Latest / Honest Esthetician Education / Focusing On Building A Corrective Skincare Business | Joanna Linaris

Transcript

Focusing On Building A Corrective Skincare Business | Joanna Linaris · Honest Esthetician Education

• 0:00
  Hi guys, I'm with Joanna, also known as Skin by Jo on Instagram.
• 0:04
  I'm honored that she's here this weekend for the aesthetic experience.
• 0:07
  We're going to have so much fun.
• 0:09
  She is part of the VIP podcast, the dinner, and this whole weekend that we're excited to experience together.
• 0:17
  So thank you so much for being here today.
• 0:18
  I'm so excited to be here.
• 0:20
  I really am.
• 0:21
  Yay.
• 0:22
  And then as we talk on this podcast, I always love to hear about your journey in the aesthetics industry because there's so much value with every single esthetician that I speak to.
• 0:31
  So let's start from there.
• 0:33
  Yeah.
• 0:33
  So I've been in the aesthetic industry for about nine-ish years now, nine years in April.
• 0:39
  I feel like I had like a little bit of a rough start trying to find like my place and somewhere like that I really enjoyed working.
• 0:46
  It just started.
• 0:47
  I actually was going to
• 0:51
  And so aesthetics was always in the back of my mind, but I'm not really sure why I felt like I needed like a degree.
• 0:58
  Yeah.
• 0:59
  But finally, I just like got out of my own head and I'm like, I need to just do it.
• 1:03
  Finally, I did.
• 1:05
  I worked for like a spa for like very short amount of time.
• 1:08
  Then I found a med spa that I worked for.
• 1:12
  It was a good learning experience.
• 1:14
  I did enjoy working there.
• 1:16
  I just didn't feel like I had room for growth there, which led me to my next spa that I was working at, which was great in the beginning.
• 1:25
  But then just slowly turned into a place like that just didn't fit my vibe anymore.
• 1:30
  I didn't feel valued.
• 1:33
  So that was kind of like what led me to open up Skin by Joe.
• 1:36
  Oh my goodness.
• 1:37
  So how long did you work for somebody else before you went on your own?
• 1:41
  Five years.
• 1:42
  Oh my goodness.
• 1:43
  And would you say that that experience of working for somebody else like helped you become a better esthetician or would you have rather started your business straight out of school?
• 1:52
  No, definitely not straight out of school.
• 1:54
  I'm happy I worked for somebody else, even if I didn't really get the experience that I wanted.
• 1:59
  But it did really teach me to
• 2:03
  when I opened up Skin by Joe, what I wanted and what I didn't want.
• 2:06
  And just like the experience I wanted to give clients.
• 2:09
  So that's what I feel like was a good opportunity for working for other people and not going straight after school.
• 2:14
  I needed to build my clientele too.
• 2:16
  There's no way I would have made it without that.
• 2:18
  Yes.
• 2:18
  So you essentially built a clientele working at other spas.
• 2:21
  And then when you went on your own, you carried that to your business.
• 2:25
  That's amazing.
• 2:25
  Yes, I did.
• 2:26
  Yep.
• 2:26
  Oh my gosh.
• 2:27
  I think that's such an amazing tool to have is to build your business, like to be able to like comfortably start your business.
• 2:34
  I mean, and it's still scary, not that you're
• 2:36
  doing anything less than anybody because it's so hard opening up a business.
• 2:40
  But like, that is so nice that you had that.
• 2:43
  That is amazing.
• 2:43
  Yeah, no, it's hard.
• 2:44
  It really is.
• 2:45
  But I do think it's one of the best decisions I've ever made.
• 2:48
  I do not regret it one bit.
• 2:50
  I do sometimes wish I would have done it sooner, even though I know that it came at the right time.
• 2:54
  Like, I'm not going to dwell on that.
• 2:55
  But yeah, it was those times I'm like, why am I still here?
• 2:59
  Like, I need to just go and do my own thing.
• 3:00
  So I'm glad I finally did that.
• 3:02
  Yes, that's awesome.
• 3:04
  I remember when I worked
• 3:06
  a few med spas and I had no intention of even going solo.
• 3:08
  I was like, Oh, I'm just going to grow with them.
• 3:11
  And like the med spas always thought that I was going to take their clientele or they were just like, Oh, you're marketing yourself.
• 3:16
  And like, I'm like, I'm tagging you.
• 3:17
  Like, yeah.
• 3:18
  Like, don't you want me to bring in clients?
• 3:20
  I'm like, I'm trying to grow with you.
• 3:22
  Um, what would you say?
• 3:24
  Like, as far as like the med spa atmosphere that you didn't enjoy?
• 3:29
  I actually enjoyed it.
• 3:30
  Okay.
• 3:31
  I did.
• 3:31
  I actually loved who I worked for as well.
• 3:33
  They were like a couple and they were awesome.
• 3:36
  I just feel like I was by myself.
• 3:37
  I was the only esthetician and that was like my second job.
• 3:41
  And I just felt like I did need like a mentor or other people around me to kind of learn more from.
• 3:47
  That was what kind of led me out of there.
• 3:49
  And also, again, just like...
• 3:51
  Not room for growth there.
• 3:53
  I was me.
• 3:53
  It was by myself.
• 3:54
  I'd have to like grow it.
• 3:55
  And I was just like not in a space to do that.
• 3:57
  But I liked working at a med spa.
• 3:59
  I had nothing.
• 3:59
  There was nothing wrong with it.
• 4:00
  I love that part of aesthetics.
• 4:02
  Yeah.
• 4:03
  Like corrective and all that.
• 4:05
  So nothing negative to even say about med spas whatsoever.
• 4:08
  Yeah.
