What Radiant Waxing does

Radiant Waxing is a US franchise brand specializing in professional hair removal services through boutique salon locations. Founded in 2010 (originally as LunchboxWax and rebranded to Radiant Waxing in 2022), the company operates as Radiant Waxing Franchise, LLC under parent company WellBiz Brands, Inc. Its core service offering comprises Brazilian, bikini, body, facial, and men's waxing (including Manzilian), executed by trained "Waxologists" using a proprietary TRUWAX soft wax formulation derived from pine and a branded speed-waxing technique that completes Brazilian appointments in approximately 15 minutes. In 2025 the brand extended into adjacent brow and lash services (Brow Lamination, Lash Lift, Brow Tint, Lash Tint). Distribution spans roughly 55 franchise locations across 14+ US states, with prices varying by salon (Brazilian typically $69–$84; brow shaping $21–$28). The go-to-market is direct-to-consumer via franchised physical salons with online booking through third-party Booker, social media presence on Instagram and TikTok, email marketing, referral programs, and franchise opportunity marketing.

The revenue model combines one-time service fees, prepaid Wax Packages (buy 5 get 1 free), recurring Unlimited Membership subscriptions (unlimited Brazilian/Manzilian plus 10% cross-category discounts and nationwide portability), and in-salon plus online gift card and proprietary retail skincare sales (WASH, BUFF, WHIP, CLEAR, and an Essentials sample kit, formulated with 98% natural ingredients). The Unlimited Membership is the principal recurring revenue lever, and the parent has indicated that subscription revenue represents more than half of its total systemwide business. Customer acquisition leans on local salon marketing, social content, peer reviews (55,000+ five-star reviews systemwide), and a "Friends with Benefits" referral program.

Strategic positioning emphasizes inclusive, body-positive branding ("We Wax Every Body"), standardized service quality across independently owned franchise salons, and operational centralization through the WellBiz Brands portfolio, which also owns Drybar, Elements Massage, Fitness Together, Amazing Lash Studio, and GlowPass and collectively generates over $600M in systemwide sales across 755+ locations. Technology integrations are limited to third-party booking (Booker) and a parent-level AI-driven front-desk system; no in-house AI product, data platform, or research output is disclosed. The founder, Debi Lane, established the brand to provide talent and passion in the beauty industry an uplifting work environment, and current leadership sits with parent-level CEO Amanda Clark.

Name

Radiant Waxing

Legal name

Radiant Waxing Franchise, LLC

Website

https://radiantwaxing.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

51–100 employees

Short description

Radiant Waxing is a US beauty franchise operating 55+ boutique salons across 14 states, offering Brazilian, bikini, body, facial, men's, brow, and lash waxing services under the proprietary TRUWAX brand, with subscriptions, prepaid packages, and natural skincare retail.

Ownership category

akta.pro rank

Product category

Professional Waxing Services

NAICS

Hair, Nail, and Skin Care Services (81211), Health and Personal Care Retailers (4561)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Bikini & Brazilian Hair Removal Services (HSALAGAC)

akta.pro secondary industries

Body Waxing & Sugaring Services (Arms/Legs/Underarms/Back/Chest) (HSALAGAB), Facial Hair Removal Services (Upper Lip/Chin/Sideburns) (HSALAGAA), Men’s Grooming Hair Removal Services (HSALAGAD), Waxing & Depilatory Professional Products (CRABALAH)

Keywords

• Professional waxing services
• Hair removal services
• Beauty salon franchise
• Brow and lash services
• Skincare retail products

Headquarters

HQ city

Boise

HQ country

United States

HQ region

North America

Offices59 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Waxing Services: Core revenue from providing professional waxing services including Brazilian, bikini, body, facial, and men's waxing. Individual service pricing varies by location and service type. Services are delivered at independently owned and operated franchise salons.
2. Unlimited Membership Program: Annual or month-to-month subscription program providing unlimited waxing services (Brazilian or Manzilian) at a fixed membership fee. Members receive additional discounts on products and services. Membership runs one year from signup date with auto-renewal.
3. Wax Packages: Prepaid packages where customers buy 5 wax services and get the 6th free. Packages cover approximately 6 months of waxing services and are valid at the purchasing salon only.
4. Retail Products: Sale of proprietary after-wax skincare products including Wash (Purifying Body Wash), Buff (Exfoliating Body Scrub), Whip (Moisturizing Body Lotion), Clear (Ingrown Tonic), and Essentials Sample Kit. Products are formulated with 98% natural ingredients, free of artificial preservatives, dyes, fragrances, and harsh chemicals.
5. Gift Cards: Gift cards sold in all denominations available for purchase in salon or online, valid for waxing services.
6. Referral Program Credits: Referral program where existing members can refer friends to earn credit towards their own account. Credit amounts differ per salon.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Radiant Waxing operates a franchise network of boutique salons delivering professional hair removal and beauty services using a proprietary TRUWAX soft wax and a branded speed-waxing technique. Offerings span Brazilian, bikini, body, facial, and men's waxing, complemented by brow and lash services (lamination, lift, tint), prepaid wax packages, an unlimited monthly membership, combined wax bundles, and a line of natural-ingredient after-wax skincare products sold in-salon and online.

