The Sugar Show

Hosted by Shannon "The SugarMama"

Business Arts Education

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Episodes

106

Latest episode

Jul 2026

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EN-US

About the show

If you’re building a business as a cosmetologist, esthetician, or wax professional, chances are you LOVE helping people feel beautiful in their own skin. But at the same time, you find yourself lying awake at night worrying where your next client will come from, wondering if you’ll be able to make rent this month, and wishing building a business didn’t feel so gosh-darn hard.Lucky for you, you’re in the right place.Your host and body sugaring expert Shannon O’Brien has taken her own skincare business from zero to multiple six figures simply by adding sugar to her treatment menu, and has helped over 3000 students learn to do the same.As a licensed esthetician, award-winning spa owner, national speaker, and spa consultant, Shannon is here to simplify the process and connect you with the right resources and education to build a profitable, self-sustaining skincare business so you can provide better services for your clients, make more money in your business, and enjoy greater balance between your work and home life.Join us each week and get your hands on the cutting-edge education you need to turn your skincare business into a smooth operation in no time!

Listen to episodes

60 recent

July 26, 2026Episode 732 min

The Woman Behind Sugar Con: Sarah Herbst’s Million-Dollar Success Story

Sarah Herbst didn't set out to build a million-dollar business—she set out to help people feel confident, safe, and cared for. Along the way, she created Sugar Bar, became known as the Million-Dollar Sugarist, and founded Sugar Con, one of the fastest-growing events in the sugaring industry.In this episode, Shannon sits down with Sarah to talk about the journey behind her success, the lessons she's learned as a business owner, and why culture, education, and community have always come before chasing revenue.They also take you behind the scenes of this year's Sugar Con, sharing what attendees can expect, how to get the most out of the event, the new Sugar Skills Bar, networking tips, and why investing in the right education can completely change your career.Whether you're attending Sugar Con or simply looking for inspiration to grow your business, this conversation is packed with practical advice, honest stories, and a reminder that the best businesses are built by putting people first.If you’ve connected with or been inspired by this episode in any way, leave us a review and let us know your biggest takeaway — I’d love to hear how you’re embracing Sugaring For All!!And while you’ve got your phone out, make sure to follow us on Instagram @Love2Sugar 🤍If you’re ready to take your sugaring education and community to the next level, join us at SugarCon!Grab your tickets and learn more here → https://sugaringconvention.com/And don’t forget to follow along for updates, behind-the-scenes, and all things SugarCon → https://www.instagram.com/sugarcon_/Cheers to your Sweet Success! ✨

July 12, 2026Episode 646 min

Getting to the Bottom of Butt Care with Rob Cottner of Asset*

Butt care might not be the first thing that comes to mind when you think about growing your business—but it should be.In this Road to Sugar Con episode, Shannon and co-host Armando (The Sugar Daddy) sit down with Rob Cottner of Asset* to talk about one of the fastest-growing categories in treatment room retail. From hemorrhoids and post-Brazilian care to treatment protocols, client education, and retail strategies, this conversation explores why perianal skincare is becoming an important part of professional hair removal services.If you've ever wondered how to confidently talk to clients about butt care, improve their aftercare experience, and add a unique retail opportunity to your treatment room, this episode is packed with practical tips, industry insight, and plenty of laughs along the way.Join us as we get to the bottom of why Asset* is changing the conversation around butt wellness—and why you won't want to miss them at Sugar Con.If you’ve connected with or been inspired by this episode in any way, leave us a review and let us know your biggest takeaway — I’d love to hear how you’re embracing Sugaring For All!!And while you’ve got your phone out, make sure to follow us on Instagram @Love2Sugar 🤍If you’re ready to take your sugaring education and community to the next level, join us at SugarCon!Grab your tickets and learn more here → https://sugaringconvention.com/And don’t forget to follow along for updates, behind-the-scenes, and all things SugarCon → https://www.instagram.com/sugarcon_/Cheers to your Sweet Success! ✨

June 28, 2026Episode 531 min

What Clients Really Remember (Hint: It's Not Your Technique) with Mabel Machabvunga Butler

