The Bluebird Story

Bluebird was begun in 2019 by Djuna Day out of a deep frustration with the gender-normative body care and aesthetics industry in Toronto. After many disappointing experiences, and after a comprehensive search for a clinic with an inclusive sensibility, she came to understand that if she wanted one, she was just going to have to make one. So she did, and Bluebird was born.

Djuna began Bluebird with a conviction that there needed to be a laser hair removal clinic in Toronto focused on meeting the needs of the rapidly growing transgender community in the city. Working alone from a back office on the Danforth, and with rented and borrowed equipment, she began serving a small client list between covid lockdowns.

In early 2021, and with a growing conviction that there was a real demand for her services, she knew it was time to expand. She rented and renovated a walk-up apartment near the corner of Bloor and Spadina, hired her first staff member, the unflappable Sai Meloche, secured a loan for a laser machine, and doubled down on getting the word out.

But as Bluebird grew, a surprising thing happened: It became clear that it was not just trans folks who had been locked out of access to mainstream aesthetics services, but a huge percentage of cis women, queer folks, and even cis men too! Bluebird opened its doors to truly include everyone, and the client roster exploded. Her small team spent much of 2022 and 2023 having to run waitlists for services, while rapidly hiring and training new technicians, purchasing new equipment, and generally expanding the capacity of the clinic. And all this while working relentlessly to maintain the highest standards of care that she knew was vital to the clinic’s transgender clients.

Her goal during all of this was to take the same drive for results that is essential to the lives and safety of transgender women, and offer this care to everybody! Laser hair removal is science, not magic. Great results do not come accidentally, but are the result of rigorous training of staff, an ironclad commitment to delivering the best care during every single session, and the education of clients about how the process works and what they can expect at each step along the way.

By mid 2023 Bluebird was busting at the seams of its second location, and Djuna began hunting for a new, more permanent location for the clinic. She signed a lease on a big, bright space in Kensington Market, began a four month renovation, and the team moved into its current home in May 2024.

Since moving, Bluebird has continued to grow. And, in order to keep our standard of client care as high as ever, the team has recently added Zoe Leblanc as our receptionist and client communication specialist. If you reach out, with anything at all, she is the one who will make sure all your questions are answered, and that you’re well taken care of!

Bluebird is now a dedicated team of five technicians and staff. For all of us here, hair removal has changed our lives. We are in this business because we know how important it is to our clients. If hair removal is part of your journey, and it matters to you that it’s done well, you have a place here.

We look forward to seeing you!