We recently connected with Alex Rodriguez and have shared our conversation below.

Hi Alex, thanks for joining us today. To kick things off, we’d love to hear about things you or your brand do that diverge from the industry standard

One of the ways I diverge from the industry standard as a wax specialist is through the way I create and present my work through content. While most waxing professionals focus on educational or promotional content that emphasizes technical skill or results, I take a different approach by combining waxing services with ASMR-style videos. My goal is to transform what many people view as a stressful or painful experience into something calming, satisfying, and even enjoyable to watch. I also will throw in bits and pieces of my personality through music choice and conversations with the client.

My videos emphasize the soothing visuals and sounds of the waxing process such as the gentle pull of the wax strip or the natural texture changes in the skin, highlighting that waxing doesn’t always have to be associated with discomfort and pain. By focusing on these sensory details, I’ve created a space where viewers can both relax and learn that waxing can be a more positive, less intimidating experience.

This also helps attract new clientele. Many people use social media like tiktok and Instagram to find service providers. My approach has helped me change perceptions, ease anxiety, and make hair removal more approachable for anyone curious about waxing.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Hi, my name is Alex Rodriguez and I’m the owner of Alex’s House of Wax in Torrance, Ca. I’ve been a licensed wax specialist for 9 years, and have developed a passion for both the art and experience of waxing. Over the years, I’ve seen how nervous or anxious people can be about hair removal because of fear, pain, or previous bad experiences. That’s what inspired me to not just provide a service, but to shift the entire perception of waxing.

At Alex’s House of Wax, I specialize in professional waxing services but what really sets my brand apart is how I combine my work with ASMR content. I create satisfying, visually calming videos that showcase the waxing process in a new light. Instead of focusing on the pain or awkwardness people expect, my content highlights the soothing sounds, textures, and transformations that come with each session. My goal is to make waxing feel more approachable, therapeutic, and even relaxing. Something most people wouldn’t expect!

I offer both in-person waxing services and a growing library of content across platforms that allows people to engage with my work from anywhere. Whether you’re looking for a skilled wax specialist or simply someone to help you unwind or even learn through content, there’s something for everyone in what I do.

How did you build your audience on social media?

I started building my social media presence right before COVID hit, and honestly, I had no idea just how important it would become. Once quarantine began and I had to temporarily close my studio, I realized I needed a way to stay connected to my clients and keep my business visible. That’s when I really leaned into content creation and began posting consistently. I first started with tiktok and then moved to YouTube as well.

It started off as a creative outlet for me. I’ve been a long time fan of ASMR content unrelated to waxing so I began experimenting & combining the two in my waxing videos and people responded in a way I never expected. The more I posted, the more I realized there was a real audience for this type of content. People were not only intrigued but also comforted and entertained by it, especially during such a stressful time.

Consistency was key. I treated my content like part of my job not just something I’d do when I had time. I also paid attention to what people responded to, learned how to engage with comments and messages, and stayed true to my style.

For anyone just starting to build their social media presence, my biggest advice is to be consistent even when you feel like no one’s watching yet. Find what makes your perspective or service unique, and lean into that. Engage with your audience because every comment, message, and share helps build trust and connection. And lastly, don’t be afraid to experiment in order to find your niche.

Can you tell us about what’s worked well for you in terms of growing your clientele?

The most effective strategy for growing my clientele has definitely been social media. It’s been an incredible tool for visibility. It’s brought in clients who discover my content and become curious about the services I offer. But what really keeps people coming back isn’t just what they see online, it’s the experience they have once they walk through my door.

I’ve found that my skills, attention to detail, and ability to make clients feel comfortable play a huge role in building long term trust. Waxing can be a vulnerable service, so I prioritize creating a space where people feel relaxed, respected, and confident in my care. I feel as though that personal connection makes a lasting impression.

Word of mouth has also been helpful. When clients feel good about their experience, they tell their friends, and that kind of organic referral is priceless. Social media might bring someone in the first time, but it’s the trust, results, and atmosphere that I do my best to create, turn first timers into loyal clients.

Contact Info:

• Instagram: https://www.instagram.com/alexshouseofwax?igsh=NTc4MTIwNjQ2YQ%3D%3D&utm_source=qr
• Youtube: https://youtube.com/@alexshouseofwax?si=u5aszjhs9VUgZ2RH
• Other: Tiktok @alexshouseofwax