by Nova CS December 05, 2019 5 min read
80 CommentsSome of you might already know, but most of you don’t really know how Nova came about and who Liz Lugo truly is. What’s the story behind the brand? How did NOVA come to life? Who is Liz and when did this all begin? Well, gather round esthies and friends, let me tell you a story of the social media sensation and hard-wax guru, Liz Lugo…
It all started with her passion for skincare while attending Bellus Academy in Poway, California; one of the most accredited beauty and wellness institutions in the nation. Liz soon realized waxing would not just be her career, but also an aspiration toward perfecting the technique of brow artistry. It was a talent that she embraced and perfected!
After completing her schooling for esthetics, Liz knew that she wanted to pursue a career in waxing. She applied to European Wax Center (EWC) and was hired as a wax specialist. Liz enjoyed working at EWC and received phenomenal training from fellow wax specialist, Chloé Amstutz. While working there, Liz also discovered she had a special talent for waxing eyebrows. However, after 3 years of working at EWC, Liz felt that it was time to move on and focus on herself and her eyebrow artistry.
Liz dreamed of having a celebrity clientele and knew that the only way she could obtain that was if she worked in Los Angeles. She left her life in San Diego, moved back in with her parents, and got a job in Beverly Hills. Her parents lived in Moreno Valley, which was roughly a 1.5-hour drive from her new job. However, a one-way commute would sometimes take her 2-3 due to the horrific LA traffic - the stories all true.
For nearly 8 months, Liz made the commute from Moreno Valley to her job in Beverly Hills as she desperately wanted to build her clientele in LA. Unfortunately, plans were not going as expected, and she was not making much money at all. On Friday, while driving home stuck in traffic, she realized that as fun as LA was, she didn’t really see herself living there for much longer, and decided the job was not going to work out.
“There I was… in my 30s, living with my parents, jobless, broke, and so lost. I didn’t know what I wanted or where I was going to take my career. I knew that I didn’t want to work for anyone, but the thought of being a business owner had never crossed my mind. Even at my lowest point, I always knew everything would turn out fine because when you find something you’re passionate about, something you love, everything will fall into place the way that it should. It might take some time, it might be tough, but you have to think “big picture” and power through.”
Being unemployed, Liz had the luxury of time to think, reflect, and even wax herself, which she rarely has time to do to this day. While she was setting up her wax, she thought it would be really cool to record herself and post the video on her Instagram.
Not many people were familiar with her style of waxing at the time, so Liz wanted to show her followers some of her favorite techniques. She posted the 1 min. video and a couple of days later, when she woke up and checked her phone, she kept receiving non-stop notifications from Instagram.
“I thought it was a glitch at first! Every few seconds it would tell me I had 30 new followers, 50 new followers, etc. etc... then, one of my girlfriends texted me and told me my video had gone viral! I went from having 5k followers, which I thought was a lot, to 20k followers within days! My following continues to grow every day!”
The responses to Liz’s videos were astounding! Countless people began asking Liz how they could schedule an appointment to get waxed by her. She knew she had to take advantage of this opportunity and open up her own space but felt that she had no clue on how to start a business. She convinced herself she would learn as she goes, and the excitement of it all helped curve any fears she had!
“I just kept telling myself, this is going to work because it has to work & I am going to do everything in my ability to make it successful.”
After building her following and adding more content she became a sensation in the world of wax. After being in the industry for some time and working with various product lines she decided to formulate her premium wax very own line. She loves hard-wax because of its flexibility, ability to work with coarse hair, and its easiness to use when speed waxing. She felt that a polymer blend is the perfect wax for her as it’s composed of a very specific formula that creates a unique flexible application. It is specifically formulated for waxing larger areas of the body such as the back, arms, and legs. It is also ideal for removing thick and coarse hair by pulling the hair follicle at the root.
This is when Liz finally launched Nova in May 2019.
Nova Wax is gentle like a cream wax and thin like a clear wax; a hybrid of the premier qualities of the most exquisite European hard waxes in the world. Crafted for professional use, this unique wax formula provides an unparalleled waxing experience.
These stripless hard wax tablets have a low melting point and form a flexible yet creamy consistency. Nova Wax combines the most flexible polymers, essential oils, and natural ingredients, creating a perfect wax every time.
Liz Lugo has come a long way from her early days at EWC. She has become a household name in the healthcare and beauty industry and is living her dream to the fullest! Even during her hardest times, Liz never gave up on her dreams and her hard work and persistence are paying off. She continues to be ambitious and is always trying to improve wherever she can.
