WAXIT

What WAXIT does

WAXIT is a South African franchise parent company operating a dedicated wax-only service bar concept across 40+ branches in Gauteng, KwaZulu-Natal, and Western Cape. Founded in July 2015 by Michelle Royston with the opening of the Lonehill store in Johannesburg, the company deliberately focuses exclusively on professional hair removal services for women, men, and teens rather than offering the broad menu of full-service salons. The technical and product backbone is an exclusive hypoallergenic wax formulation designed and manufactured in-house in South Africa, paired with a 17-SKU branded aftercare and skincare retail line called the Smooth Collection that incorporates African botanical extracts such as Kalahari Melon Seed Oil and Baobab Oil.

Revenue is generated through three primary streams: per-transaction waxing services priced by segment and treatment area (female services R120-R1,650+; male services R220-R2,050; discounted teen rates), retail sales of Smooth Collection products at R170-R890, and franchise economics where the HQ captures joining fees (~R150,000), ongoing royalties, and wholesale supply of the proprietary wax and retail products to independently owned franchise locations. Each franchise requires approximately R1.9m+ ex VAT to set up and is supported by a SETA-accredited Training Centre, the Smooth Zone loyalty programme delivering 2% cash back plus birthday and referral rewards, and a marketing framework.

Distribution is fully franchise-based within South African shopping malls, with extended trading hours (Mon-Fri 9:00-19:00, weekends 8:00-17:00) and a no-appointment walk-in model designed to capture impulse foot traffic. The customer base is fragmented across individual consumers of waxing services, with no enterprise or institutional concentration. The 72-employee head office in Fourways, Johannesburg provides training, product manufacturing oversight, franchise recruitment, marketing, and brand management. In February 2026 WAXIT introduced a micro-franchise model under a five-year incubation programme, with the first such store launching at Mall of the South in February 2026 and three additional openings already scheduled (The Verge in August 2026, Mountain View in September 2026, Eastway in October 2026).

Name

WAXIT

Legal name

WAXIT

Website

https://waxit.co.za

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

WAXIT is a South African franchise operator of dedicated wax-only service bars, running 40+ mall-located branches across Gauteng, KwaZulu-Natal, and Western Cape. It serves female, male, and teen consumers using its proprietary hypoallergenic wax and the Smooth Collection retail skincare line.

Ownership category

akta.pro rank

Product category

Waxing Services

NAICS

Hair, Nail, and Skin Care Services (81211), Toilet Preparation Manufacturing (325620), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

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

Keywords

• Professional waxing services
• Hair removal treatments
• Aftercare skincare products
• Beauty franchise opportunities
• Wax bar chain

Headquarters

HQ city

Fourways, Johannesburg

HQ country

South Africa

HQ region

Africa

Offices42 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Waxing Services: One-time service transactions for hair removal treatments across body areas for females, males, and teens. Services range from basic (brow wax R120-R130) to full body treatments (Full Monty R1,760-R2,050).
2. Retail Products: Sale of proprietary aftercare and skincare products including the Smooth Collection. Products sold exclusively at WAXIT stores, priced from R170-R890.
3. Smooth Zone Loyalty Programme: Membership programme earning 2% cash back on purchases. Points (Smooth Rewards) can be redeemed for services at R1 per point. Birthday rewards of R50 given to members.
4. Smooth Series (Bulk Purchase): Prepaid packages where customers buy 6 waxes for the price of 5, providing built-in repeat business and customer retention.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

WAXIT is a South African dedicated wax bar franchise that sells professional hair removal services for women, men, and teens using a proprietary hypoallergenic wax formulated and manufactured locally. The company complements its services with the Smooth Collection retail line of aftercare skincare products and operates a franchise network of 40+ branches with walk-in availability and no appointment necessary.

Product overview

WAXIT is a South African wax bar franchise specializing solely in hair removal services. The company operates a focused, wax-only format with high-quality waxing services for females, males, and teens using an exclusive hypoallergenic wax designed and manufactured locally. The product portfolio includes the Smooth Collection retail line of 17 aftercare and skincare products (Exfoliating Cleanser, Triple Exfoliant, Ingrown Repair, Hydrating Body Lotion, Nourishing Body Oil, Soothe Cooling Gel, Pigment Perfector, Scar Corrector, Polish Body Scrub, Heal Anti-Bacterial Spray, and specialized kits), the Secret of Smooth hair removal cream system, and the Smooth Zone loyalty programme. WAXIT also offers franchise opportunities for entrepreneurs to open their own wax bars with comprehensive support systems.

