Jeff Mendoza: success doesn’t happen overnight

Summary

Skin and the City Podcast Summary Episode: Jeff Mendoza: Success Doesn’t Happen Overnight
Release Date: November 4, 2024
Host: Kasey Boone

---

Introduction: Reconnecting with Jeff Mendoza

In this heartfelt episode of the Skin and the City Podcast, host Kasey Boone sits down with long-time friend and skincare entrepreneur Jeff Mendoza. Known on Instagram as Skin Factory, Jeff shares his decade-long journey in the esthetics industry, highlighting the trials, failures, and triumphs that have shaped his path to success.

Early Beginnings and Initial Challenges

Jeff reminisces about his early days in the skincare industry, starting in 2013 when he first rented a room from Kasey through a Craigslist ad. At that time, Jeff was six months into obtaining his esthetician license but struggled to secure employment, prompting him to venture into entrepreneurship despite limited business experience.

Jeff Mendoza [07:17]: "I had to force myself to start one because no one wanted to hire me."

Jeff’s initial business, a bubble soap venture, didn’t succeed, leaving him feeling embarrassed and depressed. This period was marked by uncertainty as he juggled various jobs, including managing a Press Juicery and later transitioning into the fitness industry. These experiences, though challenging, were pivotal in teaching him essential business skills.

Kasey Boone [09:34]: "You had to kind of, like, learn the hard lesson and, like, feel kind of bummed out."

Pivoting During the COVID-19 Pandemic

Fast forward to 2020, amidst the global pandemic—a time that forced many to reevaluate their careers. Jeff decided to reignite his passion for skincare by reopening his business, Skin Factory LA. Navigating the restrictions, he initially limited services to outdoor appointments before fully reopening when allowed.

Jeff Mendoza [12:59]: "I just need to try this again."

Balancing a full-time managerial role in the fitness industry, Jeff leveraged his experience in social media, graphic design, and customer service to grow his skincare business. His supportive boss played a crucial role, encouraging Jeff to follow his heart despite the risks.

Jeff Mendoza [16:14]: "It really is important to really surround yourself with those people as well."

Building a Supportive Community

Jeff emphasizes the significance of community and relationships in his success. His existing relationships from his previous job provided a strong client base, with gym members becoming his first customers and referring friends to Skin Factory LA. This network effect was instrumental in establishing a steady flow of clients.

Jeff Mendoza [20:08]: "If you're starting out in the aesthetics world, start building that community."

Kasey echoes this sentiment, highlighting that esthetics is a relationship-based career where trust and comfort are paramount for client retention.

Launching Dead Skin Club: Expanding Creativity

Two years ago, Jeff ventured into the apparel industry by launching Dead Skin Club, inspired by his creative instincts. Initially aimed at providing apparel for his clients, the brand quickly gained traction, with over 100 orders on its first day.

Jeff Mendoza [25:28]: "The first day I launched, I had over 100 orders. I was shocked... I was crying."

This success motivated Jeff to refine his apparel line, focusing on timeless and high-quality designs. The rebranding effort aims to create a more classic and enduring product range, moving away from fleeting trends.

Jeff Mendoza [40:18]: "I want it to be more classic, something that's more timeless rather than trendy."

Daily Routine and Work-Life Balance

Jeff shares his disciplined daily routine, which balances client appointments and creative endeavors. By limiting his client load to three per day and working five days a week, Jeff ensures he maintains high energy levels and personal fulfillment.

Jeff Mendoza [34:04]: "Typically I'll see three clients a day. That's kind of my average."

His commitment to personal time allows him to engage in creative projects, such as designing apparel and managing social media, which are essential for his mental well-being and business growth.

Jeff Mendoza [36:34]: "I have to force myself to really go to work. There's no one telling you to like, you're not making money."

Healthy Relationship with Social Media

Jeff adopts a relaxed and authentic approach to social media, prioritizing personal enjoyment over algorithmic success. This mindset not only sustains his creative passion but also fosters genuine connections with his audience.

Jeff Mendoza [29:29]: "I stopped caring about the algorithm, like, years ago."

By focusing on quality content and community engagement rather than follower counts, Jeff has cultivated a substantial and supportive online presence that aligns with his artistic values.

Lessons Learned and Insights on Success

Throughout the conversation, Jeff underscores that success is a gradual process, built on persistence, learning from failures, and maintaining a positive mindset. His journey illustrates that enduring success requires balancing business acumen with personal passion and community support.

Jeff Mendoza [05:11]: "Instead of, like, end game. Right. Like, instead of being like, I have to get here, it's just like, enjoy the journey."

Conclusion: Embracing the Journey

Kasey and Jeff wrap up the episode by celebrating Jeff’s accomplishments and emphasizing the importance of authenticity, community, and creativity in building a successful career in esthetics. Jeff’s story serves as an inspiring testament that success doesn’t happen overnight but is achieved through dedication, resilience, and unwavering passion.

Kasey Boone [45:20]: "But I'm glad it is about you."

---

Key Takeaways:

• Persistence is Crucial: Jeff's journey highlights the importance of enduring through initial failures to achieve long-term success.

• Community Building: Establishing strong relationships is foundational in the esthetics industry for client retention and referrals.

• Balanced Workload: Maintaining a manageable client load ensures high-quality service and personal well-being.

• Authentic Social Media Usage: Focusing on genuine engagement over metrics fosters a loyal and supportive audience.

• Embracing Creativity: Diversifying business ventures, such as launching an apparel line, can provide additional fulfillment and revenue streams.

Jeff Mendoza's story is a powerful reminder that with passion, resilience, and the right support system, success in the esthetics industry is attainable, even when it doesn't happen overnight.

