Confidence, For Every Body

As a growing multi-million-dollar industry, the waxing experience can vary in both service quality and end result. Waxing services can often be overlooked as a way of building confidence and body positivity, but one local woman was determined to change the narrative. 

When Sina Zere moved to Edmonton in 2013, she was in search of a wax technician and was surprised by how difficult it was to find a reputable aesthetics spa in which she felt confident. “It wasn’t that there was a lack of waxing technicians, but for somebody new to the city, I didn’t have any connections,” recalls Zere. “A lot of aestheticians were working out of their homes or renting a chair in a salon. These folks didn’t have an established web presence, so it was hard to find them. When I did find someone, it didn’t feel like a positive aesthetic experience. I just kept thinking, ‘I can do better.’”

Buff Wax Spot started as a one-woman operation, with its first storefront opening in Ellerslie in February 2017, and has since slowly and systematically grown to three locations in Edmonton and Sherwood Park. The spas have been intentionally designed with modern appeal to ensure clients feel both comfortable and excited. The bright colours of the spa provide a quick dopamine hit upon entering, while the music and signature scents add to the upbeat vibe. The beds inside the treatment rooms were intentionally chosen to accommodate a variety of body types, something that is often overlooked in the industry. Buff Wax Spot’s certified estheticians clearly convey the steps being taken to complete services, while respecting each client’s preferred level of communication. Whether clients want to share their latest life milestones or enjoy a moment of peace and quiet, they can rest assured their requests will be respected. Clients often arrive feeling nervous and quiet, and leave feeling relaxed, validated and confident.

For Zere, the impact of this business goes beyond how her clients feel post-treatment and extends to her employees’ experience as well. At Buff Wax Spot, the wax technicians are well compensated and have a strong support structure to ensure the business runs smoothly. Zere is also passionate about giving back to the community, and whenever possible, supports initiatives, fundraisers and donation requests her loyal clients bring to her.

Zere noticed that the aesthetics industry was not very focused on diversity, and so she created something different. “It was really important to me that when it came to my branding, I was intentional about showcasing different people, bodies, and skin tones. Let us show that hyperpigmentation and cellulite. I wanted to be clear that you can trust us with your body. Whether you belong to the “ideal body type” or not, we accept you. Our goal is to help you feel better in your skin.”

Buff Wax Spot has locations in Ellerslie, Skyview and Sherwood Park.