Hair removal entrepreneur wants to elevate her entire industry

Nicole Maldonado, owner of Be Sugared, a natural hair removal service, poses for a photo in her salon, Wednesday, Dec. 16, 2020.

Meet: Be Sugared

• Addresses: 8975 W. Charleston Blvd. and 7355 S. Buffalo Drive, both in Las Vegas

• Phone: 702-785-8423 (Summerlin), 702-728-6148 (Southwest)

• Email: [email protected]

• Website:

• Hours of operation: 10 a.m.-7 p.m. Tuesday through Friday; 10 a.m.- 4 p.m. Saturday

• Owned/operated by: Nicole Maldonado

• In Business Since: 2013

Nicole Maldonado believes in living an organic and natural lifestyle, and she has applied that belief to her business, the hair removal service Be Sugared.

“Sugaring is the most natural and efficient way to remove unwanted hair and is considered to be the new version of waxing,” she says. The service uses natural ingredients — just sugar, lemon and water — in a paste that is applied to areas with unwanted hair. The paste is then removed and with it the hair.

Because the paste is free of harsh chemicals, fragrances and ingredients that tend to irritate and inflame the skin, sugaring is “not only beneficial to the skin, but also to the environment,” Maldonado said. “Our innovative approach to hair removal ensures a gentle experience, while also sparing the environment of toxic chemicals and supplies associated with traditional waxing.” 

What sets you apart from your competition?

It’s our attention to detail, professionalism and results-oriented focus, which includes post-sugaring care, that sets us apart from traditional hair removal services. Specifically, part of our approach is taking the additional step to not just remove your hair and send you on your way ­— rather, we take the time to properly educate you on how to maintain healthy skin at home. When clients come in, they are escorted securely to one of our completely sanitized and comfortable rooms, provided with a thorough explanation of what their service entails, and information on how to take care of their skin and manage their hair growth between appointments.

What is the best part of doing business in Las Vegas?

It is an incredible experience to meet and establish professional relationships with people from all over the world with different backgrounds and experiences.

On any given day, I get a chance to interact with mothers and fathers, working professionals and stay-at-home parents, clients in the service industry or clients who are in the world of sports and entertainment. I also very much appreciate the level of competition that Las Vegas fosters, especially in the beauty and grooming industry. While this may seem counterintuitive, the ability to compete with other companies gives me a consistent opportunity to showcase what sets Be Sugared apart, and it is deeply rewarding to be a leader in my industry in such a competitive environment like Las Vegas.

Be Sugared

Nicole Maldonado, owner of Be Sugared, a natural hair removal service, poses for a photo in her salon, Wednesday, Dec. 16, 2020. Launch slideshow »

What is the most stressful aspect of running a service business?

Keeping up with the client demand can be difficult at times. Being in a 24-hour city, there are swing shifts, day shifts and night shifts, so working with each client’s schedule is integral to my business, but also can be challenging. However, we always make it work and we strive to create meaningful relationships with our clients along the way. 

What obstacles had your business overcome pre-pandemic and during COVID ?

When I decided to move to Las Vegas, I had never visited or spent any time here — it was a completely blind decision. All I knew was that I had a dream and a vision, and Las Vegas didn’t have any salons that specialized in sugaring, so it was the perfect fit to begin my journey. As a single mother, it was a challenge running a business in a place I was unfamiliar with. However, Las Vegas quickly became home. I have met the most incredible people here and have been blessed to have been able to expand my network. During the pandemic, the biggest obstacle has been the loss of clientele due to the temporary closures of certain aspects of the entertainment industry. Many of my clients worked for top production shows on the Strip, as well as clients who worked in daylife and nightlife venues. It’s been devastating to see their struggle, and I’m hopeful for their return to success. 

Where do you see yourself in five years?

I strive to continue to grow Be Sugared across the valley, hopefully expanding to more locations so I can be more accessible to my clients.

Additionally, I would like to begin distributing and manufacturing Be Sugared’s own proprietary brand of sugar as part of an overall plan to operate a training center to properly educate beauticians about the art of sugaring. Like anything else, proper technique is important, and I have so many clients who have been discouraged from ever entertaining sugaring again after bad experiences that led to ingrown hairs or other skin maladies associated with improper sugaring techniques. While I am happy to re-educate and revive a client’s interest in sugaring, it is discouraging that there is sometimes a negative connotation with sugaring that may be associated with a client’s experience with substandard techniques and products. So, because I believe in the Be Sugared difference, I would like to help other entrepreneurs establish or grow their own businesses with the Be Sugared protocols for sugaring, to elevate the entire industry.