Transcript

[A]

Work creeping into your personal time. Billi products can turn your daily shower into a digital detox. Nourishing body wash can refresh your skin while you mentally refresh your resume. A full body shave with Billie's award winning razor will help you visualize things going smoother tomorrow. And quick absorbing body lotion can hydrate faster than you can say, let's circle back on Monday. You've got your reasons. Billy's got your routine. Shop in store [e-mail] welcome to Skin in the City. I'm your host, Casey Boone. I'm sitting here with my skin loving chai latte and I'm really excited to share this conversation that I have with my friend Jeff Mendoza. You guys might know him from Instagram as Skin Factory. Funny thing is, Jeff and I have actually known each other for over 10 years and we share about how we met, how we work together, some of his failures and a lot of his success and how it doesn't happen overnight. So I'm really excited for you guys to listen to this episode. Enjoy. And as always, we want to shout out our sponsors, Spa and equipment and skin act Guys, I am still so obsessed with my new LED light panel from them. It's just so easy to use and I feel like even though it's made for the face, I've been treating the entire body. I'm so obsessed with like treating the feet or even treating like the stomach or the chest while I'm doing a facial. So check out spawn equipment@spa and equipment.com and don't forget to always use my code, Casey K A S E Y for an additional discount. Okay, let's get into the episode.

[B]

How are you?

[A]

I'm good. How are you? You're good.

[B]

Good. I feel like this is like, gonna be a lot of. This is gonna be a lot of. Just catch up because we haven't really, you know, we haven't had like a conversation and.

[A]

Yeah.

[B]

Since like 2013, literally.

[A]

I mean, we've talked like a little bit here and there, but I feel like we haven't gotten into like the nitty gritty of everything. So I'm excited to talk about all this.

[B]

Yeah.

[A]

I love that you're wearing your sweatshirt.

[B]

Oh, I am here.

[A]

It's so cute. If you guys aren't watching. It says loss loss esthetician and looks.

[B]

Like a camera, right?

[A]

It looks good.

[B]

Yeah. I wanted it to look like the, like the LA Times. Yeah, the LA Times font.

[A]

So you nailed it. Nailed it. Okay. Before we, like, get into everything, I have my goddess oracle cards that I've been very into. Are you open for. Okay, I already. I already picked one for you.

[B]

Okay.

[A]

So I was already like, what does Jeff need to hear today? So you got Rhiannon. I think it's Rhiannon the sorceress. I don't know if you can see. She's like, on a unicorn with, like, a green whimsical dress in the night.

[B]

Of course I get a unicorn.

[A]

Of course. And it says, you are a magical person who can manifest your clear intentions into reality. Oh, I love that. Right? I know. And then. Okay, I'm going to read a. I'm going to read a little bit more, which I'm also excited just to, like, talk after. After reading this. Okay. It says a large part of my powers stem from the connection to animals in nature. If you've been indoors too long, you can recapture your personal power by simply stepping outside. The simple motion will do you a world of good. And reawakening your sleeping, magical, spiritual nature, allow the light, the sun, the moon, the stars to stir ancient memories that may be dormant. Recall the times of your magical abilities and then put them into immediate. For the good of the entire planet. And then, let's see. It says, like, various meanings of. This card is like, have absolute faith in the dreams you manifested, making a clear decision. Put your energy into manifesting your dreams. Know that you deserve to receive good. And when you win, others win. To keep your thoughts focused on your desire, away from fear.

[B]

I love that.

[A]

Right.

[B]

That actually almost kind of made me emotional.

[A]

Oh. So I feel like that means it's resonating for you.

[B]

Yeah, I love that. Oh, my God.

[A]

Yeah.

[B]

That is so cool.

[A]

Like, does any. Of course. Does anything, like, specific, like, come up? Because you said, like, you're emotional, which obviously that, like, brings some kind of emotion to the surface for you.

[B]

Yeah. I think it is just that part of, you know, like, that whole journey. I mean, you've seen me from when I started in the industry and just really keeping that same, you know, trying to be strong, keeping that same mindset the whole time, even when times are tough.

[A]

Yeah.

[B]

You know, and I'm not saying that I'm where I am, but at this point in my life, I feel like I'm just really. I've realized to just enjoy the journey more so than really.

[A]

Right. Instead of, like, end game. Right. Like, instead of being like, I have to get here, it's just like, enjoy the journey. And I think that comes with, like, age experience. Right. Just like A little bit of life, right? Yeah.

[B]

You know, and it's great to have goals, but also, of course, you know, also in the process, you have to learn how to enjoy that process because you don't know where you're gonna be.

[A]

You don't know where you're gonna be. And, like, it's great to have an end goal, But I don't know about you, but so many times I've had big goals and I've hit them, which is incredible. And maybe sometimes I haven't celebrated as much as I should, but at the same time, you hit the goal, and then you're like, okay, well, now. Now what?

[B]

What now what? Right. Yeah, exactly. What's the next step? You know? Yeah. So it's fulfilled that. So.

[A]

Right.

[B]

To find another fulfillment.

[A]

Totally. So it's like, just enjoy the process and, like, keep. But also, like, keep your eye on the prize. Right. Which I feel like is a perfect example of your story, which I'm really excited to get into, because if you guys didn' Jeff and I have known each other a really long time, which is so crazy. Like, you knew, like, the beginning stages of. We've known each other at the beginning stages of our career, if we're being quite honest. Do you remember what year we actually met?

[B]

It was 2013. I had literally just. I think it was, like, six months into just getting my license.

[A]

Yeah.

[B]

And really, the reason I found your ad, I just remember finding an ad on Craigslist. So there was no photo on Craigslist, and I was just kind of like, well, whatever, I'll check it out.

