What Tress Wellness does

Tress Wellness is a dermatology-backed at-home hair removal brand founded in Stockholm, Sweden in 2016 by co-founders Filip and Chris, and operated through the parent entity FxSwede AB (Swedish reg. no. 5590656806). The company designs and sells hard wax-based products — primarily an all-in-one digital waxing kit, an analog starter kit, and specialized hard wax bead formulations including hypoallergenic gold (made in Italy) and bikini-specific variants — alongside accessories such as pre/after-wax sprays, wooden sticks, silicone bowls, and a digital roller kit. The WaxPal companion mobile app provides licensed-esthetician video tutorials to onboard first-time users.

The business is a multi-channel direct-to-consumer and marketplace operation with a recently added physical retail component. Revenue derives from one-time kit and refill purchases at price points ranging from $9.99 (sticks) to $80 (deluxe bundles), supplemented by a Subscribe & Save subscription offering 10-15% recurring discounts. Distribution spans the brand's owned e-commerce site (tresswellness.com), Amazon, TikTok Shop, Walmart.com, 174 Meijer stores across the Midwest, and a nationwide CVS launch announced in 2026, with a stated target of 5,000+ physical stores. Marketing is organic-social-led, anchored by 1B+ TikTok views, 193K TikTok followers, 203K YouTube subscribers, and earned media coverage in CBS News, ABC, NBC, and Cosmopolitan. The organization is remote-first with team members across 13 countries and 15+ time zones.

The company is privately held, reports no external institutional funding in the available data, and discloses no revenue figures. Operational scale signals include 34,000+ verified Amazon reviews, an 11-50 employee range, and a US returns processing site in Pompano Beach, Florida complementing the Stockholm headquarters.

Name

Tress Wellness

Legal name

FxSwede AB

Website

https://tresswellness.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Tress Wellness is a Stockholm-based, dermatology-backed direct-to-consumer brand founded in 2016 that designs and sells hard wax kits, warmers, and specialty wax beads for at-home hair removal. The company serves individual consumers through its own e-commerce site, Amazon, TikTok Shop, Walmart.com, and physical retail at Meijer and CVS.

Ownership category

akta.pro rank

Product category

At-Home Hair Removal / Personal Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Soap, Cleaning Compound, and Toilet Preparation Manufacturing (3256)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Waxing & Depilatory Professional Products (CRABALAH)

akta.pro secondary industry

Body Grooming & Hair Removal (Trimmers, Depilatories, Body Shave) (CRABAGAF)

Keywords

• At-home waxing kits
• Hard wax beads
• Hair removal products
• Personal care beauty
• Wax warmers

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Product Sales: One-time purchase model for waxing kits, wax beads, accessories, and individual components. Subscription model (Subscribe & Save) offering 5-15% discounts with automatic deliveries on weekly, bi-weekly, or monthly cadences.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Tress Wellness designs, brands and sells at-home hard wax hair removal products for individual consumers, including digital and analog waxing kits, hard wax bead refills, a hard wax roller kit, and accessories such as silicone bowls, wooden spatulas and pre/post-wax sprays. The brand sells primarily via its own e-commerce site and Amazon, with growing physical retail distribution through Meijer and CVS. A WaxPal companion app provides video tutorials from licensed estheticians to guide beginners.

Product overview

Tress Wellness is a dermatology-backed at-home waxing brand that offers a portfolio of hard wax-based hair removal products. The core product line consists of two main waxing kits: the digital Tress Wellness Waxing Kit (the bestseller) and the Starter Waxing Kit (beginner-friendly with analog warmer). These kits are supported by specialized hard wax bead formulations including the Hypoallergenic Gold Hard Wax Beads for sensitive skin and the Bikini Star Wax Beads for bikini/Brazilian areas. The product ecosystem is complemented by refill options (6-pack scented beads, individual bags), the Hard Wax Roller Kit, accessories (Silicone Wax Bowls, Wooden Sticks), and the Pre-Wax & After-Wax Spray Care Combo. A key differentiator is the WaxPal companion app, which provides video tutorials and scheduling guidance from licensed estheticians. Products are made with natural ingredients including jojoba oil and wheat germ oil, and are dermatologically tested for all skin types.

Differentiator

Problem solved

Functional benefit

Brands

• WaxPal: An all-in-one at-home waxing guide and scheduler app that provides video tutorials from licensed estheticians to help users with their waxing journey.

