WITH the global wax hair removal market projected to surge to $18.29 billion by 2027, one enterprising young entrepreneur is positioning herself to capitalise on this growth.

Nyoka Robinson, a 25-year-old past student of Shortwood Teachers’ College, is now the CEO of Bare Skin Beauty. What started as a side hustle to earn extra income has since evolved into full-body waxing services from an intimate and elegantly appointed boutique space in Portmore Mall, St Catherine.

Robinson’s journey began unexpectedly, sparked by a conversation with a friend about waxing while she was still a student.

“I was with a friend of mine and she mentioned she had a wax appointment,” Robinson said as she dived into the interview with the Jamaica Observer. “I went with her and, out of curiosity, I was asking questions about it — the price, and the experience — and she explained, and I found it fascinating.”

Her journey began with in-depth research, followed by a courageous pitch to her parents who supported her decision to enrol in a local beauty school while still attending college.

Initially, Robinson honed her skills by offering free waxing services to friends, perfecting her craft before launching Bare Skin Beauty as a mobile waxing business. With an initial investment of $90,000 in equipment, she quickly gained popularity among university students ages 20–25. Specialising in hard and soft wax, Robinson boldly offered full-body waxing services from the beginning. After graduating from college Robinson dedicated herself full-time to body waxing and opened her first fixed location in 2024 at Portmore Mall.

Acknowledging that competing in the waxing industry is her biggest challenge, Robinsons emphasises that confidentiality is paramount in such an intimate service. Bare Skin Beauty prioritises creating a safe space for clients, who literally bare themselves during treatments. Robinson also draws from personal experience, having struggled with skin insecurities and eczema. This informs her approach, focusing on skin health and rejuvenation, and enables her to empathise with clients of all skin types. By leaning into her own vulnerabilities she fosters a deeper understanding and sensitivity in her work.

“I have a passion for it, and I feel like if I put in the work and the effort, this is something I can do full-time,” she told the Sunday Finance confidently.

Robinson, who struggles personally with skin-related issues, underscored that she understands how skin issues can affect one’s self-confidence.

“So, I aim to change that and allow my clients to be confident in their skin; and I aim to provide treatment plans that will help with that,” she added.

As body waxing evolves from a luxury to a grooming essential, Robinson recognises the substantial value and growth potential of the industry and is strategically positioning herself to leverage this expanding sector for a significant impact.

According to the Global Waxing Industry Statistics, the Brazilian waxing segment — which involves complete pubic hair removal — is estimated to account for 27 per cent of the total waxing services market. Meanwhile, the bikini waxing segment is estimated to account for 35 per cent of total waxing service revenue. At Bare Skin Beauty the Brazilian wax is the top revenue driver, followed closely by underarm waxing. Services range from a $2000 underarm wax to a full-leg wax for $6000. Robinson also sought to dispel the common notion that waxing is painful, tailoring her techniques to each client’s comfort level. She guides those concerned about pain, and she recommends using hard waxes — which tend to be less painful than soft waxes. Despite seasonal fluctuations in revenue Bare Skin Beauty remains committed to continuous reinvestment, driving growth in products and services, therefore continuing to contribute to the global waxing market remaining in high demand, with a sleek and smooth future ahead for years to come.

“Whenever I do my work I love seeing the joy and satisfaction on my clients’ face[s]. I love receiving the messages about how pleased they are, and how good the service is, and how comfortable they are with me. It makes me feel really good inside and makes me feel motivated to continue,” Robinson shared.