[A]

You know, I didn't even post a picture of the room.

[B]

No, no, you didn't. And I was like, well, you know, I need a room. I was. I was at a point where I was really desperate to get a space because it was six months into getting my. My. My license.

[A]

Okay.

[B]

And I could not find a job. Nobody wanted to hire me.

[A]

Yeah.

[B]

And I was like, okay, well, then I. I should probably, you know, start a business and then see where that takes me.

[A]

Right.

[B]

And that's how I found you.

[A]

And you found my ad on Craigslist for a room for rent. 20. This is 2013, guys. Okay.

[B]

This is absolutely. Yeah. I don't even know if Craigslist. Craigslist is still around. Yeah.

[A]

Do people use Craigslist? It might be really scary these days.

[B]

I mean, it's always. Craigless has always been scary, though. You know?

[A]

Facts. Facts.

[B]

Yeah.

[A]

I feel like you could still, like, for some reason, I was like, back in the day when I was looking for renters, I would post on Craigslist and ta da, like, I found you.

[B]

So, yeah, that's where everyone looked. So that was like, it was free. And.

[A]

Yeah.

[B]

Everyone knew it. And.

[A]

Right.

[B]

City had their own.

[A]

Yeah.

[B]

Sort of like, section.

[A]

Right. You could like search like the Valley. Yeah. Because I was in Studio City. You were. Were you living in Pasadena then? Or were you.

[B]

It was. Yeah.

[A]

Okay. Yeah.

[B]

And I was commuting. It was. It would take me about 40, 45 minutes.

[A]

Right. Because I was in. I was in Studio City and I had just opened Glow Skincare. Like the big spa, you remember, the big white couches and the chandelier.

[B]

I love that white couch.

[A]

I know, Me too. I miss it. I should have saved it.

[B]

I remember you would always, like, you know, decorate. I remember you spray painting a pumpkin one time.

[A]

I was always arts and crafting. Like, nothing has changed.

[B]

Yeah.

[A]

So how long were you actually renting from me back then?

[B]

I think about a year. Yeah.

[A]

Yeah, a year.

[B]

About close to a year. And you know, because I didn't have the experience, I didn't have that business experience, I basically had to force myself to start one because no one wanted to hire me. But also at the same time time, I didn't have any, like, I didn't know how to like, run a business. You know, Like, I had some. I had some knowledge and skills from the previous little small businesses I started. I don't know if you remember that soap.

[A]

I do.

[B]

Yeah.

[A]

The bubble soap. Right?

[B]

The bubble soap. Yeah.

[A]

Yeah.

[B]

So that was my very first online business.

[A]

Okay.

[B]

I mean, I learned a lot from that, which is great. I love that I started that. Even though. Even though it didn't do well, I was able to learn all of the skills and knowledge from that business and transfer it over to what I do now.

[A]

Right, right.

[B]

But yeah, so it was a year, it didn't work out and it was pretty. It was pretty depressing. It was a little bit. It was embarrassing depressing because, you know, your friends kind of at the same time were also rooting for you.

[A]

Of course everyone was rooting for you. But yeah, I feel like you were feeling like pulled in different directions and you weren't sure what you wanted to do.

[B]

Yeah. It was definitely a different timeline. You know, I was in a different mindset at that time.

[A]

Yeah.

[B]

So, I mean, obviously if I knew then what I know now, like, I would have probably done something differently. But also at the same time, you know, I really just believe that that's Kind of like, I needed to learn that in order for me to get to where I am.

[A]

Yeah. You had to kind of, like, learn the hard lesson and, like, feel kind of bummed out. And you stepped away from skincare completely. Right, didn't you? What were you doing? Weren't you teaching, like, workout classes? You do, like, a little bit of everything.

[B]

A little bit. So before. Before that, I don't. I remember. Remember when I worked at Press Juicerie?

[A]

Yes.

[B]

So that was the very first job I did. So I went back into just getting normal, like, regular jobs.

[A]

Retail.

[B]

Job retail. Yeah. I worked for Press. And then eventually, a few months, I got promoted to become manager. So I ended up actually managing the Press Juicery here in Pasadena.

[A]

Okay.

[B]

And then eventually left that job, worked in another juice place. It was like, juice served here.

[A]

Okay.

[B]

And then left that company. And then. And then I got into fitness.

[A]

That's right.

[B]

And I worked for a fitness brand here in Pasadena, and I was in management. So for about five years. Five whole years. I did that. Well, four years and nine months. Or. No, four years and 11 months. My manager was like, you couldn't just make it five years, right?

[A]

Oh, my God. You're close enough.

[B]

Yeah. But that's when I. You know, that was during the time I opened up my skincare business.

[A]

So you reopened?

[B]

Yeah. So, okay. It was in 2020, and I was going through this whole. I think a lot of people were, you know, like, 2020 was the year for everyone to kind of, like, reflect back on, like, their lives and, like, what am I doing? So, you know, there was a lot of that, like, it was like, the great resignation. Right. I don't know if you remember. That's. A lot of people quit their jobs. I was one of that. I was part of that silly ratio. Okay. And then I opened up in. I decided to open in June of 2020. Officially, I didn't start taking clients in until about September, when they finally let people.

[A]

I know. It's so insane here in California. It's like, yeah, we're open. You're closed. You can only see a client outdoors. I'm like, you gotta be kidding me, right?

[B]

And we were open for, like. I remember when I re. When I was finally able to open, we were only allowed to do it for a. For a month, and then we had to close again.

[A]

So insane.

[B]

And then that one was. I feel like it was probably even longer.

[A]

I think it was. Yeah.