Today, she is the proud owner of the renowned Brows by Liz, a high-end salon located in Mission Viejo, California. Liz carefully customizes every client’s brows with precision according to their natural shape and facial features. Liz also specializes in full body and speed waxing. She takes pride in her waxing techniques, and her results never fail to leave clients feeling their absolute best.
She also provides private one-on-one training or customized training programs geared to specific esthetician needs.
February 08, 2020
@nikkiivasquez
December 15, 2019
@notviviancamper
I’ve been following Liz for a while on Instagram now. I just recently started following Nova Wax and I haven’t been let down by the content. I’m obsessed!! Thank you, Liz!
December 14, 2019
@rosiesicari
December 14, 2019
@rosasicari 🥰
December 14, 2019
@adriannelackey
December 13, 2019
Denacherie20
December 13, 2019
@Sahira.b.beauty
December 13, 2019
@imani.skin.therapy done 💕
December 12, 2019
@kristencampasano
Done!💕
December 12, 2019
I remember watching your videos in school and looking up to Liz! A true gem in the industry!
Ig:courtneylee_artistry
December 12, 2019
Renewal_skin_by_terra
December 12, 2019
I started off at EWC too, I know the struggle! I’m happy to see you built your self & are so successful in this industry. It gives me motivation that I can build an empire also. Girl power! Insta- @macycalef
December 12, 2019
I would love to win and try out this wax finally !!
December 12, 2019
@emilybrotherto ugh I want this wax so bad
December 08, 2019
My instagram handle is @lydiabelle.esthetics and i entered the giveaway! i am OBSESSED with nova wax. i bought it for the first time on black friday and tried it on myself the other day. i’ve never gotten a closer, more painless wax. it’s sparkly, it smells good, and it WORKS! please choose me for a free wax kit liz!! and thanks for starting your business and creating this wax!!! i’ve been telling all my esthie friends about it!!
December 08, 2019
I entered on both my Esti page, and my personal!
@sovereign.beauty
@soverrreign
Love you and your products!!!
December 08, 2019
@a.m.beaute
I love everything about this wax. I can watch your videos over and over.
December 08, 2019
@notviviancamper
Liz makes waxing looking so easy. I can’t wait to get my own kit and practice. I’ve been a passion for a while!
December 08, 2019
Liz you make waxing look effortless which I know it isn’t. This wax your formulated looks like a dream!
December 08, 2019
@thehairstoplh
I love this wax! Clients always say how much they like the smell!
December 08, 2019
Absolutely love the look and the way it seems to come off so smoothly and painlessly. I’ve been looking for a hard wax kit to have at home for a while and this one looks amazing!
❤️ Annie
@sweetsouthern_mommy
December 08, 2019
@skincare.by.mj
So inspiring! I love hearing people’s stories. It keeps me going 🖤 One day I’ll get where I want to be!
December 08, 2019
IG: Velezadventures
In school to become an esthetician and all I can think about is how amazing it would be to win your products and actually use it on the clients I have in school. Liz Lugo you are an inspiration and amazing at what you do! Thank you!
December 08, 2019
❤️ this 👯♀️ I love your videos and hope to be able to take a course with you this year! IG: @d_ilashes
December 08, 2019
IG: luisaloprod
Inspirational for those future entrepreneurs ❤️
December 08, 2019
@ohthatsjayda! – loved reading this! Xx
December 08, 2019
IG: @Michellefitz454. So inspiring.
December 08, 2019
Jennababy4 I love this post. I’m glad this was part of the giveaway!
December 08, 2019
Love your story I’m a new esthetician you have inspired me! ❤️❤️
December 08, 2019
Ig @esthetics.byval
Such an inspiring story!!
December 08, 2019
Ig : Lucidbeautyy
🖤
December 08, 2019
@mrs.garcia1214 !!
Liz you inspire us all. Your waxing videos are the bomb. I really enjoy watching them
December 07, 2019
@brow.becca
Needed to read this! My role model 🖤
December 07, 2019
@Kristen_Esthetician
I’m so glad that your giveaway brought me to this beautiful story. I can totally relate, Im almost 30… living at home… haven’t worked for about a month and I actually just waxed my own legs on December 1st… didn’t take a viral video though blahhhh. There’s always next time right 😜 and I’m just now about to open up my own Esthetic suite. This is so freaking inspiring it’s unbelievable!!! Thanks for the inspirational story it was totally needed.