• 4:09
  And then when you went from, you were into, what was that?
• 4:13
  What was the career path that you were currently?
• 4:14
  Pharmacist.
• 4:15
  Pharmacist.
• 4:15
  That's what I wanted to do.
• 4:16
  Yes.
• 4:16
  I actually worked in a pharmacy for six years.
• 4:18
  I was a pharmacy doctor.
• 4:18
  That's crazy.
• 4:19
  Crazy.
• 4:20
  So what made you make that push to become a licensed esthetician?
• 4:24
  Was it just like always something you're itching for?
• 4:26
  Yes, it definitely was.
• 4:28
  I was honestly miserable working at the pharmacy.
• 4:30
  Like I knew long term that I would just not be the best version of myself working at a pharmacy.
• 4:36
  I also always knew even when I was like...
• 4:39
  in high school that I wanted to open up a business and I wasn't going to open up a pharmacy.
• 4:43
  I just had no desire to do that.
• 4:44
  That's not my passion.
• 4:45
  And then I actually really liked makeup.
• 4:47
  That's what led me into the aesthetic field, even though I don't even do makeup.
• 4:51
  Me too.
• 4:51
  That's so funny.
• 4:52
  I don't do makeup at all.
• 4:53
  I do it on myself, but that's it.
• 4:54
  I ended up just like loving facials and like corrective.
• 4:59
  Like I've always loved that.
• 5:00
  So yeah, that's kind of how I got there.
• 5:02
  Wow.
• 5:02
  Oh my goodness.
• 5:03
  Yeah.
• 5:03
  And so you being in the aesthetics industry, like for years now, do you feel like it's changed so much since you started or has it been?
• 5:10
  Yeah, I do feel like it's changed a lot.
• 5:13
  I mean, there's so many more like modalities and machines and all that.
• 5:18
  I think there's certain things that haven't changed, like how people classify employees and how it's so prevalent in the industry, like 1099.
• 5:27
  Yeah.
• 5:28
  Like, and how it's like, no, you're an employee.
• 5:31
  Yeah.
• 5:31
  Exactly.
• 5:31
  And I'm always like pleased to like newer Estes.
• 5:34
  I'm like, like you have to pay attention and make sure you're not getting taken advantage of.
• 5:38
  Yeah.
• 5:39
  Besides that, I think a little bit more cattiness, unfortunately, in the industry, which I don't like because.
• 5:45
  TikTok.
• 5:46
  Yeah, literally.
• 5:47
  Because I'm always like, why are like collaboration over competition?
• 5:53
  Yeah.
• 5:53
  Like, why do we have to bounce ideas off each other?
• 5:56
  Other estheticians should be resources to us.
• 5:59
  Like, why would they not be?
• 6:00
  Yeah.
• 6:01
  You know, like I actually have a sorry, my mouth is a little dry.
• 6:06
  No, you're OK.
• 6:07
  I'll drink a sip.
• 6:08
  Cheers.
• 6:08
  Cheers.
• 6:09
  Cheers.
• 6:10
  I have another local esthetician, actually.
• 6:12
  She's in Crown Point as well.
• 6:14
  We always call each other, like, if we need a product or if we're running out of something.
• 6:19
  Like, hey, a client's going to come pick up.
• 6:21
  She wanted to start carrying a product line that she didn't have that I did.
• 6:26
  And I was like, yeah, like, here.
• 6:27
  And I dropped it off to her.
• 6:28
  Like, zero hater vibes over here.
• 6:30
  Like, I just, I don't have a competitive...
• 6:33
  like bone in my body at all.
• 6:35
  Like not by nature whatsoever.
• 6:37
  I just feel like I want everyone to succeed.
• 6:39
  We can all succeed.
• 6:40
  Yeah.
• 6:41
  And there's enough clients to go around for everyone.
• 6:43
  Absolutely.
• 6:43
  I think that when I, when I think about having somebody in your corner, number one, to be able to,
• 6:50
  Even if you need reassurance in this industry, like sometimes you are having a difficult client.
• 6:55
  So having somebody to like bounce ideas off of or even marketing or whatever you're struggling with in business in that moment, like you need people in your corner to help push you forward.
• 7:05
  And, um.
• 7:06
  the community in the aesthetics industry, there's like so many wonderful girls, like even the, the group chat for the aesthetic experience.
• 7:13
  I'm like, there's such amazing, sweet, right?
• 7:16
  There's so many.
• 7:16
  I'm just like, this is what it should be though.
• 7:19
  So I'm glad like you guys created this because it's like, when I envisioned the community and the aesthetic industry, that's what I thought, but I've only ever been like around, like, like I said, cattiness drama where I'm just like, I know for a fact that that's not the only thing that exists, you know, like clearly from the group chat.
• 7:35
  Yeah, exactly.
• 7:36
  So I'm just like, I love it.
• 7:38
  I love that we all get to experience that this weekend because it's like not really the norm, unfortunately.
• 7:43
  Yeah.
• 7:43
  Well, we're setting new standards in the aesthetics industry together.
• 7:46
  No, literally.
• 7:47
  Period.
• 7:48
  Yes, exactly.
• 7:49
  What is it?
• 7:50
  Period.
• 7:51
  Yes, period.
• 7:53
  Um, so as far as working at a med spa, what modalities did you learn while you were working for a med spa?
• 8:00
  Um, microneedling was the only modality that I learned advanced modality at the time when I went there after I left, they like brought on new stuff, but with them, that's what I learned was microneedling.
• 8:12
  Okay.
• 8:13
  Um, but yeah, no, we didn't have lasers or anything when I was working there again, that was like, kind of like where I was saying, like I need growth.
• 8:19
  Like I
• 8:22
  Yes.
