European Wax Center

What European Wax Center does

European Wax Center (EWC), founded in 2004 and headquartered in Plano, Texas, is the largest dedicated franchisor of out-of-home waxing services in the United States, operating 1,047 franchised centers across 44 U.S. states as of fiscal year 2025. The company's core service is delivered through the proprietary '4 Steps to Gorgeous' / '4 Steps to Smooth' methodology — Cleanse, Protect, Wax using the trademarked Comfort Wax™ formulation, and Rejuvenate — performed by trained Wax Specialists in franchised centers. Service revenue is augmented by an at-home retail portfolio organized under three sub-brands: EWC SLOW® (hair-regrowth minimization using narcissus bulb extract), EWC TREAT® (post-wax ingrown-hair and exfoliation care), and EWC GROOM (brow grooming), distributed via a Shopify-powered e-commerce storefront, a native iOS/Android app, and in-center retail.

EWC's business model is an asset-light franchise platform. The franchisor captures recurring royalty and marketing-fund contributions from 1,047 franchisees, plus subscription revenue from Wax Pass® prepaid packages (Unlimited, Pre-Paid, and Student tiers that can save guests up to 25% per service), and direct-to-consumer retail sales. In-center service pricing varies by location (e.g., Brazilian $52–$99, Eyebrows $21–$31), and a free first-wax promotion is the primary guest acquisition mechanism. System-wide sales were $947.3M in FY2025 (essentially flat versus $951M in FY2024), while company-level revenue was $206.6M, down 4.7% year-over-year. New CEO Chris Morris (ex-Dave & Buster's) was appointed in December 2024 and CFO Thomas Kim in March 2025; both appointments coincided with revenue decline and a net 20-center reduction in the franchise base.

In February 2026, EWC entered a definitive agreement to be taken private by General Atlantic — a long-standing shareholder since 2018 with an approximately 42% pre-deal stake — at $5.80 per share in cash, valuing the transaction at roughly $640 million in enterprise value. The deal completed on May 8, 2026, delisting EWC from NASDAQ (formerly EWCZ) and converting the company into a wholly-owned General Atlantic portfolio company. Strategic direction under private ownership is signaled by a Yard NYC-led brand refresh, a service-menu expansion into Brow Tint and select Laser Hair Removal, and a steady cadence of branded product launches (Whipped Berry Kit, SPF 50 Sunscreen Spray, Face & Body Bi-Phase Moisturizer, and a Spongellé co-developed buffer).

Name

European Wax Center

Legal name

European Wax Center, Inc.

Website

https://waxcenter.com

Company type

Private

Founded year

2004

Operating status

Acquired

Headcount range

101–250 employees

Short description

European Wax Center is the largest US franchisor of out-of-home waxing services, operating 1,047 centers across 44 states and serving mass-market consumers with proprietary Comfort Wax treatments, Wax Pass subscriptions, and a branded retail skincare portfolio.

Ownership category

akta.pro rank

Product category

Personal Care Services

NAICS

Hair, Nail, and Skin Care Services (81211), Beauty Salons (812112)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Intimate/Full-Body Hair Removal Packages & Memberships (HSALAGAI)

akta.pro secondary industries

Facial Hair Removal Services (Upper Lip/Chin/Sideburns) (HSALAGAA), Men’s Grooming Hair Removal Services (HSALAGAD)

Keywords

• Waxing services
• Skincare products
• Beauty franchise
• Hair removal services
• Personal care retail

Headquarters

HQ city

Plano

HQ country

United States

HQ region

North America

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Supply Chain, Technology or R&D, Infrastructure

Revenue model

1. Franchise Royalties and Fees: Recurring royalty and marketing fund contributions from 1,047 franchised centers; franchisees pay ongoing royalties on in-center service sales and contribute to national marketing funds.
2. Wax Pass Subscription Revenue: Pre-paid service packages such as Unlimited Wax Pass®, Pre-Paid Wax Pass®, and Student Wax Pass®, generating upfront recurring service revenue across single-center, redeem-anywhere, and unlimited tiers.
3. Retail Product Sales: Direct-to-consumer sales of proprietary EWC SLOW®, EWC TREAT®, and EWC GROOM skincare products through waxcenter.com, the EWC mobile app, and in-center retail (e.g., SPF 50 Sunscreen Spray, Whipped Berry Kit, Aloe Body Polish at $16.50, Face & Body Exfoliating Gel at $40).
4. In-Center Service Revenue (franchisee-level): Single-service waxing prices vary by location (e.g., Brazilian $52–$99, Eyebrows $21–$31, Underarms $25–$32); generates system-wide sales of $947M in fiscal 2025 reported at the franchisor level.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Core offering