You can have flawless technique and still wonder why your books aren’t full. The uncomfortable truth is that in body sugaring, the difference between “good” and fully booked often has nothing to do with how perfectly you flick. It’s the experience clients feel, remember, and talk about when they’re back in their car texting a friend your name.I’m joined by SugarCon speaker Mabel Machabvunga Butler, founder of Tapira, longtime educator, and spa owner with a deep commitment to doing this work with class, care, and consistency. We talk about why SugarCon matters for sugaring practitioners, how to research educators before you spend your time and money, and what to look for when a topic sounds vague but the speaker might be a game changer. If you’re trying to plan your conference day wisely, this will help you choose sessions that actually change how you work behind the table.Then we go where most trainings don’t: customer experience. Mabel breaks down what makes a client choose you, stay loyal, and happily rearrange their schedule for your next opening. We explore the client lens, the tiny “holes” that quietly damage retention, and the practical elements that create safety, professionalism, and trust, whether you work in a one-room studio or a larger spa. We also share how giving back is woven into business through Tapira’s sugar mats supporting women in Zimbabwe.If you’re ready to become highly sought after for more than technique, listen through and take notes. Subscribe, share this with a Sugar Pro friend, and leave a quick review so more beauty pros can find the show.If you’ve connected with or been inspired by this episode in any way, leave us a review and let us know your biggest takeaway — I’d love to hear how you’re embracing Sugaring For All!!And while you’ve got your phone out, make sure to follow us on Instagram @Love2Sugar 🤍If you’re ready to take your sugaring education and community to the next level, join us at SugarCon!Grab your tickets and learn more here → https://sugaringconvention.com/And don’t forget to follow along for updates, behind-the-scenes, and all things SugarCon → https://www.instagram.com/sugarcon_/Cheers to your Sweet Success! ✨

June 7, 2026Episode 421 min

Have You Lost Yourself in Your Business? Meet Sugar Con Speaker Christy Mehelich

What if being busier isn't the answer?In this episode, Shannon sits down with Sugar Con speaker Christy Mehelich, owner of The Sugaring Hut, to talk about goal setting, sustainable growth, and creating a business that works for you—not the other way around.Christy shares her journey from new esthetician to successful spa owner, the lessons she learned while growing a team, and the moment she realized she needed to reconnect with her purpose before burnout took over.Together, they discuss:• Why busy isn't the same as profitable• How to stop setting goals that turn into guilt• The power of reconnecting with your "why"• Creating actionable plans you'll actually follow• Building a business that supports your life and long-term successWhether you're a beauty school student, solo esthetician, spa owner, or industry veteran, this conversation is packed with practical advice to help you move forward with more clarity, confidence, and intention.If you've ever felt overwhelmed, stuck, or unsure of your next step, this episode is your reminder that success isn't built by doing more—it's built by doing the right things on purpose.If you’ve connected with or been inspired by this episode in any way, leave us a review and let us know your biggest takeaway — I’d love to hear how you’re embracing Sugaring For All!!And while you’ve got your phone out, make sure to follow us on Instagram @Love2Sugar 🤍If you’re ready to take your sugaring education and community to the next level, join us at SugarCon!Grab your tickets and learn more here → https://sugaringconvention.com/And don’t forget to follow along for updates, behind-the-scenes, and all things SugarCon → https://www.instagram.com/sugarcon_/Cheers to your Sweet Success! ✨

May 17, 2026Episode 318 min

Reactive Skin After Hair Removal? Here’s What’s Really Happening with Melissa Mercado — Calm Skin, Histamine & Intimate Aftercare

