Podcast Summary: "The Beauty Industry Isn't Dying, You're Just a Mediocre Business"

Podcast: Beauty with a Twist
Host: Dede
Guest: Jane Payne (Lady Payne)
Date: January 9, 2026

Episode Overview

This episode takes a brutally honest look at why some beauty businesses are struggling—not because the beauty industry is "dying," but because many owners don’t possess the right business skills. Dede and guest Jane Payne dig deep into the realities of entrepreneurship in beauty, separating facts from excuses, and revealing the business strategies—especially SEO—that set seven-figure earners apart. There’s candid discussion about competition, coaching, passive income myths, and why real growth requires sacrifice and continual marketing. The episode is raw, irreverent, and packed with insights for anyone in the service/beauty industry.

Major Topics & Discussion Points

1. The Myth of the “Dying” Beauty Industry (02:00–03:34)

• Jane: The industry isn’t dying; it’s “purging mediocre businesses.”

  "You can be the most talented person in the treatment room, but your business is mediocre... If you didn’t implement a single goddamn business or marketing plan in the past year, it’s no wonder." — Jane Payne (02:04)

• Losing 15% of clients annually is normal—if you’re not actively growing, you’re shrinking.
• Blaming the economy is often just masking a lack of business growth.

2. Talent vs. Business Acumen (02:00–03:57)

• Jane: Many estheticians stack “treatment room” skills but lack “war room” (business) skills.
• Real success requires mastering marketing, client retention, and growth tactics, not just technical expertise.

3. Instagram vs. SEO: The Real Key to Getting Booked (03:57–08:21)

• Social media visibility isn’t enough:
  • Many are focused on “Instagram clients” (low intent) instead of high intent Google/SEO clients.
  • "The moment you type in ‘Brazilian wax near me,’ that’s a high intent client… If you’re not, then your competitor is. So you need to prioritize SEO." — Jane Payne (04:23)
• Case study: Jane’s own business and her students have seen up to 80% growth after prioritizing SEO.
  • "If you were to Google ‘San Jose Brazilian wax near me,’ I will be number one above EWC, above any chain." — Jane (05:26)
• Actionable: Start with SEO for compounding effect, then layer social media once the foundation is set.

4. Overcoming the Fear of New Skills: SEO Is Not Scary (08:25–09:24)

• Most beauty professionals stall because learning new things (like SEO) feels intimidating.
  • "We stopped forcing ourselves to learn new things... Once you learn [SEO], you can’t unsee it anymore." — Jane (08:30)
• Jane is teaching SEO at IECSE NY and recommends getting in now before the local market catches up.

5. On Competition: “Gut the Competition” (09:24–10:33)

• Jane is unapologetically competitive:

  "I want to gut the fucking competition. Like, you can bloom, but not in my fucking garden." — Jane Payne (09:31)

• She encourages students to decide: Are you “live and let live,” or do you want to dominate? For seven-figure success, you must aim to be untouchable in your market.

6. Building a Product Line: Wax, Oils, and Never Selling Direct to Clients (35:33–43:16)

• Jane’s product line arose from a team member's desire to sell only in-house developed products.
• Phantom Oil & Agent 88: Only sold to estheticians, never directly to clients or retail stores.
  • "I hated companies for Bushbomb—no disrespect, but all disrespect in the world... I will die on that hill. I will not do it." — Jane Payne (39:19)
• Jane’s stance: Selling direct is “disrespectful” to service pros, as it cuts them out of repeat product income.

7. The Coaching and Passive Income Myths (25:08–29:34)

• Passive income through digital products is a “scam” unless paired with perpetual marketing.
• Most coaches are mediocre—short on business experience, high on self-promotion.
  • "I think the shitty coaching industry is oversaturated... There’s a big difference between someone who’s been a business owner for 20 years and someone who just became one." — Jane (28:03)

8. Staff Retention & “Stealing Clients” (47:32–53:49)

• Jane treats her staff well (six-figure pay, personal support), but recognizes people leave for better pay/conditions.
• She’s realistic: Most leave to start their own businesses with the existing clientele—don’t do this to solo owners who treated you right, but to exploitative chains, it’s part of the game.

9. Not Everyone Should Be a Boss (54:18–57:42)

• There’s a false glamour around entrepreneurship.

  "If your end goal is to make X amount of money, go home and be stress-free, then you’re in this column. If your end goal is to have others work and not be in the treatment room, you have to be in this column—but it requires X, Y, and Z." — Jane (54:18)

• Anecdote: Dede’s partner tried entrepreneurship and discovered clock-in/clock-out life was his happiness—owning a business is never “off.”

10. What Not to Do: Politics in the Treatment Room (57:44–61:37)

• Jane’s regrets: Talking politics with clients—lost clients as a result. Advises keeping it strictly professional.
  • "They do not need to see all of me... I’m never going to have dinner with you. I don’t need to know that about you." — Jane (58:02)
• Stay focused on universal topics; don’t let divisiveness impact business.

11. The Importance of Relentless, Consistent Marketing (62:37–63:39)

• Jane’s final message:

  "If you guys don’t market, you don’t care. It’s simple as that... You can say all you want, ‘I just want to wax, I don’t want to go on TikTok...’ You don’t care. Just say it out loud." — Jane (62:49)

Notable Quotes & Memorable Moments

• "No, bitch, I’m saying that your talent is probably A-tier, but your business is mediocre. Two things can be true."
  — Jane, (02:04)
• "SEO is like stocks...it just grows and grows and grows. That’s what you want to prioritize."
  — Jane, (05:54)
• "You can bloom, but not in my fucking garden."
  — Jane, (09:31)
• "Passive income is a scam."
  — Jane, (25:08)
• "I think the shitty coaching industry is oversaturated."
  — Jane, (28:03)
• "If you don’t market, you don’t care about your business. It’s that simple."
  — Jane, (62:49)

Timestamps for Important Segments

• 02:00–03:34 – Debunking the "dying industry" myth
• 03:57–08:21 – Instagram vs. SEO, how real clients find you
• 09:24–10:33 – Jane’s competitive philosophy
• 35:33–43:16 – Building a product line and not selling direct to clients
• 25:08–29:34 – Coaching myths and the reality of passive income
• 47:32–53:49 – Hiring, team loyalty, and the reality about client retention/“stealing”
• 57:44–61:37 – What not to discuss with clients (politics, divisive topics)
• 62:37–63:39 – The final truth: relentless marketing or you don’t care

Final Takeaways

• Brutal Honesty: If you’re struggling, look at your business skills and marketing, not the industry.
• Stack Real Skills: Technical ability alone is not enough; business acumen is vital for growth.
• SEO > Social for Clientele: Most high-intent clients come from searches, not social scrolling.
• “Bloomer or Dominator?” Decide if you just want to earn a living, or dominate your market—and act accordingly.
• Marketing is Non-Negotiable: If you want a sustainable business, you must market—consistently, relentlessly, and smartly.

Who should listen? Beauty professionals, solopreneurs, and anyone seeking candid, actionable advice on growing a serious business in a tough industry.