Story & Lesson Highlights with Maria Denicola of 19North and Simpson neighborhood

We’re looking forward to introducing you to Maria Denicola. Check out our conversation below.

Hi Maria, thank you so much for joining us today. We’re thrilled to learn more about your journey, values and what you are currently working on. Let’s start with an ice breaker: Have you stood up for someone when it cost you something?
Absolutely. Senza Pelo has always stood for inclusion and dignity , Senza Pelo began back in the ’80s, long before the internet or open conversations about extreme or unwanted hair. We’ve served people with PCOS, hirsutism, hypertrichosis, transgender individuals, and yes, those with just a few unwanted hairs.
For over four decades, we’ve advocated for all of them, even when it meant losing clients or facing criticism.

Integrity has always mattered more than comfort.

The people we serve. from transgender individuals and trans veterans to those with PCOS, the elderly, and young adults just starting their journey, remind me every day why I built this place. Senza Pelo isn’t just a med spa; it’s a statement that everyone deserves to feel at home in their own skin.

Can you briefly introduce yourself and share what makes you or your brand unique?
Founded in 1982 by Maria DeNicola at just 17 years old, Senza Pelo Med Spa has grown from a small Electrolysis studio into one of the nation’s most trusted and inclusive Med Spas. Now 43 years later, it remains a place where dignity, equality, and care without judgment come first, serving everyone from Transgender individuals and Trans Veterans to those living with PCOS or other conditions that cause extreme unwanted hair. We even treat those with just a few hairs to remove; if we can handle the most complex cases, we can certainly treat yours.

The Senza Pelo team combines advanced technology with compassion, offering Laser Hair Removal, Electrolysis, Botox, Juvederm, Advanced Skin Treatments, and Gender Affirming Services. Beyond aesthetics, Senza Pelo partners with local nonprofits. In 2014 our founders created the Arizona Aesthetics Institute, (www.azaai.org) which strives to provides sponsored care for underserved patients, including Transgender Veterans.

With over four decades of service, Senza Pelo continues to lead with heart, expanding services and programs that help people feel truly at home in their own skin.

Okay, so here’s a deep one: What was your earliest memory of feeling powerful?
It began in 1982 when I met my first patient. She came to me with extreme unwanted hair, something that had caused her years of pain and shame. Helping her see her reflection without that burden, watching her shoulders drop and her confidence return, changed me. It showed me what real impact looks like.

From that one patient came a search to reach others with extreme unwanted hair, and in 1986 I helped start the Arizona Transgender Group (AZTG) at www.meetup.com/arizona-transgender. Back then, the group had fewer than 20 people. Today, that same community has grown to 776.

Along the way, we have served countless people living with PCOS, hormonal conditions, and anyone who simply wants to feel comfortable in their own skin.

Power, for me, has never been about control or status. It is about using what you know to help someone else feel free.

Was there ever a time you almost gave up?
Over the years the path hasn’t been easy. In the early days of Senza Pelo we faced skepticism, financial challenges, and even backlash for serving extreme cases of PCOS, hirsutism, hypertrichosis, and transgender patients, people living with conditions few were willing to talk about. There were times when standing by my values meant losing clients or standing alone. But resilience grew from those moments. I learned to stay grounded in purpose and to lead with compassion and integrity. Along the way I’ve tried to teach others that compassion is not weakness, it’s strength. Each struggle strengthened not just me but the mission itself to make Senza Pelo a place where every person, no matter their story, is treated with respect and care.

Next, maybe we can discuss some of your foundational philosophies and views? Whom do you admire for their character, not their power?
When people hear stories about Senza Pelo, they often hear my name, but the real story belongs to those who have stood beside me. Every one of them came in knowing the job wouldn’t be easy, but they wanted a job where they could serve. I admire our team Robyn, Vanessa, Kiara, Dita, Leanna, Gina, Ariely, Karli, Sophia, Erin, Michelle, Jazmin, Ivy, and last but not least B’Stephanie, who have given years of their lives to this work with compassion, patience, and heart. They are the soul of Senza Pelo, embodying integrity, kindness, and the belief that every person deserves dignity and care.

Okay, so before we go, let’s tackle one more area. What is the story you hope people tell about you when you’re gone?
I hope people say that Senza Pelo was more than a med spa, that it was a place where people felt seen, respected, and cared for. I want to be remembered for creating access and dignity for transgender individuals, veterans, people with PCOS, and anyone struggling with unwanted hair or unwanted judgment. My story is one of compassion that endured through decades of change and challenge. The true legacy lies in the people whose lives were made a little lighter because of our work and in the team that continues to carry that spirit forward. If I’m remembered for anything, I hope it’s for helping people feel truly at home in their own skin.

Contact Info:

• Website: https://www.senzapelo.com
• Instagram: https://www.instagram.com/senzapelo
• Facebook: https://www.facebook.com/senzapelo
• Yelp: https://yelp.to/Mw95wDQjjX
• Youtube: @senzapelomedspa