• 8:23
  And so what did you take, like working for somebody else, working for a med spa, what would you say was like the biggest advantage that you took into building and starting your own business?
• 8:34
  I think, remember how I said I was like the only esthetician?
• 8:37
  Yeah.
• 8:37
  So I kind of had to learn everything by myself.
• 8:40
  Okay.
• 8:40
  Like even like the business aspect of it, like inventory, all that stuff that like –
• 8:44
  you know, that wasn't really my title, but like I, you know, I was kind of slow at the time.
• 8:48
  So I took it on.
• 8:49
  I think that that really helped me with opening up Skin by Joe.
• 8:52
  Yeah.
• 8:54
  And I feel like at the next place I worked, I kind of already knew everything when I went to the next place.
• 9:00
  It was just more like being surrounded by other estheticians.
• 9:05
  That was a little bit more helpful because again, like where you could kind of jump ideas off each other or if somebody complains, you could kind of be like...
• 9:12
  hey, what do you think about this?
• 9:13
  But obviously you all grow places.
• 9:16
  Yeah.
• 9:17
  It's such an advantage though because you know when you own your own business, you take on 15 different roles.
• 9:24
  So for you to be able – I mean I can relate so much to what you're saying because when I first started a med spa job, I started as a receptionist.
• 9:32
  So I had to learn every single skill.
• 9:33
  Then I went into management and then I went into being in the treatment room.
• 9:38
  Then I went into –
• 9:40
  basically promoting myself and learning all these different things that I like, you know, didn't sign up for, but I wanted to learn.
• 9:45
  I was so eager.
• 9:46
  And I think like every single time I talked to an esthetician that starts their business, like, I feel like we all have this common thing of like, where we just figure it out and we learn and like, we're meant to be this like business owner.
• 9:58
  We're meant to be this esthetician that like blossom, but like the experience in my opinion is so valid and important for you to basically kind of save yourself from
• 10:11
  Without working for other businesses, I can like truthfully say I wouldn't be where I'm at today.
• 10:16
  I don't think I would be either.
• 10:17
  Yeah.
• 10:17
  Like I owe that to those places and I will give them that.
• 10:21
  Like I said, I don't mind the med spa.
• 10:23
  The other place I worked at was just like not a good environment for me.
• 10:25
  Yeah.
• 10:26
  So that's why I left.
• 10:27
  But like I do owe that part to them.
• 10:29
  Like the growth where I could feel confident in myself to leave.
• 10:34
  But like your clients follow you, you know, like they love you and they come to you because they choose to come to you.
• 10:40
  Like I don't own –
• 10:41
  I don't own clients either.
• 10:42
  Like if they chose to go to somebody else, like, you know, thanks for choosing me at the time that you did.
• 10:46
  I will welcome you back when you're ready.
• 10:47
  But, um, yeah, I, I would say like, I don't think that I would have even survived a year if I went straight out of school.
• 10:54
  I don't even know.
• 10:55
  I don't think I knew.
• 10:56
  I just, I wouldn't even know what I was doing.
• 10:58
  When you're out of school, you're just like fresh.
• 11:00
  Like, I don't know.
• 11:00
  There's so much information.
• 11:01
  They don't even teach you anything in school.
• 11:03
  No.
• 11:03
  Oh my gosh.
• 11:03
  I don't think people realize that like,
• 11:05
  Yeah, it's only like, I don't know how many hours it is in Arizona or anywhere else.
• 11:08
  But like, you have to do so much continuing education.
• 11:11
  Yes.
• 11:11
  Because you they do you you they give you enough information to pass state boards.
• 11:16
  Yeah, it's like the foundation, like surface level.
• 11:19
  And then you're like, okay, figure out how to build the pieces.
• 11:22
  Yeah, exactly.
• 11:23
  Or like,
• 11:23
  Even niching down as an esthetician, like you, do you want to be a waxer?
• 11:28
  Do you want to be a corrective skincare specialist?
• 11:30
  Do you want to be a holistic esthetician?
• 11:32
  Like there is so much figuring out.
• 11:34
  And I remember when I first got my first med spot, I'm not sorry.
• 11:37
  I got my first job as an esthetician at Massage Envy.
• 11:41
  And I was like, oh my gosh, like what did I sign myself up for?
• 11:45
  I was doing 90 minute facials and I felt like I was like I got it got so bad to the point where I had to get like physical therapy because of how much it was on my body.
• 11:57
  And I was like, what did I sign up for?
• 11:58
  And then once I figured out the
• 12:01
  more corrective side of aesthetics.
• 12:02
  I was like, this is my jam.
• 12:04
  I want to provide correction and also relaxation.
• 12:07
  And owning your own business is truly so different than working for somebody else, the way that you pour into people.
• 12:12
  Yeah.
• 12:12
  It's just, there's way more opportunity to personalize and give the one-on-one care, which is what was lacking in the last place I worked.
• 12:19
  And that's why I was so happy when I opened up Skin by Joe.
• 12:22
  that I was able to actually provide that because I lean towards corrective treatments as well.
• 12:26
  Yes.
• 12:26
  Like, yes, I provide a relaxing experience.
• 12:28
  Yes.
• 12:29
  But I'm not doing a 90-minute massage facial.
• 12:31
  Uh-huh.
• 12:31
  I lean more towards like acne, barrier repair, skin health, like long-term skin health.
• 12:36
  Like education to me is so important.
• 12:39
  Like I want my clients to understand their skin.
• 12:41
  Yeah.
• 12:42
  And not just me treat it.
• 12:44
  Like I want them to go home and understand like what's going on, which is like hard when you're just like somewhere where it's just like numbers.
• 12:49
  You got to hit this.
