor. I've been doing it. I know. Five years. Oh, my God.

[Laurina Stori]

I say earlier, yeah, skincare versus wax.

[Host]

Yeah.

[Laurina Stori]

Labor versus not.

[Host]

And I do facials too, but. And I. I just sit down and it's more. It's, you know, it's just. For me, I just like the numbers better.

[Laurina Stori]

Right.

[Host]

You know, so my vision now is very different. What? I had the vision five years ago.

[Laurina Stori]

Yeah.

[Host]

You know, so I want to be like you.

[Laurina Stori]

Chilling my Oakland house, filling your nails.

[Host]

That's what I want. Yes. Tell me, how can I be like you? You know.

[Laurina Stori]

So a couple of things. I mean, I was extremely lucky in one. I was a lot of my financial success, I call it true luck. Worked very hard for it, but a lot of people work very hard when it comes to Eva's aesthetics. The fact that it is a third generation company. Two of my nephews are now owners, and that to me is the best thing ever. My mom started it, my youngest sister and I bought it from her, and now we're passing it on. And it's very, very cool to have a third generation.

[Host]

Really.

[Laurina Stori]

I mean, roughly 12% of companies, family companies, make it to third generation. So that is very, very cool. Yeah.

[Host]

And then your wax is just. You started it, so you're going to pass it on or.

[Laurina Stori]

Well, the wax and the skin care, it's all under the umbrella of Eva's Esthetics. Eva's my mother, and so that's the company. Eva's Aesthetics DBA. The brands are 2L Skincare, Baradin Wax. They're under that umbrella.

[Host]

So do you give advice for someone to just start a skincare line? Start a wax?

[Laurina Stori]

You mean to start their own line, like manufacture that. Yes. Don't do it. Why would you want to do that?

[Host]

Oh.

[Laurina Stori]

There'S a difference between private label.

[Host]

Yes. Because, you know, I see a lot of people starting waxing brands now.

[Laurina Stori]

Yeah. Well, it's private label, which is not a bad thing. But, you know, so in the world of private label makeup, for example, somebody will say, yes, but I can again, I'm just throwing numbers out. I can buy it for five bucks and sell it for 20. Well, you could buy a really good brand for 20 and sell it for 40 and you've made more money just because it doesn't have your. When the only reason to bring your own brand out is if you're big enough that your brand, your name, carries any weight. That's it. There is zero reason to have your own brand. Unless you're going to franchise, which is a whole different world, or you've got, you know, 50 employees or something like that. There'd be no reason.

[Host]

And if. What if someone says, you know, I want to. I'm doing this just for the money. I don't want to do the labor anymore. What. What should they do? Just get us a lot. Hire a bunch of employees.

[Laurina Stori]

Oh, God. What can you even imagine? Where's Tabitha? She. And I'll sit down with that person and smack them around. It's so. It's it. People say the same thing about the restaurant business.

[Host]

My mom had a restaurant, and you.

[Laurina Stori]

Know how hard it is.

[Host]

Yes.

[Laurina Stori]

Okay. Because we in the beauty industry, in a service industry. I don't care what service. Restaurant, spa, salon employees are not just easy come, easy go. They're a lot of work. A lot of work. So, yes. If you don't actually want to physically do the job, then there are ways to ease your way out of it by bringing on a person. If you have investable money that you invest in a bigger salon. I don't know, find somebody to invest in the stocks and don't do a salon. It's a lot. And I don't want to sound negative about my industry. I. It's. It's my industry. I love it. But the thought of having a whole bunch of employees in the beauty industry. I'd rather hang myself.

[Host]

That's why I stopped.

[Laurina Stori]

Jump off a damn bridge.

[Host]

Yep.

[Laurina Stori]

Where is that overpass? I'm going.

[Host]

No, I'm jumping with you.

[Laurina Stori]

It's a lot. It's relentless.

[Host]

Yeah.

[Laurina Stori]

Yeah.

[Host]

I start. I had employees at first, and then I could not.

[Laurina Stori]

It's a lot.

[Host]

I was ripping my hair out.

[Laurina Stori]

Did I not show you how to sweep this floor 14 times? It's a floor. Sweep it. Yeah.

[Host]

Yeah. So what do you reckon, like, do just doing a solo and doing it that way could do you like, when you. For me, for example, I hated having employees. I just like being so right.

[Laurina Stori]

So the last time that I actually had a salon, three of my sisters and I put it together. We all invested a little bit of money, two room salon. Because I wanted to. And it was just skincare. I wanted to practice what I was teaching the professionals. And I had two employees. We had two employees. They did not work out. They were ungrateful little hussies. I know. I edited really well. There didn't I. And eventually went through a couple more employees, got rid of them. I worked there by myself a couple days a week. It was delightful. Delightful.

