← Beauty with a Twist
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- [00:00]
A
Hey, guys. Welcome back to another episode and a new season of Beauty with a Twist. I'm super excited for this new episode because we have a special guest. Go ahead and introduce yourself.
- [00:09]
B
Hi, my name is Jeff. I am a licensed esthetician. I have a private skincare studio called Skin Factory, located in Pasadena, California. I also own and I'm a creator of Dead Skin Club, which is an apparel brand made for estheticians. I'm also a zemit brand ambassador.
- [00:27]
A
Oh, honestly, I didn't even know you had your own apparel. Yeah, now that I'm hearing it, I'm like, okay, so tell me where you started with. Tell me where you came from, because I'm a big fan. Let me just tell you. I'm fangirling right now. You guys, like, literally shaking because I'm like, I'd be stalking you. I was telling before, I was like, I study my guests and I stalk, and I'm like, oh, my God. I'm like, over here, like, fangirling. But go ahead and tell me a little bit more about yourself.
- [00:52]
B
Yeah, I mean, I feel you. I stalk everybody, too.
- [00:54]
A
So, I mean, who wouldn't, though, right?
- [00:55]
B
Yeah.
- [00:56]
A
Because especially if you're in the same industry as somebody, you want to know. How do I say this? You want to kind of see what they're using, what they're doing in a way.
- [01:04]
B
And it's inspiring. Right. To see what other people are doing. And you just, you know, and it feels you. It feels more. You feel more connected.
- [01:10]
A
Yeah.
- [01:11]
B
To the person when you do that.
- [01:12]
A
And it's kind of like getting to know your community and networking in a way, like, oh, I'm going to follow this person, because I like the way they do this and this, you know, but absolutely. That's why I was like, okay, you're perfect. You found my podcast. Me a little bit more.
- [01:25]
B
So how I started very randomly, it was not something that I planned, you know, when I was young. I didn't say, like, oh, I'm going to be an esthetician when I'm older. I actually just sort of stumbled on it. It was actually my mom's idea for the longest time. She wanted me to be a nurse, of course, but, you know, I've always just been on the creative side. I just never wanted to be on that side. My whole family, you know, they're all in, like, medicine, like, nurses and stuff like that. So I've always just been creative, and I wanted to pursue something that's more of, like, what I want to do. So I actually Started off as a professional photographer. For three years, I lived in Vegas, and that was my main job. And then eventually down. Down the road is just trying to figure out, like, what else do I want to do? What else do I want to do? And my mom actually gifted me a facial treatment. It was a package of, like, three. Never done.
- [02:18]
A
It was this, though.
- [02:19]
B
This was in 2012.
- [02:22]
A
Oh, yeah.
- [02:22]
B
So, yeah, 2012. And I just remember the second time I came in after that appointment, I saw a huge difference on my skin, and I was, like, so good, you know, And I still didn't think much of it. And then that same week, I got a pamphlet for a skincare school, and I was like, oh, this is cool. And I told my mom about it, and she's like, just check it out. You know, she try it. You know, she's like, just make an appointment right now and just go, you know? So I went, yeah, just go. And then, you know, I did, like, a tour, and then I decided, you know what? I'm gonna. I'm gonna do it. I'll. I'll try it and see if I like it. And I ended up loving it. Like, my. I had the best instructor.
- [03:06]
A
Um, and you don't hear that often about schooling.
- [03:10]
B
Yeah, she was very, very passionate. Let me shout out to Miss Mary. She's. We're still friends still today. Yeah, we're still friends still today. Like, we. We keep in touch. She has her own solo private studio also. But, yeah, and all of the students, you know, we all got along. It was such a great environment, and I just fell in love with it, you know, and that's how I started.
- [03:32]
A
Did you fall in love with just, like, giving the, like, the aura, the relaxation? Or did you fall in love with the ingredients getting to, like, mix up, like, certain things or all of that?
- [03:44]
B
I love the process of seeing a client, treating them. Just my hands on a client. I found. You know, this is later on down the road. Like, I found that, like, everything that I enjoy doing is when I get to use my hands. So, like, with photography, like, with editing and things like that, I loved doing that also. And I signed up for. I just signed up for a pottery class. Ceramics class.
- [04:10]
A
You're gonna be killing it.
- [04:12]
B
I freaking love it. Like, it's, you know, anything that will get me to, like, not think about anything else. Yeah, I'm gonna be really transparent. I just found. I found out a few months ago that I have adhd, and that really kind of put things in perspective for me, you know, which is why I'm, like, very creative. I like to do very many different things, you know, all, like, all at once, you know? But it's also, like, kind of, you know, one of the things that hold me back in a way, because I tend to love to come up with. I have so many ideas.
- [04:48]
A
Yeah.
- [04:48]
B
And then I find myself working on a project, and then I'll come up with an idea, and then I'll work on that project, and then, you know, know, so on and so forth. And the next thing you know, like, at the end of the day, I have, like, five open projects that I never finish.
- [04:59]
A
Yeah. And you're kind of like, oh, my gosh. Like, I'm just still stuck where I wanted to do it, but I couldn't finish it.
- [05:04]
B
Exactly.
- [05:05]
A
Keep coming up in your head with something new.
- [05:07]
B
So I. You know, so I. I got help. And, you know, they were like. My psychiatrist basically told me that I have adhd.
- [05:14]
A
So how did you even tell yourself, like, is it because you were like, okay, you felt something off, or.
- [05:21]
B
Yeah, it was just like. For me, it was. I couldn't get myself to focus on one task that was. That was the problem. And I was starting to, like, talk to people, and they would tell me, like, I don't have that problem. Like, I can finish a task. Like, you know, so. And then I would hear other people say, like, oh, I also have that problem. You know, like, you should maybe go to a psychiatrist and check it out. So that's what I did.
- [05:46]
A
Do they put you on anything? Are you taking anything?
- [05:48]
B
Yes, I'm on. I'm on it. I'm taking Adderall, but I'm also, like, reading books on how to manage it. You know, the goal is to really get off of it.
- [05:58]
A
Yeah.
- [05:58]
B
You know, but it's. It's a process. It's a journey. But I love that I have that type of. I love that I got diagnosis, because it. It makes things clearer for me. Now I know what to do and how to. How to handle it.
- [06:13]
A
Yeah. Yeah. For me, I'm like, I've took an Adderall before, you know, just because, you know, I was in school and I needed to focus. And when I tell you that I was so focused, like, I was like, wow. Like, maybe, you know, I don't know. I was like, this is. This is different. I liked that feeling, you know, not all the time, but I feel like a lot of college students take Adderall especially well.
- [06:33]
B
They take it drinking. Like, I know. Like, so a lot of people abuse it, and that's the thing about it is that I don't. I feel like I feel differently than most people who take it for, like, recreation. You know, there's like, there's a huge difference. Like, when I take it, I feel normal, you know, like, it's not like it, it gets me to do things that I need to do throughout the day without having to stress out about, like, not finishing tasks, you know?
- [07:05]
A
Yeah.
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B
But yeah, it's.
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A
I'm like, guys. So it's like people usually abuse and drink it. Why do they drink it during, like, why do he. They use it during drinking?
- [07:14]
B
I have no idea. I mean, it's. I guess it's fun anyways.
- [07:21]
A
I feel like for myself, I always. I can finish a task, but I think I'm a perfectionist too much. Like, everything has to be in order. My house, my shop, like, clean.
- [07:31]
B
Yeah.
- [07:32]
A
Like, if my, if my space is dirty, I'm not there. Like, mentally don't talk to me. I'm just like, I'm going to be mean.
- [07:39]
B
Like, you have to focus on that before you can move on to the next. Yeah, I'm different. Like, I. I tend to focus on one thing and then I get distracted and then I'll start doing something different and I never get anything done. So.
- [07:52]
A
Yeah. But you know what, that explains that. Why your content's so good, why it all makes sense.
- [07:56]
B
Yeah. And there's so many different things that I post because of just so many different ideas that I have. And that's you. It's the, it's the creative side of me. And I feel like, you know that. And then on top of like having adhd, it's just all over the place. I have, I have a lot of, like, I've had a lot of projects that I'm still there that I'm still working on, that I'm like, I'll get back to.
