Inspiring Conversations with Sarah Herbst of Sugar Bar

Today we’d like to introduce you to Sarah Herbst.

Hi Sarah, please kick things off for us with an introduction to yourself and your story.
I’ve been a licensed esthetician since 2010 and started my business in 2014. What began as me taking clients on my own has grown into two Sugar Bar locations, an online and in-person education platform, and now The International Sugaring Convention.

I hired my first esthetician in 2015, and from there, I really learned what it meant to build a team, create systems, teach with intention, and grow a brand that stood for more than just services. Sugaring became the thing that completely changed my career. It gave me a niche, a purpose, and a way to help other estheticians build confidence and create real income behind the treatment table.

Today, I’m the founder of Sugar Bar, Million Dollar Sugarist, and Sugar Con. My passion is helping estheticians see what is possible in this industry — whether that’s mastering sugaring, growing a business, building a team, or simply realizing they are capable of so much more than they think. My story has had a lot of hard seasons, but every part of it has pushed me to build something bigger, stronger, and more meaningful.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
No, it definitely hasn’t been a smooth road. I don’t think building something meaningful ever really is.

I’ve had to learn almost everything the hard way- how to lead, how to hire, how to train, how to make tough decisions, how to keep going when business felt heavy, and how to separate my emotions from what the business actually needed.

There were seasons where I was working constantly, taking clients, managing a team, raising my daughters, trying to grow, and still figuring it all out as I went. I’ve dealt with staffing challenges, financial pressure, burnout, personal loss, criticism, and moments where I truly questioned if I was strong enough to keep carrying it all.

But every hard season taught me something. It taught me resilience, boundaries, leadership, and the importance of building systems instead of just surviving off of passion. The struggles shaped me into a better business owner, educator, and person. Looking back, I’m grateful for the hard parts because they forced me to grow into the version of myself who could actually hold everything I had been asking for.

Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Sugar Bar is a luxury sugaring studio specializing in body sugaring, skincare, and client education. We are known for creating a high-end, welcoming experience while also being extremely focused on technique, results, and education. Sugaring is our specialty, and it has truly become the foundation of everything I’ve built.

What sets Sugar Bar apart is that we are not just performing services — we are educating clients, training estheticians, building confidence, and raising the standard for what sugaring can look like in this industry. From the moment someone walks through our doors, I want them to feel taken care of, respected, and comfortable. Hair removal can feel vulnerable, so client care is a huge part of our brand.

Beyond Sugar Bar, I also founded Million Dollar Sugarist, which is my education platform for estheticians who want to learn sugaring, improve their technique, and build more profitable careers behind the treatment table. I teach both online and in person, and I’m really passionate about showing other estheticians that sugaring can completely change their business when they have the right education and support.

I’m also the founder and host of The International Sugaring Convention, which brings together sugaring professionals, brands, educators, and students from all over. That has been one of the things I’m most proud of brand-wise because it created something our industry was missing — a place where sugarists could come together, learn, connect, and feel like they belonged.

What I’m most proud of is that all of my brands are rooted in education, community, and growth. Whether someone is a client at Sugar Bar, a student in one of my courses, or an attendee at Sugar Con, my goal is always the same: to help people feel confident, supported, and excited about what is possible.

Before we go, is there anything else you can share with us?
Yes! I would just want readers to know that anything is possible, even when you’re afraid.

I don’t think confidence always comes first. Sometimes you have to take the step, make the decision, open the business, hire the person, sign up for the opportunity, or put yourself in the room before you actually feel ready. So much of my story has been built by doing things scared and figuring it out along the way.

If you have a dream, a vision, or even just a small feeling that you’re meant for more, don’t ignore it. Fear does not mean you are incapable or that it’s not the right thing to do. It usually just means you’re growing. I’m proof that you can start small, learn as you go, make mistakes, survive hard seasons, and still build something beautiful.

Anything is possible when you are willing to believe in yourself enough to begin.

Pricing:

• Brazilian $88
• Signature Custom Facial $120, Includes Dermaplaning and Enzyme Peels as needed.
• Eyebrows $20
• Underarms $28
• Full Legs $130

Contact Info:

• Website: https://www.sugarbar.us
• Instagram: @sugarbar.lakewood
• Facebook: facebook,com/sugarbarlakewood