Written by Lyudmila Chicherova
Consistency has long been considered the economic foundation of the beauty industry: the more frequently a client visits a salon, the more profit they generate. However, Viktoriia Sagdeeva, founder of Miami’s leading laser hair removal salon Tori Beauty Space, is challenging this stereotype. She has developed a unique method that increases the effectiveness of treatments and allows clients to extend the interval between visits to two to three months, reducing the number of sessions by one and a half to two times. At first glance, such a system—while extremely beneficial for clients—might seem like it could undermine the industry’s economics. But Viktoriia Sagdeeva’s experience proves the opposite: innovations can, on the contrary, increase profitability. The entrepreneur cites honesty and trust as her main tools.
The Path to Efficiency
Viktoriia Sagdeeva entered the field of laser hair removal more than five years ago. She began her career in Russia and later moved to the United States, where she founded Tori Beauty Space in Miami and introduced an innovative method that is truly changing the rules of the industry. Her proprietary technique combines laser hair removal with waxing in a single procedure. The laser destroys the hair structure, while the wax immediately removes it from the skin’s surface. This approach delivers visible results from the very first session. Thanks to Viktoriia Sagdeeva’s innovative technology, the number of repeat courses is reduced to six, and the intervals between procedures are extended to two to three months.
"This gives clients additional freedom: they no longer need to adjust their schedules to the salon’s hours," emphasizes Viktoriia Sagdeeva.
The Power of referral marketing
Viktoriia Sagdeeva has found that referral marketing remains one of the most powerful tools for attracting new clients. By implementing her unique and innovative method at Tori Beauty Space in Miami, she noticed that the impressive results of the procedures build a high level of trust and encourage clients to share their experiences. Today, 50% of new clients come to the salon through referrals. Although the combined procedure is more expensive than traditional hair removal, the reduction in repeat sessions allows clients to save up to 40% of their budget and time. Such tangible results form the basis of effective referral marketing: satisfied clients share their experiences, leading to a 30–40% increase in new inquiries since the method was introduced.
Thanks to this approach, Viktoriia has been able to maintain high business profitability while also implementing loyalty programs: promotions for the first visit and special treatment packages that encourage long-term engagement.
"Our goal is for the client to immediately feel the value and want to stay with us for a long time," emphasizes Viktoriia Sagdeeva.
Honesty and professionalism that deliver results
To attract new clients, Viktoriia Sagdeeva employs a full range of modern marketing tools, including social media, messaging apps, and CRM systems. Even while working in Russia, Viktoriia possessed a rare set of skills: she independently set up sales funnels, managed business processes, and simultaneously honed her professional expertise in cosmetology. This unique profile enables her to effectively scale a salon business in the U.S. Viktoriia’s strategy is based on transparency and honest communication with clients: she openly explains the prospects of each procedure and recommends alternative methods when her proprietary technique may be less effective, for example, when working with gray hair. This approach builds client trust and creates a loyal audience that values both results and professionalism.
Viktoriia pays special attention to the medical aspect of her procedures: every new client undergoes a thorough consultation with a medical specialist to identify any contraindications, reducing risks and improving service quality. Honesty and openness in client interactions not only strengthen the salon’s reputation but also prove financially beneficial—for instance, women who were unable to undergo a procedure during pregnancy return afterward and bring new clients with them. This systematic approach combines marketing effectiveness, high service standards, and business financial sustainability.
Innovations that are changing the market
Viktoriia Sagdeeva’s pioneering method has proven especially effective for people with skin phototypes IV–VI, that is, those with darker hair and skin—a group for whom traditional hair removal is often ineffective.
"Clients came to me who could not achieve smooth skin with standard procedures. Either there was no visible result, or burns occurred. Of course, this seriously affects quality of life: people cannot wear their favorite clothes or maintain their usual lifestyle," explains Viktoriia Sagdeeva.
As a rare specialist who has found a solution to this complex problem, she prioritizes helping clients and does not hide that the process can sometimes be challenging. For people with skin phototype III, a full course may require six sessions, while for skin phototypes V–VI, it may take eight or even ten procedures. Nevertheless, this outcome remains unique in the market: clients achieve results that were previously unattainable.
An effective solution for scaling
Viktoriia Sagdeeva’s method has already proven its demand and consistent financial effectiveness, revealing strong potential for scaling. Currently, she operates a single salon in Miami, but a second location is planned in North Carolina. "In my business development strategy, the goal is to scale as much as possible. But for me, quality comes before quantity," explains Viktoriia.
The market outlook further supports the scalability potential: according to Grand View Research, the U.S. laser hair removal market is projected to reach $961.9 million by 2030, with an average annual growth rate of 17.9% from 2023 to 2030. These figures highlight the sector’s strong potential, making the expansion of Viktoriia’s salon network particularly attractive from a business investment perspective.
Implementing her proprietary method requires highly skilled staff and specialized equipment. Viktoriia personally trains her team and ensures that each salon is ready to operate. Additionally, differences in salon regulations between Florida and North Carolina required adapting the business plan and operational processes. "In North Carolina, almost everything is ready for the opening: the space is prepared, and the team is undergoing training. In a few months, the salon will be able to welcome its first clients," notes Viktoriia.
Looking ahead, Viktoriia plans to build a nationwide network of salons and develop her own training program for industry professionals. "Interest in my method comes not only from clients. Many salons would like to adopt this approach themselves," she says. At the same time, Viktoriia views her colleagues not as competitors but as partners in advancing the industry.
"We are all helping people feel more confident and achieve the results they want. That’s why it’s important to share effective solutions, raise quality standards, and ensure every client gets exactly what they need," emphasizes Viktoriia.
By combining innovation with transparency, Viktoriia Sagdeeva doesn’t just improve laser hair removal procedures—she redefines the very economics of the beauty industry. Her journey proves that integrity and innovation can coexist, creating a scalable model that is setting new standards in the U.S. and beyond.
