Today we’d like to introduce you to Geovanna Santos.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
I often joke that my career has been one big, beautiful accident.
When I was about 15 or 16 years old, my mom, who was a makeup artist at the time (now retired), was approached by a woman at our church after service. She asked my mom if I was looking for a job. That very week, I started working for her as a receptionist.
I remember telling her that this was only supposed to be a summer job and that once school started, I wouldn’t be able to continue working full-time. As I became more comfortable in my role, she would occasionally teach me a thing or two about waxing. At the time, I never imagined those little lessons would turn into an entire career.
After a couple of months, I moved on to another waxing salon. It was there that the owner approached me and asked if I wanted to learn how to wax. Honestly, I was skeptical and initially had absolutely no interest in it. Eventually, I gave in and started practicing on myself and my coworkers. Before I knew it, I was applying for my license, and my career in esthetics was officially underway.
Within two years, I had graduated high school, started college, and completed esthetician school through the apprenticeship route, completing 3,500 hours of training. I initially tried to balance college with working full-time, but it quickly became clear that I couldn’t give either the attention it deserved. I ultimately decided to step away from college and give my potential career in esthetics a real chance.
As the first American-born child in my Brazilian family, that decision didn’t come without some resistance. My mom wasn’t particularly thrilled with the idea at first, but we eventually reached a compromise and established a timeline. If I couldn’t make something of myself in this industry, I would go back to college. Let me tell you, I was determined not to go back to college!
I began taking clients, and things went incredibly well for the next couple of years. Then COVID happened.
I was born and raised in Atlanta, Georgia, and suddenly, everything came to a standstill. Salons were forced to close, services were prohibited, and I found myself without work for almost four months. Just when I wasn’t sure what was next, I received a phone call that would change everything.
Mara, the owner of a Brazilian Wax Salon, called me and said, “Hey, I’ve heard amazing things about you, and I want you on my team. When can you start?”
I was genuinely shocked. Little me was being talked about throughout Atlanta! That opportunity became one of the most influential chapters of my career. I grew tremendously under Mara, and before I knew it, I had one of the busiest schedules, a collection of five-star reviews, and clients specifically requesting me as their waxer. I spent two years there, building my clientele, sharpening my skills, and gaining confidence in what I could accomplish.
Then, in December 2022, my life took an unexpected 180-degree turn. I had to leave Atlanta almost overnight and move in with my mom in Orlando, Florida.
My original plan was to be back in Atlanta within a month. I had experienced a traumatic situation and needed time for things in my life to settle before deciding what came next. My mom, understandably, wanted me to stay in Orlando. She encouraged me to look for a job as a wax specialist at a local salon. I told her I would look, but truthfully, I didn’t put much effort into it. My mind was set on returning home.
About a week later, she asked me what I thought about opening my own waxing suite.
The idea honestly terrified me. I didn’t know a single person in Orlando other than my mom. How was I supposed to build a business from scratch in a city where I had no connections, no established clientele, and no idea where to begin? I had absolutely no idea what I was doing or what the future would look like.
But I did it anyway.
On January 1, 2023, I officially opened Wax Bar Studio.
Nobody could have prepared me for what was to come.
Within six months of opening, I went viral on TikTok, UCF reached out to ask if I would be interested in having my business featured on their advertising magnets, and I was completely booked. What started as a frightening leap of faith quickly became something I could have only dreamed of. God took me from having absolutely nothing established in a new city to experiencing opportunities I never could have imagined. I don’t take any of it for granted.
Fast-forward two years, and life surprised me once again. I became pregnant and was diagnosed with hyperemesis gravidarum (HG). The condition was so debilitating that I could no longer work. I was at what felt like the peak of my career, and suddenly, I had to step away, give up my suite, and transition to working from home.
That was not an easy season. I had worked so hard to build Wax Bar Studio, and having to put things on hold while navigating such a difficult pregnancy was challenging in more ways than one.
After giving birth to a beautiful, healthy baby girl, I knew I wanted to pour that same determination back into my business. I slowly began rebuilding and putting everything I had into Wax Bar Studio again. Just three months later, I was able to move into The Suites by Savi, and from there, the business flourished in ways I hadn’t experienced before. Today, Wax Bar Studio is more successful than it has ever been.
When I look back, I realize just how many times my life and career have taken unexpected turns. What began as a summer receptionist job when I was 15 or 16 has led me to build a business, establish a wonderful clientele, become a mother, and create something I am genuinely proud of.
I am incredibly grateful for every opportunity, every lesson, every setback that pushed me to grow, and every person who has played a part in this journey. Most importantly, I am grateful for the community of women and clients who continue to show up for me and my business. Their loyalty, encouragement, referrals, and support mean more than they will ever know.
And just this week, I received news that I had been nominated among the Top 5 Best Hair Removal Specialists in the Country by Vagaro.
Sometimes I have to stop and remind myself that this is really my life. The little girl who initially had no interest in learning how to wax has come a very long way.
