When Heather Elrod first found out Dylli Uni Kshe wasn't just impressed—she was convinced. After a career, major brands like Amazing Lash Studiowhere she grew the company from 70 locations to more than 200, Elrod sought her next big challenge. Her extensive franchise experience, passion for natural products and ability to grow businesses made her an ideal match for Uni K Wax, a Florida hub. exclusivity for waxing known for its elastic proprietary wax.
Elrod didn't just see potential—she saw an opportunity she couldn't pass up. Through her investment firm, Conscious Capital Growth (CCG), she acquired the company and now serves as its executive chairman, focusing on the strategic direction of the brand. “What initially attracted me to Uni K was its innovative approach to waxing,” says Elrod. “It is the only all-natural wax on the market and its unique elastic properties make the process faster, less painful and more hygienic.”
Dylli Uni K
Founded in 1993 by Noemi Grupenmager, Uni K Wax grew out of a personal need. Grupenmager developed the ownership of the brand WAX in Miami to address her daughters' skin care concerns. Unlike traditional waxes applied in short strips, Uni K's elastic wax extends over large areas of skin and is applied at body temperature, reducing discomfort. Guests also receive an individual wax pot, increasing hygiene – a huge draw in the post-Covid era.
This combination of innovation and MArKet the opportunity sealed the deal for Elrod. “We saw tremendous potential in Uni K's business model and its white space for growth, particularly in untapped markets,” says Elrod.
The next level
Since acquiring Uni K, CCG has shifted its role to more of an investment partner, providing resources and strategic guidance rather than direct oversight (Heather Harris, who recently became CEO, now runs day-to-day operations) .
But Elrod's influence is still felt – one of her first moves was enforcement KPI dashboard and tailored performance reports to give franchisees actionable insights into their businesses. “Our goal was to give franchisees the tools to succeed regardless of their background,” says Elrod.
Elrod also launched guest-focused initiatives, including the K-Club membership program, which offers unlimited waxing for the price of a single session each month, and K-Packs, discounted service packages. THESE innovations increase recurring revenue for franchisees and make waxing services more accessible to customers.
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The prospect of a franchise
Ed Miranda, a Uni K Wax franchisefirst encountered the brand as a customer. “I heard about this waxing place near where I live in Miami. The experience was seamless – from booking online to checking out with an iPad,” says Miranda. “I liked the produce, the green, the smell of the place and, of course, the aesthetics. It looked healthy overall. That's when I knew it was something special.”
Miranda's marketing expertise helped her see the growth potential of Uni K Wax. “We bought our first location in 2020 and within a short period of time, we grew his revenue from $600,000 to nearly $1 million a year,” he explains. By investing in targeted digital marketing and the brand's new membership program, Miranda has built a strong base of repeat customers. “Over 63% of our customers who come in every month have come in the last 90 days,” he adds. “The membership model has been a game changer because it brings consistency to what is typically a seasonal and weather-dependent business.”
A simple, scalable model
With 34 studios in Florida and New York, Uni K Wax is now gearing up for nationwide growth, with plans to open up to 50 new locations each year. Expansion efforts are targeting markets in Arizona, the Carolinas, New Jersey and Connecticut.
What makes Uni K so attractive to franchisees is its simplicity. of business model relies on low labor turnover, strong recurring revenue and short service times. Waxing appointments typically last 15 to 20 minutes, allowing for a high volume of guests. In fact, Uni K's flagship studio served 200 customers a day within just six months of opening.
“We're seeing significant interest from franchisees in other systems, particularly food and beverage, looking to diversify into a simpler, more scalable model,” says Elrod.
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Building for the future
Elrod's decision to invest in Uni K wasn't just about supporting a business—it was about supporting a brand she believes in. As executive chairman of CCG, she remains committed to the strategic growth of the brand from an investor's perspective while entrusting operational leadership to Harris. “I wanted to take over the business very intensively in the early days before I passed the reins,” says Elrod. “The team has been incredibly supportive and we are focused on making smart decisions that benefit both our guests and the franchise.”
like Dylli Uni K expands, its commitment to innovation, hygiene and customer experience remains the foundation of success. “What excites me most is the opportunity to bring this incredible product and business model to more markets, both domestically and internationally,” says Elrod. “Uni K has all the ingredients for long-term success, and I'm excited to be a part of its journey.”
