We caught up with the brilliant and insightful Cara Paymaster a few weeks ago and have shared our conversation below.
Hi Cara, thanks for joining us today. We’d love to hear the backstory of how you established your own practice.
I took a big leap and opened a skincare studio without a clientele. I have been a licensed esthetician for almost 2 decades but I have always worked in large day spas in St. Louis, MO. When I moved to San Diego I decided to open a private practice and I knew that my networking, previous local jobs and my years of experience would help me to grow my dream clientele. I have also founded and voluntarily run a non- profit in St. Louis the same way. Networking, established connections and organization. That grew to offer support in 49 states and over a quarter of a million dollars in financial support to young adults with cancer. I knew opening my studio without a client base would take time, but I’ve built from the ground up before. I stood back and looked at what was important for this business and I knew that the space would be an important part of my first impression. I wasn’t willing to open until I found the perfect location. I searched online for a little over a month and when I found the office I knew it was the one. It was the only space I saw in person because I had a clear vision of what would and wouldn’t work for me. While searching I also had my supplies and contractors ready to go once the lease was signed. I already knew the services and product lines I would carry from my years in the industry. It was the organization and preparation that allowed me to open almost immediately after signing my lease.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
I was born and raised in the Midwest and my mother was actually my first boss. Aside from being scared I would get grounded if I messed up, she taught me a good work ethic, how to work well with others and to be a “yes” person when opportunity presented itself. My first mentor in this industry was a spa owner in St. Louis, MO where I spent 7 years of my career. She was trained in France before esthetics schools were even a thing in St. Louis. My services are very hands on after learning French/European facial techniques and incorporating Russian sculpting massage techniques taught by the World famous Yokav Gershkovich. In addition to facials and hydro facials, I have certifications in chemical peels, Microchanneling, Dermaplaning, and microcurrent. I study weekly from my peers and my online education memberships. I also work closely with Michelle Obama’s esthetician Joelle Lee for coaching and multicultural skincare knowledge.
Clients that seek me out are looking for age management, acne management, and Rosacea management which I also struggle from. Together we also navigate through the endless skincare products and misinformation out there.
My goal for my clients is long term skin health which then creates balanced and healthy glowing skin. That is why my favorite product line is the Vitamin A focused line Environ. It is an incredible science based line made in South Africa and founded by Dr. Des Fernandes, the inventor of Micro-needling.
A few of my most proudest moments would be when the San Diego Reader named me a top 3 esthetician in the city after almost a year of being closed due to Covid. Nail polish Queen Essie told me that I was good at my craft when I got her ready for her son’s wedding. Sports Illustrated Cover Model Nina Agdal told me she was impressed by my work when I got her ready for an All Star Baseball event. I didn’t sleep for days leading up to those clients and actually felt proud of myself for delivering my best while being incredibly nervous. I laugh about it now haha
How about pivoting – can you share the story of a time you’ve had to pivot?
In March of 2020, estheticians and other beauty professionals found themselves facing Covid and businesses were closed. Estheticians work closely to our clients faces and I think all of us were worried when we would work safely again. After a career of 20,000+ facials, I was suddenly afraid to touch anyone. I signed my 2nd and 3rd year lease for my studio just 2 weeks before the California stay home order. At the time I was also managing a hair salon with a team of 14. Luckily that provided me with a team to lean on, but I also realized quickly I needed to find a way to stay connected to the clients I had begun working with from my first year being open. I had a studio full of products that would expire and maskne was a new word in every women’s lives. I needed a way to get facial treatments to my clients safely. I began portioning out a 6 step facial, included tea and chocolate into a lavender scented bag to give you a spa day at home and sold facials to go. That came with a facial massage video I created and direct texting with me for any questions. I pivoted my social media and business to be a “do it yourself facial”. Soon after word had spread through friends and I began shipping them to 7 states and sold a few hundred of them locally. I offered them for each closure, as Holiday gifts and for anyone not ready for in person treatments. It helped my business stay alive and it kept me connected to my clients while gaining new ones. I also headed to every Facebook group I was in to share that tip with my peers and gave links to all of my supplies. My clients and fellow estheticians loved it!
If you could go back in time, do you think you would have chosen a different profession or specialty?
No! I get to help people everyday. I feel grateful and humble that so many people trust me with their skin. I’ve grown close with so many amazing people in this city because of my work and clients have become my friends. I appreciate this path and my clients more and more each year.
Contact Info:
- Website: www.carapaymaster.com
- Instagram: caraskinmate
- Yelp: https://m.yelp.com/biz/cara-paymaster-san-diego-2