Industry Talk

with Tami Blake, founder, CEO and Lead Formula Developer at Sweet & True Sugaring Co. and Myra Aviles, 20 year sugaring veteran and the Director of Education at Sweet & True Sugaring.

WHAT ARE THE BENEFITS OF SUGARING AS OPPOSED TO WAXING?

Tami: Let’s start with the basics! Sugaring is an all natural form of hair removal that uses a paste made of sugar, water, and lemon. The paste is molded into the hair follicle (in the opposite direction of growth) and flicked or removed in the direction of growth. The application and chemical makeup of sugaring paste allows the hair to slide out of the follicle with little disruption to the skin. Unlike wax, sugaring paste is never applied hot, so it will not burn or irritate the skin – which is a common complaint of waxing.

This process yields smoother skin, slower regrowth, and eliminates ingrown hairs. The water solubility of the product also allows it to sink into the follicle to fully extract the hair, removing even shorter hairs than waxing can. Sugaring is also more sustainable in many respects! Sugaring paste is biodegradable (food grade) and creates less waste, as it eliminates the need for sticks and strips. In fact, you can use the same ball of paste throughout the entire service! It’s also safe for all skin types, especially clients with sensitive skin.

The Benefits & History of Sugaring

WHAT ARE THE BENEFITS OF BECOMING A CERTIFIED PROFESSIONAL SUGARING PRACTITIONER?

Tami: Sugaring provides superior results as compared to other methods of epilation and is becoming the industry standard for hair removal, so knowing this practice is imperative. When I brought sugaring into my waxing spa in 2013, 95% of my Brazilian wax clients converted to sugaring. It fosters a fiercely loyal clientele! From a business perspective, you will experience less market competition, a lower cost of service ($5 less on average for a Brazilian), and higher profit margins as you can charge more for sugaring services ($10-$15 more for a Brazilian). Something that is very important for me as well is that you are able to promote more environmentally-friendly products and services, and position yourself as a sustainable business.

IN WHAT WAYS CAN SPAS ADD SUGARING TO THEIR MENUS?

Myra: Because sugaring is still un common in the United States, the first step in integrating it into your offerings needs to be educating clients and building awareness about its benefits. Education is key. You’ll want to display informative literature and shelf talkers throughout your spa. Create content to share on your social media channels, website, newsletters, and other marketing platforms. Create a limited-time offer that encourages your established clientele to try sugaring. This will definitely generate excitement and create an urgency to book.

Once your clients experience the benefits of sugaring, word-of-mouth will spread like wildfire. When you provide knowledgeable and excellent service, your clients will tell at least five friends. Double down on this by offering incentives for referrals, encourage clients to leave online reviews, send thank you notes, and follow up post service. Utilize your “warm leads” and be sure to show your appreciation when clients send people your way or post about you on social media. Investing in marketing and social media is a business write-off and everyone wins.

HOW CAN ESTHETICIANS HELP CLIENTS OPTIMIZE THEIR SUGARING RESULTS?

Myra: Follow these principles: C.E.R.T. = Consistency, Education, Results, Trust. In order to achieve long-lasting and smooth results from sugaring, it is the professional’s responsibility to educate their clients on proper aftercare and get them on a timely maintenance schedule. While your clients no longer have to shave daily, they still need to commit to at-home care. Exfoliating properly and keeping the skin hydrated and moisturized will maximize results in between appointments.

When you accept a new client, set aside a few minutes to educate them about the biology of the skin and help set expectations that will build trust and keep them motivated to maintain. In order for sugaring results to lead to permanency, clients must know they need to book consistent appointments, along with maintaining their at-home care routine. For example, if someone doesn’t properly exfoliate and moisturize prior to their appointment, they may have hair lying under a thin layer of dead skin, which can be left behind after the treatment. Within a few days, the client will feel stubble and wonder why they spent their money on that service. Most of the time, the client won’t call you to complain; rather they will just never come back.

WHERE DID THE IDEA OF SWEET & TRUE COME ABOUT?

Tami: When I opened my spa in 2013, I was disappointed at the lack of clean hair removal lines on the market. I saw too many formulas using talcum powder, mineral oil, and synthetic colorants in industry hair removal lines. None of these ingredients provide nutrients for the skin or promote skin health. For me, this was odd considering how aggressive hair removal is on the skin and how many people suffer from irritation after hair removal services. All of the growing trends in the clean beauty skincare space were non-existent in the hair removal market. When I formulated the Sweet & True Sugaring collection, I wanted to change this. I wanted to use natural, food grade ingredients that were safe for the planet and human health.

WHAT SHOULD SPAS KEEP IN MIND WHEN CHOOSING WHAT TYPE OF SUGAR PRODUCTS TO USE?

Myra: The sugaring formula itself is simple (sugar, water, and lemon), but the process of cooking the sugar into a paste while maintaining its integrity is the sensitive part. When choosing a sugaring line, think about the brand presentation, price point, educational support, customer service, and distribution location. The support products available and technical education will also determine your success. At Sweet & True, we are a family-owned operation that manufactures our own products in-house, allowing us total control over the quality of our products and the process. We also are proud to offer products made with organic ingredients that are safe for skin and the planet.

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