Meet Payton
Payton Tobey is one of the many small business owners we’ll feature in Simply Driven, a new series that celebrates the often-overlooked entrepreneurs redefining what it means to run your own show.
As the founder of Alchemy Aesthetics, a non-medical beauty salon, Payton helps her clients elevate their natural beauty with care and intention. In this Q&A, Payton shares how she launched her business, the risks she took along the way, and the lessons she’s learned about building a community rooted in connection and confidence.
What inspired Alchemy Aesthetics?
I wanted to create a space that felt like home to my clients that was very warm and welcoming — a space where people feel seen and taken care of.
Growing up, I loved playing with makeup. But I struggled with acne in high school. And so when I went to aesthetic school, I finally learned how to help my skin. Self-care really changed the way I saw myself, and I wanted other people to experience that in the same way. So that’s why I created Alchemy Aesthetics — to create a safe space for my clients.
How old were you when you started Alchemy? How did you learn to start a small business at such a young age?
I’m 23 and I just opened in February. So we’re going on 6 and a half months now.
I’ve always dreamed of owning my own business. After completing aesthetic school, I worked at a beauty salon for 4 years where I gained a lot of knowledge.
But there wasn’t a guidebook. I just had a vision. And honestly, I wasn’t going to wait for permission.
Were there moments when people doubted your vision? How did you navigate that?
I knew going into it that people were going to say, you’re so young – you don’t really know what you’re doing. And so I made it a point that I wasn’t going to let that bother me. It’s so easy for people to get into your head and question your ability. But I knew what I was going to build mattered. And so I just stopped explaining myself, and let my work speak for itself.
For the most part, I had a lot of support. But it’s nice to have those people that question you a little bit, because it’s motivating.
What surprised you most about starting a small business?
All the paperwork and licenses! Other than that, I would say marketing. I know it takes a lot to get your business name out there, but I think I underestimated how hard it would be to keep up with the marketing. I’m constantly trying to figure out content ideas, post specials, and hand out my flyers.
I don’t have any employees — it’s just me. So I’m doing everything from admin to social media to physically doing the services, cleaning, and laundry. So, I think what surprised me the most was how much work it is.
Are there places you go for marketing ideas?
I look at similar businesses to see what’s trending, and ChatGPT is my new best friend! If I’m trying to target a certain customer, I’ll ask, tell me what these people are looking for right now, and how to best draw them into my business. ChatGPT is the best thing ever.
Are there any big risks that you’ve taken? What did you learn?
The biggest risk was honestly leaving my stable job at the salon where I was making decent money. But I knew that I had to go all in. The place that I leased needed an entire renovation. And I could have said, let’s just put some paint on the walls. But instead, I completely refinished everything.
That was another big risk — I was putting a lot of money into something that I wasn’t a hundred percent sure would be successful, and in a building that wasn’t even mine. But I wanted to make sure that I built a space that would feel like home, and was very luxurious to my clients.
Every single person that walks in says this place is beautiful and people have asked me if I hired an interior designer, and I didn’t. It was just me. So that’s a really good feeling. Even interior designers have complimented it.
Do you have any beauty secrets you can share?
Honestly, just use good products. There’s so many products out there right now. And the industry is very saturated. Go see an esthetician — maybe one time — and ask for advice on what to use. Using good skincare really makes a difference in how you feel overall.
What’s your favorite part of running a small business?
Connecting with my clients and making them feel like they’re not just another number for me. I have really great relationships with my clients. I try to remember things that my clients have told me when they come back. And they feel like, wow, she remembered that one little detail that I told her weeks ago!
If you could go back and give yourself one piece of advice about starting Alchemy, what would it be?
Don’t lose sight of who you are and why you wanted to create your business. It’s really easy to get discouraged and say, oh this day is a little bit slower, so that means I’m going to fail. Don’t get in your head, stay positive, and don’t lose sight of your end goal.
What are your 5 keys to success?
- Consistency over motivation. Consistency is better than being motivated because you won’t always feel inspired. But you still have to show up.
- Connection. Connect with clients, and make sure that you lean on the people around you when you need help.
- Quality over quantity. Put your time and energy into things that make you succeed.
- Stay curious. Keep learning and evolving and improving whatever your craft is, and don’t ever settle.
- Believe in yourself. Believe in the vision that you’ve created, even if no one else can see it. You know who you are — keep pushing through.
Small business owners like Payton are reshaping what success looks like. Simply Driven celebrates their vision — and Simply Business is here to support them every step of the way, with the tools to grow, manage risk, and stay protected.