• 12:50
  You got to hit that.
• 12:51
  You have to sell this much.
• 12:52
  And then sometimes like when you think about that process at spas, it's just like are you actually authentically giving somebody what they need or are you doing it just to make money?
• 13:02
  Exactly.
• 13:02
  If you don't hit the numbers, you might, you know, get – Yeah.
• 13:04
  fired or written up or whatever.
• 13:06
  It puts this pressure on your employees.
• 13:07
  Like they have to survive too.
• 13:09
  So then it's like this trickle effect of, oh my gosh, like I have to make money.
• 13:13
  The spa has to make money.
• 13:15
  Like I have bills to pay.
• 13:16
  Right.
• 13:16
  So it's like this like effect of like a, a med spa has to have good integrity in order to, for their employees to be happy.
• 13:23
  And like, I don't know.
• 13:24
  It has a good word, integrity.
• 13:26
  That's what I was trying to think about.
• 13:27
  And like estheticians are like, especially solo estheticians.
• 13:30
  Like we pour so much into our business and like, like,
• 13:33
  It's our baby.
• 13:34
  Like we I feel like we we just care so much about our people and the people that walk into the door.
• 13:39
  Like it means so much to us.
• 13:42
  Like the weight and the heaviness of that like is like very like special.
• 13:45
  Yeah, I agree.
• 13:46
  Skinner is my baby.
• 13:47
  And sometimes I like recently have posted a story about how.
• 13:51
  other things may take a backseat sometimes and you feel so guilty about it.
• 13:54
  Yeah.
• 13:55
  Like plans or like plans with friends or like whatever, a birthday party, something where you just can't make it.
• 14:00
  And you're just like, you feel guilty, but like, obviously most people's friends should be understanding, but you're just like, I swear I'm not doing this on purpose.
• 14:09
  Like I'm just trying to build my business.
• 14:11
  I'm so busy that like when I leave here at night,
• 14:15
  I have no capacity for anything else.
• 14:16
  Like I just want to go home and sleep and literally.
• 14:20
  And obviously you make, you do make time, but sometimes you just have to like miss out on things.
• 14:24
  And that part does suck.
• 14:26
  Yeah.
• 14:26
  Which I don't think a lot of people in the business industry talk about.
• 14:29
  Yeah.
• 14:30
  You have to sacrifice so much.
• 14:31
  Yeah.
• 14:32
  I feel like more people talk about stuff like that now that I've realized, just like the bad, not the bad, but like the.
• 14:39
  The hardships of owning a business.
• 14:42
  It's like the.
• 14:42
  Yeah.
• 14:43
  Yeah.
• 14:43
  I just feel like sometimes people don't, it's all like they want you to see the positive, but it's just like, it's impossible.
• 14:49
  It's not all positive.
• 14:49
  No, absolutely.
• 14:50
  I know.
• 14:50
  I always see, which I kind of stray away from TikTok a little bit because there's just like so much on there.
• 14:55
  I'm like, oh my gosh, one person saying to do it this way, one person that way.
• 14:59
  And then they're like arguing with each other.
• 15:01
  TikTok's definitely way different.
• 15:02
  But yeah, I think it's very important to constantly evolve in your industry and like,
• 15:10
  treat your business and like, it's like, it depends on your life because some people that unfortunately don't own businesses are like, they, they will just never understand.
• 15:20
  They can like, like empathize with you and like say like, yeah, I understand.
• 15:24
  But like, I'm always like, I'm not trying to, you know, downplay what you're understanding, but you don't understand because you don't own a business.
• 15:31
  It's so different.
• 15:31
  It's such a completely different.
• 15:33
  Like when I talk to somebody who owns a business, it's just like, I can see when I speak to them, it's just so different.
• 15:38
  Yeah.
• 15:38
  They're like, I get it.
• 15:39
  Like, what can I do to help?
• 15:40
  What can like, or just empathizing is like a huge part.
• 15:44
  People who like don't own their business, they'll, they just will never understand and they can be as sweet as they want or as mean as they want, but they will just like never understand.
• 15:52
  No.
• 15:53
  Yeah.
• 15:53
  I do have a great support system.
• 15:55
  Like, uh, my parents help a lot.
• 15:57
  Like when I have events, I actually don't have laundry at my place right now.
• 16:01
  Um, so my dad always has me drop it off to him so he could do it.
• 16:03
  Oh,
• 16:03
  That is so nice.
• 16:04
  I always say, like, family-owned and operated.
• 16:06
  He's retired, so he's like, you know, like, I'll do it for you.
• 16:09
  So they live literally, like, around the corner from Skin by Joe.
• 16:11
  So it's convenient for me, so I don't have to bring it all the way to the city.
• 16:15
  But, yeah, like, my sisters always help with events.
• 16:17
  My mom always helps with events.
• 16:19
  My husband is always there for me, too.
• 16:21
  So it's just like, yeah, my support system is, like, I feel like what has also helped me a lot, too.
• 16:26
  That is everything.
• 16:27
  Like, the more support that you have with your friends and family, like, that –
• 16:31
  will help you, that will further you and better you as a business owner.
• 16:35
  And you're at a storefront location, right?
• 16:38
  So it's like a semi-storefront.
• 16:40
  So it's a plaza.
• 16:41
  Okay.
• 16:42
  And then I'm the only one that's in the back of the plaza behind one of the businesses.
• 16:46
  But I still have my own entrance and my own sign on the building.
• 16:49
  Yeah.
• 16:49
  It's just I'm the only one on the backside.
• 16:51
  Nice.
• 16:52
  And it's just me.
• 16:52
  Yeah.
• 16:53
  I have a bathroom, my writing room, and then my treatment room.
