Wax in the City

Wax in the City is a network of specialist studios that do one single thing — professional warm-wax hair removal for women and men, from the upper lip and underarms to legs, bikini and Brazilian. The brand's strength lies in that pure focus: these are stylish, hygienically run boutique studios where clients walk in without an appointment and where nothing but waxing happens. It uses a proprietary hypoallergenic wax free of colophonium that grips even short, fine hairs while staying gentle on skin. In the German-speaking market the brand is seen as the category leader for dedicated waxing.

This is a full-format franchise. The operator runs a branded studio (or, via a shop-in-shop variant, integrates the waxing concept into an existing beauty or wellness business). Headquarters provides the brand, the exclusive in-house wax and proprietary skincare line, the studio design and fit-out concept, an in-house training academy that certifies 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. Several entry routes exist: opening a brand-new studio, taking over an established studio with an existing client base and trained team, or a lower-investment easy-entry / shop-in-shop integration.