The Perfect Pamper

One day, while watching The Doctors with her mother, Chana, Tzvia was captivated by a segment featuring a revolutionary pain-free, permanent hair-removal laser. The technology promised what many people, including Tzvia, had long dreamt of - a solution that was both effective and gentle. That is how Tzvia co-founded The Laser Beautique with her husband, Neil. Now, it’s more than just a business; it’s a testament to her resilience and innovation. Tzvia shares her captivating journey, the challenges she overcame, the pivotal moments that defined her path to success, as well as trends in the laser treatment landscape.

As the pioneer of pain-free, permanent laser hair removal in Africa, introducing this innovative technology to the market in 2009, what were the biggest challenges?

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The first challenge we had was the lack or absence of training available in South Africa, so we had to become trainers. We went overseas to study and became qualified trainers. We then founded Beautique Academy, which became our training arm of the Beautique Group.

Further, one of the primary obstacle we found was the lack of regulation in the aesthetic industry in SA. While there are some advantages, it also means that anyone can buy a laser and start offering treatments, which is quite risky.We’ve seen untrained beauticians, spas, and people outside the industry open clinics — this can cause harm due to improper use of these devices. Another issue is the influx of low-quality machines and misleading advertising.The technology used is critical, but we’ve noticed a rise in the use of cheaper, less effective devices.

What are common misconceptions about laser treatments and how do you address them?

Most people don’t fully understand how laser hair removal works, or the differences between laser and (intense pulsed light). Many assume they are the same, but in reality, IPL is less effective for hair removal, providing subpar results compared to true laser technology. There’s also confusion when it comes to skin issues — many can’t differentiate between an ingrown, infected hair and a whitehead pimple.

There’s also a lack of understanding about various advanced technologies in skincare and body treatments. Terms like ‘radio frequency’, ‘ultrasound’ and ‘fractional lasers’ often leave people unsure of how these methods differ. Radio frequency works by heating the deeper layers of the skin to stimulate collagen production, tightening the skin, while ultrasound targets deeper tissues for fat reduction or skin tightening. Fractional lasers, on the other hand, treat the skin by creating microscopic injuries that promote healing and rejuvenation.

Understanding these technologies is key to selecting the right treatments, and that’s why educating clients is such an important part of our work. We offer a free consultation and skin assessment where we educate clients about the different technologies and ingredients, so they understand why they should have various treatments or use different products. It’s all about education.

Which trends have you seen become more popular at The Laser Beautique?

Lasers have moved beyond just being a trend — they’re now a regular part of beauty routines for both men and women. Over time, laser technology has improved so much that it offers a variety of treatments, making it a go-to option for long-lasting results. One area that’s seen a big rise in demand is intimate hair removal. While the Brazilian used to be the top choice, leaving a small strip of hair, we’re now seeing more people come back to laser off that strip too; The Hollywood, where everything is removed, has become the new favourite.

For those looking for the most thorough option, the Hollywood Extended is now our most popular treatment. This goes beyond just the front — it includes hair removal all the way to the bum area for a completely smooth finish. We often suggest that if you’re already getting laser hair removal in the intimate area, it makes sense to just go all the way for that sleek, clean look. With laser treatments being so effective and easy, it’s no surprise they’ve become a mainstay.

How do you drive your team to excel in the fast-paced beauty industry?

Our team is predominantly female-led, and we believe that empowerment begins with cultivating a strong, supportive company culture. We make it a priority to hire individuals who align with our values, passion and vision for excellence in the beauty industry.

Continuous learning and development are at the heart of our approach, with ongoing training, mentorship and growth opportunities for every team member. But just as important as professional growth is, they also need to enjoy their time at work. We believe that having fun throughout the workday is essential — it not only keeps morale high but also fosters creativity and a positive, collaborative atmosphere. By balancing hard work with enjoyment, we inspire our team to stay motivated and thrive.