[B]

The second.

[A]

Okay, so what. What do you. Do you feel like during COVID you were just like, what am I doing? Like, I miss doing skincare. Like, that's my calling. So you just were like, I'm gonna figure it out this time.

[B]

Yeah. And, you know, a lot of that was. I was working from home. Luckily I did really, I didn't lose my job. They were able to keep me. They were able to keep me on.

[A]

Oh, nice. Virtually.

[B]

Yeah. And a huge reason for that, really, is because a lot of the other managers that were working in other studios, they were also laid off. I was the only few. One of the few managers that they kept on because I had a graphic design background and I was doing a lot for that company. I was doing a lot of their. Their merch. I was working with their marketing department. So I was doing a lot of like the newsletters and all stuff.

[A]

So you were really, like, involved. You were hands on.

[B]

Yeah.

[A]

Jeff does like a little bit of everything. Like, you know, graphic design. Like, you're. You did photography. Like, you took pictures for Glow back in the.

[B]

Yes.

[A]

So which we'll get to. Which. Which makes so much sense. Like, where. Why you are where you're at now. Okay, so you're like, did you go and rent. You rent. Rented a room again in June 2020.

[B]

Yeah.

[A]

Okay, so you're like, I'm trying this again.

[B]

Yes. And I just, I was just kind of like, you know, like, I just need to try this again. And, you know, I had plenty of time working from home. I was just. I remember watching YouTube videos and I was seeing all these like skincare facial videos and that kind of like sparked like my. My love for it again. And I was just right, oh my gosh, I miss doing facials. I remember actually, you know, just there was one time my cousin was in town and I gave her a facial and that was like the moment I'm like, oh, my gosh.

[A]

Yeah, I get that.

[B]

And so, yeah, so I opened up in 2020 in. In a solar. It was a solar salon.

[A]

Right.

[B]

That was the very first location I opened, opened at. It took a while. I still kept my job. I had my full time job for about a year and a half and then doing that and then running the. Running the business for that long. So, you know, some days I was working like 14 hour days, you know? Yeah, I did. I know, exactly. I mean, well, we work 24 hours a day now.

[A]

I know. It's so crazy.

[B]

So now. So eventually, like, I quit my job after about a year and a half. I told my boss that I was leaving. Luckily, I had the most supportive boss, like to ever work with. I. When I told her my decision of start restarting my business, she supported me. She said, you know, they had a different, you know, they were hoping for me to actually move up, either work at corporate or, you know, like, manage like a bigger studio. But what ended up happening was, you know, I opened up my own business and I told her I was very honest. I said, hey, I know that you guys have other plans for my future here for the company, but I am like, my heart is telling me that I have to kind of try it again just one more time. Yeah, yeah. And she told me, you know, whatever it is that you need, let me know if you need any help on anything, I'll help you get.

[A]

So nice. That's amazing.

[B]

Yeah. So it's really important to really surround yourself with those people as well.

[A]

It really is. Okay, so what do you feel like was like the biggest difference from 2013 when you were renting a room for me, to all the way to 2020. All of a sudden you're renting a room again. Like, what was different? And like, why do you, like, feel like you've been like, actually have success and like clients this time?

[B]

So it was definitely. A lot of. It was. My mindset was a lot different, but a huge part of a huge reason why is because all those years that I worked for, for this gym, I learned so much. I've learned how to grow a business. I've learned how to do outreach, learned how to. I learned a lot of my social media from. From their account. I ran a social media account. So I learned everything, like analytics, what else, of course, obviously, like designing and things like that. Creating. Creating merch for them. I did a lot of that as well. And you know, customer service, all the business back end.

[A]

Yeah, you just got like a peek behind the curtain of like how a business is run. And then you were able to apply that to your own business, which I talk about all the time. It's like you have to have some kind of understanding or experience to run a business.

[B]

Right.

[A]

Or else you're just. Which, I mean, you can throw spaghetti at the wall till it sticks if you can like wait it out that long, which a lot of people can't. Or like you took a break and then you came back, you know, or. But I, I do appreciate that you're sharing that you had a full time job for a year and a half while you were renting a room. And I think a lot of people need to hear that because it's like, it doesn't happen overnight that you're just like booked and busy.

[B]

Right.

[A]

It didn't happen the second time either, I'm guessing. Or did it?

[B]

So I mean, it was definitely, you know, it was a slow, it was a slow process. Yeah, it's a slow build, but because I had that full time job, you know, in a way I did work a lot, but I was comfortable that the business was going to be okay because I'm able to support that with the money that I was earning from my full time job, you know. And yeah, it was really scary when I finally left the. My job because of course, you know, like that first Friday that you don't get paid and like, oh my gosh, this is. Yeah. You know, and you know, obviously you're, you're, you don't have that full time job so you don't have that extra money anymore. You have to actually look for, you have to hustle clients. Yeah, yeah, you have to do that. I think that that was the motivation, you know. And my, my fear leaving the company also was because I was mentored a lot by my boss and my fear was, you know, am I going to be able to motivate myself now that I don't have her supporting me? Because I have to do this on my own now. So.

[A]

But there's no one waking you up. There's no one telling you you have to like there's a certain deadline or you have to get this done. You have to be fully self motivated.

[B]

Right. I don't have to clock in, you know, so that's like, you know, that's great. Like.

[A]

Yeah, but sometimes not though.

[B]

Well, yeah, because you have to force yourself to really go to work. You know, there's no, like, you know, you're not going to get in trouble, like if I didn't show up at work, like who's going to write me up? You know?

[A]

Right. I mean, the only trouble also at.

[B]

The same time is you're not making, making money.