European Wax Center operates a franchise network of more than 1,000 waxing centers across 44 U.S. states that deliver professional hair removal services (Brazilian, bikini, body, facial, brow, and men's waxing) using its proprietary Comfort Wax and the standardized 4 Steps to Gorgeous™ process. The company complements in-center services with a portfolio of branded at-home skincare retail products (EWC SLOW®, EWC TREAT®, EWC GROOM) sold through its e-commerce site, mobile app, and in-center retail, plus the Wax Pass® subscription program and EWC Rewards® loyalty program.

Product overview

European Wax Center operates a multi-component platform combining (1) in-center Waxing Services across more than 1,000 franchised centers in 44 U.S. states — covering Brazilian, Bikini, Body, Facial, Eyebrow waxing plus Brow Tint and select Laser Hair Removal — performed via the proprietary 4 Steps to Smooth® process and Comfort Wax™; with (2) a portfolio of at-home branded product lines sold through the waxcenter.com e-commerce site and in centers, including the EWC SLOW® hair-growth-minimization line (Aloe Body Wash, Coconut Body Polish, Aloe Body Polish, Whipped Berry Body Balm, Whipped Berry Body Polish, Spongellé for EWC SLOW® Aloe Body Buffer), the EWC TREAT® post-wax skin-treatment line (Face & Body Exfoliating Gel, Brightening Ingrown Hair Wipes, Dual-Sided Dry Brush, Get Smooth Body Buffer), the EWC GROOM brow line, and standalone launches such as the Lightweight SPF 50 Sunscreen Spray and Face & Body Bi-Phase Moisturizer. These offerings are unified by (3) the Wax Pass® subscription program, (4) the EWC Rewards® loyalty program, and (5) the EWC App for iOS and Android, with reservations handled through Zenoti and the storefront powered by Shopify.

Differentiator

Problem solved

Functional benefit

Brands

• EWC SLOW®: Product line focused on slowing hair regrowth and reducing hair thickness between waxes.
• EWC TREAT®
• EWC Rewards®
• Wax Pass®

Products and services

• Waxing Services
• Eyebrow Tinting / Brow Tint Service
• Laser Hair Removal
• EWC SLOW® (at-home hair-minimization product line)
• EWC TREAT® (post-wax skin treatment product line)
• EWC GROOM (eyebrow grooming product line)
• EWC SLOW® Whipped Berry Kit
• Lightweight SPF 50 Sunscreen Spray
• Spongellé for EWC SLOW® Aloe Body Buffer
• Face & Body Bi-Phase Moisturizer
• Wax Pass® Subscription Program
• EWC Rewards® Loyalty Program
• EWC Mobile App
• 4 Steps to Smooth® / Comfort Wax™ Proprietary Service Process

Quantifiable outcome

• 80% of guests are repeat customers
• +4 more outcomes

Named customers1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature6 records

