How Gwyneth Paltrow’s ‘Life-changing’ Brazilian Bikini Wax Helped Dominate U.S. Beauty Trends and More History on the ’90s Hair Removal Craze

The BBL (Brazilian butt lift) might be one of the fastest-growing plastic surgery procedures in the U.S. right now, but the Brazilian bikini wax is still the most popular of all beauty treatment trends imported from the tropical country.  The waxing style, distinguished by the hair removal of the bikini line at the sides, down the middle and around the back, reached Hollywood-fame status when Carrie Bradshaw accidentally got a Brazilian wax on an episode of “Sex and the City” season 3 in 2000. “She took everything I’ve got,” Sarah Jessica Parker’s character described. The responsibility for making Bradshaw feel like “one of those freaking hairless dogs,” as she illustrated on the show, lies with seven immigrant sisters from Brazil, the J. Sisters.  “We were [basically] born in a salon in Brazil. The only thing we knew when we moved here was working in a salon,” Jonice Padilha, the youngest sister to Jocely, Janea, Joyce, Juracy, Jussara and Judseia, told WWD.  Jonice and her sisters flocked from Vitoria — the capital of Espirito Santo, Brazil — to New York in the ’80s and started working in different salons around the city. In 1987, they teamed up to open their own business around 57th Street

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