[A]

Well, that's what I say. That's the only trouble you're getting yourself into is if you're not motivated, then there's no, there's really no paycheck coming in or any money coming in. So where do you feel like you were able to find most of your clients like the second time around? Like where were people coming from or where are people coming from now?

[B]

Yeah, so luckily I was able to. My very first clients when I was starting out, it was actually the members at the gym.

[A]

Really? I love that. Because you had relationships Already I do.

[B]

Yeah. So I, you know, I've worked there for five years. I knew every single member, like, by name. I knew, like, who, you know, I knew, like, who they were married to, the kids, like, the stories. I was able to build that relationship with a lot of our members.

[A]

Okay.

[B]

So I was also able to share with them my plan to, you know, start this business. So luckily they supported that. So when I started the business, they told me, you know, we'll support you, we'll be your first customers, and then referred me to their friends. So.

[A]

Right. Okay. So chain reaction. It sounds like you had to do something difficult and let go of what you thought was your dream and go on this whole other journey and then look like, like, then you, you follow your heart and all these people, like, come with you and like, support you. Like, that's amazing.

[B]

Yeah. And I think it's really important, regardless of where you are at, is just to really start building your community. You know, if you're starting, if you're starting out in the aesthetics world, you know, right when you go, right when you're in school, like, start building that community, start getting to know people. Because that's going to be the most important thing, is to build that relationship with, yes, everyone.

[A]

And it's so interesting. Most of the estheticians that I talk to that are like, self started like you, they always have these, like, really great stories of like, finding people from, like, other parts of their life that to become clients of theirs. So it just really goes to show that this job, this career, being an esthetician, it's such like, relationship based. Like, of course you need to have skills like your facial skills or whatever service you're offering. But it's really like the relationship. Right? Like, that's what, like, people come coming back to see you because they feel safe with you, they feel comfortable with you, they trust you. You're listening to them, right? You're paying attention to them.

[B]

Yeah. And it allowed me to be honest with them, be very transparent with everything that's going on in my business. Also everything that's going on with, you know, my skills about skincare. So they knew from the beginning that, like, I'm, you know, I haven't done skincare in like four years, so I'm a little rusty. But, you know, they're like, yeah, you can always practice on me, you know, so that was like, you know, that was, that was really helpful to be able to have that kind of community behind you. And, you know, they're okay with me. Um, like, not being perfect all the time.

[A]

And you're not supposed to be perfect. Let's be quite clear. Right. It's just as you're saying in the beginning, like, it's a journey. Right. And, like, you're not supposed to be perfect, and there's always room to, like, grow and improvement. So in that break, like, in that four, almost five year break, did you do, like, any type of skincare, like, besides your own?

[B]

I just got into basically, you know, I didn't really do any clients at that time, you know, but I was always really aware of, like, what was, what was new, what was trending and things like that, you know, like, I kept myself up to date and, you know, I've always just been known as the esthetician, even though I was working at the gym.

[A]

Right. You still, like, identified as an esthetician, right? Same. Same. People are like, what? Who are you? I'm like, I'm an esthetician. This is always, like, the first thing out of my mouth. I can't help it.

[B]

I know.

[A]

I identify as an esthetician. Sorry.

[B]

I think that goes with a lot of people. Like, I think it's just. It's natural. Right. When you're anesthetician, I think that's the first thing, like, a lot of people know about you is that you're an esthetician. You know, like, when I. When I go to, like when I go to a get together, you know, when I meet people, I feel like I don't know. That's part of the conversation is like, I'm an esthetician. I think part of it also is like, you know, maybe I can get some clients from here.

[A]

Of course, you know, it's always a networking moment wherever we go. Yeah.

[B]

So it's definitely part of who you are, your identity.

[A]

Yeah. And I think that's a good thing, as long as it just doesn't, like, consume your entire being. I think you have to. At least my opinion, you have to have other outlets. So speaking of other outlets, you started your apparel line two years ago.

[B]

Yes, I did. It started off as just making apparel for my clients.

[A]

Okay.

[B]

Because my clients wanted to, you know, they wanted to support me. So they're like, you know, what else can I buy from you? You know, like, oh, maybe I'll start, like, making a little bit of, like, apparel, and then I'll. Yeah, I'll have it in my studio.

[A]

Right.

[B]

And then I think it was around Halloween. Two years. Yeah, it was before Halloween two years ago. I was making some Halloween designs for my clients. And I remember creating a design and I'm just like, oh, cool. Dead Skin Club. Maybe I'll just throw that on.

[A]

What happens?

[B]

And I sent it to my cousin, and she's like, you know, she was like, oh, that's a really cool design. You know, and then we're just kind of like, that sounds like a really cool apparel name.

[A]

It does. It's a great name.

[B]

So I was like, oh, maybe I should just make it into an apparel. So that's kind of like one of the, you know, like, the brain started.

[A]

Like, yeah, the light bulb goes off.

[B]

Exactly. So that was like, okay, time to get to work. And then I started making a lot of designs and. And I really enjoyed it because, you know, that's part of what I love to do, is to be creative. I was able to really focus on that. And, you know, I was able to create all these, like, fun designs, and I started to share them. And people that were following me, a lot of. A lot of the followers, they were like, I was getting a lot of great, great feedback. I'm like, okay, this is great. You know, so. So. And then I did a launch date, and I think I did, like, a giveaway prior to that, and it just blew up. Yeah, it just. The first day I launched, I had over 100 orders.

[A]

That's amazing.

[B]

I was shocked. I was like. I was actually. I was actually crying, and I was by myself in my little treatment, dark treatment room, and I was, like, crying, and I was like, I didn't know who to tell, so I was just, like, overwhelmed, and I was like, you know, I was like, I'm crying right now. So.