- [08:18]
A
But you know what? Your content is so good and your marketing is so good. And you know, also being a male in this industry, since it's such a female dominant industry, like, when I seen your page, I was so drawn to you. Not only because of your. I could just feel your energy through the social. Like I literally, through Instagram, I could feel your energy only because the way you were giving facials and the way, I don't know, you present yourself online, I was like, okay. And I don't really see male and this male estheticians in this industry.
- [08:47]
B
Yeah.
- [08:48]
A
So, like, is it hard for you to get clients? Or like, how was it for you. In the beginning.
- [08:51]
B
Yeah. So, I mean, here's. Here's my story when I got out of school. So I told you I had a great experience in school.
- [08:56]
A
Yeah.
- [08:57]
B
And it was amazing. I was just. I was so excited to get a job. I could not find a job after I left school. It took me maybe, like, four or five months not finding one. A lot of places that I went to, like, first of all, didn't want to hire me because I was fresh out of school.
- [09:19]
A
Yeah.
- [09:20]
B
So they wanted to hire someone who was experienced. But also, I felt like being a male in the industry also was a factor. A lot of people obviously couldn't say that, but there was one particular salon that did tell me. They said, you know, like, we just don't think, like, our female clients would be comfortable of having a male esthetician. So this was in 2013 in LA, and I was just like, is that legal? Like, you know, I was. I remember just being like. Because I was so new to the industry, like.
- [09:47]
A
Yeah.
- [09:47]
B
Not to say that, you know.
- [09:49]
A
Yeah.
- [09:49]
B
So I was just so discouraged. And so essentially, like, eventually, like, I just opened my own business just out of. Like, I wanted to be, like, I wanted to show you, like, you know, like, I can do this myself.
- [10:01]
A
Yeah.
- [10:02]
B
But I didn't have any business experience. So, I mean, that business lasted for a year, and then I had to close it down the first time. And this was when I rented a room from. I used to rent a room from Casey.
- [10:12]
A
Yeah.
- [10:13]
B
So, yeah, shout out to Casey. She'll tell you. Yeah, shout out to Casey. She'll tell you. Like, I was there for about a year until I was like, I can't do this. I don't have any business experience. And I shut the studio down completely. And I. I was embarrassed, you know, because I told my friends, like, oh, I started the business, you know, Like, I was really proud of it, but because it failed, I just. I felt really depressed. I remember feeling depressed. I felt being embarrassed that I just left the industry completely.
- [10:47]
A
Completely.
- [10:47]
B
So I took a break for maybe a few years. I started working for a different industry. I ended up in the fitness world. And I worked for a fitness studio for five years. I managed. I managed the studio in Pasadena.
- [11:02]
A
Oh, my God, he had so many lives.
- [11:04]
B
Yeah. Yeah. But I learned a lot of my skills there, you know, like, managing a studio, building a business, things like that. And, you know, it wasn't. It was in 2020 when I decided to get back to the industry. It was a drill. Middle of COVID when everything was closed down. And I think what inspired me, like, what inspired me about it was just I didn't have anything to do. I was working from home, but I was watching, like, YouTube videos, and I stumbled upon, like, all these, like, facial videos. And. And then I saw this one channel. It's Jade JD Wady.
- [11:38]
A
Oh, my gosh, I love her.
- [11:39]
B
She's the one inspired me to get back into it.
- [11:42]
A
Videos are so relaxing.
- [11:44]
B
Yeah, she's amazing. And we're like, you know, we're. We. We talk to each other all the time now, which is so cool.
- [11:49]
A
Like, wow.
- [11:50]
B
You know, like, she knows, like, you know, like, you made me start, like, restart my career. She inspired me. Like, I loved her videos. I'm like, I want to do that. You know, Like, I missed it. So in 2020, I decided to open up my business again, you know, with, like, newfound confidence and these skills that I didn't have before during my first year. So. So that's really what helped me, you know, like, gain momentum and the confidence, you know, like, the confidence was really important. So I had the confidence to know, like, what to do now, how to run a business, how to grow a business, just how to talk to people, how to talk to clients, you know? You know, I was also like, I'm an introvert.
- [12:29]
A
Yeah.
- [12:30]
B
So it.
- [12:31]
A
And it's hard to be introverted in such, like, in a business in itself, because you have to talk to your customers, your clients. You know, you have to kind of. If they see an introverted person and you're just quiet throughout the whole thing, they're gonna be like, I don't want to go. Like, I didn't feel comfortable because.
- [12:46]
B
Exactly. You have to set the mood for your clients. So that's really important. Right. So you can't let them. You know, you can kind of sort of gauge their energy and then go with that.
- [12:56]
A
Yeah.
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B
But at some point, if they're coming to see you, you have to lead the charge on, like, how you want that interaction to turn out.
- [13:04]
A
Yeah. Because I feel like if you're. For me, I'm very extroverted. Right. Super. I'm overly extroverted. I talked to everybody. I was just at the store yesterday. I was at Marshall's talking to the girl in line. Okay. I'm. I'm a cheater. Chatterbox. My boyfriend is a complete opposite. He does not like people. He. And his fault. His job doesn't involve anybody else but him.
- [13:25]
B
Yeah. So.
- [13:25]
A
And he loves it, you know? And I don't know why I related to him so much when I first met him, I'm like, we're the complete opposite.
- [13:33]
B
Yeah. For the most, I think extroverts and introverts tend to. I think they tend to like, match each other's energy.
- [13:40]
A
Yeah.
- [13:41]
B
It's like, because it's, it's such a perfect, like, especially if you're gonna be partners with someone, you need someone who can do things that you can't.
- [13:47]
A
Yes.
- [13:48]
B
You know?
- [13:48]
A
Yeah. And I feel like what happened to you, I feel like it happened for a reason. It was maybe not. If you had kept going with Casey and kept doing that, you wouldn't probably be as successful because you didn't know it had to happen.
- [14:01]
B
Right? Yeah. Like you.
- [14:02]
A
Right.
- [14:02]
B
Yeah. You never know. You know, it could be, you know, I could end up somewhere else. I could be, you know, like, maybe good at it. But like, you know, this, the struggle would have been a different, like, story. I would have had a totally different experience and a totally different mindset and a different opinion about the industry.
- [14:18]
A
Yeah, absolutely. So now I think, like a lot of people want to join this industry, especially a lot. There's so many people in this industry, but there's more people going to school. And it really is hard to get a job right now for estheticians. Like, even Massage Envy. They're not hiring. Like, they have enough. Because a lot of the times these big businesses are going to eventually go out of business because there's so many self employed and solo estheticians that no one's going to Massage Envy anymore.
- [14:46]
B
No. And there's so many people going to school.
- [14:48]
A
Yeah.
- [14:49]
B
So there's not a lot of spas available for the industry.
- [14:53]
A
So for someone that's starting, what do you suggest? Like, what do you think?
- [14:57]
B
I say network, like, do as much as you can. Like, yes, definitely, for sure. Apply for jobs. But in the meantime, like a network, meet people. Like, social media is such a great tool to meet people. That's what I did in 2020. You know, I started to, like, just reached out, like reached out to reach out to Jade. You know, I met. Well, it's like she kind of, I don't know if, you know, she kind of.
- [15:20]
A
Oh my gosh. She's going to be on our podcast.
- [15:21]
B
She is. Oh, she reached out to us. Amazing.
- [15:24]
A
Oh, I fangirled.
- [15:26]
B
Yeah.
- [15:26]
A
Okay. But we haven't loved her.
- [15:28]
B
She's super nice.
- [15:29]
A
I'm still waiting on her response with her team, but we haven't talked. She hit me up in December.
- [15:34]
B
Yeah.
- [15:34]
A
And my manager told me about her. She's like this girl named. But she kind of like. I knew who that is. Yeah, she DM'd us.
- [15:40]
B
And I was like, you're gonna love her.
- [15:43]
A
Really? I didn't know she was on what was that show, 90 Day Fiance.
- [15:49]
B
Yes.
- [15:49]
A
Yeah, yeah, yeah. And I'm like, curious as hell. How are these shows? Okay. No, but that's something. So did have a following when you were messaging or how did you grow?