Reactive skin after hair removal can shake a client’s trust fast, even when your technique is solid. We’re raising the bar on intimate care by treating calm skin as a core part of the service, not a bonus. When clients leave your room comfortable and confident, they rebook more, refer more, and stop bracing for the “post-wax fallout” they’ve come to expect elsewhere.I sit down with Melissa Mercado from Hale And Hush to talk sensitive skin, corrective care, and what’s really going on when irritation shows up in intimate areas. We dig into skin logic: why inflammation, hives, and histamine responses can flare during allergy season, how barrier stress and friction can stack the odds against you, and what simple corrections can change outcomes immediately. Melissa also shares how a sensitive-skin skincare line became a go-to in treatment rooms far beyond the face, supporting areas like underarms, inner thighs, and bikini zones with protocols designed for reactive skin.We also get practical about communication and client compliance. Aftercare works best when it’s short, calm, and consistent, so I share a 15-second aftercare script you can make your own plus a “calm skin audit” you can try with one client this week. If you want better post-sugaring results, fewer bumps and flare-ups, and clients who feel truly cared for, this one is for you. Subscribe, share this with a beauty pro friend, and leave a review with the #1 question you want answered about intimate aftercare.If you’ve connected with or been inspired by this episode in any way, leave us a review and let us know your biggest takeaway — I’d love to hear how you’re embracing Sugaring For All!!And while you’ve got your phone out, make sure to follow us on Instagram @Love2Sugar 🤍If you’re ready to take your sugaring education and community to the next level, join us at SugarCon!Grab your tickets and learn more here → https://sugaringconvention.com/And don’t forget to follow along for updates, behind-the-scenes, and all things SugarCon → https://www.instagram.com/sugarcon_/Cheers to your Sweet Success! ✨

April 12, 2026Episode 258 min

What Men REALLY Want From Their Esthetician (They Won't Tell You) ft. Armando Gualtieri

Welcome back to The Sugar Show—your go-to podcast for beauty pros ready to master sugaring the smart way and build a career that loves you back.A lot of estheticians think “male Brazilian” is a single, obvious service—but it’s not. If you’ve ever felt unsure what men actually want, nervous about working with male anatomy, or worried about awkward moments in the treatment room, this conversation was made for you.In this episode, Shannon (The SugarMama) sits down with Armando of The Sugar Daddy NYC as part of our Road to Sugar Con series. What starts as a conversation about his journey quickly opens up into something bigger—how leaning into a niche, staying curious, and truly understanding your clients can completely transform your business.We explore the importance of client communication, why “take it all off” is often the wrong assumption, and how creating a safe, professional experience is what keeps clients coming back. This episode also touches on the topics most people avoid—like navigating vulnerable moments in the treatment room with confidence, clarity, and professionalism.You’ll also get a behind-the-scenes look at what’s coming next—from our upcoming male Brazilian sugaring course to what we’ll be teaching live at MECA and Sugar Con.Whether you’re looking to expand your services, build confidence, or step into new opportunities, this episode is your reminder that growth comes from being willing to learn, adapt, and try something new.🎧 Tune in and come along for the ride to Sugar Con.If you’ve connected with or been inspired by this episode in any way, leave us a review and let us know your biggest takeaway — I’d love to hear how you’re embracing Sugaring For All!!And while you’ve got your phone out, make sure to follow us on Instagram @Love2Sugar 🤍If you’re ready to take your sugaring education and community to the next level, join us at SugarCon!Grab your tickets and learn more here → https://sugaringconvention.com/And don’t forget to follow along for updates, behind-the-scenes, and all things SugarCon → https://www.instagram.com/sugarcon_/Cheers to your Sweet Success! ✨

April 5, 2026Episode 120 min

Is Sugar Con Really Worth It? Here’s the Truth (and How to Get ROI)

Trying to grow a beauty business in a treatment room can feel strangely lonely, even when your books are full. If you’ve been telling yourself you should be able to figure it out on your own, we want to challenge that. Going solo without education and without community doesn’t make you tougher, it usually just makes the climb slower and more stressful.We’re kicking off the Sweet Success Series: The Road to SugarCon, and we’re sharing why conferences and real peer connection can change a sugaring career. We talk about what community actually gives you in real life: accountability, clear standards, support when you hit a weird skin situation, a reality check when you’re spiraling, plus friendships, referrals, and momentum. We also get practical about the “aha” moments that happen when an educator makes one small adjustment to your hand pressure or technique and suddenly everything clicks.We also dig into the part no one loves talking about: budgeting. We walk through simple ways to plan for a once-a-year professional conference without debt, from setting aside tips and automating savings, to a small service-price bump or skipping a non-essential subscription for a few months. You’ll leave with a clearer picture of what SugarCon offers, why Cleveland surprised us, and how to start planning your growth intentionally.If you found this helpful, subscribe, share it with a sugar pro friend, and leave a quick review so more beauty pros can find the community they’ve been missing.If you’ve connected with or been inspired by this episode in any way, leave us a review and let us know your biggest takeaway — I’d love to hear how you’re embracing Sugaring For All!!And while you’ve got your phone out, make sure to follow us on Instagram @Love2Sugar 🤍If you’re ready to take your sugaring education and community to the next level, join us at SugarCon!Grab your tickets and learn more here → https://sugaringconvention.com/And don’t forget to follow along for updates, behind-the-scenes, and all things SugarCon → https://www.instagram.com/sugarcon_/Cheers to your Sweet Success! ✨