Differentiator

Problem solved

Functional benefit

Brands

• The Smooth Zone: Loyalty program offering 2% cash back on purchases, birthday rewards of R50, and Smooth Rewards points redeemable for services at any WAXIT location in South Africa.
• Smooth Collection

Products and services

• Female Waxing Services Core women's hair removal service offered across all WAXIT branches, covering Hollywood, Brazilian, Bikini Line, Full Leg, Half Leg, Full Arm, Half Arm, Underarm, Lip, Chin, Eyebrow, and Full Body Plus at per-area unit pricing. Walk-in service with no appointment required at 40+ South African branches.
• Male Waxing Services Dedicated men's waxing menu covering Chest, Back, Shoulders, Abs, Full Arm, Half Arm, Full Leg, Half Leg, Intimate (Full or Line), Buttocks, Ears, and Nose at per-area unit pricing. Available via walk-in or booking with male or female WAXITologists.
• Teen Waxing Services Waxing services tailored for teenage clients aged 13-19 with mandatory parental consent, covering Full Leg, Half Leg, Full Arm, Half Arm, Underarm, Bikini Line, and Facial areas at discounted pricing. Includes Smooth Newbie introductory offer for first-time teen clients.
• Smooth Collection Retail Product Line Complete retail range of at-home skincare products formulated with African botanical extracts to complement WAXIT's in-salon waxing services. The line includes Exfoliating Cleanser, Triple Exfoliant, Ingrown Repair, Ingrown Repair Deo, Hydrating Body Lotion, Nourishing Body Oil, Soothe Cooling Gel, Pigment Perfector, Pigment Perfector Face SPF25+, Scar Corrector, Bronze Self Tan Lotion, Polish Body Scrub, and Heal Anti-Bacterial Spray. Sold in-branch and designed to extend WAXIT's aftercare and maintenance offering into customers' homes.
• Secret of Smooth Kit At-home hair removal cream kit allowing customers to maintain smoothness between in-salon waxing appointments. Sold as a retail SKU from the Smooth Collection range in all WAXIT branches.
• Secret of Smooth Aftercare Cream Companion aftercare cream sold alongside the Secret of Smooth at-home hair removal system to soothe and care for skin following use.
• Hair Be Gone Kit Alternative at-home hair removal retail kit in the Smooth Collection range, designed for customers seeking to manage regrowth between in-salon waxing visits.
• Smooth Starter Kit Entry-level retail bundle in the Smooth Collection designed for first-time at-home hair removal customers to establish an aftercare routine.
• Smooth Zone Loyalty Programme Membership-based loyalty programme for WAXIT customers that earns 2% cash-back rewards on every waxing service and Smooth Collection product purchase, designed to lock in repeat visits aligned with the 5-6 week hair growth cycle.
• WAXIT Franchise Opportunity Franchise ownership opportunity to operate a WAXIT wax bar branch, including both traditional full-size branches and the new micro-franchise model rolled out in 2026. Franchisees benefit from the WAXIT brand, proprietary wax and product formulas, the SETA-accredited WAXITologist training system, marketing support, and a proven dedicated wax bar operating model rather than building a salon from scratch.

Quantifiable outcome

• Hair-free results lasting 3-6 weeks depending on area
• +3 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Franchise Association of South AfricamoderateOthersWAXIT operates as a franchise brand with franchisees who own and operate individual locations. Franchisees receive comprehensive support including training, marketing, systems, and ongoing mentorship. Each franchisee must complete a recruitment and selection programme.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Others

• Amazing Lash Studio: US franchise specializing in a single beauty service (eyelash extensions) at recurring 2-3 week intervals. Comparable as a focused, single-service beauty franchise model demonstrating the unit economics of category specialization versus full-service salons.
• Massage Heights: North American membership-based personal services franchise. Comparable as a recurring-revenue, franchise-driven beauty and wellness retail concept rather than direct service competition.
• Hand & Stone Massage and Facial Spa: US-based personal services franchise offering massage, facial, and hair removal in membership-driven formats. Comparable as a recurring-revenue, mall-anchored beauty services franchise playbook rather than direct service overlap.

Direct peers

• European Wax Center: US-based franchise dedicated exclusively to waxing services with proprietary wax formulations and a multi-hundred-unit footprint. Closest international analog to WAXIT's focused wax-bar franchise model, membership packages, and proprietary product line.
• Sorbet: South Africa's largest beauty salon franchise chain offering waxing alongside nails, skin, and brow services. Comparable as a SA-based multi-branch beauty services brand competing for the same female grooming wallet, though broader in scope than WAXIT's wax-only focus.
• Strip Ministry of Waxing: Australian wax bar franchise focused exclusively on hair removal for men and women. Directly comparable to WAXIT in service scope, walk-in availability, and male/female segmentation.
• Dream Nails Beauty: South African multi-branch beauty salon chain offering waxing, nails, and skin services. Comparable as a domestic competitor for walk-in waxing customers, particularly in Gauteng, but with a broader service menu than WAXIT.
• Profile Beauty: South African hair removal and beauty services brand operating branches across major malls. Directly comparable as a competitor targeting female waxing customers with a multi-location retail footprint.

Broad incumbents

• Laser Clinics Australia: Large multi-service aesthetics chain offering waxing alongside laser hair removal, skin treatments, and injectables. Comparable as a broad beauty services operator whose laser offering is the main technological substitute to WAXIT's wax-only proposition.

Emerging players

• Bare Addiction (previously The Laser Lounge): Australian waxing and laser hair removal salon chain. Comparable as a focused hair-removal retail concept where laser and waxing are sold under one roof, representing the kind of format extension WAXIT might face as laser adoption grows.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/waxit

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 WAXIT