• 16:55
  Awesome.
• 16:56
  And then storage.
• 16:56
  And how was it finding a location for your business?
• 16:59
  Because you're in the...
• 17:00
  You're, are you in the suburbs or no, you're in, your business is in Chicago.
• 17:04
  No, no, no.
• 17:04
  So I'm in Crown Point, which is an hour outside of Chicago, south of Chicago, like literally like 50 minutes to an hour.
• 17:10
  It's not far at all.
• 17:11
  I live in Chicago though.
• 17:12
  Okay.
• 17:12
  Gotcha.
• 17:12
  Gotcha.
• 17:13
  Yeah.
• 17:14
  I got it.
• 17:14
  So I actually, it's okay.
• 17:17
  I actually didn't start at the location I'm at right now.
• 17:20
  I started in a suite.
• 17:21
  I collabed with this med spa.
• 17:24
  Okay.
• 17:25
  Her, well, it was her med spa and then I rented a room from her.
• 17:27
  Okay.
• 17:28
  Which was amazing.
• 17:28
  She's amazing for doing that for me.
• 17:30
  Like I grew a lot there.
• 17:31
  Yeah.
• 17:31
  That was like my first year.
• 17:33
  And then I moved to this like semi storefront.
• 17:36
  So I've been at the storefront for a year now.
• 17:39
  I'm sorry.
• 17:40
  No, I was with her for two years.
• 17:41
  I'm at the storefront for a year in December.
• 17:44
  Congratulations.
• 17:44
  That's huge.
• 17:45
  And then March 2nd or March 3rd will be three years for Skin by Jill being open.
• 17:48
  Oh my goodness.
• 17:49
  That's so exciting.
• 17:50
  I love hearing that.
• 17:51
  That's like the best thing ever.
• 17:53
  They say three to five years.
• 17:54
  Once you make it past that, you can make it.
• 17:57
  I remember the first year that I opened up Skin by You and somebody told me, well, you know that within the first three to five years, people's businesses fail.
• 18:04
  And I was like,
• 18:06
  what I was like who says that don't say that I know I was like what are you talking about I'm trying to build my business that is not encouragement right now I've never had anyone say that to me I've always read it I've always read that and I'm like no I'm not I'm not playing into that statistic yeah I'm not gonna be in the stats that's not me so was it hard finding a location
• 18:25
  Or was it, did it come organically?
• 18:27
  It came organically.
• 18:28
  I'm actually happy.
• 18:29
  I was looking at another space that had a little less exposure.
• 18:32
  I'm on Broadway, which is like one of the main roads in Crown Point, which gives me a lot of like also organic exposure.
• 18:40
  But before that, it was kind of like in the back of this like plaza.
• 18:43
  This just like, I don't even know how I randomly came across it.
• 18:47
  And I was like, wait, I'm going to go look at that.
• 18:49
  Um, I did.
• 18:49
  I literally was like, I love it.
• 18:51
  There's a couple of changes I want to make.
• 18:52
  If you guys are willing to, you know, do that.
• 18:54
  They did.
• 18:54
  And I like, was like, yeah, let me sign it right now.
• 18:56
  Oh my gosh.
• 18:57
  I love it.
• 18:58
  And how has it been?
• 18:59
  It's been amazing.
• 19:00
  Okay.
• 19:00
  Awesome.
• 19:01
  It really has been that location.
• 19:02
  I want to stay around that location even when I like grow.
• 19:05
  Does it bring a lot of eyeballs?
• 19:07
  Like, is there a lot of people like, is there a lot of traffic that goes through there?
• 19:09
  Yeah, there's like a gym right next door.
• 19:11
  Oh my gosh.
• 19:11
  Yeah, there's like a stretch lab right next door.
• 19:14
  There's a coffee shop right next door.
• 19:15
  Would you say like location matters then?
• 19:17
  Like for so you're like at a location, I'm assuming with more exposure of people walking by or like a gym versus like a salon suite.
• 19:25
  I do to a certain extent because I know people who are in suites that do really well.
• 19:30
  I think if you're really good at marketing and you do actually put in the effort, you can make like a solo salon suite type thing work.
• 19:38
  I feel like I had such a solid clientele.
• 19:41
  I don't even have a lot of people.
• 19:42
  I do have a lot of people that drive by and see me, but most of my clientele either find me from Google or Instagram.
• 19:47
  Awesome.
• 19:47
  Yeah.
• 19:48
  Oh my gosh.
• 19:48
  And what have you, have you found like a, like the most successful like posts?
• 19:52
  Is it before and afters?
• 19:53
  Is it your reels?
• 19:55
  Like what do you think?
• 19:56
  Reels?
• 19:56
  I think people like to also see me and like talking and like day in the life.
• 20:00
  Those always do really well or, uh, you know, um, in the treatment room, but I also had hired a social media team in November and that has also changed everything for me too.
• 20:10
  Amazing.
• 20:10
  It just takes a lot.
• 20:11
  So much off my plate.
• 20:13
  And they're amazing at what they do.
• 20:14
  Yeah.
• 20:14
  And I've just had a lot of exposure from that as well.
• 20:17
  Uh-huh.
• 20:17
  Like, and I'm, it's just like, I'm booked.
• 20:20
  How did you find a, like a good social media person that understood your, okay.
• 20:25
  So you went through a few people.
• 20:27
  I actually never hired anyone.
• 20:28
  I just like had interviews or they have like discovery calls.
• 20:33
  And I just felt like I knew when I knew that who I was going to go with.
• 20:37
  Like I didn't really vibe with anyone else.
• 20:40
  There was a lot of questions I'd ask them.
• 20:41
  They didn't know how to answer because like I'm about to pay you.
