Podcast Summary: Beauty with a Twist – Episode: Being FIRED at European, LOSING My First Location & Tips for Waxers in Training

Host: Dede
Guest: Ariana, Owner of Ari's Waxing Lounge, Santa Fe Springs, California
Release Date: February 16, 2024

Introduction

In this compelling episode of Beauty with a Twist, host Dede welcomes Ariana, the dynamic owner of Ari's Waxing Lounge based in Santa Fe Springs, California. Ariana shares her tumultuous journey in the beauty industry, detailing her experiences from being fired at European Wax Center to successfully establishing her own thriving business. The episode delves into entrepreneurial challenges, effective training for waxers, and invaluable tips for those entering the waxing profession.

Ariana's Journey: From European Wax Center to Ari's Waxing Lounge

Ariana begins by recounting her initial years in the beauty industry. She worked at European Wax Center for nearly five years, where she honed her skills in speed waxing, aftercare, and business management. Despite her positive experiences and gratitude towards European Wax Center for equipping her with essential skills, Ariana was fired for operating her own waxing business concurrently.

Ariana [00:26]: “I actually got fired at European Wax Center.”

Her entrepreneurial spirit led her to rent various salon spaces, navigating the challenges posed by the pandemic and licensing issues. After several relocations, Ariana finally settled into her current location in Santa Fe Springs, where she has been flourishing for nearly two years.

Lessons Learned: Licensing, Permits, and Business Setup

A significant portion of the conversation focuses on the critical importance of proper licensing and permits in the beauty industry. Ariana shares her hard lessons regarding zoning laws and business licenses, particularly her experience in La Mirada where she faced fines for operating in an industrial zone without the appropriate permits.

Ariana [07:09]: “They took pictures of my shop and gave me a ticket for $100, which doubled daily since I didn't have zoning permits for a beauty business.”

To avert such issues, Ariana emphasizes the necessity of understanding and adhering to local business regulations. She highlights the value of education, citing a class by The Lashpreneur that provided her with essential knowledge about business operations, payroll taxes, and reseller's permits.

Building and Managing a Team: Hiring Employees

Transitioning from a solo operator, Ariana discusses her approach to hiring her first employee, a former coworker from European Wax Center. She underscores the importance of selecting individuals who are genuine, professional, and aligned with her business values. Ariana employs part-time staff to maintain flexibility and balance workloads effectively.

Ariana [10:14]: “What I'm really looking for is someone that's genuine, someone that's real, someone that's humble... because these clients are literally everything to me.”

She outlines her compensation structure, which includes hourly wages, commissions on retail sales, and bonuses for additional contributions such as teaching wax classes. This approach not only incentivizes her team but also fosters a collaborative and motivated work environment.

Marketing and Clientele Growth

Ariana shares her comprehensive marketing strategies that have been instrumental in building her clientele. Leveraging social media platforms like Instagram and TikTok, she emphasizes the power of consistent, authentic content. Ariana explains her unique method of embedding keywords directly into her videos to enhance visibility without overtly using hashtags.

Ariana [21:45]: “You write words on the video and then move it out of frame so that when people search things, your video pops up.”

Her viral moments on TikTok, though not directly related to waxing, significantly boosted her client base. Additionally, Ariana employs targeted outreach by connecting with local beauty professionals and participating in community events, further expanding her reach.

Challenges Faced: Recession and Post-COVID Market Shifts

The episode also addresses the economic fluctuations affecting Ariana’s business. Post-pandemic, she experienced a dip in bookings and a more saturated market, requiring her to adapt her strategies. Despite these challenges, Ariana has managed to double her revenue by increasing service prices and expanding her team.

Ariana [37:05]: “I've doubled my revenue from last year that I was solo to now having two employees.”

She discusses the impact of the recession on consumer behavior, noting a shift toward more selective spending on beauty services. Ariana remains optimistic, believing that consistent effort and unique service offerings will continue to attract new clients.

Waxing Education and Training: Conducting Classes

Ariana is passionate about training the next generation of waxers. She offers both one-on-one and group classes, emphasizing hands-on practice and ongoing mentorship. Her training programs include comprehensive kits and refresher courses to ensure students are well-prepared and confident.

Ariana [32:13]: “All my classes come with one free refresher class where they get to pick one service that we did in that day and they get to come back anytime.”

She underscores the importance of responsible training, advocating for affordable, practical classes that provide students with the necessary tools and knowledge without overwhelming financial burdens.

Handling Difficult Client Situations

Ariana candidly shares her experiences managing challenging client interactions. She recounts instances where clients behaved inappropriately during waxing sessions, emphasizing the need for professionalism and clear boundaries.

Ariana [46:09]: “She was like, oh, don't worry. These are different underwear from earlier. I was like, what does that mean?”

Her approach involves addressing issues directly and respectfully, ensuring a safe and comfortable environment for both clients and staff. Ariana believes that maintaining professionalism even in uncomfortable situations is crucial for sustaining client trust and business integrity.

Future Goals and Growth

Looking ahead, Ariana has ambitious plans for expanding her business. She envisions launching virtual training programs, developing her own line of beauty products, and ultimately retiring from hands-on waxing to focus on business management and family life by the age of 30.

Ariana [43:49]: “I want to have virtual trainings... create my own sugar scrub, my own ingrown serum, my own body wash... I want to retire from waxing at 30.”

Ariana’s dedication to growth and improvement demonstrates her commitment to both her personal aspirations and the broader beauty community, aiming to create a lasting impact through her entrepreneurial ventures.

Conclusion and Final Quotes

As the episode wraps up, Ariana shares a heartfelt quote reflecting her faith and gratitude:

Ariana [53:39]: “I couldn’t do this without God. So I can do all things through Christ, who strengthens me because He's guided me this far, and I know He's going to continue to open up doors for me.”

This sentiment underscores the foundation of Ariana's perseverance and success, inspiring listeners to remain resilient and faithful in their own entrepreneurial journeys.

Notable Quotes:

• Ariana [01:19]: “I am so grateful for European Wax Center. I had a great experience... learned how to run a waxing business.”
• Ariana [09:24]: “I have two team members now, so we all kind of do part time and we're all sharing one room.”
• Ariana [16:47]: “Be available, be generous to them, give them discounts... treat all my clients like my friends.”
• Ariana [22:34]: “Write words on the video and then move it out of frame so that when people search things, your video pops up.”
• Ariana [53:39]: “I can do all things through Christ, who strengthens me because He's guided me this far.”

This episode of Beauty with a Twist offers an insightful look into the challenges and triumphs of running a beauty business. Ariana's story serves as both a cautionary tale and a beacon of inspiration for aspiring waxers and entrepreneurs alike, providing practical advice and heartfelt encouragement.