Hair-free, carefree: That’s the Brazilia Skin Care way at La Jolla and Del Mar salon

By Marti Gacioch

Whether it’s a custom eyebrow shaping, a bikini-ready Brazilian waxing, or a specialized skin peel or facial, Brazilia keeps its male and female clients blissfully smooth.

Family-owned and operated by founder Excelda Imerman and her two daughters, Gia and Ashton, Brazilia has three North County locations.

As a single mother with two young daughters to raise 20 years ago, Imerman learned the art of waxing in six months, rented a room in a local salon, and began working solo. Through sheer diligence, determination and a strong work ethic, she worked 14-16 hours a day and literally built her skincare empire on a mountain of wax. (She orders $5,000 of wax each month!)

After opening her first shop near UCSD, it wasn’t long before she began hiring employees. She grew her business quickly, opening shops in UTC mall and Del Mar before debuting her new Girard location last week. Imerman now has 45 employees, including 22 estheticians.

Brazilia services 100-150 clients per day. Services cover the gamut of high-end skin and beauty care. Well-known for custom eyebrow shaping (via waxing or threading techniques), body-baring Brazilian waxing, leg waxing, massages, body wraps, body exfoliations, microdermabrasion, lashes and lash extensions, Brazilia also specializes in one-of-a-kind peels, including natural peels for pregnant women, fine line and wrinkle peels, skin brightening facials and custom make-up. Brazilia can also schedule medical services, including Botox and laser treatments, by licensed professionals.

Anyone new to Brazilia will receive a free brow wax.

Imerman takes pride in her quality customer service and easy rapport with clients.

“People really respond to me; I can make people feel good when I shape their brows and totally change their faces,” Imerman said. “If they want thick eyebrows, you have to do the eyebrows the way they want them and then make suggestions; it’s about listening and being compassionate. I can shape a brow like nobody else and people have been coming to me for 20 years.”

Daughters Gia and Ashton are Imerman’s tandem support team. They share responsibility for managing the operations for all three shops, including ordering, scheduling and customer service.

Brazilia will be featured on cable TV in early 2013.

Learn more at


• Brazilia La Jolla UTC

4545 La Jolla Village Drive

(858) 909-0250

Open: 9 a.m. to 9 p.m. Monday-Saturday, and by appointment

• Brazilia Del Mar

12925 El Camino Real, #J8

(858) 259-0868

Open: 9 a.m. to 8 p.m. Monday-Saturday

• Brazilia La Jolla Downtown

7553 Girard Ave.

(858) 454-9544

Open: 10 a.m. to 7 p.m. Monday-Saturday