• 20:45
  Like I want –
• 20:45
  this to be exactly what I want.
• 20:47
  And then when I found this social media team, they were just able to answer everything so well and exactly like how I felt.
• 20:54
  Like I'm like, yes, that's exactly what I want.
• 20:56
  And I just vibed with the team really well.
• 20:58
  So that's how I ended up with them.
• 20:59
  And I saw their work and I liked it too.
• 21:01
  So what was the thing you looked for when you were like, is it the look of your feed?
• 21:06
  Is it the way that they make your brand stand out?
• 21:09
  What is like the, if somebody's looking to book for...
• 21:12
  like somebody to manage their social media, like what did you look for that could help somebody understand what is helpful to their business?
• 21:19
  Yeah.
• 21:19
  So, um, I would say like, unfortunately in this day and age, people like to see a pretty feed.
• 21:24
  So that was important to me, even though I know that that doesn't make me a better esthetician or just like, you like somebody that dances and I'm like, I'm not going to.
• 21:31
  That's not going to be me.
• 21:33
  No, me either.
• 21:33
  I knew Nice Feed, organic reach, local reach.
• 21:38
  I wanted them to be able to do that for me as well.
• 21:40
  And then just calls to actions that were really going to pull people in as well.
• 21:45
  Because I was lacking in that.
• 21:47
  And then just putting the content together.
• 21:49
  Yeah.
• 21:49
  Because they literally do everything for me.
• 21:51
  They put all the content together.
• 21:52
  They make the reels for me.
• 21:53
  I'll send them the videos and stuff, but everything else, they have a content calendar.
• 21:57
  It's just like...
• 21:59
  So what do you film?
• 22:00
  Do they give you stuff to film or – okay, gotcha.
• 22:03
  Okay, so they're giving you direction, which is like – Yeah, dude, it's so good.
• 22:06
  Yes, that is so nice.
• 22:07
  It's so nice.
• 22:08
  It's been doing so good too.
• 22:10
  Yeah, sometimes I'll see something and I'm like, oh, I kind of want to like not copy that but like kind of vibe off that and then they'll –
• 22:17
  obviously adjust like the content calendar but overall they'll tell me like what to film or what they need from me and I'll send it to them because they're not local but I didn't mind that because I have a content girl that I'll never change or I'm sorry a photographer videographer that I'll never change like I don't want it to be anyone else yes for her so I knew that I was okay sending them the stuff yeah
• 22:36
  Yeah, absolutely.
• 22:37
  I feel like it's so important to like delegate certain things that like give your life a headache because that's how you grow.
• 22:43
  You can just pass it on to somebody and let them do their like creativity and their magic.
• 22:47
  Like that's the best thing that you could do for your business to like free up more time and energy to be able to.
• 22:52
  really just like do what you love right like yeah and it has like that was the the first thing i ever did when i opened up skin by joe was hire an accountant that was like something i just was not gonna mess with oh yeah i'm not messing with these numbers and then next i knew i was gonna work like really hard to get a social media team because i just really wanted to take that off my plate i do not enjoy it whatsoever like doing it um or i do but at my own pace like i don't want to like think about like oh i have to post three times a week or i need to do this and this so that you know because like everyone recommends that for marketing yeah
• 23:22
  So I'm glad I have that.
• 23:23
  Yeah, it really does.
• 23:24
  It just helps so much.
• 23:25
  Was there a time when you knew that you need to hire somebody?
• 23:28
  Like when was that time?
• 23:29
  Was it like financially or was it a little bit of both?
• 23:32
  Like you were just so sick of it and like you were like, I'm just going to pay whatever.
• 23:36
  It was mostly getting to a point where I can financially like afford it and paying the certain amount that, you know, that most I kind of had an idea of what it was going to be based on other people.
• 23:45
  Yeah.
• 23:46
  Uh, I always wanted it.
• 23:47
  I would have had it since the day just to my job.
• 23:49
  And if I could, I'm working my ass off to do this.
• 23:53
  Like I'm doing it.
• 23:55
  Yeah.
• 23:56
  So yeah, that was my, um, that was, it was mostly financial.
• 23:59
  I love that.
• 24:00
  This is like so valuable.
• 24:01
  I love this so far.
• 24:02
  Um, and then what would you say is your most popular service that you offer?
• 24:07
  Like what, what do you offer?
• 24:08
  What are all the services that you offer?
• 24:10
  I, all corrective treatments as far, microneedling.
• 24:13
  I do hydro facials.
• 24:14
  I do chemical peels.
• 24:16
  I do like just like standard customized facials.
• 24:21
  I do sugaring.
• 24:23
  A lot of people are surprised by that.
• 24:24
  Wow.
• 24:24
  I know.
• 24:25
  It's actually, I specialize in sugaring Brazilians.
• 24:27
  Okay.
• 24:28
  I do lean, like I said, more towards corrective.
• 24:30
  That's why.
• 24:30
  I love that you don't market yourself with that though.
• 24:32
  Like if you're, I don't know, are you trying to become like full-time book that or is it just like an add on?
• 24:36
  So I'm, I do a lot of them.
• 24:38
  Like I am really booked with sugaring Brazilians, which is crazy.
• 24:41
  Yeah.
• 24:41
  But I do a lot of corrective stuff, but that's like what I want to niche for towards.
• 24:45
  That's why I don't really advertise sugaring Brazilians anymore.
• 24:47
  That's where I was going with that.
• 24:47
  I was like, I'm, that's so cool that you don't advertise it, but like.
• 24:50
  But it's like very little amount of people around my area do it.
• 24:53
  So that's why I'm still
• 24:54
  busy with it.
• 24:57
  But yeah, so I do all those things.