- [16:00]
B
Like, I had probably when I sent her a message, I maybe had like a thousand. I don't know, like, not so much because I started that account from scratch. Like, I have my personal one. I'm a business one. So when I decided to start my business, I created a new completely account. But I was very active. I was like, you know, I wasn't just like posting, but I was also like reaching out to like, other estheticians. And I think that really helped a lot, you know, because I, you know, you're going to grow your following. You can't wait for people to follow you.
- [16:28]
A
Absolutely.
- [16:28]
B
You have to reach out to people and that's, that's the best way to grow. And, you know, I just found all these different people and, you know, like, what you did was. I just like spied on them and then I, you know, I chose the ones that I felt like I was going to vibe with and then I sent the messages and that was it. Yeah.
- [16:47]
A
And did they shout, you are like, how did you get to where you are now?
- [16:50]
B
We did some. I remember she kind of. And I should. A collaboration post together also. So that helped too, you know, like, it's. It's really just for me, like collaboration. Collaboration has to be. It has to be authentic, right?
- [17:04]
A
Yes.
- [17:04]
B
You want to collaborate with somebody that like you vibe with. You know, it's not just, you know, it's not just like a numbers game. Like, you know, like at this point, like, I don't even care about growing my following. I just want to nurture my. Whoever is in my community, you know, I think that's more important. There's more impact to that than actually just finding like, you know, the next follower and then the next follower. Yeah, right. Yeah, I think it's really.
- [17:28]
A
I absolutely agree. That's why I do my podcast. Because then I know so many people from estician industry, nail industry, like the barber industry, like the cosmetology industry, and I know so many people from each industry. And then I also have esthetician branches just to network to who is in my industry.
- [17:45]
B
That's so cool.
- [17:46]
A
Yeah, I have them every other month. And it's pretty big now. It's gotten pretty big. And just to get to know where I'm coming from, you know, like what, what's going on and only, not only that, but for everyone else to like get ideas from each other and just help each other out because especially the way it's going right now. The recession is crazy. It's been crazy. Everything is expensive, right? Being getting a luxury like in a facial to luxury. Like it's something that like people have to set their money aside.
- [18:11]
B
If people are saving money like that's the first thing they're gonna.
- [18:15]
A
Yeah, come on. Look how much eggs are.
- [18:17]
B
Yeah, I mean I tell you, I, I thought like people were saying like oh, ten nine dollar eggs. Like I went to the store the other day and I literally bought $9 eggs.
- [18:27]
A
No. Let me tell you this crazy story. 24 eggs for 49.99. Where stater fucking brothers. Okay. Not even that freaking way, I swear. Promise. 49, 49. I couldn't believe my eyes. Took a picture of it and I posted on my personal. I said there's no way. There's no way.
- [18:45]
B
That is nuts. Okay, well that's crazy because my, my $10 eggs are like I told the. Actually I told the cashier like don't bag it, I want to carry it. I want people to know that I bought these eggs. Not you scared These are my. Yeah, I'm gonna hold it in my hand.
- [19:00]
A
It's like how. And then my sister in law yesterday actually she was telling me she's like, I want to visit Erewhon for a fucking smoothie. And I'm like, you want to visit Air1 for $20?
- [19:08]
B
Yeah.
- [19:09]
A
Dollar smoothie.
- [19:10]
B
Yeah.
- [19:10]
A
And I was just talking shit about Erewhon.
- [19:12]
B
Right.
- [19:12]
A
I really want to try the Hailey Bieber one. The Narsmith just came out with one. And I was like, you know what? I'm not driving. Yes.
- [19:19]
B
I've been healthy. There's so much sugar in it. Like I've had it. Like my niece, she like wanted it, she wanted to try it out so I went with her. And I don't remember what I got. It was. No, they had a partnership with Vacation, you know the SPF brand? Yeah. So I tried that because I was like, oh, you know. Yeah, I didn't like it.
- [19:38]
A
Speaking of that brand, have you tried the whip sunscreen?
- [19:41]
B
They sent me one. Yeah.
- [19:42]
A
How was that?
- [19:42]
B
It was okay. Yeah, I actually I gave it to my niece because she's like, like a Lot of the stuff that, Yeah, I get sent to like my niece.
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A
Like, you're just like, here, here you go.
- [19:51]
B
Yeah.
- [19:52]
A
Now that we're talking about brand partnerships, I know you're a brand partnership with Zemitz. Right. So how did that come about? Like, how did you. Did they reach out to you?
- [20:00]
B
They did, yeah. Oha. She is the. She's one of the co founders. She's amazing.
- [20:06]
A
What's her name?
- [20:08]
B
Yeah, she is. She's. She's from Ukraine. She immigrated here. She started the business with a couple.
- [20:15]
A
Partners, but Mariah Etsy is who I know. Mariah.
- [20:20]
B
Mariah. Yeah, yeah.
- [20:21]
A
She's supposed to be on here too.
- [20:23]
B
Oh, really? Oh, she's amazing. She's just opened up her in Arizona.
- [20:27]
A
Yeah, yeah, yeah. Shout out to her too. Yeah, I, we reached out to her and then, I don't know, some stuff happened and she was opening up her school.
- [20:34]
B
Yeah, yeah, she's got a lot she's going.
- [20:38]
A
But that's so cool. So then it's. So what do you do for them? Like, what is it?
- [20:42]
B
So as an. A brand, as a brand ambassador, really? My, my job is really just to promote the brand, like the machines. And I have done a couple of conferences with them. So I would go to conference and work at the booth, which for me is really fun because it's like, that's where you actually get to like meet people in person. You get to network, you know, at the shows. And it's, it's great because it's like, you know, I would go to shows, like when I, I remember when I first started going to shows when I was in school, I would just be like, oh, this is so cool. And I would just kind of like watch everybody and like, everybody's having so much fun. And I didn't really know anyone, you know.
- [21:21]
A
Yeah.
- [21:21]
B
But I just thought it was really cool. And it was like, oh, it'd be so cool to like work at that booth, at that booth, you know, and then doing that is just like, it's just, it's so fun. And then, you know, you get to connect with so many different people. And the brand itself, Zemmet's like, they've really built a really great culture. There's a lot of different brand ambassadors. And I do see, like, it's so important with skincare to have a brand that like, focuses on like, diversity and has so many different ambassadors from like different backgrounds.
- [21:55]
A
And that's the best.
- [21:55]
B
Which is what I love.
- [21:56]
A
Yeah. You know, and do you get a commission or something? If you sell a certain.
- [22:02]
B
I do. So it's similar to an affiliate. Affiliate. Right. So I have a, I have a code also. So if people are interested in purchasing the machine, then, you know, like, then they can use my code. Then I get like commission off of that.
- [22:16]
A
Okay.
- [22:16]
B
As well.
- [22:17]
A
So when someone becomes a brand ambassador, first term brand, are you allowed to work with another brand? So like, let's say HydraFacial. Because I know that I do have.
- [22:28]
B
To sign a contract to not work with other brands, which makes total sense.
- [22:32]
A
Absolutely.
- [22:33]
B
You know, like if I was a brand and I wanted to and wanted to partner with someone, like, you know, I'm not going to be like, you know, like if I sold like skincare and I wanted them to be completely like my partner and then they're selling a different type of like sneaker. Like that totally fits the purpose of being a brand ambassador.
- [22:50]
A
Yeah.
- [22:51]
B
So.
- [22:51]
A
So do you have to sign? Is it because I always get. How do I say this? Like, do you have to send your life away? Is what I'm trying to say. Like, say a strict. Because there's a certain brand I cannot say because they know it's. He's told me that you basically sign your life and say, you can not do this, not do this, not do this, not do like super strict.
- [23:13]
B
Which I meant to know I did. It was. It's just the only, the only thing they ask you to do is really to create content for them.
- [23:21]
A
Okay.
- [23:22]
B
You know, promote the brand, work a few conferences if you're available. And also just don't promote any other products that, you know, that sells like machines.
- [23:35]
A
Yeah. And I, and I don't have a Zemitz machine, anything from them. But I've always seen them at the booths and I'm always kind of like just thinking, should I do it? And then another brand looks at me and I'm just like, should I do it? Because you know, right Now I'm between HydraFacial.
- [23:52]
B
Okay.
- [23:53]
A
And that machine is like $35,000.
- [23:56]
B
Yeah.
- [23:56]
A
And it's like, do I want to sign a car? Right? Do I want a car payment or what? What am I doing?