I didn’t necessarily plan this career, but I believe God had a plan for me long before I could see it for myself. What I once considered a beautiful accident has become one of the greatest blessings of my life. And I truly feel like I’m just getting started.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Honestly, it’s been filled with plenty of highs and lows. Learning to build a business from scratch in a brand-new city where I knew absolutely nobody was terrifying. I remember having moments where I’d ask my mom, and even God, if I had really made the right decision.
There were days when I would sit in my suite from 10 a.m. to 8 p.m., simply hoping someone would walk in. I’d pay to run Instagram ads all over Orlando, praying that someone would take a chance on a brand-new, independently owned small business. There were weeks when I genuinely didn’t know if I was going to be able to pay my suite rent. On top of that, I had to learn how to manage finances, scheduling, legal requirements, and all the logistics that come with running a business. It was all completely new to me. Let’s just say, thank God for Google and for all the lessons I’ve learned along the way!
When I became pregnant, things took another turn. I was working from home, but I wasn’t able to accept new clients, and I also understood that not everyone feels comfortable receiving a service in someone’s home. Unfortunately, I lost nearly half of my clientele during that time, and there wasn’t much I could do about it. That was difficult, especially knowing how hard I had worked to build those relationships and establish my business.
But despite all the challenges, this is also one of the most rewarding careers I could have ever imagined. The relationships I’ve built with every single person who has come through my doors will forever hold a special place in my heart. I genuinely don’t think I’ll ever forget a single person who has trusted me with their service.
Loyalty is something you simply cannot buy. I’m so honored that these women choose me, trust me, support my business, and continue to show up for me. Being their waxer is something I never take for granted, and I’m even more grateful that I get to call them my clients.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Wax Bar Studio is a woman-owned waxing studio based in Orlando, Florida, specializing in professional hair removal services. While waxing is what we do, the experience we create is what truly sets us apart.
My goal when opening Wax Bar Studio was never just to create another place where people could come in, get waxed, and leave. I wanted to create an environment where women could feel comfortable, welcomed, confident, and completely at ease. Let’s be honest, waxing can be an intimate and sometimes intimidating experience, especially for someone who is new to it. I want every client who walks through my doors to feel like they’re visiting a friend rather than simply coming in for an appointment.
I’m especially passionate about building relationships with my clients. I take the time to get to know them, understand their individual needs, educate them about proper skin care and maintenance, and make sure they feel comfortable throughout the entire service. I never want anyone to feel like just another appointment on my schedule. I want them to feel seen, valued, and cared for.
I believe one of the things that sets Wax Bar Studio apart is the personal connection. As an independently owned business, clients aren’t walking into a large chain or experiencing a revolving door of service providers. They’re building a relationship with someone who genuinely cares about their experience and takes pride in the work she does. My clients know me, I know them, and that level of familiarity and trust is something I value tremendously.
What I’m most proud of brand-wise is the community we’ve built. Wax Bar Studio started with no clientele, no connections, and no established presence in Orlando. Today, we’ve grown into a business supported by an incredible community of women who continue to book, refer their friends, leave reviews, and encourage me along the way. Being nominated among Vagaro’s Top 5 Best Hair Removal Specialists in the country is an incredible milestone, but the loyalty and relationships I’ve built with my clients will always be one of my greatest accomplishments.
I also want readers to understand that waxing is about more than hair removal. It’s about feeling good in your skin, taking time for yourself, and having a space where you can show up exactly as you are without judgment. Whether someone is coming in for their very first wax or has been waxing for years, I want them to know they’re in good hands.
At the end of the day, I want Wax Bar Studio to be known not only for the quality of our services but for how people feel when they leave. I want clients to walk out feeling confident, comfortable, and already looking forward to their next visit. That’s the kind of brand I’m building, and that’s what I’m most proud of.
Wax Bar Studio is a Full-Body wax studio. I offer waxing & sugaring services for both women and men. I also run a special called “Wax Me Wednesdays” where all clients receive $10 off all Brazilians on Wednesdays and I also offer “College Fridays” where all college students & faculty receive $10 off Brazilians on Fridays (must bring a valid student/falculty ID)
Do you have any memories from childhood that you can share with us?
My favorite childhood memory was every year my birthday would fall on spring break. My mom would take me and my brother on a one week vacation. Many times we would come to Orlando to the Disney and Universal theme parks. She’d also take us to the beach, mountains, new cities, etc. Every year was different. It’s my favorite because being a single mom is hard, but she always made sure to make my birthday special and create memories with us. Looking back, I realize how much effort, love, and sacrifice went into those trips. It wasn’t necessarily about where we went, but the memories we made together. Those are moments I’ll cherish forever, and I hope to create those same kinds of memories for my daughter one day.
Pricing:
- Wax Me Wednesday’s – $10 Off all Brazilians (normally $60, with promotion $50)
- College Fridays – $10 off Brazilians for all college students and faculty (Valid student ID)
- Full Body special $127 (Brazilian, underarms + full legs)
Contact Info:
- Website: https://waxbarstudio.com
- Instagram: https://www.instagram.com/waxbarstudios/
- Other: https://www.vagaro.com/waxbarstudiollc