[A]

Yeah, I mean, that's amazing.

[B]

Yeah, so it was really, you know, it was just. It was just a great feeling to know that, like, you know, the community, the Instagram community and all the other sessions are, like, so supportive to be able to have that support and that validates the support that they have for you, like, feels amazing.

[A]

It really. It does. It's. It's unlike anything. You know, you're just hoping, like, you know, maybe like, one person's paying attention or you get, like, one sale and then you see a hundred come in. It's. It's an unbelievably, like, amazing feeling. Okay, so going back to you, you start renting a room in 2020. At that point, did you start your social media again or were you already.

[B]

I started a completely new, brand new social media, but I thought about using my personal one. But also at the same Time. Because I've been doing social media for. For a few years, especially with the company. I just wanted the challenge.

[A]

Yeah.

[B]

To see, you know, like, you know, I'll do it because. And at that point, it was. It was. It was fun for me. You know, like, social media was fun, and I was like, regardless if I got followers or not, like, this is fun for me. Like, I love creating.

[A]

You enjoy doing it.

[B]

Yeah, absolutely. You know, and that's another, you know, you always have. Creative thing that I love to do.

[A]

Right. You always have. I mean, even back in the day in 2013, you're always posting, like, funny, silly stuff on your personal. Like, you always have.

[B]

Yeah. And it's just. It's just fun for me. I don't know. You know, it doesn't really, really do it in a sense where, like, I want to post it because I want people to, like, like it. I just, like, love it because I want to share it.

[A]

Yeah.

[B]

You know, I just, like. Yeah, I think it's funny. So I'll share it. Or I think it's cool. I'll share it. And that's kind of what. What makes me create more and more, regardless of, like, if the post does well.

[A]

Right.

[B]

You know, because I just love to do it.

[A]

Right. You just actually enjoy sharing. It's funny that you're saying that, because I feel like I'm personally getting to that place, like, I started social media back in the day to, like, grow, like, my clientele and, like, grow my other estheticians clientele that were working for me. And so somehow it has, like, evolved into me, like, being, like, in this place where it's, like, all estheticians following me and all the content I make is for estheticians. It's, like, lots of education and it's amazing. But I'm like, wait. Like, I actually just want to share. Like, I don't want to put any. I want to take all the pressure off myself, and I'm just here to, like, share. And it sounds like you have a really healthy relationship with social media, which is why you don't mind going on there and just being yourself, because you're just there to share. There's, like, no pressure. You're not like, I don't. I don't have to post to get X, Y and Z. I don't have to, like, get a certain amount of numbers. You're just there to, like, be yourself.

[B]

Exactly. I stopped caring about the algorithm, like, years ago. Like, you.

[A]

I mean, you kind of have to. I mean, you don't have to. And it can make you sick. And I talk to a lot of people that I feel, like, get so insecure and depressed. But I think you're a perfect example of, like, if you just do it for yourself because you enjoy making cute, silly, funny videos and maybe some are educational or informative, that that's, like, the best way for you to be happy. And it seems like you've grown, like, a pretty substantial account on top of it.

[B]

Yeah. And I feel like, you know, it's. It's good to know that people appreciate what you do. People appreciate, like, you know, I. I see it as art when I do it, because I'm just saying, always been on the creative side of things. I think I'm more. I'm a creative before. I am an esthetician. Like, don't get me wrong, like, I love skincare. I love taking care of clients. I love making my clients feel amazing. But at the end of the day, like, that's just always been in my blood. It's just being creative.

[A]

Yeah. You're. You're an artist, Jeff. It's okay to say you are.

[B]

I like to paint. Yeah. And I mean, it started as, you know, I mean, I was. I did photography. I was a professional photographer for three years in Vegas right before any of this.

[A]

Right. So, like, how interesting that that is helping you in your business now, or just, like, another creative outlet? Right, right. So it's like you learn graphic design from your old job. You used to be a photographer. Like, isn't it so interesting to, like, kind of look back at your life and your jobs and your careers and go, oh, my gosh, that all makes sense to, like, get me to the point where I'm at now.

[B]

Absolutely. And, you know, at the time, of course, it didn't make sense, because when I was in. When I was a photographer and I started, I had a photo studio when I lived in Vegas. And then, you know, like, the housing. It was, like, around the housing crisis when that crash. So that affected my business, ended up closing it. I was in a lot of debt. Moved to Hawaii, tried something new, and then moved back. And then I started that soap business. So I know I almost got sued because of, like, some trademark thing. I remember.

[A]

You're like, oops. You're like, I'm just a baby. I don't know. Literally.

[B]

I think that was probably the email that I sent. That same tone, right? Yeah. Oh, I'm just a baby. Sorry I did that. You know, and a lot of that time, you know, a Lot of those times. Every time, every time I failed, it just felt like it didn't make sense. And I'm just like, I felt so lost, you know, I'm like, what am I gonna do with my life? You know? And it wasn't until my mom bought me a package of. For a facial treatment. It was like a three pack facial treatment. I remember the second time I started to see results and I, like, felt amazing. And I didn't really think about it too much until we got this postcard from a school for like a skincare school.

[A]

Okay.

[B]

And I was like, oh, maybe I'll check it out. And I was just like, oh, maybe it's a sign, you know? And I check it out and it was. It was Marinello.

[A]

I went to Marinello too.

[B]

Oh, did you go to Marinelo?

[A]

Yeah.

[B]

Okay. I went to the one in Winter Hills.

[A]

Okay.

[B]

And you know, and I had such a great time in school. I mean, granted, the school was like falling apart. It was. Right.

[A]

Literally, like the paint's peeling off feeling.