- [24:04]
B
Yeah.
- [24:04]
A
Because why, why do you, do you own a hedge or do you own only Zemitz?
- [24:08]
B
Right. I only use them. It's. I've started with Zemitz and you know, which is the reason why I said yes locked up before I even became their brand ambassador. Like, I'm like such a huge, like I'm a huge fan of the machine and it's like I just don't think that you need, like, you know, everyone is different. I don't want to talk shit about talk. I don't want to talk about any brand or.
- [24:32]
A
Let's be real. Let's see your opinion on it.
- [24:34]
B
Yeah, I think it's. I think everyone is entitled to their own choice. Right. It's really up to you what type of. What type of environment you want to create for your clients. If your clients are looking for HydraFacial, and that's the majority of the clients that you have, then get HydraFacial. Like, I don't care, you know, Like. Like no one cares. Like, it's. If that's. If that's the type of clientele that you're looking for, go for it, you know, but there's so many different types of demographic that you can focus on. And the type of demographic that I have, they don't need an expensive machine.
- [25:12]
A
Yeah.
- [25:13]
B
You know, and there's nothing wrong also. There's nothing wrong purchasing.
- [25:18]
A
Yeah. You know, and it's like, I have so many friends that own HydraFacial. Come this way, girl. Come. Then I have another group that's like, Zemmons. Come this way, Come this way. And I've done my research and I've seen results on both ends. Right. But it's like, do I want to stick with this one? Do I want to go with this one? But it's for me, it's kind of like if the. If the machine is $35,000, of course you're not going to profit it with the same year. If you are charging $500 for the facial, which you also have to think, are your clients willing. The clients that you have right now willing to pay 4 to $500 for that facial. Think about your area. Think about where you are. Think about if, like, what kind of clients that you have. You have a client that is bringing their teenage daughter. You think she's going to want to purchase that for her teenage daughter?
- [26:08]
B
Yeah. No.
- [26:10]
A
You know what I mean? So that's what I kind of look at.
- [26:12]
B
Yeah. And I always tell people that in the beginning is like, if you're going to start a business, you have to really focus on who your target market is, target audience. That's the most important thing. That's what's going to set you apart, and that's what's going to make decisions easier for you when you are looking for, you know, like, machines or like even like the decor of your studio.
- [26:35]
A
Absolutely.
- [26:36]
B
It's like everything needs to match that type of demographic. That people that you want to attract.
- [26:42]
A
Yeah.
- [26:42]
B
In your business.
- [26:43]
A
So for you, when you first started, was there a specific or was it just kind of anybody at that point, or did you have like a certain clientele that you wanted for yourself? Because I know I for, for me, it's like my clientele is like, I have a lot of nurses, I have a lot of doctors, I have lawyers, have. Majority of my clients are police officers. Don't ask me why, it's amazing. And I'm like, I don't know, but I don't do drugs. Okay. I always tell them, don't tell me, I'm a good girl. But anyways though, I have certain clientele for me, you know. So did you when you first started it, was it like.
- [27:17]
B
Yeah, I knew in, in my head I wanted people who are similar to me. So, you know, male or female, but like millennials, elder millennials, people have like, you know, people that have like, not necessarily like, have like huge like high paying jobs, but like someone who can just, you know, like, like someone who has just like a regular job but like wants. Just wants a facial like once, you know, wants to treat themselves or like, you know, or if they have like skin issues, but don't necessarily have like a thousand dollars to pay, like to use to pay for facial, you know, like it's, you know, so those are the types of people that I look for and those are the people that I want anyway. Because those are people I'll vibe with.
- [27:59]
A
Yeah.
- [28:00]
B
You know, like there are clients out there who are, you know, like, I'm in Pasadena, so that Pasadena is old money. So you get a lot of like, you know, elder clientele who have a lot of money. But is that really the type of people that I feel like I'll vibe with?
- [28:16]
A
Because not almond is good money. Right. That's what they say.
- [28:18]
B
So. Which, you know, there's obviously like nothing wrong with that, but I just don't feel like I'll. I have a connection with those type of people, you know, like, I want people that I want to look forward to when I'm coming into work. I'm like, oh, I'm going to see, I'm going to see John, I'm going to see Kathy. Like, you know, like people that I know like it. I want to have an environment when people come in. It just feels like you're seeing your friends.
- [28:43]
A
Absolutely. Because this job is kind of like, oh my gosh, I get to be with my friends. I don't have many friends in my personal life. But I don't know why I go to work and I have so many friends.
- [28:52]
B
Exactly, right. Yeah.
- [28:53]
A
And I feel like. Yeah, you're in Pasadena. And by the way, your place, you got a view.
- [29:00]
B
I got lucky. Oh my gosh.
- [29:01]
A
No, I need to know how you got that space. Because when I, when the fires happen in January, which it was such a tragic.
- [29:09]
B
You can see everything from my, from my window. Like it was, it was nuts. And you can smell it in my building. There was ash inside my studio. No, I was closed for a week because we had to clean. They had to clean the vents to obviously clean the studio. They shampooed like everything like the building, which I actually love the building because it's family owned.
- [29:31]
A
So they really.
- [29:33]
B
The way, the way it's run versus like a corporate.
- [29:39]
A
They don't care. They just do whatever.
- [29:40]
B
Exactly. You know, like the, the guy that actually runs the building is just this 25 year old guy. Like, you know, he knock on my door once in a while and be like, I just want to see how you're doing, you know, like. But like you don't get that at like, you know, like other places. You know, maybe they'll send you an email and be like, oh yeah, here, tell us how we're doing, you know. Yeah. But it's, there's nothing like, like a personal touch.
- [30:03]
A
Yeah.
- [30:03]
B
You know, to be in a place, they take your trash out for you. So.
- [30:07]
A
Yeah. I think that's why my girls love it here. I have a really good, solid team. Because they're all booth renters.
- [30:12]
B
Yeah.
- [30:12]
A
They've been with me for now over a year. I've changed in and out. Booth renters, in and out, coming in and out. It's just because their business is slow or other stuff that's going on. But the team that I've had, one's been here for like two and a half years. Like it's such a solid team.
- [30:27]
B
Yeah.
- [30:27]
A
Because it's me that owns it and I've put so much thought and care and I always ask, what do you need?
- [30:33]
B
Yeah.
- [30:34]
A
Because when it's owned by a family or person, it's like that's their baby. Like they want to know that their tenants are good. They want to know they're taking care of them, you know, because then for them it's like they're going to stay longer because they know that you care for them and everything. Just go into a corporate like, I don't know, submit a application or submit something online.
- [30:51]
B
Exactly.
- [30:52]
A
Get it fixed.
- [30:52]
B
Like you set your Culture and the people that you want in your studio. You know, you can't just hire anyone just because, like, oh, I have this many clients, you know, you also have to, like, know that you vibe with that person. Right. Because at the end of the day, it's just, like, it's going to work, and you're going to be seeing these people every single day.
- [31:10]
A
Yeah. You know, how did you get your. Your space? Tell me, because. Let me see.
- [31:15]
B
You're gonna laugh.
- [31:17]
A
Stop. I love it. If you guys haven't seen his spot, it's beautiful. When you posted the fire, so I was going on, that was the first time I actually seen your window and seen everything. And I was like, one. I was like, that space must be expensive, because being in Pasadena, being anywhere in Pasadena, you know, it's expensive. And where you are, I can just imagine your booth rent. So I was coming up with so many things. I'm like, wow.
- [31:42]
B
Yeah. That was my fourth location. And I was at a sola. I was at another place called Regency. And then I rented. I subleased a space in Pasadena with another esthetician. And then seven months ago is actually when I just found that place. I've only been there for seven months, but you wanna know where I found it?
- [32:06]
A
Yeah.
- [32:06]
B
Found it on Craigslist. I thought it was a scam. I was like, this is way too good to be true. I was like, no freaking way. And I'm looking at it, and I'm looking like, oh, that's. That's in it. It was an. It's an old town, like, right in the middle of, like, everything. So it's got great foot traffic. I was like, craigslist. I was not convinced at first. I was looking. I was like, I'm just. You know, I'll just. I'll just send a message. Let's see what happens, you know?
- [32:34]
A
Yeah.
