Detroit waxer

The Goal

Services

Establish Detroit Waxer as the trusted authority in Brazilian waxing and skincare education with a loyal client base and steady referrals. The brand and website needed to make visitors immediately feel "That's exactly who I want to see—she specializes in what I need," leading to consistent bookings from clients who trust the expertise before ever walking through the door.

Brand Design

Website Design

The Brand

Detroit Waxer is a luxury Brazilian waxing specialist based in Detroit, MI who makes waxing services effortless through expert care, a welcoming environment, and education—so clients can feel confident and cared for with every visit.

The Vibes

We needed to create a visual identity that feels luxurious and professional, making clients feel welcomed, cared for, and confident in their decision to choose Detroit Waxer as their go-to Brazilian expert.

We were going for confident, classy, refined, simple, and "old money" in the best way.

The brand identity balances professionalism with approachability in a way that mirrors Natalie's actual client experience. The website does the heavy lifting she needs it to do—focusing on what clients care about (her services, her expertise, why she does this work) rather than over-explaining details. It's strategically designed to lead potential clients straight to booking while keeping the overall look and feel minimal and easy to navigate.

Everything works together to position Detroit Waxer exactly where Natalie wanted: as the luxury Brazilian expert her ideal clients are looking for, someone who makes quality care effortless and invests accordingly.

The Outcome

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Lulo Creative Studio is a brand and website design studio that offers handcrafted, timeless design for female founders building a legacy. Designing worldwide from Michigan, USA.