November 2, 2025Episode 1030 min

How We’re Building A Stronger Future For Sugaring Through Education, Community, And A New Product Line

What if your sugaring career felt as smooth and controlled as your best mold and flick? We’re opening the door to our next era with a five‑pillar approach that blends smarter education, thoughtful products, real community, and a future‑focused plan you can actually follow. From a revamped basic certification to a hands‑on method that finally syncs your brain and your hand, you’ll hear how we’re simplifying technique, boosting confidence, and turning consistency into client loyalty and revenue.We talk candidly about what’s buzzing across the industry—why SugarCon left us energized, the power of collaboration over competition, and how intimate retreats sharpen both skill and mindset. You’ll learn how seasonality and humidity guide paste selection, why a calming duo can rescue reactive skin, and where our new Love2Sugar Collection fits: pastes for control and flow, plus a clean pre‑ and post‑care lineup with soothing and ingrown solutions designed for predictable, gentler results. It’s brand‑agnostic on purpose, so you can test, compare, and build a backbar that works for your climate and clientele.Most importantly, we map a path you can personalize: a six‑month commitment to skill building, a clear target for 2026, and a “sweet 16” vision that shapes your legacy—whether that means mentoring, opening a second location, or simply owning your city’s sugaring scene. We’re also sharing how we’re handing off our shop to create more room for teaching across California, Colorado, and beyond, with opportunities to train, travel, and even join our educator team. Ready to stop juggling and start focusing on the work that moves the needle? Hit play, grab a notebook, and design the career you’ll be proud of.If this conversation sparked ideas, subscribe, share it with a sugar pro who needs a boost, and leave a quick review to help more pros find us. Your next six months start now—what will you commit to?If you’ve connected with or been inspired by this episode in any way, leave us a review and let us know your biggest takeaway — I’d love to hear how you’re embracing Sugaring For All!!And while you’ve got your phone out, make sure to follow us on Instagram @Love2Sugar 🤍If you’re ready to take your sugaring education and community to the next level, join us at SugarCon!Grab your tickets and learn more here → https://sugaringconvention.com/And don’t forget to follow along for updates, behind-the-scenes, and all things SugarCon → https://www.instagram.com/sugarcon_/Cheers to your Sweet Success! ✨

October 5, 2025Episode 950 min

What Clients With Anxiety Wish Estheticians Knew (ft. Daria, Just Breathe Confessionals)

What if the best service you offer isn’t a technique, but how you notice? We pull up chairs in the Sugar Mamas lobby with Daria—our social media lead and podcast editor—to explore sensory needs, anxiety, and the small choices that turn a treatment room into a safe room. From the rose scent that reads “too much” to the steam that feels like suffocation, Daria shares what many clients never say out loud and how simple, specific check-ins can change the whole experience.We dig into intake forms as living documents—beyond meds and allergies—adding clear questions about scent tolerance, temperature, music volume, lighting, hot towels, and step-by-step narration. You’ll hear how to read ultra-quiet clients without guessing, create Plan B product options, and take notes that matter so each return visit starts from care, not trial and error. We also talk practitioner honesty and boundaries: how to set a calm tone on low-social days, stack your schedule to reclaim real rest, and choose tiny resets that protect your energy without hurting your business.Daria also introduces Just Breathe Confessionals, her new reflective podcast about anxiety, heartbreak, and the messy process of becoming. She explains how speaking truths out loud softens shame and why caregivers—esthetician, sugar pro, or massage therapist—need self-love and community to sustain the work. If you’ve been looking for practical, trauma-informed client care, sensory-friendly skincare tips, and smart burnout prevention for beauty professionals, this conversation meets you where you are.Listen now, subscribe for more human-centered esthetics, and share this episode with a pro who could use a gentler way to care—for clients and for themselves. Have a question or a sensory tip that works in your room? Drop us a note and join the conversation.If you’d like to check out Daria’s podcast, Just Breathe Confessionals, you can find her on Instagram @justbreatheconfessionalsand listen anywhere you get your podcasts.If you’ve connected with or been inspired by this episode in any way, leave us a review and let us know your biggest takeaway — I’d love to hear how you’re embracing Sugaring For All!!And while you’ve got your phone out, make sure to follow us on Instagram @Love2Sugar 🤍If you’re ready to take your sugaring education and community to the next level, join us at SugarCon!Grab your tickets and learn more here → https://sugaringconvention.com/And don’t forget to follow along for updates, behind-the-scenes, and all things SugarCon → https://www.instagram.com/sugarcon_/Cheers to your Sweet Success! ✨

