The Rise of Beauty Franchises
Seeking relaxation or self-indulgence often leads to a visit to the beauty salon, where nails, eyebrows, and even eyelashes receive proper treatment. This growing consumer interest in the beauty industry has sparked the emergence of franchises dedicated to this sector. Sandra Benzaquen and Mery Oaknin, founders of the d-uñas franchise, recognized this business opportunity as many people hesitate to visit new salons for beauty services due to fear of unsatisfactory results compared to their trusted establishments.
From Business to Franchise
In 2006, the opening of their first salon in Spain was a success. Focusing on professionalizing nail placement and care, they aimed to provide customers with the most comfortable and relaxing experience possible. Soon after, they opened a second location, and people began inquiring about purchasing a franchise, recognizing it as a secure business model.
The 2008 financial crisis prompted d-uñas to internationalize, with Mexico being their first destination. Sandra Benzaquen recalls, “When the 2008 crisis hit, we already had our structure in place, and we started receiving requests from Mexico. We attended a franchise fair and took the plunge; I was 28 at the time.”
Currently, d-uñas has a presence in nine countries, including Mexico, Argentina, Guatemala, and Chile. Their expansion plans include entering the US market.
Differentiating from Competition
With 200 franchises, including 33 in Mexico, d-uñas has become an attractive option for those interested in the beauty industry. Santiago Potes, tired of corporate routines, invested in a franchise after analyzing market trends and noticing the growing popularity of health and beauty sectors.
He purchased a unit six months ago in Mexico City’s southern area. He explains, “There are many salons with few differentiators. The product remains the same, but what sets you apart is the experience. We’ve focused on eco-beauty, but the challenge was understanding the business dynamics.”
The investment for acquiring a franchise ranges from 400,000 pesos to cover equipment like an island or a full salon space. The return on investment starts at 24 months, though it can be as short as 18 months if the first year focuses on client retention.
d-uñas has also invested in creating their own products, as previously available options were not skin-friendly. This differentiation has allowed them to cater to those seeking non-damaging alternatives for their nails.
Sandra Benzaquen highlights Mexico’s promising beauty industry market, aiming to reach 100 salons in the country within two years. They also provide continuous training for staff, both in-person and online, with plans to introduce pilates classes to prevent back pain among employees.
Key Questions and Answers
- What inspired the creation of d-uñas? Sandra Benzaquen and Mery Oaknin noticed a lack of professionalized beauty services, prompting them to establish a trustworthy nail salon franchise.
- When did d-uñas start expanding internationally? The franchise began internationalizing in 2008, with Mexico being their first destination.
- What differentiates d-uñas from competitors? d-uñas focuses on providing a superior customer experience through eco-friendly products and continuous staff training.
- What is the investment required to acquire a d-uñas franchise? The investment ranges from 400,000 pesos to cover equipment and space.
- What are d-uñas’ expansion plans? The franchise aims to reach 100 salons in Mexico within two years and plans to enter the US market.