• 24:59
  What else?
• 25:00
  I do CO2 lift mask.
• 25:02
  I have the biorepeal, but Factor 5 is here this weekend.
• 25:05
  So I might switch to them because I kind of like the vibe better with them.
• 25:09
  You said, yeah, yeah, yeah.
• 25:11
  I'm not going to say anything.
• 25:12
  You can find out for yourself.
• 25:13
  And then I'll do like waxing, like brows and stuff.
• 25:16
  Yeah.
• 25:16
  Oh my gosh, that's amazing.
• 25:17
  And I, I really like, I don't know, just like seeing your brand, which is beautiful and
• 25:24
  I think that's so valuable.
• 25:25
  Like you as an esthetician that is currently offering other services.
• 25:29
  And I talk about this a lot is like niching down and people are like, oh, I want to offer everything.
• 25:34
  And I'm like, what you're doing is golden.
• 25:36
  Like you're marketing yourself to attract that corrective skincare, but you can still offer other services.
• 25:41
  Yeah.
• 25:42
  It's still on my menu.
• 25:43
  Yep.
• 25:43
  Actually, Indiana took away lash lift and tints and brow laminations from us.
• 25:47
  Oh, I saw that.
• 25:47
  They're actually giving it back to us July 1st, but it was crazy.
• 25:51
  Yeah.
• 25:51
  Yeah.
• 25:52
  I was actually worried because I did a lot of lash lifts, actually.
• 25:55
  I remember seeing that.
• 25:56
  I was so sad for you.
• 25:58
  But it honestly hasn't affected me as much as I thought it would.
• 26:02
  I just got to replace it with the corrective stuff that I ended up liking.
• 26:05
  Good.
• 26:06
  And then I'm typically booked like six to eight weeks out.
• 26:10
  And I don't know if it's just like that I really niched down and like started to market that.
• 26:16
  Or my social media team or maybe a combo of both.
• 26:18
  But you know what?
• 26:18
  I love my social media team.
• 26:19
  So I'm going to...
• 26:20
  you know, shout out them.
• 26:21
  But, um, it's been nice cause I get to actually do, that's what I want to do is corrective treatments.
• 26:27
  Absolutely.
• 26:28
  No, I love that.
• 26:28
  I mean, I love hearing that, like what you're, what you were putting out there on the internet is what you are going to book.
• 26:35
  Yeah.
• 26:35
  So if you're like, want to be a corrective skincare specialist and you're posting Brazilians all the time, people are going to know you as the Brazilian.
• 26:41
  Yeah, yeah, exactly.
• 26:42
  Yes.
• 26:43
  Uh, no, I love that.
• 26:44
  And that's so valuable to people who are listening and, um,
• 26:47
  uh, what would you say is your most popular?
• 26:49
  Like you do a lot of Brazilians, but for corrective skincare, would you say it's like, hi, I do a lot of acne bootcamps.
• 26:54
  Okay.
• 26:54
  Like a lot, especially recently.
• 26:55
  Like it's been crazy.
• 26:57
  Um, and then no, I do.
• 26:58
  My second is probably hydro facials.
• 27:00
  And then I do a lot of microneedling, but I also feel like it's been getting crazy lately.
• 27:05
  I don't know if it's because of TikTok.
• 27:06
  Yeah.
• 27:06
  I I'm assuming that's what it is.
• 27:08
  So I do do a lot of that too.
• 27:10
  Um, and then I do, I have this clinical and I do the fire nice facial for them and that does really well too.
• 27:15
  I love that.
• 27:15
  So yeah.
• 27:16
  So yeah.
• 27:16
  Yeah.
• 27:16
  Like Brazilians are up there, but like I definitely do way more skin than that because I just take more of that now.
• 27:21
  Yeah.
• 27:22
  No, that's so valuable.
• 27:24
  And then you own a second business, which is I want to show because it's so cute.
• 27:28
  Oh, yeah.
• 27:29
  Loop Charms.
• 27:29
  We have Loop Charms.
• 27:30
  So cute.
• 27:31
  She brought me one and I'm obsessed.
• 27:33
  I'm excited to carry this around all weekend.
• 27:35
  But how did this second company start?
• 27:37
  I love like, sounds like it was organic for you, which I think always works the best.
• 27:42
  Yeah.
• 27:42
  So I want to hear about that.
• 27:43
  Yeah.
• 27:44
  So I literally started it like a month ago, maybe a little longer than that.
• 27:48
  Mainly doing it on my own classes.
• 27:50
  And then I actually had a friend that mentioned like, hey, I got this for Christmas.
• 27:54
  Like you should do this with Skin by Joe glasses.
• 27:57
  And I was like,
• 27:58
  oh my God, I had already been thinking about that and doing it on my own glasses.
• 28:01
  Like, let me just start to sell them.
• 28:03
  It takes time to like learn it.
• 28:05
  It's a little hard.
• 28:06
  But once I got the hang of it, then I'm like, I want to make a thing out of this.
• 28:10
  And my sister does them with me as well, too.
• 28:11
  So we're together on the looped charms business.
• 28:15
  But my goal is to just like make a, you know, crap ton of accessories for purses, bags, handbags, not just purses, like work bag too.
• 28:23
  And then glosses too.
• 28:24
  And it doesn't only have to be Skin by Joe gloss.
• 28:26
  You could put it on any single...
• 28:27
  Oh my gosh.
• 28:28
  I love that.
• 28:29
  And so do you carry it?
• 28:31
  I mean, I'm assuming you retail at your spa.
• 28:33
  Yeah.
• 28:33
  So I make them ask him by Joe and retail them there.
• 28:36
  And then I'll do like, uh, pop-ups and private events.