Warmly,
Kristen
December 07, 2019
Very Inspiring story! Made me realized that goals can be accomplished through hard work and dedication!! Hopefully one day I’ll be able to own a salon of my own and you bet that ALL my clients will be waxed with @novawax!
@phann_nails 💜💜💜💜💜
December 07, 2019
@skincarebykaylee ♥️😍
December 07, 2019
@skinbychey #NovaWaxGiveaway 💙
Liz has taught me EVERYTHING I know about waxing, even before I became a licensed Estie 😭💙
December 07, 2019
@dolllfacexo
December 07, 2019
@dolllfacelashes
December 07, 2019
@emilybrotherto
December 07, 2019
@beautybyaross 💓💓💓💓
December 06, 2019
Liz is such an inspiration she keeps my dream alive I have no words to describe the impact her work has on me and my future. She is simply HOPE ❤️#novawaxgiveaway
IG handle @stephupbeaute
December 06, 2019
@amandagmua
December 06, 2019
IG Handle @JodiiOrtiz
December 06, 2019
I used to live in the Riverside/Moreno valley area and def do not missing hitting that traffic to L.A. !!
So happy to read your story!
@eyebonita
December 06, 2019
@artee_narine
December 06, 2019
#novawaxgiveaway
IG moniquelynn16
December 06, 2019
Inspiring us all!
@ktlynmarie92 #novawaxgiveaway
December 06, 2019
@Bas.natalia
December 06, 2019
@kristencampasano
Done!🥰
#novawaxgiveaway
December 06, 2019
@k.fiorelv
#novawaxgiveaway ❤
December 06, 2019
@definedbrowandbeauty
December 06, 2019
@theeonlyjas
December 06, 2019
@momoemoni
December 06, 2019
Princessrello
December 06, 2019
@mek_mek06
December 06, 2019
@mogisellebeauty
I can’t wait to be able to look back at all my hard work as well 💕
December 06, 2019
@estheticsbyjanice
December 06, 2019
@estyjanice
Inspiring 🙂
December 06, 2019
@eunicechavez
December 05, 2019
IG: @KM.ARTISTRY_
#novawaxgiveaway
December 05, 2019
@esthetics_bycarm #novawaxgiveaway 😍
December 05, 2019
Done!
IG: TheaLoungebyAle
December 05, 2019
@_dannah rose 🙌
December 05, 2019
Instagram.com/sirenskinlashstudio
December 05, 2019
@half_latina_baby #novawaxgiveaway ❤️
December 05, 2019
Awesome!! Tried my
Nova wax the other day and absolutely loved it!!
@soulpurposefarm
December 05, 2019
Done! 🤞🏽
@KaylasheaXesthetics
December 05, 2019
@maria_ladyredlash #novawaxgiveaway ❄️
December 05, 2019
This is insane, I’ve been following her for quite sometime and it’s amazing to see someone build themselves the way she has. I mean look at her making a name for herself and making her products. She’s been the ultimate motivation. I admire her hard work and dedication! Keep it up Liz Lugo!
@ivyamore
December 05, 2019
This is amazing @Taninooooo
December 05, 2019
@kkrhis 😍😍
December 05, 2019
Wow, this was so inspirational… Im looking into becoming an esthetician now.
@coffiekat
December 05, 2019
@lizavila21
December 05, 2019
🙌🏼
December 05, 2019
@tonizenner_
December 05, 2019
@Tiffmarie_90
December 05, 2019
@ivyamore
December 05, 2019
I loved reading your story about how you started it all! I recently graduated from school and I’m excited but nervous to begin my esthetician journey from here. I found Nova through word of mouth and on my own digging through social media. I’m so glad I came across it because it is truly a special formula! And you launched it during my birth month and the same month I actually made the decision to enroll in school. I can’t wait to see where Nova goes! IG: @stephaniecarmxna 💖
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Jada Patterson
February 08, 2020
@estheticsbyjada_
I started my journey in the field of esthetics not even a year ago. I wanted to do something that I loved as well as something that would give me more flexibility with my little girl Ava! When I started esthetician school at Aveda I was a nervous wreck and honestly I almost didn’t make it through because I still had to work full time as well as school full time and then you know juggle home life. It was super tough for me but I pushed through and I’m so happy I did! I currently work for a lash studio as well as at the benefit brow bar (i work 7 days a week bc we all know there’s not tons of money in our field starting out). I would love to win your wax kit because I would finally be able to my friends from the comfort of my home for extra money and hopefully be able to quit the brow bar to have more time with my baby.