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Waxing the City

Franchise Profile

  • Total Investment: $373,931 - $598,822
  • Cash Investment: $310,801
  • Business Type: Franchise
  • In Business Since : 2003
  • Training & Support: Yes

Waxing the City

Waxing the City is a premier waxing franchise to make you feel nothing less than your very best in your own skin. Gone are the days of dark waxing rooms in the back of salons; Today's waxing services have gone mainstream. We provide a superior wax experience with proprietary wax, techniques, and unparalleled service for women and men. Our highly trained Cerologists®, aestheticians and cosmetologists who complete our training program, are the ultimate pros at their craft.

Waxing is a repeat business; Hair growth occurs every four to eight weeks on average. People are often surprised when they learn that the global beauty industry generated an impressive $483B in 2020 and has the potential to expand to $716B by 2025. Waxing the City also operates in an industry with unprecedented levels of built-in demand. We all have hair that grows in places we don't want it to, and it needs to be removed, which requires hands-on technical expertise. At Waxing the City, we enjoy the benefits of having limited direct competition; We can count on one hand the number of national competitors in the waxing industry.

Waxing the City lends itself very well to semi-absentee ownership, multiple units, and scaling the business in our small-footprint studios, 1,400-1,600 sq ft, with our low-staffing model, 4-6 employees. We require no raw materials, manufacturing processes or expensive equipment that breaks down. Customers come to our studios happy and they leave ecstatic because we provide a high value service at a fair price.

Waxing the City is part of the Self Esteem Brands family of brands, an extensive multi-branded shared services franchise platform that focuses on the health, wellness, and beauty industries. Self-Esteem Brands includes industry leaders like Anytime Fitness, Basecamp Fitness, The Bar Method, and others. With over 5,000 units on all 7 continents, we bring size, financial strength, and operating expertise to the partnership helping franchisees build successful businesses. Headquartered in Woodbury, Minnesota, a suburb of the Twin Cities, we bring Midwestern sensibilities coupled with a down-to-earth approach.

Hear more about the Waxing the City opportunity from our CEO, Chuck Runyon:

Learn more about why our franchisees opened their Waxing the City franchise: and the support they receive from Self Esteem Brands:

Waxing the City has tremendous white space opportunity. With 150 studios currently open in 38 states, and 113 licenses sold in 2023 (50% of which were with the partnership with the consultant network!), 50 additional studios will open their doors in 2024, thus bringing us closer to our footprint goal of 1,200-1,500 locations. Together, we’ll paint the country orange!

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