Maribel Ruiz, the Beauty of Wax, and the American Dream

Before she was the Queen of Wax, the head of the place Where South Florida Goes to Get Sexy, Maribel Ruiz was a mother of two, a Colombian native, and a girl who always knew what she wanted: to work in the beauty industry and own her own business.

And, armed with focus, smarts, determination and that dream, Beauty of Wax was born.

From its beginnings in a room in her apartment, to various rented locations, she eventually grew her business to the point that she brought her mother, my aunt and my sister in, added Skin & Body to the Beauty of Wax name. And then, three years ago, she fulfilled on her dream to own her own place, when she purchased her current location on Polk and 21st Avenue in Hollywood.

“I fell in love and my dream came true,” she said.

Maribel’s personal quest for excellence is apparent in both her life and how she runs her business.

She’s well known in the community, very active in various local non-profits including the Art & Culture Center/Hollywood, where she sits on committees for two major events, The Exceptional Theatre Company and Women In Distress, and a host of civic organizations.  She’s a key member of the Greater Hollywood Chamber of Commerce, where she sits on the Board of Directors and has completed the Leadership Hollywood program. She is also a board member and the treasurer of the Downtown Hollywood Business Association.

In 2015, Maribel was one of the top 10 Business Women of the Year, and in 2016, she was named Small Business Person of the Year, both by the Hollywood Chamber.

She loves to travel for both personal and professional fulfillment and often does so to attend business training and development seminars.  She has been Certified in Brow Artistry by Kelley Baker Brows, is a Certified Professional of the PCA Skin Academy, and has been certified in Silhouet-tone Training by P.R. Cell.

In 2018, she completed the Jim Moran Institute for Global Entrepreneurship Small Business Executive Program at Florida State University College of Business, and last year, Beauty of Wax was named the Best Waxing Service by Our City Hollywood magazine.

“I think we have to give, and we have to keep learning; these are the only ways we can keep on going,” she believes. “And, I am always trying to improve myself.”

This philosophy is apparent in her business every day. Although the spa is intimate in size, clients feel welcomed,pampered and honored even more than they do in larger, more expensive, spas.

The menu of services is always changing to stay on top of what the industry is doing. Skin & Body by Beauty of Wax always offers the newest and the best services and products in the beauty industry.

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“You must invest a lot into the business and into education for yourself and your staff to be successful,” she believes.

Beauty of Wax staff are always top-notch, highly trained and delightful to work with.   Maribel makes sure that not only will you leave your visit to her spa feeling like a valued client, but that you’ll have a Customer Experience that Exceeds Expectations every time.

Most important, she says, no matter the service, she wants clients to always know that they are honored and cherished guests.

“I want to give them the best customer service, and for them to continue to come back.  Because, after my kids, my clients are the most important thing in the world to me.”

We’re proud to be a part of the PRIDE Community

Maribel Ruiz, the founder of Beauty of Wax South Florida is well known in the community for her active involvement with the LGBTQ+ community of Hollywood. She has the vision of elevating the voices, presence and perspectives of the LGBTQ+ community. In the past years, she’s been attending various events such as monthly meetings organized by the Steering Cmte, Open Dialogues, Stories from the LGBTQ+ Community, Business Cmte and promoting the LGBTQ+ awareness.  

Maribel believes that LGBTQ+ communities around the world need to be celebrated and there’s no better way of doing that than spreading awareness against the societal unacceptance. She mentions, “We need to make our children learn about the importance of being their authentic selves and it begins with an unbiased educational system.” Her unprejudiced values have led her to make the world beautiful regardless of gender, race and religion. 

The Beauty of Wax team endures the idea of continuing to build a relationship with the LGBTQ+ communities that grows stronger.