- [32:35]
B
Because I'm like, I'm not going to fall for a scam, but I just want to know, like, I'm really curious why this place is available, you know?
- [32:40]
A
My gosh. Huh?
- [32:42]
B
And then I sent an email and called me right away. And then as soon as I was like, oh, this is Stephanie.
- [32:52]
A
Okay.
- [32:53]
B
Yeah. And then the guy, you know, like, he's 25, and obviously he's just like. He's just so chill. So I'm just like, this can't be real. I'm like. And he's like, you know, if you want to go check it out, you know, we can schedule an appointment. So I'm like, yeah, you Know, So I scheduled an appointment. I looked at it, and I saw that it was, like, it was legit. Like, he's, you know, like, he's got an office there, and, like, the tenants were there. I talked to a couple of tenants, and I was like, okay. And then I fell in love with it. As soon as I walked in, I was like, there were two rooms available. There was one on the other side, but it didn't have the city hall view. View and the mountains. So I was like, oh, you're right.
- [33:30]
A
Next to city hall, where they take all those beautiful photos. Like, the wedding photos.
- [33:33]
B
Yeah, I can see city hall from my. My window, which is what sold me, because I'm like, you cannot. Like, that can. That's, like, the most Pasadena view you can ever get.
- [33:41]
A
Absolutely.
- [33:43]
B
You know, and the mountains, you know.
- [33:44]
A
Oh, my God.
- [33:45]
B
Gosh.
- [33:46]
A
So Craigslist. Like, how did you even. How did you even know what to type on, Craig? Or were you looking for something else?
- [33:51]
B
I was looking at the. So they have, like, the rental section, you know, the homes. And then they also have the commercial. Commercial subsection on there. And I just clicked on it, and I just kind of was scrolling. I just scrolled and I was looking at, like, you know, a lot of them were just, like, regular offices. And then I found that, and I'm just like, oh, this is kind of cute. And I clicked on it just randomly, and there's all these photos. And there were already, like. I think there's two other estheticians in there already in the building, so.
- [34:18]
A
And the rest is three.
- [34:19]
B
Yeah. Because I saw photos of their rooms. I'm all like, oh, okay.
- [34:23]
A
Wow.
- [34:24]
B
I was like, this is cool.
- [34:25]
A
So when you subleased with the sd, was it like a. Like a storefront?
- [34:28]
B
It was. No. So it was in a. It was in a location. It's like Burlington Arcade. It's actually really cute. A lot of, like, Instagrammers would go there. And the space was just right above a coffee shop, and there's two rooms and then a lobby that we shared. So I had one room, and then she had the other room, and I subleased from her. Yeah.
- [34:48]
A
So she owned it. And then. Okay.
- [34:50]
B
Yeah.
- [34:50]
A
And then it just didn't work. You just felt like you were growing too fast. It was too small.
- [34:55]
B
Yeah. I felt like I just wasn't able to. Like, I felt stuck. I couldn't grow and make decisions for my business. I felt like I had to sort of tiptoe, which, you know, like. And, you know, like, my bad for not even planning that, you know, like, thinking about that. So I was like, I do have to kind of, you know, move out so that, you know, I just didn't want, like, my decisions to be kind of affected by, like, by her business or like, what she, you know, like, bottom line is like, basically she was telling me, like, you know, what to sell or what not to sell in my studio. So.
- [35:34]
A
So kind of like a boss in a way, but not a boss.
- [35:37]
B
Yeah. And I'm like, I'm like, this is my business and I can't let anyone tell me what to do with my business. So that was like, that was a huge thing. So when that happened, I was just like, I got to get out.
- [35:48]
A
Yeah. You know, do you see yourself ever owning a storefront? Do you see yourself ever?
- [35:54]
B
Like, I have played around with that idea, but I think I'm at a right now. I just, I love being able to just have my own small studio and have little projects here and there. My long term plan is really to retire and move back to the Philippines and then maybe open up an actual spot there. So that's kind of my long term goal.
- [36:19]
A
Oh, my gosh. You know what? Because Philippines, I heard, like, our money, you're freaking rich.
- [36:25]
B
They're moving on up, girl. I was like, I was. I am feeling FOMO because I moved out of the Philippines too, move here so that I could, you know, like, my mom moved me out here and. But now I'm like seeing like my cousins and like, I was like, man, everyone's like, everyone has a great life there. And I like, I like, I feel like I'm missing out, you know, so. So I think that's the goal is to move back and then just be with the family and just retire there and live simply. Really?
- [36:58]
A
Yeah. I think that's. In the beginning, a lot of goals were like, I want a storefront. I want to be able to have a corporation and do this and it. And it sounds so good. Right. But then all the hard work behind it is just so stressful. Like, right. Opening the storefront. And I always tell people, like, they always ask me to, like, if you could do something, like, do you regret it? Do you ever see yourself doing anything else? Like, I've always been asked, when's the second location coming?
- [37:26]
B
Yeah.
- [37:26]
A
Like, never. It's not happening. I can't do it.
- [37:28]
B
Yeah.
- [37:29]
A
One, it's not that I can't. That I don't want to.
- [37:31]
B
Right.
- [37:31]
A
Because it's so stressful. And since now I have a baby, I See, like my life is so different.
- [37:36]
B
Yeah. It changes.
- [37:37]
A
Yeah. And I just want a slow lifestyle, Like a slow paced lifestyle. And I moved really far. So I'm not even so L. A area. People are coming here to the ie. Right. And I moved farther than the ie. I'm like deep far ie.
- [37:50]
B
Yeah.
- [37:51]
A
Because.
- [37:51]
B
And you're with traffic, right? Coming here.
- [37:53]
A
Yeah. Like, you know, traffic is going. Yeah. This way to west.
- [37:58]
B
Yeah.
- [37:58]
A
I'm going east. So when people go to my house, like, my friends are like, you really are. Like, you come here, it's like you're on vacation. I'm like, that's the point.
- [38:07]
B
Yeah.
- [38:07]
A
Like, I go home and I'm like, social media is not there.
- [38:11]
B
Yeah.
- [38:12]
A
Like my business is not there. Like, I'm just at home with my family. That's it.
- [38:16]
B
Yeah. Because I love that you want the separation.
- [38:18]
A
Yeah.
- [38:19]
B
Which is like so, so important as a business owner.
- [38:22]
A
Yeah. Work like balance.
- [38:24]
B
You have a family, like that's your focus. You know, like now it's like the, the, the priority has now shifted and you know, your, your, your kid is like more important than.
- [38:35]
A
Absolutely. And it's. For me, when in the beginning, and this is for a lot of estheticians, it was work, work, work. No work, balance, life. It was just work 24 7.
- [38:47]
B
Yeah.
- [38:47]
A
I go home, I post, I. I edit and then I come to work. 7:00am Boom. Do it all day. And then constantly. It was just like a cycle. And I feel like I was drained. Like I was mentally, I was posting what I was like, oh shit, I already posted this. Like, because I wasn't all there and I was so much quant. What is it? Quantity but not quality.
- [39:11]
B
Yeah.
- [39:12]
A
And for me it was like, what the fuck am I doing? Like, this is not what I want out there. I don't want to be perceived as right. Anything.
- [39:19]
B
And you know, we've been fed this like information. Like you just have to make content every single day and you have to be consistent. I did that. But like, it doesn't really make a difference. I feel like the, for me, it's more importantly now it's just to post content that's quality, more relatable. So if I don't post for a week, I'm okay. As long as I want to be able to post something that's, that's meaningful and not just like some random like, I don't know, like trendy tick tock or something like that, you know, like if I feel like posting that, I will, you know, if I feel like it's Right. But, like, I'm not gonna force myself just to post. Just to post.
- [40:02]
A
Yeah. You know what I've gotten. It's so funny that you say that, because I've gotten to that point. I posted a funny tick tock and I hadn't posted one in over like a year, if not two years.
- [40:12]
B
Yeah.
- [40:12]
A
And people were always asking, where are they at? Where they at? And I'm like, I don't know. I just don't feel like I don't know. It just wasn't me anymore. Like, I'll post it here and there. Something.
- [40:23]
B
You lose yourself when you're kind of, you know, in your head, you have like, oh, people have these expectations of me. And then you forget that. Like, no, it needs to be the other way around. You need to take care of yourself. You need to post things that you like, you know, and yes, it's. So it's important for a business to post things on social media because it does help with marketing.
