Breaking Boundaries In Beauty: Kyla Dufresne’s Journey As A CEO, Cool Mom & Trailblazer

Meet Kyla Dufresne, founder and CEO of Foxy Box Laser & Wax Bars, a Canada-based business with 18 locations and plans for U.S. expansion. Known for her bold, inclusive approach to beauty services, Kyla is reshaping the industry—all while embracing life as a new mom and animal lover. In this Q&A, she shares her insights on balancing business, authenticity, and motherhood. —Noa Nichol

What inspired you to start Foxy Box Laser & Wax Bars back in 2012, and how did your vision for the brand evolve as it grew to 18 locations across Canada? 

I’ve always had an entrepreneurial spirit, dropping out of high school in Grade 10 because focusing in a classroom wasn’t for me. My parents, both entrepreneurs, had a huge influence on me. My dad was always hustling with side gigs, and my mom owned a bakery for over a decade, which became my first job. I guess you could say entrepreneurship is in my DNA.

About 12 years ago, I launched Foxy Box out of the dining room in the house I shared. It started as a dream, one I’d had for years—knowing I wanted to open a wax bar, call it “Foxy Box,” and take over the world one box at a time! Foxy Box is all about creating an inclusive, gender-neutral space where people feel empowered and confident through waxing services.

I was a bartender then, but would provide in-home waxing services to clients. At that time, getting a waxing appointment without pre-booking weeks in advance was hard—there was no online booking, and the alternatives were either high-end spas charging over $100 or nail salons with questionable hygiene. Recognizing a gap in the market, I decided to put my skills to work. Using my tips from bartending, I put myself through school, and after just one Brazilian wax, they sent me off on my own!

While perfecting my technique, I’d offer clients a shot of tequila or whiskey to ease their nerves as I honed my skills and sped up my process. Bartending was the perfect platform for a budding business—everyone woke up the next day with a Foxy Box card in their pocket! I juggled Foxy Box as a side hustle while bartending 4-5 nights a week until it grew enough for me to make it my full-time focus.

Humor and confidence are core to our brand, and we want everyone who walks through our doors to feel comfortable, no matter who they are. My inspiration comes from wanting to offer an elevated waxing experience with a fun, welcoming vibe. Once I found the formula for Foxy Box’s success, it became my mission to inspire and support other women in chasing their own entrepreneurial dreams.

Since opening in 2012, we’ve expanded steadily, building a strong community and franchise culture through events like Client Appreciation Day and Foxy Fest. Now, with multiple franchises, our mission to empower people in a fun, cheeky atmosphere continues to drive us forward.

You’ve made inclusivity a core value at Foxy Box by removing gender terms and offering equal pricing for services. What motivated you to take this approach, and how has it impacted your clients’ experiences? 

Inclusivity has always been core to who we are at Foxy Box, but it’s been a journey to truly align our services with this value. Initially, our website had separate sections for “male” and “female” services, which led to confusion and unintentional barriers. We often had people reaching out, unsure of which service to book—like those who identified as female but had a penis, or identified as male with a vagina.

We also realized that our pricing structure was inconsistent; for example, we charged more for a male full leg, assuming more product would be used. But as we took a closer look, we saw that this wasn’t always true and certainly didn’t align with our commitment to being a safe, inclusive space for everyone.

So, we took action. Today, all of our services are based on the service itself, not on gender. We offer 20-minute Brazilians for those with a vulva and 40-minute Brazilians for those with a penis, and we’ve standardized pricing across all body parts for everyone. In fact, we became the first wax bar in Canada to go gender-neutral, and we’re so proud to see other salons follow suit.

This shift has made Foxy Box a more welcoming and accessible place for our clients, and the feedback has been overwhelmingly positive. It’s been an essential step in making Foxy Box a truly inclusive brand, and we’re proud to provide an environment where everyone can feel safe, respected, and comfortable.

As a mom and entrepreneur, how do you balance the demands of running a growing business while navigating motherhood? Do you have any specific strategies that help you manage both? 

Balancing motherhood and running a growing business has been a whirlwind, but I feel incredibly blessed to have the support of my wonderful husband, mother-in-law, and family. My son, Bronson, who’s 11 months old, still wakes often throughout the night, and we co-sleep to make those nights easier. My husband takes him on long morning walks so I can catch up on rest and rejuvenate for the day. Every morning, I feel incredibly lucky to have this support, and it’s made all the difference.

I never really stopped working after Bronson was born. In fact,  I signed a lease for a new corporate store three days before he arrived! I had my COO in the hospital keeping me in the loop just three days after his birth. Continuing to work maintained a sense of normalcy for me during a time when my whole world felt flipped upside down. Creating routines has helped me stay grounded. Every day I reset my bed and the nursery, shower, and get organized. It sounds simple, but having a clean, orderly space helps me keep a clear head.

