We were lucky to catch up with Justice Byas recently and have shared our conversation below.
Hi Justice, thanks for joining us today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea
I love how this questioned fueled me to take time to reflect on the journey of Justified Skin Esthetics! If someone would have told me in the last 3 years that I would have businesses, I truly would have looked at that person like they’re insane!
The honest answer is… Justified Skin Esthetics started on fumes! Let’s go back to 2020 when the pandemic was announced and the shutdown commenced. At that time I was wrapping up my Master’s program at Trevecca University. Life changed drastically. My daily routine changed, my work mindset began to change, and the isolation portion drove my imagination and creative side bonkers. During this time I had to take many moments to reflect seeing that all of my hobbies and ways to pass time were not possible to do at this time. The pandemic really made me reflect on my self-care routine. I grew up seeing my mom make masks and facial cocktails that kept her skin clear, so mixing up masks and exfoliants was nearly second nature to me. I started to think about how often people complimented my skin, how often people would ask what products I use, and how I did not buy a lot of over the counter products. Fast forward some months into the pandemic, I started my first business, The RXipe Cosmetics (pronounced ‘The Recipe’, I was trying to capture the medical/ chemistry side of skincare, hence the RX). I created and sold the masks and exfoliants I create at home to use. I also created beard oil for people that have beards or are trying to grow a full beard. I still make the oil to this day. As The RXipe continued on, I graduated from Trevecca and decided to go back to school for an esthetics trade. This is where things went left for me.
I completed my Master’s degree in April and decided that I would go right back to school in August at Paul Mitchell to receive my Esthetician license. In my mind it made more sense if I had the credentials and license behind my name to give my brand more credibility. I did not want to be a person that sold skincare with no science behind it. I started saving as much as I could to start school August of 2020. I applied for Paul Mitchell and expected to start in October of 2020. Unfortunately, a bump in the road came and my bank account was compromised. All my savings — for school and personal were gone at the blink of an eye. I felt defeated and as if I could never recover. I gave myself 48 hours to sulk and feel all of the feelings running through me. But I knew the real work began at this point. I was already a “broke college student” and now I’m a “broke graduate trying to run a business” to make something from nothing. But as they say, when you’re at ground zero the only place you can go is UP! I continued on with my business and working full-time.
Fast forward to 2021, I was determined to begin school. I applied for Paul Mitchell again in January and anticipated starting class in July. Nothing was going to stop me. Although I was still saving and didn’t meet the goal I anticipated I refused to let anything get in the way of me completing this program. I put The RXipe Cosmetics on hold to pursue my education for the next 9 months. I discovered within 3 months that I absolutely loved esthetics. I completed to degrees but nothing stood close to the peace, happiness, and passion I had for my esthetics craft. Esthetics made me look at my hands and my mission differently. Esthetics felt and still feels like ministry. I let faith lead and take control over my experience at Paul Mitchell. By the time we were able to take clients I was solidly booked. I was so booked up that I started taking Saturday classes to reach people that could not get to me in the week. This activated a hunger in me that I did not know I had. When you’re doing services in school you’re not getting paid for them, this is all practice for the real world. I was astonished at the skin transformations, the testimonies, the reactions my clients gave to all the facials and services I performed. In those moments it clicked — I need to open my own space. I feared non-compete agreements. I didn’t care to wax (at that time). My facial clientele was at a high and I wanted to keep it up.
By February of 2022, my program was two months shy of ending. I decided that I would open my own skincare shop. I didn’t know what I would call it, but I knew I had the faith, drive, and clients to do it. I prayed constantly, expressing gratitude, frustration, and asking for guidance – all in one! I knew I had a fear of owning a business because I am not a numbers person. I let math discourage me, just being honest. But I wouldn’t let math or numbers break me of this opportunity. I knew I needed to dive in, this was not a matter of putting one toe into the water to test. I needed to jump full-throttle. A week before my graduation, or celebratory “clap-out”, I found my suite. I found the name for my suite – JUSTIFIED SKIN ESTHETICS. Justified Skin Esthetics is a play on my first name, Justice. I felt that if Justice can serve justice on skin, that’s a justifiable situation! I would slowly begin decorating walls, creating an Amazon registry, and roadmapping how I want to run my business. I was not licensed yet so I couldn’t buy products and certain items until I passed state board. I graduated April 26th, 2022 with two businesses under my arms. I opened the doors of Justified Skin Esthetics with a soft launch mid-May and fully opened in June once I passed state board. State board was intimidating, especially the written portion, however I passed on my first attempt and finished the practical portion with so much confidence. I was still nervous. My head was on a swivel because I wanted everything to be perfect. But all businesses have to experience hurdles and worries. It’s actually part of the process (I learned later).
