Rivera Continues the Hair Removal Franchise’s 13-Year Tradition of Female Leadership
SugaringLA, a California-based hair removal franchise backed by Franworth, has welcomed Andrea Rivera as president. Rivera’s appointment to this position continues sugaringLA’s 13-year tradition of female leadership, and she will utilize her 15-plus years of experience in franchise operations and training to expand the hair removal brand into new markets.
“I’m incredibly excited about the opportunity to drive meaningful growth at sugaringLA by supporting our franchisees and amplifying our brand’s visibility,” Rivera said. “I want to provide them with the tools, guidance and encouragement they need to grow their businesses, improve operational efficiencies and build strong, loyal client relationships. I’m also passionate about elevating sugaringLA’s brand awareness so more people can experience the benefits of sugaring and our commitment to a more natural approach to hair removal and wellness.”
Rivera said she was fortunate to have exposure to sugaringLA while working for Garage Kings, another brand in Franworth’s portfolio. “Sitting in on monthly brand updates and listening to sugaringLA’s successes and milestones reminded me of what I helped build in my previous brands, and I felt this strong connection to the leadership team’s experiences,” she said. “Through innovation, strong community connections and a dedication to wellness education, sugaringLA will continue driving the industry forward, setting new standards for what wellness can be.”
Quotes from Leadership Members
Danielle Correia, founder and CEO of sugaringLA, said Rivera’s extensive experience in the self-care and wellness industry makes her the ideal leader for the hair removal brand’s next chapter. “I’m excited to see how her leadership will elevate our operations as we continue to expand,” Correia said.
Echoing Correia’s sentiments, John Rotche, Franworth’s founder and CEO, said, “Andrea’s background in driving growth and supporting franchisees aligns perfectly with Franworth’s mission to create brighter futures. Her leadership is a tremendous asset to sugaringLA, and we’re confident she will build on the strong foundation Danielle has created.”
Franworth’s Support
Rivera said she believes Franworth’s support will be an important part of sugaringLA’s growth. “Franworth’s expertise will strengthen our supply chain efficiency, ensuring our franchisees have reliable access to the resources they need. Its advanced technology will help streamline operations, making it easier for sugaringLA franchisees to manage their businesses effectively. Franworth’s marketing support will expand our brand’s reach, attracting more customers to experience sugaringLA. And most importantly, Franworth’s executive mentorship will empower our leadership team and franchisees with insights and guidance that can only come from seasoned experts.”
Empowering Women
As a leader in her own right, Rivera said she will create an environment where everyone feels supported to lead and grow. “My goal is to nurture a space where empowerment isn’t just a value we talk about but something we actively practice — whether it’s through professional development, open communication or supporting work-life balance,” she said.
Rivera said her advice to women considering franchising is to approach it with confidence and a clear vision. “Networking is invaluable, so do what you can to connect with other women in franchising, share insights and offer support. Developing a resilient mindset is also important because franchising has its challenges, and women often face additional hurdles. Stand firm in your worth, believe in your abilities and view obstacles as growth opportunities.”
Lessons Learned in Franchising
Rivera got her start in franchising in 2006 with Massage Envy. She was managing a corporate location when she was approached to come on board full-time to support training for the brand’s expansion. She said being with Massage Envy for almost 11 years taught her the power of franchise systems. “The key to this power begins with strong and open communication, the implementation of consistent standard operational procedures and training and an open-mindedness to evolution and change,” Rivera said. “I have carried forward those lessons learned from that brand into all that I am today, and I am forever grateful for my time there.”
She also has consulted with franchisees at European Wax Center and Amazing Lash Studio, helping to enhance their operations and drive growth. Rivera said the wellness industry was alluring to her because of the opportunity to help others improve their lives and build their confidence. “Wellness goes beyond traditional beauty — it’s about supporting people in feeling their best, both inside and out,” she said. “I wholeheartedly believe sugaringLA embodies these principles through its natural approach to hair removal and skin care, prioritizing clean ingredients and eco-conscious practices that not only serve our clients but also respect the environment.”
Rivera not only supports entrepreneurs, but is one herself as co-owner with her husband of a Toastique franchise. “I’m very lucky to have a partner in life and in business who runs the day-to-day operations and enjoys being in the franchise world as much as I do,” Rivera said. “I love being able to bring both aspects of franchising to my daily work life.”
About sugaringLA
With a proprietary hair removal method that is effective, less painful and environmentally sustainable, sugaringLA is pioneering an emerging category in the hair removal sector. The wellness brand has awarded 37 new units in less than a year after it began franchising in 2023.
About Franworth
Headquartered in Ann Arbor, Mich., Franworth builds, incubates and grows franchise brands through mentorship and best-in-class support. The Franworth team has 450-plus years of combined experience growing brands, and the company’s portfolio includes MilkShake Factory, MosquitoNix, Garage Kings, HealthSource America’s Chiropractor and Degree Wellness.
