Franchisees Offer Superior Self-Care Services from Coast to Coast
To feel their confident best, many Americans routinely turn to hair removal and skin treatments. Their repeat business feeds the success of 150-plus Waxing the City franchises from coast to coast. Waxing the City does more than remove hair from head to toe, though. Its wellness studios offer skin care — brightening treatments to reduce the appearance of stretch marks and darkened pigmentation from sun damage — along with eyelash and eyebrow tinting and brow lamination.
Matt Stanton, chief development officer of Purpose Brands, parent of Waxing the City, says client loyalty figures heavily into the brand’s strength. “Consumers are increasingly making waxing and other skin care services a regular part of their wellness activities, scheduling monthly appointments for services just as they do with hair salons. At Waxing the City, every customer leaves with a renewed sense of confidence and empowerment, feeling even better than when they walked through the door.” He adds that two factors give Waxing the City an edge among competitors in the hair removal market. “We have highly trained specialists, or cerologists, who put the client at the heart of every experience. And we have two custom-formulated waxes and a signature hair removal technique to ensure the most comfortable experience.”
Founded in 2003 and franchising since 2012, Waxing the City has 151 locations currently operating. “We’ve achieved proof-of-concept and proof-of-scale,” Stanton says. “We still have plenty of open markets and are working with our current franchise owners to grow their networks. We’re also actively pursuing new franchisees. These can be new entrepreneurs looking to open two to five locations, or they can be experienced franchisees looking to add a brand to diversify their portfolios.”
A Passion Business
Stanton says Waxing the City franchisees should be passionate about making their customers look and feel their best and also should have strong business skills. “They don’t need experience with waxing studios but do need a go-getter attitude and the ability to run a manager-led business. They are willing to invest time and energy into local marketing campaigns, and they are team players with the skills for leading and inspiring a small team.
“Every franchise owner, no matter their level of experience with franchising or self-care studios, will receive in-depth training and support. We help them learn the ins and outs of the Waxing the City franchise. And we keep in touch throughout their entrepreneurial journey.” This includes site selection and lease negotiation assistance, recruiting and training cerologists, marketing support, regional ongoing franchisee training workshops, regular conference calls and webinars, and an owners’ conference.
Continual Improvement
Franchisees appreciate that leaders of the Waxing the City franchise are “always looking to improve and adapt services, products and partnerships to provide customers with ways to be their best selves,” Stanton says. He mentions two recent innovations: brightening skin treatments and customized eyebrow tinting. These offerings not only complement the brand’s core waxing services but also deliver exceptional value and enhanced results for customers.
Waxing the City belongs to the Purpose Brands wellness franchise family that was born last year through the merger of Self Esteem Brands and Orangetheory Fitness. Other Purpose Brands are Anytime Fitness, The Bar Method, Basecamp Fitness, Orangetheory Fitness, Stronger U Nutrition and SUMHIIT Fitness.
About Waxing the City
Below are some highlights about franchise opportunities with Waxing the City.
- Territories are available in all 50 states.
- The brand offers an owner-operator business model or a semi-franchisee model that allows franchisees to hold another job.
- Small-footprint studios require only 1,400 to 1,600 square feet, and staffing consists of four to six cerologists. Studios do no manufacturing, which means franchisees avoid breakdowns of expensive equipment.
- Total investment for one site ranges from about $325,400 to $603,900, which includes the franchise fee of $42,500. U.S. military veterans are eligible for a discounted franchise fee of $35,000.
- Multi-unit ownership is advantageous for reasons of economy of scale plus a smaller franchise fee for second and subsequent units.
For more information, visit Waxing the City’s franchise website.