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Monique Billings (athlete endorser)minorGTM or Marketing Partner · 1 June 2026Pro basketball player Monique Billings featured alongside Sophie Cunningham in 'Pro-Level Smooth' marketing campaign on the EWC homepage.
• Sophie Cunningham (athlete endorser)coreGTM or Marketing Partner · 7 May 2026Indiana Fever guard Sophie Cunningham announced a partnership with European Wax Center ahead of the 2026 WNBA season opener; featured prominently in on-site marketing materials on EWC homepage with Monique Billings.
• Pro Cheer LeaguecoreGTM or Marketing Partner · 11 March 2026European Wax Center served as the Official Wax Partner of the Pro Cheer League's inaugural season, with brand presence at events and on digital platforms across five national events featuring teams from Atlanta, Dallas, Miami, and San Diego.
• Spongellé®coreStrategic or Co-development Partner · 2 March 2026Spongellé® partnered with European Wax Center to co-develop the Spongellé for EWC SLOW® Aloe Body Buffer, combining EWC's aloe fragrance and narcissus bulb extract with Spongellé's Body Wash Infused Buffer technology; retails for $16.50 and is sold on waxcenter.com and at EWC locations nationwide.
• Moelis & CompanyminorOthers · 10 February 2026Moelis & Company served as financial advisor to the European Wax Center Special Committee during the General Atlantic take-private transaction.
• Ropes & GrayminorOthers · 10 February 2026Ropes & Gray served as legal advisor to the European Wax Center Special Committee during the General Atlantic take-private transaction.
• BofA SecuritiesminorOthers · 10 February 2026BofA Securities served as financial advisor to General Atlantic during the take-private acquisition of European Wax Center.
• Guggenheim SecuritiesminorOthers · 10 February 2026Guggenheim Securities served as financial advisor to General Atlantic during the take-private acquisition of European Wax Center.
• Paul, Weiss, Rifkind, Wharton & Garrison (Paul Weiss)minorOthers · 10 February 2026Paul Weiss served as legal advisor to General Atlantic during the take-private acquisition of European Wax Center.
• HarmonyzecoreTechnology or Integration · 10 February 2026European Wax Center's COO uses Harmonyze's platform to enhance franchise performance coaching by synthesizing operational data into actionable insights across the franchise network.
• Yard NYCcoreGTM or Marketing Partner · 23 December 2025Yard NYC was appointed as European Wax Center's agency partner following a competitive review, responsible for brand positioning, visual identity, and store experience design with the goal of refreshing the brand's platform and creative identity by early 2026.
• JFB Construction HoldingscoreImplementation/ SI/ Consulting Partner · 11 November 2025JFB Construction Holdings was invited as the exclusive general contractor to European Wax Center's corporate conference in March 2026 in Texas; JFB has built 400+ European Wax Center locations over more than 10 years, including the first franchised locations in 36 states.

Scale indicators2 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Waxing the City: Dedicated out-of-home waxing franchise operating in the U.S. with a similar standardized service methodology. Competes directly with EWC for franchisee recruitment and guest visits in overlapping markets.
• Amazing Lash Studio: U.S. franchise specializing in lash extensions and brow services with comparable unit economics, franchise-recruitment model, and beauty-services guest profile to EWC's brow and facial services.

Broad incumbents

• Hand & Stone Massage and Facial Spa: Large multi-unit U.S. spa franchise offering massage, facial, and hair-removal services including waxing. Overlaps with EWC on waxing services and competes for the same franchisee-investor pool and guest wallet share.
• Massage Envy: Largest U.S. franchised membership-based spa chain with skincare and hair-removal service extensions. Comparable subscription/membership model and franchise structure, though core service is massage rather than waxing.
• Hair Club: Long-standing U.S. franchised hair-solutions provider (hair restoration, replacement, extensions). Comparable multi-unit consumer-services franchise model targeting repeat-visit personal-care guests.
• Ulta Beauty: Largest U.S. specialty beauty retailer with in-store salon services including brow and facial waxing. Competes with EWC for the same guest, sells adjacent beauty products, and offers an alternative distribution channel for at-home skincare.
• Sephora: Global multi-brand beauty retailer whose Benefit Brow Bar and in-store services compete for brow and beauty-services share. Comparable target demographic and product-vendor ecosystem to EWC.

Emerging players

• Milan Laser Hair Removal: Largest U.S. dedicated laser hair-removal franchise with 350+ locations. Direct substitute for EWC's core waxing service and a potential channel for EWC's selective laser expansion strategy.
• LaserAway: U.S. chain of medical-spa clinics focused on laser hair removal, skin, and body treatments. Competes for the same personal-care guest demographic as EWC and represents the most credible at-scale substitute service.
• Sugar Sugar Waxing: Fast-growing U.S. sugaring-based hair-removal franchise positioned as a natural alternative to waxing. Competes with EWC on price-sensitive guests and represents a category-disruption risk.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/EuropeanWax
• YouTubeyoutube.com/@EuropeanWax
• Facebookfacebook.com/EuropeanWax
• Instagraminstagram.com/europeanwax
• TikToktiktok.com/@europeanwax
• LinkedInlinkedin.com/company/european-wax-center

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about European Wax Center