Connecting with other moms was also a huge support. My weekly Mommy and Me yoga class became my way of stepping out, connecting, and feeling part of a network of other moms who “get it.” I used to ride a motorcycle, and I loved “the wave” motorcyclists give each other—a quiet nod of “we’re in this together.” Motherhood is a lot like that: seeing another mom with that same tired look, and sharing a quick, understanding smile of solidarity. 

I also made it a priority to get out in nature every day. Fresh air, the trees, the ocean—being outside was grounding and helped me find perspective in the middle of all the change.

In tougher moments, I’ve leaned on the advice of a few wise “mompreneur” friends. The first is, “Everything is a phase.” That reminder has helped me navigate sleepless nights and all the unpredictability that comes with this season. The second is, “When you come out of this ‘baby brain’ phase, you’re going to be more of a shark in business than ever because now you have a deeper purpose. It’s not just for you now.” These words remind me that this chapter while challenging, is building a foundation for what comes next.

Motherhood changed my world forever, but being able to lead Foxy Box while navigating this journey has also kept me grounded. I am beyond grateful for both roles and I wouldn’t trade this experience for anything.

Foxy Box is known for offering a safe, comfortable, and empowering environment. What steps do you take to ensure that every client feels welcome and valued? 

At Foxy Box, creating a safe, comfortable, and empowering environment is at the heart of everything we do. We want every client to feel truly seen, welcomed, and valued from the moment they walk through our doors. Here are some of the steps we take to ensure that experience:

1. Gender-Neutral Approach: We were the first wax bar in Canada to go gender-neutral, removing male and female service categories and instead focusing on services by body part. This allows everyone, regardless of gender identity, to feel comfortable booking the services they need. Offering equal pricing based on the service itself, not gender, is one of the ways we show that inclusivity is more than just a value—it’s a practice.
2. Training and Education: Our team, affectionately known as ‘Vagicians,’ receives ongoing training in both technical skills and client care to ensure each treatment is performed with respect, expertise, and empathy. We put a strong emphasis on maintaining appropriate and professional conversations in the treatment rooms, guiding our staff on topics that are respectful and make clients feel comfortable. Sensitivity training and a focus on client-centred care help us create a judgment-free space where clients of all backgrounds feel at ease.
3. Empowering Environment: From the fun sayings on our treatment room walls like “Viva La Vulva” and “Don’t Beat Around the Bush” to our bold and playful decor, we aim to empower our clients to feel good about themselves. It’s about creating a space where everyone can embrace their bodies with confidence.
4. Client Appreciation and Connection: We actively engage with our clients beyond the treatment room. Hosting events like Client Appreciation Day, where we say, “Thank you for continuing to choose us for your hair removal services,” allows us to show our genuine appreciation. We know we’re not the only wax bar on the market, and we’re incredibly grateful for your patronage. Events like Client Appreciation Day and Foxy Fest help us celebrate and give back to the community that supports us. We also listen carefully to client feedback to continually refine and improve their experience with us.

Ultimately, Foxy Box is about more than just waxing; it’s about creating a supportive community. We’re committed to providing a space where clients not only look good but also feel empowered and respected.

What challenges have you faced as a woman in the beauty and wellness industry, and how do you approach overcoming them while staying true to your “no-BS” leadership style? 

As a woman in the beauty and wellness industry, I’ve faced my fair share of challenges, especially within the male-dominated realm of franchising. Obtaining funding in those early days was nearly impossible, which meant I had to bootstrap my way through, working day and night to fund my budding business.

While the beauty industry itself isn’t necessarily male-dominated, the franchising sector is primarily comprised of men. From the beginning, I faced challenges that put my determination to the test. I remember attending a franchise conference where a man approached me and bluntly said, “Give me a number, how much do you want for your brand? I don’t want you, just the name.” It was a stark reminder of the biases that can exist in this space. Another individual told me flat-out, “You can’t franchise; people only want to come see you; it’s impossible.” However, I want to emphasize that this is not common at all. I’ve been met with many more men who genuinely want to help, offer advice, and think my brand is awesome than with those few not-so-polite individuals.

I’ve learned to harness any negative comments as fuel for my drive. I take pride in having no ego, which allows me to engage authentically with others. When franchise terms become too convoluted or filled with jargon, I’m not afraid to ask for clarity, often suggesting they “talk to me like I’m a four-year-old” so I can truly understand. This approach has not only helped me learn but reminded the other party that I am a human being navigating this complex landscape.

