SEV Laser Wants a Place in Your Routine

The least glamorous thing about laser hair removal may be its most valuable selling point: fewer appointments with your razor. SEV Laser has wrapped that ordinary wish in a boutique aesthetic, celebrity testimonials and an expanding national network. Its proposition is easy to understand. Book a treatment, see the price, and make unwanted hair somebody else's problem for a while.

Behind the polished presentation sits a company changing scale. In January 2026, SEV said it was on pace to grow from 52 locations in December to 73 by February. That was a forward-looking announcement, not a completed-store audit. Its current directory advertises more than 70 locations. The interesting question is how a business built around a personal encounter makes that encounter repeatable across the country.

A room, a machine, next month's rent

Founder Sevana Petrosian's starting point was considerably smaller. In a 2017 interview, she recalled renting a room in her ex-boyfriend's mother's Glendale salon. She had one machine and a short financial horizon: cover the next month's rent. Within months, she said, she was fully booked.

Something had already failed. Petrosian described losing an earlier business, her money and her family's money before starting again. Her apartment contained a mattress, an old office chair and a $20 Craigslist coffee table. That furniture bill is a detail from her account, not SEV's startup budget. She credited renewed Christian faith with helping her rebuild. The phrase “By the Grace of God” became part of the business's identity.

SEV dates its beginning to 2010 and says a second location followed on Melrose Place three years later. Its origin story pairs Hollywood access with prices intended for customers outside Hollywood. The company still describes itself as faith-based and welcoming to everyone. That combination gives the brand a more particular personality than the usual spa vocabulary of serenity and renewal.

Hollywood gets the attention. Rebooking does the work.

SEV's website displays testimonials from Khloé Kardashian and Rita Ora. Those names provide an immediate introduction to the brand's desired world: familiar faces, polished surroundings, beauty as routine maintenance. A celebrity endorsement, however, says little about what an individual customer's skin will do. The useful promise is less theatrical: accessible appointments for services people may otherwise regard as expensive or intimidating.

The audience includes women and men seeking less unwanted facial or body hair, as well as customers interested in wrinkles, skin texture or facial volume. Laser hair removal can appeal to people tired of shaving, waxing and razor bumps. It also asks them to trade familiar maintenance for a course of professional appointments. Convenience arrives over time; it is not delivered entirely in the first visit.

In a 2024 interview, Petrosian described researching machines and services late into the night, seeking feedback from employees and followers, and treating ordinary customers with the same attention as celebrities. Her instruction on selling was especially blunt:

“Don't oversell.”

Sevana Petrosian, in a 2024 Authority Magazine interview

She said a hair-removal visit should not become an unsolicited Botox pitch. That is a useful operating principle for a business selling services to people who may already feel self-conscious. The commercial test is whether customers return because they trust the provider's judgment. A larger menu creates more chances to sell, but also more occasions to exercise restraint.

Two wavelengths, many different customers

SEV operates treatment locations; it does not manufacture its own laser. A July 2026 equipment explainer identifies Candela's GentleMax Pro as the platform at most locations, with Cynosure Elite iQ at some others. Both combine Alexandrite and Nd:YAG technology. SEV also names the Zimmer Cryo 6 cooling system as part of its setup.

This equipment supports the company's emphasis on serving different skin tones. It also reveals where its expertise must live: in assessment, wavelength selection, settings and execution. A recognizable machine is a starting point. The operator still has to understand the person sitting in front of it.

Skin tone and hair color are different questions. The American Academy of Dermatology advises asking whether a provider has experience treating your skin tone. Its hair-removal guidance says lasers cannot effectively target blonde, white, gray or red hair. An inclusive brand promise does not change the need for a suitable hair target.

Results also depend on the treatment area, hair characteristics and the device used. Regrowth can require maintenance. Redness and swelling are common short-term effects; burns, scarring and pigment changes are possible complications. SEV's appeal therefore rests on a combination of cosmetic preference and clinical suitability. A discounted appointment is useful only when the treatment makes sense for that customer.