[B]

Was like caved in or something like that. But I had the most fun there. Our instructor, she was so. She was so passionate. She was so dedicated. I think that that's. That really made a difference.

[A]

Yeah.

[B]

You know, to be able to have an instructor that really cares about your students. So shout out to Miss Mary. We still actually, we're still. We're still in contact and yeah, we still, you know, she. She started her own solo practice as well just a year ago.

[A]

Okay.

[B]

Yeah. And I've. I've. It's funny because I'm now giving her like, social media advice.

[A]

That's cute. I love that.

[B]

So it was really cool. But. Yeah. Blast. I loved it.

[A]

Wow. Well, it sounds like you've had, like, such an amazing journey and I'm so happy and I'm proud of you and I hope you're proud of yourself. So you're working full time in the treatment room or like, take me through a day. Or like, take me through like a week as Jeff.

[B]

Yeah. So typically I'll see three clients a day. That's kind of my average. I don't really want to do any more than that.

[A]

So healthy, by the way. That's so healthy. Like, more people need to hear that. Like.

[B]

Yeah.

[A]

So healthy.

[B]

Three is like my sweet spot.

[A]

Totally.

[B]

Four.

[A]

Yeah.

[B]

If I know the last client is like someone that I already know.

[A]

Someone cool.

[B]

Yeah. You know, but. Right. Yeah. But no one, you know, it's on my website. You can only, you know, it only allows to book Three people.

[A]

Right.

[B]

And if someone wants to be squeezed in, if it's someone that I know, then I'll probably either squeeze them in after or before.

[A]

Right, right. You know, but depending. Probably depending on how you feel and depending.

[B]

Exactly. Yeah. Just depending on my energy. Depending on how I feel, you know, like I don't normally take same day appointments just because like I've already had my mindset on these three clients and I don't like, you know.

[A]

Yeah, you don't want to be thrown off.

[B]

Exactly. So my day typically starts. I've been taking the train actually to.

[A]

Work since I saw that.

[B]

Yeah, I love it.

[A]

You love it?

[B]

Oh my gosh, it's amazing. I take the train anywhere now. Like even I've. I've visited friends in like, in like Koreatown and like downtown.

[A]

It's kind of fun. You're a train guy.

[B]

Yeah, I am a train guy. I still, I still drive my car because the station is about a 15 minute walk.

[A]

Okay.

[B]

I still drive my car to the station.

[A]

15 minutes.

[B]

Yeah. So I'll drive it there and then I'll just take the train anywhere. So I'll take the train in the morning. Usually I, I start my day here at 11. My first client doesn't start until 11, but I'll start getting ready about 8:00, 9:00. Because I kind of want that like first hour to just have like a chill moment for yourself. To see my clients. Yeah. And then I'll have, I'll normally have my smoothie. There's like a smoothie place on the way walking here. So I'll have a smoothie, I'll have a little bit of coffee. I'll do that. And then I'll see clients and then after I see them then I'll start working on some fun stuff. Like creative. Anything creative. Either I'm creating an apparel design or I'm working on social media. So. And that is, that's also a huge reason why I only want to take three clients because I still want to have that energy too.

[A]

To create.

[B]

To create.

[A]

Yeah.

[B]

At the end of the day.

[A]

Totally. It's important to you. So you're prioritizing that. Which I really appreciate.

[B]

Yeah. So I, I need that. I think it's just, it keeps me balanced, you know, And I love being able to end a day knowing that I, I created something.

[A]

Right.

[B]

Yeah.

[A]

Something like. Right. Something you can like see. Right. Rather than just like. I mean, facials are great. Right. But yeah, that's just. And the person. Yeah.

[B]

And I mean I would still feel, like, fulfilled after, you know, if three clients. Like, that's great. Like, you know, like, that's. That's fulfilling to have clients. And I think that's the best part of it is that I. I get to see the clients. Most of my clients I already know. So it's kind of like really just seeing your friends.

[A]

Yes.

[B]

And that's really great.

[A]

It is.

[B]

And then. And then you get to top it off with, you know, being able to, like, create things, which is like. Like an artist's dream, to be able to be creating something without having to worry about, you know, like, where am I gonna.

[A]

Finances.

[B]

Yeah. Where am I gonna get my money?

[A]

Yeah. How many days a week are you seeing clients?

[B]

Five days a week, so.

[A]

Five days a week?

[B]

Yeah. Tuesday through Saturday, and I'm off Sundays. Mondays.

[A]

Okay, so you're seeing, like, on average, like, 15 clients a week then. I feel like. Yeah, 15ish. Yeah. Yeah. I feel like that's a really healthy number. And then it still gives you. You still probably have energy to create, right?

[B]

Yeah.

[A]

You. Yeah.

[B]

And it's really. It's. It's important to have space for that. Otherwise, a part of that is just. I just don't feel fulfilled if I don't create something. I have to, you know, so even the great. The great thing about taking the train now is that I'm actually able to be on my phone or my computer, and I'm able to do stuff.

[A]

Yes.

[B]

On my way to work, on my way home, I get to listen to. I get to actually pay attention and listen to, like, my books or, you know, or I've listened to your podcasts also, like, in the train, so it's great. And, you know, it's hard to pay attention when I'm. I don't know if it's an ADHD thing, but when I'm driving, it's hard for me to pay attention.

[A]

Yeah.

[B]

When I'm listening to something.

[A]

Totally. I love that.

[B]

It's nice to be able to just sit in the train and just, you know, get lost for, like, 15.

[A]

Yeah. Right, right. Or do something for yourself. That is amazing. Okay, so with your social media, obviously, like, you're just doing it, like, to share.

