Meet Miami (Leia Serrano)
Meet Leia Serrano, known professionally as Miami. Miami is a successful esthetician, entrepreneur, and educator based in Camarillo, CA. Her journey into the world of esthetics began at just 19, when a small moment of self-expression at a waxing salon ignited a lifelong passion for the beauty industry. Inspired by the freedom, individuality, and empowerment that esthetics embodies, Miami launched her own business, Tokyo Bikini Bar (@tokyobikinibar), during a time of personal uncertainty. What began as a leap of faith quickly evolved into a thriving career, built on resilience, creativity, and a deep commitment to helping others feel confident in their own skin.
Whether she's behind the treatment table, creating educational content online, or connecting with fellow professionals, Miami leads with consistency, heart, and a genuine desire to uplift others in the industry.
What inspired you to become an esthetician?
What inspired me to become an esthetician was truly the energy and atmosphere of the beauty industry. I was only 19 when I started working the front desk at a waxing salon. At the time, I asked my manager if it would be okay for me to get a nose piercing. She looked at me and said, ‘Honey, this is the beauty industry — you can express yourself however you want.’
That moment stuck with me. It showed me that this field embraces individuality, creativity, and confidence. I realized then that esthetics wasn’t just about services — it was about empowering people to feel comfortable in their own skin and confident in their personal style. That freedom of self-expression, paired with the vibrant energy of the salon, inspired me to pursue a career as an esthetician.
Why did you decide to start your own business?
I decided to start my own business during a period of uncertainty. I was unemployed and struggling to find a job, and I knew I needed to create an opportunity for myself. At the same time, I wanted to prove to my then-boyfriend (now husband) — and most importantly to myself — that I was capable of building something meaningful.
What started as a challenge quickly became a passion, and that leap of faith led me to entrepreneurship. Looking back, I’m grateful for that moment because it pushed me to take control of my future and turn an obstacle into an opportunity.
What is your favorite service to perform and why?
My favorite service to perform is a Brazilian wax. It’s such an intimate service, and it gives me the opportunity to truly connect with my clients. For many people, it can feel like a vulnerable experience, so as the esthetician, it’s my responsibility to create a safe, comfortable, and supportive environment.
I love being able to ease someone’s nerves, build their confidence, and help them walk away feeling empowered in their own skin. That trust and connection are what make this service so rewarding for me.
Tell us about the biggest challenge you've faced while running your own business. How do you cope?
One of the biggest challenges I’ve faced has been finding clients. Unlike some areas of beauty where you can showcase dramatic before-and-after photos, waxing doesn’t always provide that same visual proof — it really comes down to trust. Because of that, I’ve had to get creative with how I market my services and build my brand. It’s about more than just promotion; it’s about creating a sense of comfort, professionalism, and safety so clients feel confident choosing me for such an intimate service. Over time, I learned that building genuine relationships and earning trust is the most powerful way to grow.
What business goals have you set for yourself this year, and how do you plan to achieve them?
One of my biggest goals this year is to expand into education. I’m currently developing my in-person Brazilian wax class, designed to help other estheticians refine their technique and build confidence. Over time, I’ve realized I have just as much passion for teaching as I do for waxing itself, and I’m excited to pour that into creating a valuable learning experience.
Another major goal is to continue growing my online presence. Platforms like TikTok and Instagram have already allowed me to reach so many people, and I want to keep building on that momentum. My plan is to stay consistent with posting educational content, collaborating with brands, and sharing more behind-the-scenes moments so people can see the real life of a solo esthetician. At the core of it all, I’m relying on two things: consistency and authenticity.
What is one business tool you can't live without?
My favorite business tool is Vagaro — truly my pride and joy. It’s an all-in-one booking platform that I rely on every single day to run my business smoothly. Vagaro helps me manage appointments, organize my client database, send automated reminders, track sales, and even process payments.
It takes so much of the administrative stress off my shoulders so I can focus on what I love most, taking care of my clients! The platform keeps everything professional and seamless, which not only makes my life easier but also enhances the overall client experience. I can confidently say I’ll never switch booking platforms, it’s been a game-changer for my business.
How and when did you discover Bushbalm? Why did you choose to carry us?
I actually discovered Bushbalm on the very first day of opening my business. I knew I wanted to offer retail products in my suite that would truly complement my services, so I began researching options. When I came across Bushbalm, I immediately fell in love with the brand. The products felt high-quality, elevated, and aligned perfectly with the results I wanted my clients to have.
I was especially impressed by the texture and effectiveness of the scrubs — they stood out right away. Choosing to carry Bushbalm was an easy decision because it not only provided my clients with something luxurious to take home, but it also helped me build a stronger connection between in-service care and at-home maintenance.
Which Bushbalm product is most popular at your salon? Why do you think that is?
My clients’ favorite Bushbalm product is the Nude Body Scrub. They love that it is an all-natural sugar scrub that is gentle on their skin. It’s safe for all my clients no matter their skin type and they have noticed that it helps reduce their ingrown hairs and razor bumps! Plus, my clients love the subtle tea tree scent because it leaves their skin smelling fresh and clean.
What do you enjoy most about the Bushbalm Pro community?
What I love most about the Bushbalm Pro community is how welcoming and lighthearted it feels. There’s no judgment — just a group of professionals who share the same goals and genuinely support one another. It reminds me of the ‘alternative kids in high school’ who all found their own unique style, but still came together as a group. That’s exactly what this community feels like: a safe, inclusive space where we can share ideas, learn from each other, and celebrate wins without pressure. It’s uplifting to be surrounded by people who understand the industry and encourage one another to grow.
What advice would you give to new estheticians entering the field?
My biggest advice to new estheticians is don’t overcharge when you’re just starting out. Even if you’re highly skilled, if you don’t yet have reviews or a steady client base, it’s important to set your pride aside and focus on building trust and experience.
In the beginning, say yes to every client who walks through the door — each service is an opportunity to learn, grow, and earn the referrals and reviews that will eventually allow you to raise your prices with confidence.