The price is visible. The commitment deserves a look.

SEV currently advertises single hair-removal sessions starting at $29 and memberships from $15 a month. Those are entry prices, not quotes for every body area. Its pricing page asks customers to select a location and service, a sensible detail in a business where an upper lip and a full body are very different purchases.

The menu offers three ways to buy: individual visits, packages and memberships. Packages contain a set number of treatments. Memberships organize payments and appointments around a longer plan. SEV also offers introductory treatments, with eligibility and availability restrictions. The first visit can lower the hurdle to trying a service; the eventual commitment deserves its own decision.

The hair-removal membership permits at most one treatment per calendar month for 18 months. Unused sessions do not roll over. Its terms impose regional restrictions and generally do not provide a refund simply because a customer cancels. The total price is payable upfront or through financing before treatment begins. A monthly figure should not be mistaken for a cancel-anytime subscription.

The annual touch-up benefit also has boundaries. Although the marketing describes lifetime annual touch-ups, the terms call these a changeable courtesy, limit their duration, and specify sparse regrowth rather than another full treatment course. Customers should compare the written agreement with their likely attendance and maintenance needs.

For another business, the transferable idea is to make price discovery easy while explaining the whole purchase. For a customer, it is to compare the same treatment areas, appointment allowance and future charges across providers. A low monthly number alone cannot do that comparison.

Hair removal opens the door to a wider menu

SEV's principal services now include laser facials, SkinPen microneedling and cosmetic injections alongside hair removal. The facial uses Nd:YAG laser energy and is marketed around tone, texture and skin appearance. SEV describes a 15-minute treatment, but its own page excludes people prone to melasma. Service names can sound pleasantly universal; treatment selection remains individual.

SkinPen supplies a different approach through microneedling. SEV markets it for concerns including texture and acne scars and lists a facial session at $350, with package and membership options. Its page also describes possible sensitivity, dryness and swelling after treatment. This is a separate decision from whether someone wants to stop shaving their legs.

Injectables address another set of preferences: wrinkle-softening treatments and dermal fillers for volume. Availability varies by location, as do SEV's additional skin and body services. The brand occupies the space between a neighborhood aesthetic practice and a national consumer-service chain. LaserAway offers overlapping treatments; Milan Laser is another hair-removal alternative. Local dermatology practices and independent medspas complete the comparison.

These alternatives make claims of exclusive technology unconvincing. SEV's more defensible distinction is the combination it assembles: its visual identity, purchase options, service experience and convenient locations. Each can matter to a buyer without requiring the company to have invented a treatment.

From a founder's touch to a national operation

In June 2023, Levine Leichtman Capital Partners invested alongside SEV's founder and management. SEV then managed or operated 27 offices across seven states. The investor described an expansion strategy involving new offices, growth within existing locations and additional services. Petrosian framed the partnership as support for the company's next phase.

Expansion also came through acquisition. Ideal Image told customers that 20 selected locations would transfer to SEV management on December 1, 2025. Its notice said existing appointments, packages and gift cards bought at those locations would be honored. For customers, that is the acquisition story that matters: whether the appointment and treatment they already paid for survive the change of name.

By January 2026, Carrie Julier was identified as SEV's CEO. In an interview that month, she described visiting clinics and listening to teams. She found shared values before they had been consistently articulated and said her task was to protect that culture while scaling. Her account offers a practical adjustment in perspective: learn what people already do well before writing instructions for them.

The SEV app and free SEV Suite loyalty program give that expanding operation tools for repeat visits. Customers can manage bookings and track rewards; the app also supports referrals. These features make the next appointment easier to arrange. Their value depends on the previous one having been worth repeating.

That is where SEV's national ambitions meet its small-room beginnings. Prices, photographs and famous customers can bring someone through the door. A provider who listens, explains the plan and knows when to decline a treatment gives that person a reason to come back.