In 2013, Durga Kenny noticed something that most people overlooked: waxing in Sri Lanka was rarely treated as a professional service. It was a quick add-on in general salons, often lacking hygiene, technique, and attention to client comfort. For Durga, this wasn’t just a market gap, it was an opportunity to create a space where women could feel safe, respected, and confident. That insight led to the founding of BeWAXed, a salon concept entirely dedicated to waxing, and one that would soon change the conversation around personal care in the country.

“Starting BeWAXed felt risky,” she recalls. “There were moments of doubt, wondering if the market was ready, if I was ready, if I was capable of building something so different. It would have been easier to follow what already existed. What pushed me forward wasn’t fearlessness. It was belief.”

Durga’s journey shows that courage is not about being fearless. Rather, it’s about moving forward despite uncertainty. “I’ve been there. Growth often begins where comfort ends,” she reflects. That philosophy has become a cornerstone of her leadership style. Empathy, she believes, is just as important as conviction. Leading a team of women, many of whom may doubt their own potential early in their careers, requires understanding, patience, and encouragement. “I want them to know that self-doubt doesn’t define your trajectory. Belief and resilience do,” she says.

In the beginning, Durga was deeply involved in every aspect of BeWAXed. She trained staff personally, oversaw every client experience, and even managed operational minutiae herself. However, as the brand expanded to multiple cities and eventually crossed international borders, she realized she had to let go. “I couldn’t personally oversee everything anymore,” she explains. The transition from being the doer to being the builder of systems was one of her most pivotal leadership lessons.

Scaling required structure, training programs, operational manuals, accountability frameworks, and clear processes were essential to maintaining quality and consistency. “Leadership isn’t about control, it’s about creating strong foundations so others can thrive,” Kenny notes. This shift allowed BeWAXed to grow without losing the identity or the values that had defined it from the start.

Empowerment has always been central to BeWAXed. The salon is built and run predominantly by women, and Durga has witnessed the transformative effect of her leadership on her team. “Many young therapists come in shy and unsure, and over time, they become confident professionals supporting their families,” she shares. The company invests heavily not only in technical training but also in mindset and communication skills. Kenny believes that when women feel skilled and respected, that confidence radiates outward, influencing every client interaction. “When a woman feels skilled and respected, she carries herself differently. That energy translates directly into client experience,” she emphasizes.

Over the past decade, the beauty industry in Sri Lanka has evolved significantly. Clients are now more aware than ever of hygiene, product quality, and transparency. BeWAXed played a leading role in elevating these standards. Durga’s early decisions to bring in international wax brands, establish therapist certification programs, and enforce strict hygiene protocols, set a benchmark for the industry. “We didn’t just grow as a business, we helped elevate the entire category,” she reflects proudly. By professionalizing waxing as a service, Kenny not only differentiated her brand but also contributed to a broader cultural shift in the way beauty services are perceived.

Durga is particularly excited about the way the industry is embracing women’s leadership and entrepreneurship. She sees a future where women supporting women is no longer an exception but a standard. “There is a strong shift toward women uplifting other women in business, leadership, and wellness spaces. That excites me personally,” she says. Her vision for BeWAXed is not just about growing outlets or revenue; it’s about creating meaningful opportunities for women across South Asia, giving them a platform to develop careers and achieve financial independence.

Emerging trends in the industry also align with her philosophy of trust and expertise. Clients now demand sensitivity-focused treatments, pregnancy-safe services, personalized skincare solutions, and seamless digital experiences. Brands that combine technical excellence with empathy are the ones that will thrive. Durga sees this as an extension of the ethos behind BeWAXed: providing a safe, professional, and uplifting experience that empowers both clients and staff.

Her reflections on leadership are deeply tied to her entrepreneurial journey. “Courage isn’t the absence of doubt. It’s moving forward despite it,” she says. That mindset has guided her through every challenge, from launching a novel concept in a traditional market to scaling across borders while maintaining quality and company culture. She credits her experience at BeWAXed with teaching resilience, patience, and the importance of standing by one’s standards even when the path is uncertain.

For Durga Kenny, growth is never just about numbers or expansion. “If we can grow while uplifting others along the way, that’s real success,” she says. And that belief extends to her team, her clients, and the wider industry. By combining professional excellence, empathy, and empowerment, she has transformed not just a brand, but the way women in Sri Lanka experience personal care.

From humble beginnings to leading a recognized brand that has set new industry standards, Durga’s journey exemplifies the power of vision coupled with courage and empathy. In a sector once overlooked, she has built a company that celebrates women, raises the bar for professionalism, and proves that bold ideas, when executed with conviction and care, can redefine an entire industry; one wax at a time.