• 28:39
  Once like, you know, I get going and people see it more.
• 28:42
  Oh my gosh.
• 28:42
  What are, what are your thoughts on pop-up events?
• 28:44
  Have they been super successful?
• 28:47
  When I do them, they've been successful.
• 28:49
  Okay.
• 28:50
  Awesome.
• 28:50
  Is there a specific,
• 28:54
  Like how did you go about finding that?
• 28:55
  Did you just look throughout your area?
• 28:57
  Were there like some popular ones?
• 28:59
  Like pop-ups you're saying?
• 29:01
  Oh, so I usually just do my own pop-ups.
• 29:03
  Oh, okay.
• 29:03
  Gotcha.
• 29:04
  Or if somebody asks me to join, then I'll do like – I'll set up a Skin by Joe table and I'll do like – try and do –
• 29:10
  easy treatments.
• 29:11
  I actually have the tabletop hydrofacial, which I got that on purpose because I wanted to be able to take it to pop-ups.
• 29:17
  So I do that a lot.
• 29:18
  Lymphatic drainage, a lot of people like that.
• 29:21
  And then just like, it's really good exposure too.
• 29:23
  I have had a good amount of people come just from...
• 29:26
  pop-ups.
• 29:26
  Do you get a lot of your event exposure from your current clients and then word of mouth or is it like a whole realm of new people typically?
• 29:35
  At the pop-ups?
• 29:35
  Yeah.
• 29:36
  It's a mix.
• 29:37
  Okay.
• 29:37
  Yeah.
• 29:37
  I feel like it's a mix just because like I advertise it as well on all the platforms.
• 29:41
  Yeah.
• 29:42
  And then sometimes I'll collab with other businesses too.
• 29:44
  So then they're sharing and then they're sharing.
• 29:46
  So it's just like it gets bigger.
• 29:48
  And then yeah, it's a mix of people, of my people and the other businesses.
• 29:51
  Awesome.
• 29:52
  So safe to say it's successful.
• 29:53
  Yeah.
• 29:53
  It's
• 29:54
  At least for me, it has been.
• 29:55
  I know sometimes people have like a little, you know, feel weird about pop-ups, but they've been good for me.
• 30:01
  No, they're amazing.
• 30:02
  And I love how your current business like tied into this business.
• 30:07
  And how did you find, like, you just made your own lip gloss too?
• 30:10
  Yeah.
• 30:10
  So I work with a lab actually that does it.
• 30:13
  I was working with a consultant when I first opened up Skin by Joe that told me about, actually gave me like three different ones.
• 30:19
  And I just kind of chose who I felt like, you know, I vibe with.
• 30:23
  That's what I always do, find the vibe.
• 30:25
  And then so I have clear, which is like an orangey, citrusy smell.
• 30:28
  And then I have like a brownish tint.
• 30:31
  It's not a heavy brown.
• 30:33
  That's like a cocoa scent.
• 30:34
  Oh my gosh.
• 30:35
  I love it.
• 30:35
  Is that what you're wearing right now?
• 30:36
  Yeah.
• 30:37
  It's so pretty.
• 30:38
  I can't wait to wear this all weekend.
• 30:40
  Yeah.
• 30:40
  I love it.
• 30:41
  The clear one is amazing because it's like you can wear it when you're not wearing makeup.
• 30:43
  Yes.
• 30:44
  I love it.
• 30:44
  And my lips are always so dry in Arizona.
• 30:46
  I was going to say, it's not sticky and it's super hydrating.
• 30:49
  You have to let me know how you like it.
• 30:50
  Yes.
• 30:50
  I'm so excited.
• 30:52
  I know.
• 30:52
  I'm excited too.
• 30:53
  Well, I have one last question for you, which if you had to give a piece of advice to an esthetician that like resonates with your journey, what would it be?
• 31:04
  I would say not to compare yourself to any other person or business.
• 31:10
  Everyone's timeline, resources are just different.
• 31:14
  Yeah.
• 31:15
  And I feel like comparing yourself just slows down the process.
• 31:19
  And I had to tell that to myself, too, because honestly, I feel like we all kind of go through a comparison stage where I had to be like,
• 31:24
  you know, stop doing that.
• 31:26
  Or girls.
• 31:26
  Yeah.
• 31:27
  I feel like once you like stop comparing, you start focusing on growth, your clients working with integrity.
• 31:33
  I just feel like everything just flourishes.
• 31:35
  Absolutely.
• 31:36
  That's great advice.
• 31:37
  And where can people find you on, on your social media?
• 31:41
  Skin by Joe on Instagram.
• 31:43
  And then I have a website too.
• 31:45
  www.skinbyjoe.com.
• 31:47
  And then Loop Charms.
• 31:48
  Oh, Instagram right now, just because I started it.
• 31:50
  Oh yeah.
• 31:50
  Loop Charms.
• 31:54
  I'm working on it.
• 31:55
  No.
• 31:55
  So Instagram Skin by Jo and then Looped Charms.
• 31:59
  I'm so excited.
• 31:59
  I know, me too.
• 32:00
  Well, thank you so much for being a part of this experience.
• 32:03
  It's amazing.
• 32:03
  Thank you.
• 32:04
  So fun to get to know you.
• 32:06
  We've been talking over social media for a really long time now.
• 32:08
  And I'm really happy that this day is finally here.
• 32:11
  Thank you so much for being here.
• 32:12
  It was a pleasure hearing your story.
• 32:14
  And it's so inspirational, of course.
• 32:17
  Make sure you guys follow her.
• 32:19
  Buy some charms.
• 32:20
  They're super cute.
• 32:22
  But make sure you like, comment, subscribe.
• 32:24
  And we will see you in the next video.