Product overview

Radiant Waxing is a beauty and wellness franchise offering professional waxing and brow/lash services through boutique salon locations. The core offering consists of hair removal services using proprietary TRUWAX soft wax, including Brazilian, Bikini, Body, Facial, and Men's waxing. The company expanded in 2025 to include Brow Lamination, Lash Lift, and Tint services. Additional offerings include Wax Packages (buy 5 get 1 free), Unlimited Membership subscriptions, and Wax Bundles for combined services. Retail products include WASH, BUFF, WHIP, CLEAR, and ESSENTIALS skincare items formulated with natural ingredients. The brand was originally founded as LunchboxWax in 2010 and rebranded to Radiant Waxing in 2022. Radiant Waxing operates under WellBiz Brands alongside sister brands Drybar, Elements Massage, Fitness Together, and Amazing Lash Studio.

Differentiator

Problem solved

Functional benefit

Brands

• TRUWAX®: Proprietary soft wax derived from soothing pine, used for efficient, speedy, and quality wax services.

Products and services

• Waxing Services

Quantifiable outcome

• Brazilian waxing completed in approximately 15 minutes with speed-waxing technique
• +3 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

One partnership is on record.

• WellBiz BrandscoreStrategic or Co-development PartnerRadiant Waxing is a brand within the WellBiz Brands franchise portfolio, which includes Drybar, Elements Massage, Fitness Together, and Amazing Lash Studio. The parent company provides centralized support including AI-driven front-desk technology, marketing, and operational systems. WellBiz Brands is headquartered in Denver, CO and has grown from $200 million to over $600 million in systemwide sales across 755+ locations.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Amazing Lash Studio: WellBiz Brands sister concept focused on eyelash extensions and beauty services through a franchise model. Directly comparable on parent-company affiliation, franchise structure, customer segments, and cross-brand platform synergies.
• European Wax Center: Largest specialty waxing franchise in the US, offering Brazilian, bikini, body, and facial waxing through 800+ franchise locations. Directly comparable to Radiant Waxing in service category, target customer, franchise model, and use of proprietary wax formulations.
• Milan Laser Hair Removal: Largest US laser hair removal franchise, competing for the same hair removal discretionary spend as Radiant Waxing. Comparable on franchise model, national footprint, and target customer seeking longer-term hair-removal solutions, though it uses laser rather than wax.
• Waxing the City: Specialty waxing franchise studio concept with a similar boutique experience and membership-friendly positioning. Comparable on service mix (Brazilian/bikini/body waxing), franchise model, and inclusion of brow/lash add-ons.
• Drybar: WellBiz Brands sister concept offering blowout services through boutique franchise shops. Comparable on parent affiliation, boutique-service franchise model, female-skewing consumer base, and use of proprietary branded products.
• Elements Massage: WellBiz Brands sister concept offering therapeutic massage through a franchise model. Comparable on parent-company affiliation, franchise structure, boutique studio experience, and recurring membership monetization.
• Sugared + Bronzed: Boutique sugaring and airbrush-tanning franchise with locations across major US metros. Comparable on hair-removal service category, boutique studio aesthetic, target demographic, and price-point positioning to Radiant Waxing.

Emerging players

• Massage Heights: Franchise personal-care brand offering therapeutic massage and skincare services. Comparable on franchise model, membership-driven recurring revenue, and boutique service positioning, though massage-focused rather than hair-removal.
• Hand & Stone Massage and Facial Spa: Franchise spa concept offering massage, facial, and hair-removal services. Comparable on franchise model, recurring membership program, and boutique consumer experience, though broader than Radiant Waxing's waxing focus.

Broad incumbents

• Massage Envy: Largest US membership-based personal-services franchise with thousands of locations. Comparable on subscription/membership business model and customer demographic, although broader services portfolio and a significantly larger incumbent footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/RadiantWaxing
• TikToktiktok.com/@RadiantWaxing
• Xx.com/radiantwaxing

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Radiant Waxing