Today we’d like to introduce you to Izabel Wicker.
Hi Izabel, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My journey into the beauty industry was sparked in the most unexpected way, on my couch, watching a reality show about a spray tanning business in California, mostly tanning beds but they also did house calls. Something about that moment lit a fire in me. I thought, Austin needs this, but better, more elevated, more personal.
I got serious and I dove in headfirst, absorbing everything I could about spray tanning. I even traveled to attend a formal training, but when I got there, I quickly realized I knew more than the instructor. That’s when I knew I was ready. I started making house calls and building a loyal client base one appointment at a time working early hours, late nights, and juggling a full time job. After about a year, I had a clear vision of opening a location on West 6th Street. I can’t emphasize enough how powerful manifestation is because the exact spot I envisioned is where I opened my very first location. I didn’t have a roadmap, I just had a vision and the drive to make it happen.
But it wasn’t a smooth journey from there. After I opened, I had one month’s rent left in my bank account and not nearly enough business to sustain the studio. At the time, Groupon was only featuring one business a day, and I knew I needed to be one of them. After about 30 rejections, I finally got a yes (honestly, I think they said yes just to get me off their back lol). I sold around 800 Groupons and that changed everything overnight. Suddenly, people knew who we were. Word spread, and the momentum began to build.
What started as a side hustle has grown into Hush Hush Tan, a multi-location luxury brand built on kindness, empowerment, and helping people feel their best. Today, we operate in Austin, Dallas, and Houston, with plans to open more in the feature and I’m incredibly proud that our team is 100% women-employed.
Every chapter of this story has taught me something about resilience, trust, and staying true to my vision, even when the odds were stacked against me I’ve learned to trust my gut, build a team that believes in me, and never stop dreaming a little bigger.
On a more personal note not sure how you would incorporate this but its important for me to talk about:
I’m a single mom of two amazing little girls, and that’s a journey in itself, haha. Balancing motherhood and running a company definitely comes with its challenges. What’s helped me the most wasn’t having a nanny for the kids, but having support in managing my home life. I hired someone to help with cleaning, laundry, and prepping meals so I can still cook (which I love), and more importantly, so I can be fully present with my girls.
I make their lunches, do all the school drop-offs and pick-ups, and never miss their after-school activities. That’s my most important job, being a mom.
Now, with that being said, on the days my girls are with their dad, I’m laser-focused on work. I tend to fast on one of those days so I don’t take a break for lunch, it might sound crazy, but it works for me. I’m able to get more done in 2–3 days than most do in five. On the days I have my girls, I still work, but I have a hard stop at 2:30 p.m. so I can shift into full mom mode.
I lead my company with the same values, family comes first, always. If one of our team members has a sick child, everyone rallies to cover her shift so she can be home with her baby. Empowering and supporting working moms isn’t just part of our culture, it’s something I care about deeply and live by every day.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a smooth road, and I don’t think any meaningful journey ever is. One of the challenges I faced was experimenting with several pop-up locations around town, three, to be exact. I thought it would be a great way to expand our reach and make things more convenient for clients, but what I found was the opposite.
Clients weren’t showing up to the pop-ups. In fact, they were willing to drive farther just to visit one of our actual Hush Hush Tan locations. That experience taught me something important, our clients don’t just come for the tan, they come for the full experience, the vibe, the care, and the consistency they know they’ll find in our studios. A little pop-up in the back of a boutique or tucked into a galleria just didn’t offer that same feeling.
It was a tough lesson, but one that helped me double down on what makes our brand special.
As you know, we’re big fans of Hush Hush Tan. For our readers who might not be as familiar what can you tell them about the brand?
Hush Hush Tan is a high-end, women-led spray tan studio that specializes in custom airbrush tanning designed to enhance your natural glow. We’re known for delivering flawless, streak-free tans in a warm, judgment-free space where clients feel seen, celebrated, and beautiful.
Kindness is truly at the heart of everything we do. We care deeply about our clients and their glow. It’s never just about spraying and sending someone on their way, it’s about the why. Is it for a big event? A trip? What color is the dress? How do they want to feel? These personal details help our spray tan specialists craft the perfect tone for each individual. It’s a thoughtful, intentional process, and it’s that care and customization that keeps our clients coming back.
Another thing that sets us apart is our tanning solution. I own the formula, it’s unique to us and completely proprietary. There’s nothing else like it in the industry. It’s natural, it’s beautiful, and it delivers a consistent, flawless finish every single time. That level of control and quality is something I’m incredibly proud of.
We’re currently located in Austin, Dallas, and Houston, and our team is 100% women-employed, many of whom are students or working moms, and we take a lot of pride in creating flexible opportunities that empower our staff just as much as we empower our clients.
At the core, Hush Hush Tan is about more than just a tan. It’s about confidence, self-care, and showing up as the most radiant version of yourself. That’s the glow we care about most. That’s what drives us, and that’s what keeps us growing.
We’d love to hear about any fond memories you have from when you were growing up?
One of my favorite childhood memories is building sandcastles with my dad on the beach in Brazil. I still remember the smell of the ocean, the sound of the waves, and how proud I felt when we finished a castle together.
I was born in Brazil and moved to Round Rock, Texas when I was 11. That transition shaped a lot of who I am today, but those beach days will always hold a special place in my heart.
Contact Info:
- Website: https://hushhushtan.com/
- Instagram: https://www.instagram.com/hushhushtan/
- Facebook: https://www.facebook.com/hushhushtanaustin/