Products and services

• Tress Wellness Waxing Kit (Digital Warmer Bestseller Kit) All-in-one at-home hard waxing kit with digital wax warmer, 5 bags of premium hard wax beads (500g total), 20 large and 10 small spatulas, pre-wax spray, after-wax spray, 5 protective collars, and access to the WaxPal tutorial app. Designed for full-body hair removal including Brazilian, bikini, underarm, leg and facial waxing for individual consumers.
• Starter Waxing Kit by Tress Wellness Entry-level all-in-one waxing kit featuring an analog wax warmer, 1.1lb of hard wax beads in Lavender and Tea Tree varieties, silicone bowl liner, 30 wooden spatulas, 5 pre-wax wipes and 5 post-wax wipes. Marketed to first-time at-home waxers with free access to the WaxPal step-by-step tutorial app.
• Hypoallergenic Gold Hard Wax Beads (Unscented) Dermatologist-tested hypoallergenic unscented hard wax beads with a lower melting temperature and hyperelastic consistency to minimize irritation while removing coarse hair. Sold in a 2.2lb (1kg) professional size and targeted at consumers with sensitive skin.
• Bikini Star Wax Beads Hard wax beads specially formulated for sensitive bikini and Brazilian areas, with a lower melting temperature for more comfortable waxing, strip-free application, and 12 professional spatulas included. Available in 1.2lb and 2.4lb sizes.
• Hard Wax Beads 6-Pack (Mixed Scented Bags) Bundled assortment of 6 bags of scented hard wax beads (Lavender, Lemon, Eucalyptus, Tea Tree, Peppermint) with pre-wax spray, after-wax spray and a set of 20 large and 10 small spatulas. Designed as a multi-scent refill bundle for full-body waxing.
• Hard Wax Beads Refill Bags (Individual Scented Bags) Individual hard wax bead refill bags available in Lavender and Tea Tree scents in 1.2lb and 2.4lb sizes for consumers who already own a Tress Wellness warmer and want economical refills.
• Hard Wax Roller Kit Digital hard wax roller device bundled with 3 refill hard wax blocks, 5 pre-wax wipes, 5 after-wax wipes and a waxing guide, marketed as a mess-free alternative for waxing legs, arms and bikini areas.
• Silicone Wax Bowls Silicone liner bowls that fit inside Tress Wellness wax warmers to allow easy removal and reuse of leftover wax, reducing mess. Available in Purple, Black, Magenta, Pink and White colors.
• Pre-Wax & After-Wax Spray Care Combo Two 100ml professional sprays designed to prep skin before waxing for optimal results and soothe and nourish freshly waxed skin afterwards to reduce redness and irritation. Sold as a combo.
• Premium Wooden Waxing Sticks Premium splinter-free wooden waxing sticks for applying wax, available in 150-count large sticks, 250-count eyebrow sticks, and 350-count mixed sets with an ergonomic non-slip grip.
• WaxPal App Companion mobile application offering step-by-step video tutorials from licensed estheticians, along with scheduling tools, to guide users through waxing from beginner to advanced techniques. Distributed via Linktree and bundled with Tress Wellness waxing kits.

Quantifiable outcome

• One kit can last up to 50 bikini waxes or more
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Billie: Female-focused body and shave brand sold DTC and at Target. Similar positioning around elevated design, content-led acquisition, and at-home grooming convenience, though anchored in razors rather than wax.
• Flamingo: Digital-first women's body care brand (acquired by Harry's) selling razors, wax strips, and body care via DTC and Target. Comparable online-to-shelf playbook and target consumer (women seeking at-home alternatives to salon treatments).
• Ulike: Fast-growing at-home IPL hair removal device brand with strong DTC and Amazon presence. Competes for the same consumer budget allocated to at-home hair removal, but shifts the category toward long-term device ownership.
• Bliss (body care): Mass-market body care brand with waxing and post-wax products sold at Sephora, Target, and Amazon. Overlaps on pre/post-wax care and consumer profile but is a broader body care portfolio rather than a wax-first company.

Direct peers

• Nad's: Established at-home waxing brand (sugaring and hard wax kits) sold via DTC and major retailers. Direct competitor in the same at-home hair removal category with similar price points and SKU structure.
• GiGi (HBA): Long-standing professional and at-home hard wax brand offering wax warmers, beads, and pre/post care. Tress Wellness' WaxPal digital warmer and hard wax beads compete head-to-head with GiGi's product line.

Regional players

• European Wax Center: US-based waxing services franchise that also sells branded at-home products. Competes with Tress Wellness for the same end consumer but from the salon side of the category, and validates the underlying wax demand.
• SugaringNYC / Sugar Me Smooth: Specialty sugaring and at-home sugar paste brands competing for the same 'avoid the salon' consumer with a different hair removal modality. Comparable positioning and price point structure.

Broad incumbents

• Nair: Iconic hair removal brand (Church & Dwight) covering creams, wax, and ready-to-use strips. Targets the same 'skip the salon' consumer but traditionally relies on depilatory creams rather than hard wax.
• Veet: Mass-market depilatory and hair removal brand owned by Reckitt, sold in drugstores and supermarkets globally. Competes with Tress Wellness in the at-home hair removal category but across a broader product set (creams, strips, wax).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@tresswellness
• Instagraminstagram.com/tresswellnessofficial
• TikToktiktok.com/@tresswellness_waxingkit
• Facebookfacebook.com/tresswellness
• LinkedInlinkedin.com/company/tress-wellness

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Tress Wellness