[Host]

Why?

[Laurina Stori]

And then sold it. What? And then sold it. Just two rooms.

[Host]

Okay.

[Laurina Stori]

Because I still had. I still part owner of Viva's aesthetics. And I learned what I needed to learn to teach people.

[Host]

It was. Why was this so delightful?

[Laurina Stori]

Because you were just by myself and my client at Two Rooms. Wax here, skincare there.

[Host]

Amazing.

[Laurina Stori]

It was great. Easy to make money. Because I know how to do it. I know how to sell the products, create a partnership with the client, rebook them.

[Host]

Yeah, I agree. Especially having a salon now. I look at things very different.

[Laurina Stori]

Yes.

[Host]

And it's just for me, easier for me to have booth renters.

[Laurina Stori]

Yes. Yeah.

[Host]

And that's a huge controversial topic because last time I mentioned this, no commission makes you more money or hour than you. Paying them hourly will make you more money.

[Laurina Stori]

I don't want the responsibility of their ass. I just want their income, period.

[Host]

They said, because, you know, commission, I mean, at being hourly, you'll get the full amount of the. Let's say the facials, 100. You're paying them, what, 16, $17 an hour.

[Laurina Stori]

As a 1099 or as a W2?

[Host]

As a W2.

[Laurina Stori]

No. Yeah. No, a W2. I mean, let's just say you pay somebody 50,000 a year. You have to pay their taxes. You have to match their fricking taxes. People that have never been a boss do not know the cost of an employee. It isn't just what they're paid. It's their taxes as well. Everything that they pay. So do we. Yeah. It again, I go into. I know people that are salon owners that have fairly big businesses that do really, really well and they're established and all that. I just know that when I have met somebody and they've said, I want to expand, I ask them, are you looking to make the same amount. Amount of money for a whole lot more work? Are you actually going to make more money for that more work? Figure out how much more you can make and how much more it's going to cost you in labor and angst and see if it's worth it.

[Host]

Yep, I agree.

[Laurina Stori]

Yeah, they la.

[Host]

I got ate up last time I said that. I was like, listen, for me, it's been working. It pays my.

[Laurina Stori]

Yeah, yeah.

[Host]

And I'm not even gonna lie about it.

[Laurina Stori]

Yeah.

[Host]

You know what I mean?

[Laurina Stori]

He bought a house.

[Host]

There you go. And when it comes to the whole taxes and like, you know, I had to Learn the hard way again because I went to my tax person, I go, well you're paying this person, you got to pay their tax.

[Laurina Stori]

Yeah. And it, and isn't it shocking?

[Host]

Can I tell you, I changed everything with my assistant.

[Laurina Stori]

Yeah.

[Host]

I'm not going to talk about it, but she, I'm no longer pay her taxes. I'm sorry, but I couldn't do it. Yeah, no, absolutely not. And a lot of people don't understand that part of the behind the scenes of being a business owner and going through that at all.

[Laurina Stori]

And, and I've heard a lot of people over the years say they're only paying me 50%. Well, they're probably only making 5%.

[Host]

Yeah. And why do you think, why do you think this industry like how you said they don't use their license after three years?

[Laurina Stori]

Because I don't think, I don't know if it's possible for a school to actually teach how to make a living. I don't know if that's possible. I don't think. First of all, I think the beauty industry is a self starting industry. The only place it's not self starting is if you are at a destination spa that just feeds you clients. And it doesn't really matter if you get them to come back or sell them products because it's a turnover, a constant turnover.

[Host]

Like European.

[Laurina Stori]

No, no. What? European wax center. It's not a destination spa.

[Host]

Well, it's just wax, right?

[Laurina Stori]

It's just waxing. It's not destination. I'm talking like Murray Murrieta Hot Springs.

[Host]

Oh, where people do a Glen Ivy.

[Laurina Stori]

Yes. People just go for a couple of days. Even if they go a couple times a year, they don't go every month. It's not where they live. They go on vacation. They go to a spa at the.

[Host]

Resort and pay 400 for a facial. That's what you're talking about, right?

[Laurina Stori]

So if you're working in that kind of thing, you don't have to be a self starter. You just have to be good at your job and do what they tell you to do. Outside of that, even if you're an employee, you have to find clients, bring them in, bring them back and sell them products. And most people don't are not taught that language. I see bosses say things like I tell my employees to offer products, tell me exactly what that looks like. Exactly like. So did you want anything today? Well, I don't know. You're the frickin expert. Do I want anything today? Like I don't.