- [40:42]
A
Absolutely.
- [40:43]
B
But, you know, social media is not everything. That's just like a tool for you.
- [40:47]
A
Yeah.
- [40:48]
B
You know, at the end of the day. So I, you know, I get most of my clients from referrals. I have. I have Yelp advertising and then Yelp. Not Google. Yelp. I feel like Yelp is good for me, but I do have a Google page, so people will find me either on Yelp or Google, but they will stop my Instagram. Because at the end of the day, people want to know if they'll vibe with you before they book with you.
- [41:16]
A
Yeah. Because it's your resume.
- [41:17]
B
Yeah. So, you know, like. And everyone's talented. Like, there's so many talented estheticians out there. Right. What's going to separate you when someone is choosing a statician is how they vibe with you, how they like you. It's. Think about. Think about going to a coffee shop. Right. There's so many different coffee shops out there. They serve the same freaking coffee. But where do you go? That one coffee shop where they remember your name, where you come in and they say hi to you. They're smiling. You know, it's not always about the coffee. At the end of the day, sometimes it's really just how they feel about you.
- [41:54]
A
That's so true.
- [41:55]
B
Yeah.
- [41:56]
A
That is so, like, that's, like, spot on.
- [41:58]
B
Yeah. Because we're all. We're all talented. We all know what we're doing. We're all Staticians. We're really good with skin. We can. We can all produce, like, the same results, different products. We're using different machines, but at the end of the day, it's the same goal. Right. So we get there. So what's going to set you apart is you.
- [42:15]
A
Oh, yeah. And that's so fun. That's, like, just so spot on. Because I talked to another esthetician. She goes by the Chicago Esthetician. Chicago Esthetician. And we're talking about microdermabrasion. And I don't like microdermabrasion. And her top seller is a microdermabrasion facial. And it's just so. It's like, it works for me, but it doesn't work for you, and that's okay.
- [42:36]
B
Right.
- [42:36]
A
And it's crazy that you said that, because every esthetician has their own, like, person to be. You know what I mean? Like. Yeah, it's just like, how do I say this? There's so many clients for everybody. And that client might not be for me, but it's for you.
- [42:49]
B
Right. You know, Exactly. And, you know, and that's the reason why, like, there shouldn't be any competition, you know, but there is. I. But, you know, we.
- [42:58]
A
They always say there is.
- [42:59]
B
Right. We all have our own clients, you know, and I like. And if a client does leave you for another, that's okay. Because they have. It's their choice. You know, they might want to go somewhere. You know, it has nothing to do with you. Maybe it's just, you know, you just don't vibe with that person and they want someone who they can vibe with.
- [43:17]
A
Yeah. And I think that a lot of people start. Once they start losing clients and they just start doubting themselves.
- [43:23]
B
Yeah.
- [43:23]
A
Start doubting their work and start. That's when they slowly pace away from doing what they love because they're like, it didn't work out. I failed, and that's it.
- [43:31]
B
And I think that a lot of people who start out also are so focused on just getting more clients rather than actually taking care of the 10 clients that they have in the moment, you know?
- [43:43]
A
Yes.
- [43:44]
B
Focus on them, because most of your clients are going to come from those clients. They're going to recommend you. They're going to tell them about you. You can be like, this is my decision. You know, the majority of my clients have come from other clients.
- [44:00]
A
Me, too.
- [44:01]
B
Like, social media is probably. It's referrals and then my Yelp ad and then social media for me.
- [44:09]
A
Wow.
- [44:10]
B
Yeah.
- [44:11]
A
I would say for sure. My top one is referrals, too.
- [44:13]
B
Yeah.
- [44:14]
A
Because if you get a facial. Right. We're related. And I look at Your skin. I'm like, wow, your skin is beautiful. And you tell me, I went to Didi and she, she did the best facial. She is so cool. So down to earth. She's this, she's this and that. I'm sold. I'm like, what's her Instagram? Where do I contact her and where do I book her?
- [44:30]
B
Right. Yeah. And I already know like, oh, this person vibes with that person and I like, I like my friend. So I know she's going to recommend me to someone that they like.
- [44:39]
A
Yeah.
- [44:39]
B
And it's just so much better that way because you already have that connection. It's less awkward.
- [44:44]
A
Yeah.
- [44:44]
B
First of all, you know, from my.
- [44:46]
A
Introverts out there, it's less awkward.
- [44:48]
B
Yes. Than someone just coming in like randomly and like you don't know anything about them. Right.
- [44:51]
A
Yeah.
- [44:52]
B
You know, so like there's, there's already something to talk about and I've had.
- [44:55]
A
That happen because I do Brazilians. Right. So I get, I used to get, I don't really get new clients anymore. I have a lot. My regulars had filled up so much that I don't take new clients as often. And if I do, it's very, it's more. If I take a new client, it's a referral. Not necessarily from my website, is my constant repeating clients. Right. But if I do get a first timer client, it's a Brazilian. Right. Because I do Brazilians. It's kind of like you, you, that's where your, your personality has to come in because you have to make this person comfortable. They're vulnerable, their legs are open. You know what I mean? There's just, it's so much you and then. And that client, you never know. I always say this. That client that's coming in for a Brazilian, right. You, they're vulnerable and you don't know what they're going through behind the scenes. What their personal life. So them coming to you.
- [45:44]
B
Yeah.
- [45:44]
A
And then trying to vent or if they don't want to vent, you want to talk to them, they're going to come back because they already have such a connection with you.
- [45:50]
B
Yeah.
- [45:50]
A
And they're gonna re. That new client is gonna give you so many other clients than just going on social media and just trying to. Book me now, book me now, book me now. Or I don't know, you know, like, I feel like social media, you're right. A lot of it's referrals more than social media and I've learned that too.
- [46:08]
B
Yeah. Not to say that social media isn't important. You know, you just have to be there. But, you know, it's. But the reality is, like, people are going to come to you because someone referred you.
- [46:16]
A
Absolutely.
- [46:17]
B
You know.
- [46:18]
A
Yeah. And I still post on my social media. I'm still. I post my schedule because a lot of my older clients don't have my. Don't know how to do my booking site.
- [46:26]
B
Yeah. And yeah, at the end of the day, it is, you know, it is a tool, you know. Yeah, it's nothing but a tool for you. So it's how you connect to other clients. You know, my clients DM me like sometimes, like, you know, they'll be like, hey, you know, like, what do I do if this happens? Or like, I'm going on a trip. Like, you know, what would you recommend, like to bring with me? You know, so, like, I do a lot of my communications behind the scenes and it's, you know, people talk on social media most of the time now especially. I mean, at least my demographics do because a lot of them are millennials, so they like to. They would rather just send you a DM rather than just like text you or call you or.
- [47:04]
A
Yeah. So do you, you have a booking site or do you have like a booking site?
- [47:07]
B
Yeah.
- [47:07]
A
Okay. What do you use?
- [47:08]
B
I use acuity. I've started with them, like, went in 2020. I've just like, I never had an issue with them, you know, so I just. What, don't fix what's not broken.
- [47:17]
A
I, you know, there's so many. Like, I have. I had gloss genius for the longest time and then I turned into like a business. So now I went completely something or different. But I've heard a lot of good things about that one too.
- [47:29]
B
Yeah.
- [47:30]
A
And then square. I feel like that one's good too. It's just depending, but I. Do you feel like an upcoming estician, someone that's new solo should have automatically have a website or they should just be.
- [47:40]
B
I think so.
- [47:41]
A
Yeah.
- [47:42]
B
So important to have a website right away because that's the first thing, you know, like people are not going to go straight to your website, but that's the first thing that people would want to get information from before actually calling you. Especially, like if you have the link on your social media, it's so important, you know, because they want to get as most people like don't want to just call, like they want to know already, like what you do. And if they do have specific questions, then they'll call, call you, then no call. And it's easier for people to book online than to go back and forth through text or when people call you. Like, you know, it's like you're with a client sometimes.
- [48:18]
A
Right?
- [48:18]
B
Like most of the time you're with a client so you don't have time to like, pick up your phone. So like the booking site, the website, all of the information's there and it's really helpful. And you know, you can always say, like, if somebody reaches out to you and you just don't have time, you can be like, amazing. I'd like, I'd love to help you. You know, I'm with a client right now, but if you want more information, just check this website. But if you have any questions, let me know. I'm happy to help you. But if you have any issues with booking, let me know. I'll help, you know?