[B]

Right.

[A]

You're just doing it for fun. Have you seen anything beneficial or maybe not beneficial, like, from growing, like, your community or, like, do you have, like, a goal with it or is it just to be. Just share whatever Jeff's feeling that day?

[B]

I think. I mean, the goal is, you know, there's always there is still a goal for when I post. Right. I think part of that is really just keeping to me. I like to. I really just want to nurture the followers that I have. It's really not about getting more followers because, like this, at this point, I would rather do that, have a. Have a connection with the community that I have now because it's. It's already hard. Kind of like, you know, like, answering all these, like, DMs and comments and, you know, it's a lot to take in. But, you know, the goal for me really is to. I want to provide. I want to provide products like my apparel. I feel like I just want to create nice things for the community. I'm doing a rebrand on my apparel, so I've gotten rid of, which is.

[A]

So cute, by the way.

[B]

Thank you. So I'm being a little bit more selective with what I choose to put on the website. I kind of want it to be. I'm looking for. My idea is for it to be more classic, something that's more timeless rather than trendy. Because trendy can kind of like, only last for like, maybe a year or two. And you really want to wear that? I want something that people would want to wear for, like, years.

[A]

Totally.

[B]

Like, you're part of that. Yeah. So part of that is. Part of that is finding a vendor that can provide really great quality products and then also with the designs, making sure that they're a little bit more. They're a little bit more classic, more.

[A]

Like, timeless, more simple.

[B]

Yeah.

[A]

What I'm getting from what you're saying is, like, you started Dead Skin Club just, like, out of, like, a creative, like, spurt, and you started putting stuff out there and you got all these orders and it was, like, amazing. And now that you've been doing it for two years, you're able to kind of, like, hone in and, like, be more specific and, like, have like, a bigger vision. Because you've kind of played with it, right? Like, yeah, you. You tried a bunch of things and you're like, okay, this is fun. And you. The only way you're gonna learn that is if you, like, take action and do it, which you have. And now you're getting, like, more curated, more like timeless looking pieces.

[B]

Yes, exactly. And part of that also is, you know, with. With the social media, I. I want. Part of the rebrand of the apparel is I kind of want to make it more of a community. So I want to actually start doing more like, blog posts featuring, like, stories of, like, you know, like, Other estheticians, you know, so that people can relate to, like, other stories of other people and things like that, you know, so part of that is going to be on the website as well.

[A]

Love that.

[B]

You know, I want it to be more of a place where people can find inspiration. Not necessarily about business, but it's just more, like, personal stuff. Really?

[A]

Totally. Totally. Just again, like, because we work in a dark room, as estheticians, we're always seeking more, like, community, even if it is online. And maybe we don't want, like, more education shoved down our throat because we have enough people doing that, but just a place that's like, creatives can, like, share and, like, we can bond over a lot of the similar things and, like, maybe wear a cute sweatshirt too, Right? Yeah, exactly. Just feel inspired, which I love, you know, that's amazing.

[B]

You get to be part of the club.

[A]

You can be. Is everyone allowed to be part of the club?

[B]

And you can sit with us.

[A]

I love that. Okay, one more question. Do you have a separate website for, like, your facials and for the apparel, or is it one website?

[B]

You do so. It is separate. So Skin Factory LA is my skincare website, and then Dead Skin Club is the apparel.

[A]

Perfect. So people can find you to book an appointment or shop the apparel.

[B]

Yeah, and a lot of my clients have bought stuff from me, too, which is because it's cute.

[A]

It's because it's cute. Guys, you should go check it out. Okay, Jeff, tell everyone. I know you just said the websites, but tell everyone where they can find you on Instagram or, like, any other social media that you want to share.

[B]

Yeah, so Instagram and Tick Tock. It's at Skin Factory La. And you can find my website. You can go to skin factoryla.com if you want to book an appointment, and you can also go to dead skinclub.com if you want to check out the apparel. Right now, the apparel side is under construction. That website's going through a whole. Okay. Like, makeover process and. Yeah. And if you're an esthetician, if you want to get a facial. I actually, surprisingly, I do have a lot of estheticians that book facial with me. Totally cool. And it's so nice to be able to, like, meet people in person and people that you're connected with on social media. Yeah, it's great to have that, like, you know, connection. You're able to, like, have more of a personal conversation with them in person.

[A]

100%. And I have to say, like, I have learned some of the best moves from other estheticians by going and getting facials. Like, I've learned so many things by just letting someone else touch my face.

[B]

Yeah. And don't be. Don't be shy. Like, if. If. Yeah, we ask you what you do. Like, tell me you're an esthetician. Don't be like, people get shy when, you know, and then they're like, I'm actually an esthetician. I'm like, great. That's awesome. You.

[A]

I know. It's so funny. I always have people come up to me. They're like, I stalk you. I'm like, I literally post for a reason, and I hope you're stalking me. Like, that's the point. Like, please stalk away.

[B]

It's not just for the algorithm.

[A]

It does. It does. Okay, Jeff, thank you so much for sharing your story and being so open and vulnerable. I really appreciate it. I love this, like, full circle moment for us because we've just known each other for so long.

[B]

Oh, it's so cool to just, like, catch up. Even though it was a lot of it is just about me, but that's okay.

[A]

But I'm glad it is about you.

[B]

I'm gonna come in for a facial soon anyway, so.

[A]

I know we need a book that, like, literally, I was gonna ask you if you're, like, available next week since I was having a moment last week.

[B]

Yeah, I mean, I. I'm always available for a facial.

[A]

I mean, who isn't?

[B]

So, yeah, we'll. We'll text each other. Cool.

[A]

Okay, sounds good. Bye.