[Host]

Doesn't Even open ended questions.

[Laurina Stori]

There's a language to me that is much more conducive to building a partnership with your client and finding out your dreams, goals and desires and helping you achieve that with your skin. All based on the parameters of your budget and time and lifestyle. That's the real glorious way to say it. But there's a language that will make that happen. And that is what we, in my company, that's what we teach. When somebody invests in the line, this is not a sales pitch. I don't give a shit, okay? But what we teach when we teach people how to do the consultation, what to say during a facial, isn't that such a silly thing? When people, you think, well, I teach my clients how to use the products during the facial. That client is half naked, their eyes are closed, they can't focus on what you're saying.

[Host]

And they're so relaxed, they're not really caring.

[Laurina Stori]

Why don't you just say, do you have any questions about what I'm doing? Let them enjoy their life.

[Host]

Oh my God. Estheticians are going to hate us right now.

[Laurina Stori]

That's fine. That's fine. And I know that there are estheticians out there that are nurturing, caring, loving people. You have to be to be good at your job. You don't have to starve. That's the thing. You don't have to be poor. If you feel if inside your head is, I don't want to be pushy. You'll never be pushy. You'll never be pushy. If you don't want to be. In fact, you'll be so not pushy people. Your customers will buy products from someone else. If you think to yourself, I feel guilty for trying to sell something, then go work at a department store saying behind the counter of any line so you can see what people will throw down for money. They will buy it from someone. Don't be pushy. Don't sell them products. Find out what their goals are, what they're using at home. Fill in with blanks to help them achieve their goals. There you go.

[Host]

Period. Can we have that in a clip?

[Laurina Stori]

Can I get an amen? It's as religious as I get.

[Host]

Tell me, give me some advice. This is my last question. Some last. Give me, give me good advice for an upcoming esthetician that's just joining. Because I see a bunch of schools, I see a bunch of estheticians coming into this field. They don't know what to expect. They don't know. They just go to school and of course state board has changed. I know that. You know, there's no more practical. Yeah, they're just. It's just, you know, they're going to school and it's written test only, so they're not really learning. I know a lot of instructors at esthetician schools. They just said, okay, guys, we have three hours of lecture. You guys go and figure it out. So. And I don't see a lot of people teaching at schools anymore, you know?

[Laurina Stori]

No. It's such a hard job, really. Can you imagine being an instructor at a beauty school?

[Host]

No.

[Laurina Stori]

I am sure I'd be in jail every time. Every time I meet in. Oh, God. Because you have classes that are. That get along or that are total bitches. I remember when I told you I used to go to beauty schools, right?

[Host]

Yeah, yeah.

[Laurina Stori]

I remember being at one school and it was a class full of bitches. Every now and then there would just be one. Right. And I. I remember standing up there trying to teach and I just at some point said, my life is so much better than this. And I. I'm out of here. I don't have to put up with this.

[Host]

You did not say that.

[Laurina Stori]

I did. I don't have to put up with this. I'm out of here. I hate you.

[Host]

I love her. Let's stop.

[Laurina Stori]

So it is really hard to give somebody brand new any kind of sage advice. If you have the income that you can go get treatments at all of these different styles of places. If you have enough money to go get treatments, then go to a bunch of different styles of places and see which one floats your boat and then find out how to work in that capacity. I mean, that's one thing. If you don't, I don't. I know. It's.

[Host]

Be honest.

[Laurina Stori]

You have to be a self starter. I don't care if you go to work for a salon. You have to find your own customers. You have to get them to come back. You have to sell them products, period. It's. It's the salon owner's job to get people in the door and it's yours to get people in the door and in your chair. I don't care. It's your job or you'll starve.

[Host]

Yeah, if I hate in my school. Yeah, I hated it.

[Laurina Stori]

I went to school for 400 hours and quit. And then I'd already. I started working at my dad's salon illegally, you know, doing manicures and shampoos and stuff when I was 12 and 13, fighting with the clients. I mean, I Was just a little feisty.

[Host]

Oh my gosh.

[Laurina Stori]

Yeah. And then went to beauty school. Are you guys doing. Oh my God. We don't do it like that in the salon. And at that time you could be a junior operator and take the same test, same state board and get your license. So it took two years, but I was getting paid and that's what I did. That's how I got my I'm a Cosmo.

[Host]

Wow. When the hell do you see that now?

[Laurina Stori]

I don't think it's, I don't think it's, yeah. Junior operator program. I don't think it goes on anymore.