- [48:43]
A
Absolutely. I didn't even ask you this.
- [48:45]
B
Yeah.
- [48:46]
A
What are your facial prices? Tell me.
- [48:49]
B
So I.
- [48:50]
A
Because they're Pasadena. You're L. A. You're. You're. Tell me, tell me how.
- [48:53]
B
I. My prices are pretty reasonable. So I have three different options you can do in a 60 minute and 80 minute. 100 beneficial. Yeah. And they're all custom. They're all custom based on your skin needs. First time clients always it's 80 minutes. It's an automatic 80 minutes if it's your first time. Because I need time to do skin consultation and all of that. Right. So my 60 minute is 129. 169 for 80 and then 199 for my 100. And then it's gonna be. I'm gonna be raising it up pretty soon though. Yeah. Because it's time. So that's amazing. Book now before I raise them.
- [49:38]
A
Do you raise them up?
- [49:39]
B
I also have a subscription, so.
- [49:40]
A
Oh, that's amazing. So do you raise it up every year? Because I see some. Okay, this is, this is some tea. I see some estheticians. What they do is they'll raise it up in like three months and $15, and then another three months. $15. It's every.
- [49:54]
B
Just yearly. Yeah. And I raise it closer to the holidays.
- [50:00]
A
Why is that?
- [50:01]
B
Because that's when people want to spend more money. Don't mind spending more money.
- [50:04]
A
Damn.
- [50:05]
B
That's when people get the gift cards and. Yeah, all that stuff.
- [50:09]
A
Damn. He just taught me something.
- [50:11]
B
Like around. I want to say, like around, like Thanksgiving, you know, that's when you want to raise your prices. Don't raise it like January when like you're slow and nobody wants to book because they just spent all their money during the holidays.
- [50:23]
A
That is so smart. And you just told me that because I raised them up in January and what's that? The slowest season.
- [50:29]
B
Yeah. Yeah. So it's really, you know, it's, people tend to be more free with their spending during the holidays. You know, it's, it's just like just human nature.
- [50:43]
A
Yeah.
- [50:44]
B
You know, we either want to splurge and take care of ourselves, we want to do self care like around that time, or they want to spend money to give to their, to, to gift to their friends or family.
- [50:56]
A
So you raise them during the holidays. What do you think about. Okay, this is, this is, this is advice for me. Okay. What do you think about specials? A special offer, like a discounted facial of some sort of having them all the time. What do you think about that?
- [51:11]
B
I don't like to do discounts on one facial. If I'm going to do a discount, I'm going to discount my package. Instead of giving 10, 20% off a facial, then why not sell it as a package, the package of three, package of five. Then you save more money. You do save more money, but it doesn't affect your business as much. I would say when it comes to discount and just providing like a really great service, I feel like people will pay if you give them a great service. Here's what I always, here's what I always keep in mind is when I priced my services, if I were to give, you know, let's say for example, $169 facial for an 80 minute facial, I'm going to make sure that it feels like a $300 facial for that client, you know, like, so I'm gonna do like all these extra stuff like just depending on, obviously there's skin concerns but like that's more than anything than actually like discounting your service.
- [52:20]
A
That's, that's Jim. Because I needed to know.
- [52:23]
B
Yeah.
- [52:23]
A
Only because I've been doing this for so long and I feel like I have those clients that I get like, oh my God, what's your, what's your deals for this month? Or what's this for this month?
- [52:31]
B
And it's kind of like now they're just gonna know you as they're going to know you more about your discount than actual service.
- [52:38]
A
And I'm over it.
- [52:39]
B
You don't want to be that person that people are like, you know, you don't want to be that person when they think about you. Like they're, you're going to give them a discount. You want them to Think about you as that awesome esthetician. I'm willing to pay for them for anything because they always take care of me. You know, I never discounted my facials since I opened. I just. I got referrals. I took care of the clients that I have. You know, I made sure that I have all my attention to them, and that means more than anything than just discounting price.
- [53:10]
A
Yeah. Now, let me ask you. You completely full time, do you do. Monday through Friday, what's your.
- [53:16]
B
I see clients Tuesday through Sunday and through Tuesday through Saturday. Sundays, Mondays, I don't see clients, but I'm also like, store.
- [53:24]
A
I know. Because you know, how we. When we scheduled this podcast, you guys, it was like, I can't this week. Wait, how about the next? And then it was like, okay, we. We focus on today.
- [53:33]
B
Yeah.
- [53:34]
A
And it's like, you're busy. You're a busy guy.
- [53:37]
B
And I'm. I don't advocate being busy. Like, you need to have time for yourself.
- [53:42]
A
Yeah.
- [53:43]
B
But for me, I just love what I do. I just. I'm obsessed with it, you know, so it's just. I'll wake up and I'm already thinking about, like, you know, like, oh, what can I do today? You know, I just love. I love my business. It's like my little baby.
- [53:54]
A
Yeah.
- [53:54]
B
You know, so for me, that's. That's why I'm always doing things, you know, But I do, you know, I do take some time off. Like yesterday I went to go to Santa Barbara.
- [54:05]
A
Yeah.
- [54:06]
B
You know, for the day.
- [54:07]
A
Do you. I didn't even ask you this, but we talked about a little bit. There's this one video, and I told you, and it looks so.
- [54:14]
B
I don't know which one. Yeah.
- [54:16]
A
I need to show you, and you'll understand what I'm talking about. But we were talking about it, and I. Are all your clients male? Or, like, do you have a lot of female or.
- [54:24]
B
I have a good mix. I would say half of my clientele are men. Half of them are female. I didn't start up like that in the beginning, like, I had mostly female clients, but over after about, like, a year, I just wanted to differentiate myself, you know, and I, you know, and I wanted to, you know, I really just wanted to get more male clients because I feel like it's such an untapped market. Like, there's still so many men that need to learn about skincare.
- [54:53]
A
Yeah.
- [54:53]
B
Even if I'm not seeing male clients, I. You know, my part of my advocacy is really just, you know, creating awareness you know, to men that, like, it's important to really take care of your skin. Like, it's not vanity, it's not beauty. It's not just a skincare. Skincare is not just for women. It's. Skincare is like, it's health. Right? It's health care.
- [55:15]
A
Yeah.
- [55:16]
B
You know, you need to take care of your, you need to take care of your skin in the long run, you know. And what I love about my job and what I love about doing that is I get a lot of first time male clients and whenever they come in, it's just that, like when I get to enlighten them, you know, when I say things to them and they're like, oh, I get it now. Like, that's like the best part of it.
- [55:37]
A
Because when you teach them, like, it's right to take care of yourself, men don't think, oh, wait, I get a lot of male clients and they're like, I'm just embarrassed in a way because like, I don't. This is like a female thing, you know, it's. They cool on cool, all these other things. And I'm like, yeah, no, it's not.
- [55:54]
B
Like you love it. And you know, men are loyal too. Like once they're locked in more than one. Yeah. So if they've never had a facial, you know, most likely they'll stick with you if they're there. If you're the first esthetician, you know.
- [56:06]
A
Yeah, yeah, yeah. No, but I see you posting then that your, your videos just attract me in the way you massage them. And I don't know, like there's just something about your videos about the position and how you were saying how you kind of want to like that cinematic effects, like.
- [56:21]
B
Yeah. You know, and I don't, you know, like I, I have, you know, those are like my regular clients. But like sometimes if I do want to create a video, like, those are like, I don't pay them. I mean, they don't pay me, you know, because when I create my videos, I take, I take my time. Like, I don't want to like just half ass it. Yeah. You know, because I love, I love different angles and you know, just coming from like a photography background, like that's in my head. Like, hopefully one day maybe I'll be able to just have someone film it, you know, but right now I do enjoy the process of it. I enjoy filming, I enjoy the editing part. You know, I wish I had more time to do it.
- [56:58]
A
Yeah.
- [56:58]
B
You know, it's one of the things that I Like to do also.
- [57:01]
A
Okay, so now that you told me your prices, how many clients do you take a day?
