Long-Time Entrepreneur and Immigrant Turns Her Passion for Waxing Into Opportunity With Uni K Wax in Frisco, Texas

Though she had been getting waxed for decades, Lucia Freire’s previous businesses focused on helping women in other ways. Since opening her Frisco waxing studio, she has combined her two passions.

After decades spent waxing in Brazil and Florida, Lucia Freire was shocked to learn that the service wasn’t nearly as common in Texas. Freire had gone to school to be an esthetician, and when her husband asked what would be next, pursuing a career in waxing seemed like the natural next step. 

Though she considered opening a waxing business from scratch, Friere was shocked when she walked into a Florida Uni K Wax studio. This was it. The design, product quality and level of service all aligned with what she hoped for her own business, and she decided to pursue franchising.

Since opening her Frisco studio in 2022, Freire has found fulfillment in servicing countless women, becoming an integral part of their self-care routines and introducing waxing — and its benefits — to even more new clients.

Freire took the time to chat with 1851 Franchise to discuss all of this and more. Here’s what she had to say:

1851 Franchise: Frame your personal story for us. What did you do before franchising, and how did you decide franchising made sense for you?

Lucia Freire: I’m from Brazil, and I moved to the U.S. 23 years ago. I had two clothing stores in Brazil, and I loved working with women and helping them feel their best. It’s very important to me. 

After I got married and went to school to be an esthetician, my husband asked, “Now what?” I had gotten waxing services my whole life, and I saw that, in Texas, people didn’t know about waxing. It was shocking to me, and I wanted to change that.

I had considered starting my own business, but after I visited a Uni K Wax in Florida, I realized that the brand was already doing exactly what I envisioned for my business. And it had a great product and level of service. It just made sense to go with the franchise since I could have that support without compromising on any of my values or priorities.

1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?

Freire: My husband was in franchising for 35 years, so I knew how it worked. 

1851: What made you pick this brand? What excites you most about this company?

Freire: I was thinking about opening a waxing business and happened to visit a Uni K Wax in Florida. When I walked in, I loved the environment. I told my husband I had found one for me. When I tried the wax, I was even more shocked. The whole experience took me by surprise because it was so good, and I knew that was a good sign.

I loved the product and service, and I wanted to invest in something that I trust and believe in. If I wouldn’t use it, I can’t sell it.

1851: What do you hope to achieve with your business? What are your plans for growth? 

Freire: I want to help as many people in Frisco learn about waxing as possible. I have seen people who have skin irritation and even keloid scars from shaving, and our wax can prevent that. It’s a great way to care for yourself, and especially with Uni K Wax, since our wax is cruelty free, paraben-free and all natural.

I hope to open more studios in Uptown and Southlake to grow awareness and serve even more people.

1851: What is the one thing about your story you want us to know?

Freire: I’m so passionate about the benefits of waxing and the level of service we can provide through Uni K Wax. I’ve worked hard to build a great team, and I believe that we will be a part of making Uni K Wax as known and respected in the wax industry as Chick-fil-A is in the fast-food industry.

1851: What advice do you have for other people thinking about becoming a franchise owner?

Freire: If you want to be in an industry like waxing, you have to care about people and find fulfillment in helping them. People come to Uni K Wax because of our wax and hygiene, but they also come for the experience. Most people understand that they’re doing waxing as a way to care for themselves, and you have to be willing to embrace that, make connections and educate them. If you don’t like helping people, it might not be for you.

ABOUT UNI K WAX:

Uni K Wax, the 34-unit hair removal and waxing franchise, was founded in 1993 by Noemi Grupenmager. Frustrated by inadequate waxing options for her daughters, Grupenmager developed a natural, elastic wax as an alternative to the painful honey wax and paper strips. She also introduced a skin-friendly application and removal technique for faster, more comfortable services. Today, the brand offers a dynamic blend of 160 waxing services — from eyebrow waxing to facial waxing, Brazilian bikini wax and full body wax — for unisex customers.

The Uni K Wax brand began its franchising journey in 2007 and has since expanded to include 33 franchised and one corporate locations in states including Florida, New York, New Jersey and Texas. 

In 2023, Grupenmager decided to retire and sell the company. Exaltare Capital Management, a Boston-based private equity firm with a focus on franchise and multi-unit businesses, and Heather Elrod, former Amazing Lash CEO and Managing Partner at Conscious Capital Growth, acquired the Uni K Wax brand.