A BEAUTY salon that was the first to promote Brazilian waxing on Brisbane radio has set up its first studio on the Sunshine Coast.
At just 23, Brazilian Beauty Brisbane CBD staff member Josie Paton has turned franchisee so she can bring the cheeky business to the Coast.
The franchise's 21st luxury beauty salon opened at Currimundi Marketplace on Monday, September 14.
Attitudes toward body hair removal had changed since 2004 when the company opened its first salon, at New Farm, and advertised Brazilian waxing on radio, Ms Paton said.
"I don't think anyone enjoys it, as such, but there's less of a stigma now," she said.
"I think that's why Brazilian Beauty is accessible, because we make people feel comfortable and you know that if you want to come and have a Brazilian you're in safe hands."
Ms Paton worked as a beauty therapist for Brazilian Beauty before becoming a franchisee, and said she was passionate about the company's high-tech approach to beauty.
"Everything we do (uses) advanced technology," she said. "You can actually treat Australian skin for sun damage.
"You can change the way your skin is working without going under the knife."
Ms Paton had spent time on the Coast since her parents moved here two years ago from Toowoomba, where she grew up.
"I decided there needed to be one (salon) on the Sunshine Coast and here I am," she said.
She loved the support she received from the Brazilian Beauty "community", she said.
"It's always been a dream of mine to own my own salon, so I'm ecstatic," she said.
Brazilian Beauty founder and CEO Francesca Webster said the Currimundi salon's opening marked an exciting period of growth in south-east Queensland.
"To have our 21st salon open on the Sunshine Coast is representative of the demand for high quality, luxury salon services on the Coast," she said.
"The love of the brand and our superior service offering is why clients and franchisees are choosing to be part of the Brazilian Beauty group."
Brazilian Beauty's successful business model gained formal recognition last year, receiving the prestigious Lord Mayor's Business Award for Small Business Growth on October 10. Ms Webster was also nominated as a Queensland finalist in the 2014 Telstra Business Women's Awards.
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