In this exclusive conversation with CanadianSME Small Business Magazine, Susan Vu, the visionary founder of Stripped Wax Bar, shares the story behind her journey of turning a single salon into a recognized name in the beauty and wellness industry. With a strong foundation in marketing and design, Susan built Stripped Wax Bar on the principles of inclusivity, expert service, and customer experience. From navigating pivotal moments like expanding to multiple locations to making the decision to grow organically rather than franchising, Susan reflects on the challenges and decisions that shaped the company’s culture. She also discusses how Stripped’s unique product lines, including their innovative “Down-There Care,” embody her commitment to self-care, confidence, and accessibility for all genders. In this insightful interview, Susan provides valuable advice for aspiring entrepreneurs on building a trustworthy and sustainable brand, while staying true to personal values and vision.
Susan Vu is the founder and driving force behind Stripped Wax Bar, a growing chain of waxing studios known for their clean, inclusive, and expert approach to hair removal. With a formal background in Marketing and Design, Susan combined her eye for aesthetics with a deep understanding of branding and customer experience to launch Stripped Wax Bar in 2010. Today, she has grown the brand into a trusted name in personal care, operating seven locations across BC with a team of over 60 employees
Looking back over the past 15 years, what were the pivotal moments or decisions that most significantly shaped Stripped Wax Co’s growth from a single salon to a trusted multi-location brand in BC?
Looking back over the past 15 years, there were a few pivotal moments that really shaped Stripped’s growth. The first was opening our second location— going from one to two locations is when you really learn if your business is scalable—or if it only works because you’re physically there every day. That forced me to create systems, formalize our training, and build a foundation that could be replicated without sacrificing quality.
The second big moment was deciding not to franchise. Around our 10-year mark, we had a lot of interest from people wanting to bring Stripped to other markets. After exploring it, I knew it wasn’t the right fit for us. Our service quality, culture, and brand experience were non-negotiable—and franchising would have made that much harder to maintain. Choosing to grow organically, at our own pace, kept those standards intact.
And finally, building a strong, values-driven team has been the most significant factor. I’ve learned that if you don’t have the right people in your corner, it is very challenging to grow. Our team is the heart of Stripped, and investing in their training, development, and well-being has been key to our growth—and our reputation.
Stripped Wax Co is known for its inclusive, expert approach and your unique “Down-There Care” product line. What inspired you to develop these products, and how do they reflect your vision for self-care and confidence for all genders?
Our product line originally started with aftercare. At the time, it was very hard to find products specifically designed for waxing aftercare and to help prevent common issues like irritation and ingrown hairs. Over time, we expanded into down-there hygiene products after recognizing another opportunity in the market. We wanted to create something effective, affordable, and approachable—products that people wouldn’t feel intimidated or embarrassed to use.
Then, during COVID, with clients unable to visit our salons, we launched our at-home waxing kits. It was the natural next step for us and really rounded out our product line. Now, whether you visit one of our locations or prefer to wax at home, you can access the same high-quality products that our professional team uses—all in one place.
You’ve chosen to grow Stripped Wax Co organically rather than franchising, even when there was strong interest. Can you share more about that decision and how it’s influenced your company culture and client experience?
Choosing to grow Stripped organically rather than franchising was one of the most important—and honestly, toughest—decisions I’ve made. It really came down to personal goals versus business opportunity.
I knew that franchising could bring fast, significant growth for the brand. But it would also mean giving up control over the things that mattered most to me: the quality of our service, the strength of our team culture, and the consistency of the client experience.
In the end, I chose the slower path that allowed us to stay true to who we are. It also gave me the space to maintain balance in my personal life, allowing me time to focus on my family and three little ones. Our team feels connected to the bigger vision, and our clients know that no matter which location they visit, they’ll get the same expert experience. That’s something I’m incredibly proud of, and I have absolutely no regrets about.
As a female entrepreneur in the beauty and wellness industry, what have been your most valuable lessons learned, and how have you navigated challenges unique to women in business?
One of the most important things I’ve learned as a female entrepreneur is that you can’t be impulsive or get caught up in the noise—whether it’s your own self-doubt, outside opinions, external pressure, or trends. You have to make thoughtful, clear-minded decisions and stay focused on the goals you’ve set for yourself and your business.
Having that mindset—and learning not to lead with ego or emotion—has been key to building and leading a team of over 60 employees. Some of our team members have been with me since day one, many have been with Stripped for over a decade, and others have grown from salon positions into leadership roles at our head office. It’s been incredibly rewarding to see the development and growth of our female leadership team.
To celebrate Stripped’s 15th anniversary, what message or advice would you like to share with other small business owners and aspiring entrepreneurs, especially those looking to build a trusted brand in today’s competitive market?
As we celebrate Stripped’s 15th anniversary, the biggest message I want to share with other small business owners and aspiring entrepreneurs is: to take your time and be intentional. It’s easy to feel pressured and get distracted but building a trusted, lasting brand requires patience, consistency, and a clear vision.
There will be challenges—more than you expect—and moments when you question everything. But if you stay focused on your goals, listen to your customers, and build a team that you trust and can rely on, the foundation you create will carry you through the ups and downs.
