Wax in the City

Wax in the City is a German network of specialist studios that does essentially one single thing — professional warm-wax hair removal for women and men, from the upper lip and underarms to legs, bikini and Brazilian (with threading as a complementary service). The brand's strength lies in that narrow focus: these are stylish, hygienically run boutique studios where clients can walk in without an appointment and where nothing but hair removal happens. It uses a proprietary PURE Performance wax in a vegan formulation, designed to be gentle on the skin.

This is a full-format franchise. The operator runs a branded studio; alongside this, the brand also works with partner studios that use its method and wax. Headquarters provides the brand, the exclusive in-house wax and proprietary skincare line, the studio design and fit-out concept, an in-house training centre that trains the waxing specialists (so the franchisee needs no cosmetic background), plus ongoing support in marketing, operations, organisation and expansion. The franchisee secures and runs the location, employs and leads the team, drives local marketing and day-to-day service quality, and follows the standardised treatment protocols and brand standards. The brand also offers the option of taking over an established studio with an existing client base and trained team.