Justified Skin Esthetics within its first year saw highs and lows. Some months did better than others. Some days were complete no-show days. I had to learn and see the different types of support that people give and have. Every client from Paul Mitchell did not come with me although most did. I had to learn to focus on those who are here to support and not those that do not. I learned about taxes and how to stay on top of them.. haha! I learned that my vow to never wax is now non-existent, now I wax clients all the time! Justified Skin Esthetics taught me boundaries, how to be fair to myself, how to tailor each experience for every customer so that their experience is more than just a business transaction. Justified Skin Esthetics provides a safe space for all to relax, practice self-care, understand their skin, and last but not least — it provides love. Justified Skin Esthetics provides the love safe space that often times I wish I knew existed elsewhere prior to starting my own. When you’re passionate about what you do, the blessings and benefits come from doing what you love when you’re doing it well and right! One year later and I’m still learning, still making minor mistakes, however, I am still going. My success came from taking a leap. I had to get out of my head and lay my thoughts on a table to execute my mission. As I take it day-by-day, one step at a time, I’m still in awe and shock of what has become. To see what is next in my journey — stay tuned!
Justice, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I am Justice Byas (her/she), the owner the Justified Skin Esthetics & The RXipe Cosmetics. I became a licensed esthetician in 2022, opened my skincare practice/shop Justified Skin Esthetics in May of 2022, and revamped my 2020 business The RXipe Cosmetics (pronounced ‘The Recipe’ Cosmetics) in 2022.
I am a licensed esthetician that specializes in facials – corrective/medical skincare, self-care and maintenance facials, and relaxation focused facials. Facials include: dermaplane facials, deep pore facials, enzyme & chemical peel therapy, LED therapy, beard care, and much more. I also offer waxes such as: facial waxing, body waxing, and brazilian waxing.
Justified Skin Esthetics encourages all people to come and experience relaxation and self-care. Any gender, any ethnicity, we all need self-care. My mission is to educate all clients in understanding their skin type, how to maintain it, and how to keep their skin healthy. Self-care is vital to us all. In order for us to continue to be the great people we are, we have to pour into ourselves first. Justified Skin Esthetics provides that safe haven for all clients to relax, be vulnerable, and feel best in their most natural state. Each experience is tailored to each client’s needs and no appointment is the same. Clients are in control of the music, lighting, and mood of the appointment. Silent appointments are also always available per request. I cannot emphasize enough that NO ONE is exempt from experiencing self-care. No one should be exempt from being educated about themselves. This is where I step in to pour into my clients to bring out the best of what was already in them. Justified Skin Esthetics does not take the credit of a client’s beauty or natural feature, Justified Skin Esthetics emphasizes it.
Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?
One of my favorite marketing stories came full-circle this year. Earlier in the year I decided to go to Opry Mills mall and pass out business cards to mall employees and shoppers. I aimed at the mall employees first because I was once an employee at the same mall at multiple stores. I worked in Opry Mills for several years on and off and I know the different crowds and customers that come in at different times especially during holidays, tax time, and back to school. I simply introduced myself, asked employees if they currently have an esthetician, and allowed anyone to ask me any current questions or skin concerns they have currently. It actually went well! I made my way around each side of the mall and decided to go home. In June I received a call from a manager at The B-12 Store in Opry Mills. The manager called me and told me how she remembered me dropping my card off along with the conversation we had and expressed interest in me doing facials for the anniversary of their opening!
The B-12 Store set up a space for me in their store to perform facials and network with other business and individuals. Some clients never had a facial before and were so shocked at the results. The impact that was left on clients that day still gives me goosebumps. I left that day feeling great and would love to work with The B-12 Store again in the future.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
I love this question. I had to learn to redirect my focus when it comes to support. To any new or current business owner that has the grand frustration that lingers around support – LET IT GO! Everyone is not going to be a supporter. We as business owners have to let go the expectations we have that revolve around support. Support is not an obligation. It would be nice if we received all the support from everyone we know, however this is not always the case. Do not try to force support. By this I mean, have patience for the clientele you wish to have. If you constantly make deals or lower your business worth, you will attract clientele that only wants the deal when it is available. I remember making content and becoming frustrated once it was posted because I painted a picture in my mind that no one would support it anyway. I had to shake that mindset because there are people out there that are looking and supporting. We as business owners cannot focus on making everyone a believer. Let your work, skills, products, and results speak for itself. Those that need to be there will come as long as you’re marketing yourself.
Lastly – friends, family, colleagues, an so on may support you in different ways. Do not diminish their support or dismiss the people that do support you. Sometimes support looks like a friend or family member answering the phone after you’ve had a rough day. Support isn’t always monetary. People sharing your content is support. People sharing your business card is support. Once I changed my mindset my trajectory on support grew and I became more open minded. Hopefully this helps someone!
Contact Info:
- Website: www.justifiedskinesthetics.com
- Instagram: https://www.instagram.com/_justifiedskinesthetics/?hl=en
- Facebook: https://www.facebook.com/justifiedskinesthetics
- Other: https://justified-skin-esthetics.square.site/