2026 October Esthetician of the Month

Meet Gladys Villanueva, the proud owner of Bonita Beauty Bar (@bonita.beauty.bar_) in Wenatchee, WA. With six years of experience, Gladys is a passionate business owner and esthetician specializing in full-face and body waxing.

Gladys knows how to keep her community educated, entertained, and coming back for more! With over 39K followers on Instagram and an incredible 427K on TikTok, she’s built a loyal following that loves her fun personality, relatable waxing content, and expert education. From laugh-out-loud videos to sharing tips in both English and Spanish, Gladys brings her culture, personality, and passion for the industry into everything she creates.

What inspired you to become an esthetician?

I first discovered makeup through YouTube and noticed how practicing on myself helped build my confidence. Eventually, I started doing makeup for friends and freelance clients because I wanted others to experience that same feeling.

As I worked with more clients, my interest in skincare grew, which inspired me to attend beauty school and become an esthetician. Along the way, I discovered waxing and found another way to help my clients feel confident in their skin. What started with a love for makeup grew into a passion for skincare, waxing, and helping people feel their best.

Why did you decide to start your own business? What's the biggest challenge you've encountered so far?

In November 2020, the opportunity to open Bonita Beauty Bar came along. I was terrified, but I went for it, and it’s allowed me to create the quality of service and experience my Bonitas deserve.

The biggest challenge has been learning the business side of things, the parts they don’t teach you in beauty school. I expected the financial investment, but I didn’t realize how much time it takes to truly grow a business. Being your own boss means wearing all the hats, but I wouldn’t have it any other way. Hard work pays off.

What business goals have you set for yourself this year, and how do you plan to achieve them?

This year, my business goals are to keep educating myself and my clients, connect with more of my Hispanic community, and grow my presence on social media. I’ve signed up for classes focused on melanin-rich skin and different waxing techniques so I can provide a more inclusive and informed experience for every client. I’m also creating more educational waxing content in Spanish to make information and resources more accessible to my community. There’s still so much I want to learn and improve on, and I’m excited to keep putting myself out there and growing both personally and in my business.

What is your favorite service to perform and why?

My favorite service to perform is definitely the Brazilian wax. There’s something so satisfying about lifting the strips and seeing the results, but more importantly, I love helping my clients feel comfortable and confident. It also opens the door to conversations about things we don’t always talk about as women because we may feel embarrassed, like ingrown hairs or hyperpigmentation. For me, Brazilian waxing is about so much more than hair removal, it’s about creating a comfortable space, educating my clients, and reminding them that they’re not alone in what they may be experiencing.

What do you wish every client knew before their first appointment?

I wish every client knew that there is absolutely nothing to be embarrassed about. I’ve seen it all, and I’m never here to judge you! I also want first-time clients to know that waxing isn’t as painful as they may think or have heard. My goal is always to make my clients feel as comfortable and relaxed as possible, especially during their first appointment. There’s no need to feel nervous, you’re in a safe space, and I’m here to make the experience as easy as possible.

How and when did you discover Bushbalm? Why did you choose to carry us?

I discovered Bushbalm PRO on Instagram back in 2024. I was looking for something new to bring to my shelves, especially products that would complement the services I offer. I decided to carry the brand because I genuinely loved the products, but what really made me stick with them is that my Bonitas love them too! Seeing how much my clients enjoy the products and the results they get from them made Bushbalm PRO an easy choice to keep on my shelves.

Which Bushbalm product is most popular at your salon? Why do you think that is?

The most popular Bushbalm product at Bonita Beauty Bar has to be the Ingrown Hair Oils. Why? Simple, they do exactly what they’re supposed to do! I also love that my clients can choose between fragranced and fragrance-free options, making it easy to find one that works for them and their skin.

As for what I reach for most in the treatment room, Bushbeads is easily my favorite product to use. Before Bushbeads, I needed two 10-lb wax pots, one with a thicker, creamier wax for coarser hair and another gel wax for facial waxing and clean-up strips. Now, I only need one because Bushbeads does it all! It gives me the versatility I need for different services and hair types, all in one wax. It’s made my life so much easier and has definitely become my go-to hard wax.

What do you enjoy most about the Bushbalm PRO community?

That part, COMMUNITY! Everyone in the Bushbalm PRO community has been nothing but welcoming, supportive, and helpful. I love being part of a community where people are always willing to share their knowledge, answer questions, and support one another. It genuinely feels like everyone wants to see each other grow and succeed, and I think that’s something really special.

What advice would you give to new estheticians entering the field?

Do it scared. Remember, we were all new to this once. We’ve all been where you are now, asking questions, learning, and figuring things out along the way. Don’t be afraid to ask questions, ask ALL the questions! Find your niche, keep learning, and don’t compare your beginning to someone else’s middle. You don’t have to have everything figured out right away. Just start, trust the process, and do it scared.