September 7, 2025Episode 833 min

Protecting Your Sweet Business: Trademark Tips with Joey Vitale

Trademark attorney Joey Vitale returns with game-changing news for sugar professionals looking to protect their businesses in an increasingly competitive marketplace. Since our last conversation, the legal landscape has transformed dramatically, creating both new challenges and powerful opportunities for beauty business owners.The digital revolution has made starting a business easier than ever, but this accessibility has created unprecedented challenges for legitimate entrepreneurs. Joey reveals how AI tools like ChatGPT often provide misleading legal advice, guiding users toward solutions they want to hear rather than legally sound approaches. For sugar professionals navigating trademark waters, this underscores the vital importance of expert guidance.The most exciting revelation? Google has introduced a blue verified checkmark feature in Gmail that gives trademarked businesses a significant marketing advantage. Only companies with registered trademark logos can access this verification, which helps ensure emails consistently land in primary inboxes rather than spam folders. This represents a seismic shift in how digital platforms are beginning to recognize and reward legitimate businesses through trademark registration.Joey also shares invaluable insights about strategic naming for beauty businesses. Rather than selecting obvious industry terms (which are likely already trademarked), successful brands are increasingly choosing distinctive, unexpected names that allow for memorable visual identities. This approach not only improves trademark availability but creates more distinctive branding that stands out in a crowded marketplace.Whether you're just starting your sugaring business or looking to protect an established brand, this episode offers concrete strategies for navigating the complex world of trademarks. Joey outlines multiple pathways to protection, from DIY approaches for those on tight budgets to comprehensive legal services for businesses ready to invest in full protection.Ready to take your sugar business to the next level? Discover why trademark protection has evolved from a legal precaution into a powerful business advantage that can transform how customers find and interact with your brand.Joey Vitale's Book: Legally Legit. https://a.co/d/gqwnnyFFree Call Page: www.indielaw.com/call (If you mention Shannon or the Sugar Show podcast and move forward, they’ll get $300 off any package)If you’ve connected with or been inspired by this episode in any way, leave us a review and let us know your biggest takeaway — I’d love to hear how you’re embracing Sugaring For All!!And while you’ve got your phone out, make sure to follow us on Instagram @Love2Sugar 🤍If you’re ready to take your sugaring education and community to the next level, join us at SugarCon!Grab your tickets and learn more here → https://sugaringconvention.com/And don’t forget to follow along for updates, behind-the-scenes, and all things SugarCon → https://www.instagram.com/sugarcon_/Cheers to your Sweet Success! ✨

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Listen to episodes

The Woman Behind Sugar Con: Sarah Herbst’s Million-Dollar Success Story

Getting to the Bottom of Butt Care with Rob Cottner of Asset*

What Clients Really Remember (Hint: It's Not Your Technique) with Mabel Machabvunga Butler

Have You Lost Yourself in Your Business? Meet Sugar Con Speaker Christy Mehelich

Reactive Skin After Hair Removal? Here’s What’s Really Happening with Melissa Mercado — Calm Skin, Histamine & Intimate Aftercare

What Men REALLY Want From Their Esthetician (They Won't Tell You) ft. Armando Gualtieri

Is Sugar Con Really Worth It? Here’s the Truth (and How to Get ROI)

How We’re Building A Stronger Future For Sugaring Through Education, Community, And A New Product Line

What Clients With Anxiety Wish Estheticians Knew (ft. Daria, Just Breathe Confessionals)

Protecting Your Sweet Business: Trademark Tips with Joey Vitale

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