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Customer-Turned-Franchisee Expands Uni K Wax Presence in Miami

Maria Poceiro was looking for a waxing studio in Miami when she was introduced to Uni K Wax. She was so impressed that she decided to get into the business for herself.

By Victoria CampisiStaff Writer
SPONSORED 8:08AM 06/24/24

After moving to Miami a decade ago, Argentinian native Maria Poceiro was looking for a local waxing studio when she happened upon Uni K Wax. After her first appointment, she was blown away by her experience — so blown away that she decided to open her own Uni K Wax studio in 2020. 

“I remember the first time I went, I thought it was an amazing experience,” Poceiro said. “My experience was so amazing, I wanted even more people to have the same experience I had. That moment was what triggered my decision and why I decided to move forward with a franchise.” 

Poceiro’s first location with Uni K Wax was successful, leading her to open a second studio in February 2023. 1851 Franchise spoke to Poceiro about her franchising journey with Uni K Wax and her plans for the future. 

1851 Franchise: Frame your personal story for us. What did you do before franchising, and how did you decide franchising made sense for you?

Poceiro: I'm originally from Argentina, but I moved here to Miami 10 years ago to work on my master's degree. I was living in Brickell, actually, and I remember looking for a waxing place and couldn't find anything. Then, a friend of mine recommended Uni K Wax, which was actually one block away from where I was living, so I decided to try it. I remember the first time I went, I thought it was an amazing experience.That was what triggered my decision and why I decided to move forward with a franchise. 

1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?

Poceiro: I had no idea — I never had a franchise before. But this company seemed very familiar and very open minded, very thoughtful and respectful of the franchisees. So I immediately jumped in because everyone on the corporate team were kind and supportive.

1851: What made you pick this brand? What excites you most about this company?

Poceiro: I love the industry. But then, of course, when I discovered Uni K, my second reaction was to see what the competition had to offer. I tried European Wax, and I started having conversations with other franchisees, but to be honest, I feel like the people behind the brand make it. And of course, the product and the service make Uni K Wax differentiate themselves from other franchises.

1851: What do you hope to achieve with your business? What are your plans for growth? 

Poceiro: As of February this year, we have a second location, so we're managing two studio locations and, so far, it's been great. 

1851: What is the one thing about your story you want us to know?

Poceiro: I was a customer before becoming an owner. My perception was that they are offering something that is great! So that's when I saw an opportunity and that’s when I met the corporate team, and I realized they're amazing. Everything they're offering is great. Regarding the business, I'm super hands-on — I take care of the marketing, I manage our social media and I'm a people person,so I take care of my employees. I believe that if they're happy, they're going to transmit the same to our customers, so I think that is the key to success in our business.  

1851: What advice do you have for other people thinking about becoming a franchise owner?

Poceiro: I would say it's super exciting. You're coming on board to a brand that's established, so that gives you someone you can lean on. You are not just jumping on your own into an unknown territory. I think that that's the most important thing for a franchise in general.


Uni K Wax, the 34-unit hair removal and waxing franchise, was founded in 1993 by Noemi Grupenmager. Frustrated by inadequate waxing options for her daughters, Grupenmager developed a natural, elastic wax as an alternative to the painful honey wax and paper strips. She also introduced a skin-friendly application and removal technique for faster, more comfortable services. Today, the brand offers a dynamic blend of 160 waxing services — from eyebrow waxing to facial waxing, Brazilian bikini wax and full body wax — for unisex customers.

The Uni K Wax brand began its franchising journey in 2007 and has since expanded to include 32 franchised and two corporate locations in states including Florida, New York, New Jersey and Texas. 

In 2023, Grupenmager decided to retire and sell the company. Exaltare Capital Management, a Boston-based private equity firm with a focus on franchise and multi-unit businesses, and Heather Elrod, former Amazing Lash CEO and Managing Partner at Conscious Capital Growth, acquired the Uni K Wax brand.