Meet Laurie Hannoush

Meet Laurie Hannoush (@lauriehannoush.pmu), a talented esthetician and passionate entrepreneur now based in Dallas, TX, whose journey began 16 years ago in Waterloo, ON. She is the proud owner of Waxonomy (@waxonomy), a thriving beauty brand, now with three locations across North America. Waxonomy is rooted in the belief that beauty should be uncomplicated and accessible to all. Laurie has built a welcoming, inclusive environment where both clients and employees feel empowered, supported, and celebrated.

With a passion for precision and an eye for artistry, Laurie specializes in waxing, brows, lashes, and permanent makeup—helping clients look and feel their absolute best with every visit. Laurie’s journey into the aesthetics world began unexpectedly—sparked by being a wax client herself and personal skin struggles. Her story is one of resilience, reinvention, and the power of following passion—proof that the most unexpected paths often lead to the most rewarding destinations.

What inspired you to become an esthetician?

I don’t have the typical “inspirational” story you often hear—my path was more unexpected. Struggling with my own skin led to me falling in love with aesthetics, and making a career change from that passion.

I originally worked as a graphic designer. Then, life threw me a curveball—I was in an accident and ended up being off work for a year. That time away gave me space to reflect, and I realized I was ready for something different. So, I started freelancing and launched a custom wedding stationery business! It was a creative and fulfilling venture, but deep down, I still wasn't fully satisfied. It was actually my husband who suggested I try waxing. At the time, I was seeing a waxer who ran a home-based salon with an incredible amount of traffic. We figured that even if I could build a fraction of her clientele, it would be enough to support us financially while I continued to grow my stationery business.

But what started as a side venture turned into something so much bigger. That small step opened the door to a whole new chapter—one where I get to combine creativity, confidence-building, and care every single day. It’s been an unexpected journey, but also the most rewarding one—and I’m so grateful I followed where passion led.

Why did you decide to start your own business?

What started as a simple side hustle quickly turned into something so much more. I began offering waxing services with no idea it would take off the way it did—but before I knew it, word was spreading like wildfire, especially among the student community in Waterloo, Ontario.

The growth was incredible, and suddenly I found myself at a crossroads. My waxing business had grown so quickly and so passionately that I could no longer sustain both it and my wedding business. It was a tough decision—but ultimately, I chose to follow the momentum, trust the journey, and commit fully to the path that was clearly lighting up with opportunity. 

Sometimes, the things we start on the side end up becoming our greatest calling!

What is your favorite service to perform and why?

Brazilians are hands-down my favorite service to perform! There’s something so rewarding about helping someone feel more confident and comfortable in their skin. When you provide a smooth, professional experience, clients leave feeling empowered—and truly grateful.

They’re quick, efficient, and a wonderful opportunity to build strong relationships! In just a short appointment, you get to be a trusted part of someone’s self-care routine, offering both expertise and reassurance. It’s more than just a service—it’s about creating a space where clients feel safe, supported, and celebrated.

Tell us about the biggest challenge you've faced while running your own business. How do you cope?

Staffing has definitely been one of my biggest challenges—but also one of the most rewarding parts of building my business. Creating a team that truly clicks is so important. When you nurture a supportive, family-like environment, your estheticians are more likely to stay, thrive, and genuinely enjoy coming to work every day.

Protecting that team energy is absolutely essential. A happy, cohesive team runs like a well-oiled machine—everyone lifts each other up, collaborates with ease, and delivers an incredible experience to clients. On the flip side, when someone’s energy doesn’t quite align, it’s something you feel quickly, and it can affect the overall flow.

But here’s the beautiful part: it’s not about age, background, or where someone comes from. I’ve had the privilege of building teams made up of women from all walks of life, and together, we’ve created something really special—a true sense of family. And that connection is the heartbeat of a strong, successful business.

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

In 2021, I relocated my family from Waterloo, Ontario to Dallas, Texas with a clear vision: to expand Waxonomy and bring our services to a new market. This year, my top business goal is to fine-tune our marketing strategy so we can reach new clients who haven’t yet discovered how incredible my team is and what we offer.

Currently, we’re operating at about 50% capacity, and I’m actively working with my marketing team to explore a variety of ad formats. Our focus is on testing what resonates—identifying which campaigns generate the most engagement and drive meaningful growth.

Marketing has changed drastically since I launched my business in 2009, and I’ve learned the importance of staying adaptable. I don’t hesitate to lean on experts who bring valuable insights to the table. By surrounding myself with the right people and staying open to learning, I’m confident we’ll meet—and exceed—the goals I’ve set for both myself and the Waxonomy team this year.

What is one business tool you can't live without?

One of my favorite new business tools right now is ChatGPT—and I’m seriously loving it! While I always use it thoughtfully (not just with blind faith), it’s been such a game-changer for so many aspects of my work.

Whether I need a little content inspiration, want to reword an email to a client, or just need a sounding board to bounce ideas off of, it’s become my go-to resource. Recently, I used it to brainstorm a list of potential ebooks and mini courses I could create for future estheticians and permanent makeup artists—and the ideas were flowing! I also had it help me build out a business book playlist for my phone, so I can keep sharpening my skills on the go.

One of my favorite moments? ChatGPT helped me reframe a message to a client who was feeling frustrated and on edge. It guided me in softening my tone while still holding boundaries, and helped me communicate that I was genuinely on her side and committed to finding a solution that worked for both of us. It turned a tense moment into a positive, collaborative one—and that alone made it worth it!

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

We’ve been proudly carrying Bushbalm since 2022! 

Curious and inspired after spotting Bushbalm on a competitor’s retail shelf, we decided to bring in a small selection to see how it would resonate with our clients. The response was incredible. It quickly became a seamless, much-loved part of their routines—like it had always belonged there.

Seeing our clients connect with these products has been such a rewarding journey. What started as a moment of hesitation has turned into one of the most enriching decisions for our business. Today, I truly couldn’t imagine our retail shelf without Bushbalm. It’s more than a product—it’s become part of the experience we offer.

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

The oils—clients are obsessed! Honestly, I think it’s fair to say that many of us love things that look beautiful and smell amazing. There’s something so satisfying about discovering products that feel as good as they look, and Bushbalm absolutely nails that. Limited edition scents? Genius! They make it so tempting to grab an extra bottle—not just to use, but to proudly display on your bathroom shelf. They’re like little collectibles, each one with its own personality and charm.

The product itself is outstanding, the fragrance library is perfectly curated, and the packaging? Adorable. The bottles come in the prettiest colors, and the price point is just right—affordable enough to treat yourself without a second thought.

What do you enjoy most about the Bushbalm Pro community?

What I love most about the Bushbalm Pro Community is feeling like I’m part of an exclusive club! It’s so exciting to get a sneak peek of a new product launch—those teaser emails always make me feel like I’m in on something special. I really appreciate the chance to sign up early and be among the first to know. It’s such a fun and thoughtful way to build excitement!

I’m constantly impressed by the innovation at Bushbalm. There’s always something new and exciting on the horizon, and it’s clear the team is deeply committed to creating products that support and elevate the industry. That dedication to excellence shines through in everything you do, and it’s a big part of what keeps me coming back!

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

Choose a service you're passionate about and commit to becoming exceptional at it. When you focus on mastering one thing, your expertise will shine through, and clients will take notice. As your business grows, you can naturally expand your offerings, but remember to build on your strengths rather than overloading yourself at the start.

Know your worth and stand confidently in it! Setting boundaries with a clear cancellation policy will help you create a professional environment that honors your time and energy. This is your business, your dream, and by respecting yourself and your work, you’ll lay the foundation for lasting success and fulfillment!