To anyone facing similar challenges, my advice is simple: never hesitate to ask questions. It’s okay to seek clarity. Being transparent about what you don’t know can open up meaningful dialogues and foster connections. Ultimately, staying true to my “no-BS” leadership style has empowered me to rise above the obstacles and thrive in my journey.

With plans to expand into the US in 2025, what excites you most about taking Foxy Box international, and what challenges do you anticipate in this next phase of growth? 

With plans to expand into the US in 2025, I’m filled with excitement about taking Foxy Box international. The prospect of introducing our brand and mission to new communities is incredibly invigorating. While the larger population presents a wealth of opportunities, I also recognize that we’re stepping into a challenging market with significant competition.

The beauty and wellness industry in the USA is robust, and it’s home to some established players who have been in the game for a while. However, I believe that our unique approach to inclusivity and empowerment will resonate with clients seeking a more welcoming and gender-neutral experience. We’re excited to share our vision and values with those who are ready for a different kind of waxing experience.

That said, we’re not expecting to “blow up” overnight. A methodical and slow approach has worked well for us to date, and we’re committed to maintaining that strategy as we grow. Building meaningful connections in new markets will take time, and we want to ensure that we’re laying the right foundation for our franchise partners and their communities.

I anticipate that navigating the intricacies of a larger market will bring its own set of challenges, especially since each state has different regulations for laser hair removal and varying franchise laws. We’ll be learning how to come to market as a laser and wax bar, while our competitors are primarily just wax bars. This difference excites us, but we also recognize that it will come with steep learning curves. Understanding regional preferences and establishing a strong presence in areas saturated with options will be crucial.

However, I’m confident that with our unwavering commitment to our core values, coupled with a thoughtful approach to expansion, we can carve out a space for Foxy Box that’s authentic and impactful. The journey ahead is exciting, and I’m ready to embrace every challenge and opportunity that comes our way!

What advice would you give to other moms or aspiring 

entrepreneurs who are looking to build a business while raising a family, especially in a competitive industry? 

To all the moms and aspiring entrepreneurs out there looking to build a business while raising a family, especially in a competitive industry, I have a few pieces of advice that can help you navigate this journey:

1. Embrace Your Support System: Don’t hesitate to lean on your family, friends, and community for support. Whether it’s help with childcare or simply having someone to bounce ideas off of, a strong support network can make a world of difference. I’m incredibly grateful for my husband, mother-in-law, and family who have been my rock throughout this journey.
2. Create a Routine: Establishing a daily routine can provide structure in the chaotic world of motherhood and entrepreneurship. I found that having a consistent morning routine helped me reset and prepare for the day ahead, making it easier to juggle my responsibilities.
3. Prioritize Self-Care: It’s easy to put yourself on the back burner while managing a business and family, but taking care of yourself is essential. Whether it’s carving out time for a walk in nature, joining a class, or simply enjoying a moment of quiet, prioritizing self-care can recharge your spirit and boost your productivity.
4. Be Flexible: While routines are important, it’s equally vital to remain adaptable. Kids can be unpredictable, and business challenges will arise. Embracing flexibility allows you to navigate these situations without feeling overwhelmed.
5. Focus on Your “Why”: Remind yourself why you started this journey. Having a deeper purpose can keep you motivated during tough times. For me, it’s about building a business that empowers others and creates safe spaces for everyone.
6. Connect with Other Moms: There’s an incredible sense of camaraderie among mothers, similar to the wave motorcyclists share on the road. Find your community of fellow moms and entrepreneurs who understand your challenges. This support can be invaluable, providing encouragement and friendship.
7. Take It One Day at a Time: Remember, building a business is a marathon, not a sprint. Celebrate small wins and learn from setbacks. Each step forward, no matter how small, is a part of your journey.
8. Believe in Yourself: Finally, trust your instincts and believe in your vision. The path of entrepreneurship can be daunting, but staying true to your goals and values will guide you toward success.

You can do this! Balancing motherhood and entrepreneurship may be challenging, but it’s also incredibly rewarding. You’re not just building a business; you’re setting an example for your children and creating a legacy. Stay focused, stay resilient, and enjoy the ride!

Any pro wax tips for us – in and out of the salon?

Absolutely! Just come to Foxy Box… The end. 

Here are some additional pro wax tips for both in and out of the salon to help you stay smooth as seamlessly as possible: 

1. Timing is Everything: Schedule your wax around your cycle. The best time is typically a week after your period when your pain tolerance is higher, and you’re feeling your best!
2. Avoid Caffeine: It can heighten your sensitivity, so try to steer clear of caffeine before your appointment to keep things as comfortable as possible!
3. Regular Appointments: Keep a regular waxing schedule! This helps keep the hair finer and less painful over time.