Doncaster nail & beauty salon owner: Offering waxing has elevated my business & filled my diary

Scratch Stars Educator of the Year 2022 & 2025 finalist, Michelle Brookes, shares how introducing waxing services has benefitted her salon…

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What do waxing treatments bring to a beauty business, and how do they complement nail offerings?

Adding waxing treatments to a beauty business helps fill diary gaps. Most waxing services are 10 to 40 minutes. This means that the treatments can be slotted in between nail services, to fill little gaps where you don’t have time to create a nail design. Clients like to have multiple treatments in one place, rather than going to different salons.

Within my salon, Beauty Lounge (a Scratch Stars Nail & Beauty Salon of the Year finalist 2025), intimate waxing using the VMould method from VWax is our most popular treatment after gel nails. We book out 30 minutes for the treatment and charge £45. This is extra revenue for the business and means that all appointment gaps are filled.

I teach the VWax body and intimate waxing courses from my academy. The latter is one of my most popular courses, and I find that a lot nail techs train in this. I like the brand because of its high-quality products and the knowledge behind its training.

What are your top tips for pricing and marketing waxing services?

As intimate waxing is a specialist treatment, I recommend to price higher than your standard nail treatments, to reflect the training undertaken. Premium wax brands have recommended pricing requirements, which means all waxers should be pricing similarly.

Clients come in and ask for the VMould and recommend it to their friends. Marketing is key, and we consistently promote what we do on social media. Images of treatments in progress and brand images work well. Normalising taboos or topics that could be seen as embarrassing also works well, such as sharing ‘it’s normal to have hairy toes, and that’s why we include toe waxing in all our leg waxing services‘, or ‘did you know that waxing can be beneficial for those with polycystic ovary syndrome (PCOS)? PCOS can cause excessive hair growth due to hormonal imbalances. Waxing is a great option for those with PCOS, because it provides long-lasting results by removing hair from the follicle, resulting in much slower regrowth compared to shaving.‘

I find that talking about the science behind waxing and hair growth stages is amazing marketing. This is wording I use regularly in my adverts:

“Did you know it takes approximately 4 waxes to remove all shaven hairs? This is because our hair grows on a 3-stage cycle. The hairs that come through on your 4th wax are the hairs which were waxed out on your 1st wax. 

“It takes 4 months to get into a waxing routine to see true benefits. You will see a difference after 1 wax, but after 4 is when it hits you and you think, ‘WOW… why didn’t I do this before?’.”

Waxing is a popular treatment during summer, but how do you ensure its popularity year-round?

I find a lot of clients start their waxing journey during summer, then carry it on through autumn onwards. I market waxing treatments to clients by educating them during their services, and via email marketing, which is my main client communication method.

A client’s first intimate waxing service is designed not only for immediate smoothness, but for long-term hair reduction. Hair grows in three stages: anagen (active growth), catagen (transition) and telogen (resting). For the best results, hair should be removed during the anagen phase, as hair is most firmly rooted so removal is more complete; regrowth takes longer; repeated removal during this stage weakens the follicle, and hair grows back finer, sparser and lighter over time.

We use VWax moulds to assess hair growth patterns, allowing our specialists to precisely target this phase for every client. When teaching, I ensure all my students understand this process, meaning they can offer profitable waxing services year-round.

Why do you love waxing being part of your treatment menu?

I absolutely love offering intimate waxing, because it’s not just about hair removal; it’s about helping clients feel confident, comfortable and cared for. For me, it goes beyond technique; it’s about using the safest, most skin-friendly products, especially in such delicate areas. Many waxes on the market are filled with artificial colours, fragrances and even glitter, which can disrupt the body’s natural pH balance and lead to irritation, infections or discomfort. I’m passionate about protecting my clients’ intimate health by using gentle, high-quality waxes that respect the skin’s natural barrier. I find real confidence comes from knowing you’re in safe hands.

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To book a wax with me, visit www.beautyloungedoncaster.co.uk

To train with me, visit www.michellebrookestrainingacademy.co.uk