What’s cutting edge these days south of the Belly Button Border?

It’s been called a “Mohawk,” a “Hollywood” and a “Sphinx," but women in the know, who want a smart look, simply call it the "Brazilian."

If you're not with us yet, we’re talking waxing. San Diego offers hundreds of salons. All of them specialize in hair removal, to be sure. But the one that continues to win best salon awards, keeps the ladies coming back and has the most adorable name is: The Pretty Kitty.

Esthetician Lindsay Florek.

Photo by Rebekah Sager

With storefronts in Pacific Beach, Chula Vista and now Las Vegas, Pretty Kitty is not a day spa—there are no facials or massages. It’s simply a full service wax boutique.

Owner Trish Hetherington says before the 1990s only strippers and Playboy playmates dared to go bare. Today, there seems to be no age or demographic limit. For those who don’t know, a traditional Brazilian wax is when all of the hair is removed from the pelvic region, front to back.

Says one 61 year old client: “I don’t want to look like a grandma. The Brazilian makes me feel sexier.”

She’s not alone. Many women share in the notion that removing hair increases sexual enjoyment and self esteem.

The introduction of the Brazilian to the U.S. can be traced to the opening of New York’s J. Sister’s Salon in 1987. Seven sisters from Rio opened the salon in Manhattan, and small numbers of brave American women began to discover the wonders that Brazilian women have understood for centuries.

According to Hetherington, it was the Carrie Bradshaw character from Sex In the City that influenced millions to try Brazilian waxing, transforming it into the trend it is today. (After visiting a salon in L.A., Carrie Bradshaw wasn't so sure about her Brazilian. “I feel like one of those hairless dogs,” she says.)

The first steps leading up to getting a Brazilian may be the most difficult part. In order to make the most of the treatment, women must allow at least three weeks of hair growth. The more hair, the better the purchase, and the smoother the outcome.

A visit to Pretty Kitty is not for the shy. While you lay on a table, naked from the waist down and legs splayed, the “esthetician” applies the heated wax with a wooden stick—Pretty Kitty uses a secret, high-quality, Italian-made wax. Next, a waxing cloth is applied. When the wax cools, RIIIIIIIIP!! Yeow!!!! The cloth is pulled away along with the hair. Needless to say, it requires trust and courage.

The pain level is said to depend upon the skill of the technician. The whole process takes from 10-15 minutes, and most women will require waxing every three to four weeks. The cost is $45 per session.

Like most fashion trends, each woman must decide what works for her. Whether it’s skinny jeans, shoulder pads, mini skirts, Ugg boots, leggings or platform heels, style decisions are individual. Time will tell if the look is here to stay, though the Brazilian craze seems to be sticking around.

And not to worry: This kind of de-forestation doesn’t contribute to global warming.