[Host]

I, I, that's why I was saying because when I was in school, school, my teacher, I love her to death. She was amazing. She knew everything behind the book. Nothing practical, but everything right. Theory, everything was, you know.

[Laurina Stori]

Yeah.

[Host]

And I love her to death, but I don't know what the I was doing outside of that. I had to go and you know, purchase a class and they still didn't even know what they were doing. You know what I mean?

[Laurina Stori]

I think going to trade shows are fun, but go to trade shows, leave your credit cards at home and go into classes and see what companies you might want to work with, you might want to invest in. You like the way they talk, you like the way they think because classes are free at trade shows. It's a good way to start to feel out companies.

[Host]

Yeah. Yeah. And this, this industry is just getting oversaturated. Everyone and their mom's an esthetician. Cosmetology nails. And you know you can, you see 13 year olds doing nails on tick tock. Better than I don't know that someone has been.

[Laurina Stori]

They're not making a living.

[Host]

Yeah.

[Laurina Stori]

They're starving. But they look good.

[Host]

Yeah.

[Laurina Stori]

Yeah.

[Host]

And then you see someone promoting a class and they're charging how much for the class and class sucks. Right?

[Laurina Stori]

Yeah.

[Host]

Yeah. Some people would say that about me. They would. I charged. I used to teach waxing a long time ago. I still do one on ones but I would do big classes and there would be cheap classes and I don't know what they would expect from an affordable class. You're not going to get a full freaking kid if the class is $500.

[Laurina Stori]

Right.

[Host]

You're just going to get the knowledge in the, that's it.

[Laurina Stori]

The demo lecture. Demo.

[Host]

What are you thinking? I'm going to send you home with the full kit.

[Laurina Stori]

Right.

[Host]

What am I going to walk home with thing, you know? So now that I pass that my classes are Very different and super just, you know, informative. But it's just me and you and that's it.

[Laurina Stori]

And it's hands on. It's different and it's hands on. Yeah.

[Host]

Includes the full kit and everything. And we learn.

[Laurina Stori]

Yeah.

[Host]

So. But you see people coming out with ebooks, though. Did you see.

[Laurina Stori]

I don't even care. For a while there, when it came to tick tock, for example, I. I would think, you know, I freaking hate that our industry is on TikTok. And I know that most people on TikTok are not going to be making a living. It's all. But the reality is the same percentage is going to be successful whether they learned their trade through TikTok or Instagram or trade shows. So it doesn't really matter. It doesn't really matter where you get your information from. What matters is how you apply it and how you run your business.

[Host]

Absolutely. Absolutely.

[Laurina Stori]

Y.

[Host]

Well, this is it for the podcast. I'm so happy that you came.

[Laurina Stori]

Thank you.

[Host]

It was an honor to meet you.

[Laurina Stori]

The waxing queen, the OG yourself, the original OG Boy.

[Host]

You were the funniest guest I think we've had on this podcast. Like, I'm not even joking. Everyone always watches. They're like, I don't really want to say that. Or, you know, they kind of get like a. I shouldn't have said that.

[Laurina Stori]

Yeah.

[Host]

You know, but you were just.

[Laurina Stori]

I really inhibited that one moment. But we'll talk. Yes, we will.

[Host]

And then they'll know.

[Laurina Stori]

They will know. A few people will really know because it's. It was pretty funny.

[Host]

And did it go a little viral? I didn't even ask that. Did it go like a little.

[Laurina Stori]

I don't know. I don't know. We can look it up. Yeah, yeah, yeah.

[Host]

Well, we always end this podcast with a quote, so go ahead and tell us. Did you think of anything?

[Laurina Stori]

So she told me this at the beginning, and I had to think, what is a good quote? Because I'm not that deep of a person. I'm just not. So let it come.

[Host]

Let it come.

[Laurina Stori]

No, this one. This one's actually. It's just very simple. You either. If you fail to plan, then you're planning to fail. Thank you. I'll be here all night.

[Host]

Well, thank you for so much for being on my podcast.

[Laurina Stori]

Thank you for inviting me.

[Host]

I hope you come back.

[Laurina Stori]

Super fun.

[Host]

I hope we. You know, Christian has something planned for me at. He has his own podcast, so we're going to do something together, and I hope that you're there.

[Laurina Stori]

Too, because that'll be fun.

[Host]

Us three.

[Laurina Stori]

Yeah, that would be.

[Host]

Okay. Good.

[Laurina Stori]

Yeah. People running around with a mic. Wait, wait. Well, thanks for having me.

[Host]

Well, thank you for joining me. And then we'll see you guys next time.

[Laurina Stori]

Bye.