- [57:06]
B
3, 4? If someone wants to be squeezed in and are willing to be the last person you know, if I, if and if I know them, it really just depends on my mood too. You know, someone asked, can you squeeze me in? I'll just be like, sorry, I'm fully booked. But like if I know that person is going to be an easy client. Yeah, why not?
- [57:24]
A
Yeah. So okay, so if it's eight, so if it's 80 minutes, typically that's your average. Is that the most booked? 80 minutes.
- [57:32]
B
80 minutes is my new client. Yeah. And that's 80 minutes is actually my most popular one. And I learned this in marketing. Like, you know, when I was working for the studio, we had three different prices. You have to have three prices for, for something, whether it's like a package or whatever. But if you want people to let's say pay $169 for a facial, then that should be like your middle one.
- [57:54]
A
Yeah.
- [57:54]
B
And because that's going to be the most popular one, people are going to choose, always going to choose. Most of them are going to choose the middle one.
- [58:00]
A
Then how does your subscription work?
- [58:01]
B
So my subscription is just for the basic. So for the 60 minute one. So normally I charge 129 for the facial and the subscription is 109 every month I get a lot of mail. Clients that do that, they would rather just because they don't want to think about it, just want to come in and book. So and that helps them stay consistent because I usually will tell them like, you know, if you want to be consistent, do the subscription and then you'll save some money.
- [58:29]
A
So is that just the subscription? It's just alone that set price. What if they want to add things? That's not included.
- [58:34]
B
They can, yeah. So they can do like add ons but most of them are included. You know, I always. Because it's, it's custom. Right. And I don't want to have to upsell people. You know, I want them to just come in.
- [58:48]
A
Yeah.
- [58:48]
B
And I know like, you know that's, it's great. But like where I upsell is really just the products.
- [58:53]
A
Retail.
- [58:54]
B
Yeah, retail is where I do that. And then everything else is like I don't want to have to write them when I'm giving them a massage. Like, oh, do you want this? That'll be an extra $30. Like you just seem like I feel like it's just cringe.
- [59:08]
A
Yeah.
- [59:09]
B
You know, so I just, I want them to come in, I think about anything else and just have a really great experience. And then at the end of the treatment, if, you know, I give them product recommendations, that's when I sell them.
- [59:21]
A
Do you feel like the subscription really helps your business? Because I don't really hear that. I do hear that. Yeah, but like from corporates, like massage and has like a $60 membership that they come every month and they could do a massage or it goes to a facial or something. But yeah, I've always wanted to, like do that myself.
- [59:38]
B
Yeah.
- [59:38]
A
Because I feel like for me, if I'm a subscription, it's kind of like you have to come. Like, I paid for it.
- [59:43]
B
Exactly. Yeah. And you, you know, it's, it's, it helps with client retention. Right. And I, I only ask one thing whenever I sell a subscription is there's a three month minimum, you know, because someone can just like, because it's online, someone can just get it, book it online. So on there it says right on the title, subscription, three month minimum. You know, wow. After that they can cancel anytime. You know, they have, you know, so.
- [60:12]
A
You'Re not tied up.
- [60:13]
B
Exactly. You can cancel, but, you know, and then most of them won't see it on the website. So I do mention it to the client. So if they came in for official and you'll be like, oh my gosh, this is amazing. I want to come monthly. Then I'll be like, oh, I do have a subscription. If you want to do the basic facial, then you can come in once a month and you save more money every time. So that's how I sell it. I don't want to like overload my business with just subscriptions. So I only really want the subscription to help with, like, pay the bills and then the rest of them is extra.
- [60:46]
A
Yeah, yeah, that's smart. You have to do that too. Okay.
- [60:50]
B
Yeah, yeah, like figure out what you want to, what you want to pay for that you want to take care of. And then that would be your, that's your goal.
- [60:57]
A
Yeah, I hear so many subscriptions or loyalty cards. Like, you get this many facials and you know, I've heard so many things and it's like, that's why I do these podcasts, because I learn, other people learn. And then a lot of the stuff that we talk about, my podcast, people don't learn in school. A lot of this stuff, business wise, do not teach you this in school.
- [61:15]
B
I know, and it's so sad. Like, honestly, I feel so bad because so many physicians so we've all been there, right? We. You know how that feels. And for someone to have, like, so much, like, expectation after school. Lynn. Then all of a sudden, hit with reality.
- [61:29]
A
Like, I'm like, what do I do?
- [61:31]
B
Yeah.
- [61:31]
A
So I really feel bad for. You know, they just come in thinking, like, oh, my gosh. They see other estheticians, they see our pages, and they're kind of like, oh, my gosh, I'm gonna end up being like them. Or this is what they. They have this, like, I don't know, misunderstanding of what it really is.
- [61:47]
B
And it's a long road. I got my license in 2013, and, you know, it took me leaving the industry and then coming back, learning new skills for me to get here.
- [61:56]
A
But look at you now. Yeah, look at you now. I'm a big fan. Okay. I was like. When you came in, I was like this. Don't freak out, Deanna. Don't freak out. Like, you got this all. Every time I meet somebody and. And it's so funny because, like, my friends are in the industry, and they're, like, smaller. They're always like. They tell me, like, how did you get them? Like, how do you know them? I'm like, you know what? I don't know. I'm just doing that, right?
- [62:19]
B
No, honestly, no, you just. You reach out. Like, they're never going to reach out to you. Like, you know, like, that's what I did when I was starting out. Reached out to so many different. Because I wanted to learn and I wanted to no things. So, you know, like, she kind of was very helpful when I had questions about, like, renting a booth and all of this stuff. Like, she's so, like, she's so informative, and she's always willing to share anything.
- [62:40]
A
Yeah. And I love that. I love someone that will is willing to help. And, you know, there's a lot of estheticians that just gatekeep a lot of things and kind of, you know, that just shows the type of person that they are.
- [62:51]
B
Yeah.
- [62:52]
A
And that's not how I am. I like to, like, spread awareness and help and, you know.
- [62:56]
B
Yeah. Me there, and it just. It just feels good. And I think that that's, like. It's just so important to. To. To help other people because it just makes the industry stronger.
- [63:06]
A
Yeah.
- [63:06]
B
You know.
- [63:07]
A
Well, we're done with this podcast, so we always end this podcast with the quote. Go ahead and tell us your quote. I'm so sorry. I thought. I don't know why I always tell my guests I'm like, think of a quote and then I just always forget to tell them.
- [63:18]
B
So. So this quote isn't actually like a quote. It was just like someone posted this on Twitter and it changed my entire perspective. And it's basically, it says, you know, there are people out there who are less talented than you, who are making waves, but you're over here still waiting to feel ready.
- [63:39]
A
Wow. What the fuck?
- [63:41]
B
And did you just change me right now? I hope so. But it's like, it. That quote is the one quote I like that kind of sort of like changed everything for me because I'm like, yeah, you're right. Like, you know, like, why? What do I need to do? Like, to feel ready. No one's ready. Just do it.
- [64:00]
A
Absolutely. That was great. That was a great quote. So, yeah, if you're ready, just do it.
- [64:06]
B
Yeah, if you're not, just do it. Like, you know, everyone. Like, you're going to fail no matter what. I'm sorry, you're going to fail, but that's how you grow.
- [64:14]
A
Absolutely. So, well, thank you so much for being on my podcast.
- [64:17]
B
Thank you.
- [64:17]
A
And he came from Santa Barbara, you guys.
- [64:19]
B
Guys.
- [64:19]
A
And then you went on the train and they came here and it was a mission.
- [64:21]
B
It was a three hour train ride. And then I had to take the Gold line and had to drive here, so. But you know what? Couldn't miss it. You know, I got here on time.
- [64:30]
A
And he was supposed to be late. You walked in, I was like, oh, my gosh, I'm the one that's looking.
- [64:34]
B
You were like, you're like, should we reschedule? I'm like, no, I hate rescheduling.
- [64:38]
A
Oh, yeah, me too. But you know, I always give the people like, hey, if you need, if anything ever happens, I'm so flexible, like, when it comes to this. So, like, whenever it's totally fine. I was gonna have you on no matter what. If I had to go to you, I would go to you.
- [64:50]
B
Ok.
- [64:51]
A
So thank you so much for being on my podcast. Thank you to see you on my next one.
- [64:54]
B
Yes. Bye.