If you’ve been researching laser hair removal, you may have already seen mentions of SEV Laser. The rapidly expanding, affordable med spa network has over 40 locations throughout the United States, and it’s set to pass 50 by 2025
The brand’s success can be attributed to many things, from the prices to the impeccable service, to the celebrity accolades.
“Our clients deserve that: We invest as much as we can in the service they receive,” said Arno Avsapian, the CMO of SEV Laser. “We use cutting-edge machines that deliver better results, and we have an excellent team of nurses and technicians who have the skill to utilize them safely.”
Cosmopolitan dubbed SEV one of the best studios for laser hair removal, noting the gorgeous studio space, knowledgeable staff, and excellent client outcomes.
The name SEV may also sound familiar if you’ve followed certain figures on social media. SEV’s most loyal clients include members of the Kardashian-Jenner family who frequently share their love for the brand on social media.
Celebrity Endorsements and Organic Growth
“Our celebrity clientele developed organically. They were drawn to our impeccable service and respect for privacy,” Avsapian remarked. “They would also happily spread the word.”
One of the most famous instances came in 2016. Chrissy Teigen gave SEV a cheeky shoutout after her American Music Awards incident, when she flashed a lot more skin than she intended thanks to a high slit in her dress. In the post, she credited SEV for the laser hair removal treatments that made wearing the dress possible in the first place.
While the brand originated in California, SEV’s first New York Location opened in 2018 right by Central Park. Many New Yorkers were excited to visit the laser hair removal studio previously only glimpsed on social media.
People’s former Assistant Style & Beauty Editor Kaitlyn Frey was one of the first visitors. “When you walk into the spa, you feel like you’re entering a serene sanctuary,” she wrote in the review. “I love how SEV kept me feeling really comfortable and informed throughout the whole process.”
Frey returned to the salon for multiple treatments. “Post-treatment number two, which I did six weeks after my initial one, my hair growth dissipated even quicker. I didn’t even have to shave my legs during an entire one week trip to Mexico!” she wrote.
Most clients don’t expect a med spa that caters to celebrities to also be one of the most affordable options in town.
However, SEV Laser’s expansionist project brings to mind brands like The Ordinary and e.l.f. Cosmetics, who capitalized on a clean aesthetic, accessible price-points, and performance-based products to succeed.
“Being accessible was always part of our mission statement,“ said Avsapian. “Sevana [Petrosian, the brand’s founder] wanted to improve laser hair removal affordability for the average person. She was able to do that while still creating a very welcoming atmosphere and an upscale experience.”
Affordable, High-Tech Laser Hair Removal
When researching the viability of opening a laser studio, Petrosian was shocked to realize how overpriced laser hair removal services were. She compared the cost of providing laser treatments to what other clinics and med spas were charging, and the numbers didn’t make sense to her.
In 2010, she opened her first laser hair removal studio, Glendale Laser Center. From then on, SEV’s pricing strategy was based on simplicity, transparency and fairness, largely ignoring competitors’ pricing strategy.
“We were charging half if not a third of what others were,” said Petrosian. “I couldn’t imagine myself charging what they were charging — it felt like they were cheating people.”
In 2014, Petrosian opened her second laser studio in West Hollywood, which is when the name SEV Laser first came to be. Written in blocky all-caps on the door of her med spa on Melrose Place, the name SEV would develop an iconic status.
By 2017, SEV had multiple locations in Los Angeles, as well as in San Francisco and other California cities. Its cozy, elegant med spa on South Central Park, NYC was actually the first location opened outside of California. In the following years, SEV opened more locations in Texas, Illinois, Georgia, and Florida.
For some clients, affordable treatment rates are a sticking point. Beauty writer Maya Adivi underwent laser hair removal at 5 different clinics in 2023. According to Adivi, laser hair removal prices usually do correlate with quality.
“There were basically two options when I was researching,” she said. “It was either these sketchy salons I would find on coupon sites, and their lasers didn’t work, or expensive clinics selling these huge lifetime packages that cost tens of thousands of dollars.”
Understanding Laser Hair Removal Technology and Pricing
According to Jaclyn Bueno, the Director of Nurses and Technicians at SEV Laser, the inconsistency in prices and results largely comes down to technology. Today’s laser hair removal industry broadly uses three types of lasers: Alexandrite, Nd:YAG, and diode.
“Diodes are the most commonly used. They cost a lot less, and they work on most skin tones. Some salon owners see them as an easy profit-creator,” said Bueno.
On the more expensive side, medical aesthetic clinics and luxury chains use dual-wavelength systems with both Alexandrite and Nd:YAG lasers.
According to Bueno, clinical studies show that these systems perform better on efficacy and safety fronts, but they’re also very expensive. On body parts like the legs or underarms, laser hair removal treatments with Alexandrite and Nd:YAG machines can lead to as much as 70%-80% hair reduction
“This is also a matter of inclusivity,” Avasapian added. Alexandrite lasers are considered the gold standard for those with light skin tones, while Nd:YAG is regarded as the safest laser for those with dark skin tones.
Across all locations, SEV med spas use laser machines developed by Cynosure (the EliteIQ) and Candela (the GentleMax Pro). These are the same laser systems used by the big, expensive players in the industry, like Ideal Image and LaserAway.
Many of the clinics using more high end machines limit treatment options for their clients, only selling large or lifetime packages.
In a binary world where the options were cheap, middling treatments with diode lasers or expensive packages with dual-wavelength systems, SEV stood out.
They offered better prices while using the same advanced technologies as more expensive providers. This consistently led to excellent treatment outcomes and incredible patient experiences.
Client Experiences and Results at SEV Laser
“I am having great results[…]Some areas are more stubborn than others, but I’m 4 sessions in and on some body parts, the hair is completely gone,” said Shamika Randall, in a review of SEV’s SoHo location.
But as Bueno stressed, there’s a lot of variation from client to client. “There’s so much at play. Genetics, hormones, the area we’re treating,” said Jaclyn Bueno, Director of Nurses and Technicians at SEV. “But we usually see very thorough hair reduction as long as the clients follow our advice and come in consistently.”
When browsing through more of SEV’s New York location reviews, it’s easy to spot some recurring themes. Reviewers describe the staff as knowledgeable and professional but also very warm. Many also mention that the treatments are quick and comfortable, with little to no pain.
Bueno also highlighted the importance of comfort and safety at SEV. “Our machines have cooling features that reduce discomfort dramatically. The laser pulses can sting a little, but it dissipates really fast — a lot of our clients say they don’t feel any pain at all.”
At SEV, it’s the company policy for nurses and technicians to keep meticulous records of treatment settings. “We start with levels that are less likely to irritate or burn our clients’ skin — sometimes, even if they can tolerate the pain, there’s still the potential for adverse effects,” said Bueno.
The machines used at SEV are also developed with skin tone and temperature sensors. The laser machine won’t zap the skin when it senses discoloration or if it feels like the skin has overheated.
“It’s a great fail-safe, but it still comes down to having really excellent laser technicians on staff,” Bueno stresses. “It’s really important to see technicians who can work methodically and pay attention to these things, because those are the technicians who’ll give you the best results.”
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