Beauty Image USA

What Beauty Image USA does

Beauty Image USA is a private B2B supplier of professional salon wax products, headquartered in Doral, Florida, and operating as a division of parent company CEM America Inc. Founded in 1997, the company serves licensed estheticians, cosmetologists, salons, and spas through a professional-registration-gated e-commerce platform. Its product portfolio centers on proprietary wax formulations manufactured in Barcelona, Spain, including hard waxes (FlexiWax), fine-hair facial waxes (FineWax), soy-based vegan waxes (Soy Marvelous), and pure synthetic waxes.

The business model is B2B direct-to-professional, with sales gated by professional credentials verification. Product pricing spans from approximately $3.85 for individual wax disks to $285 for professional heater kits, reflecting a low-ticket consumable and equipment model reliant on volume across a distributed professional customer base. Distribution under parent CEM America Inc spans 55 countries across five continents, with the US entity employing 1-10 staff in a sales and distribution capacity. There are no disclosed funding rounds, acquisitions, or major strategic transactions, and the company maintains a stable product-led operating posture with incremental portfolio expansion through new wax formulations targeting specific use cases (vegan, sensitive skin, facial precision).

Name

Beauty Image USA

Legal name

Beauty Image USA

Website

https://beautyimageusa.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Beauty Image USA is a B2B supplier of professional salon wax products serving licensed estheticians, salons, and spas with proprietary formulations (FlexiWax, FineWax, Soy Marvelous) manufactured in Barcelona and distributed in 55 countries under parent CEM America Inc.

Ownership category

akta.pro rank

Product category

Professional Salon Wax Products

NAICS

Toilet Preparation Manufacturing (325620)

SIC

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

akta.pro primary industry

Waxing & Depilatory Professional Products (CRABALAH)

Keywords

• Professional salon wax
• Hair removal products
• Depilatory wax supplies
• Wax warmer equipment
• Esthetician supplies

Headquarters

HQ city

Doral

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Professional Wax Products Sales: One-time product sales of professional hair removal waxes, accessories, and equipment to registered salon professionals. Revenue generated through direct e-commerce sales with bulk purchasing options available.
2. Wax Equipment Sales: Sale of professional wax warmers, roll-on applicators, and accessories. Includes 6-month warranty on wax machines.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Beauty Image USA manufactures and supplies professional hair-removal wax products (hard wax, soft wax, roll-on wax, soy-based and hypoallergenic variants), pre- and post-depilatory care products, professional wax warmers, and waxing accessories/kits. Products are manufactured in Barcelona, Spain to European cosmetics standards and sold exclusively to licensed estheticians, salons, and spas through a B2B e-commerce platform that requires professional registration and license verification.

Differentiator

Problem solved

Functional benefit

Products and services

• Hard Wax Professional hard wax products (including hard wax beads) used for coarse hair and sensitive areas such as bikini/Brazilian waxing, underarms, face, and legs. Designed for licensed estheticians, salons, and spas; available in collections such as Classic, Pure Synthetic, FlexiWax, and FineWax.
• Soft Wax Professional soft wax in can format for removing fine to medium hair over large body areas. Sold to licensed beauty professionals and salons through the B2B storefront; priced per can from approximately $9.95 to $10.75.
• Roll-On Wax Roll-on applicator wax products designed for even, fast application. Marketed as faster than traditional soft wax pots and suitable for beginners; priced per roll-on from approximately $3.85 to $4.15.
• Wax Warmers Professional wax warmer equipment including European Wax Warmer (from $109) and Extra Large Professional Hard Wax Warmer (up to $285). Backed by a 6-month warranty and sold to salons, spas, and licensed estheticians.
• Pre and Post Depilatories Pre- and post-wax skincare products formulated for use before and after professional hair removal services. Sold to licensed estheticians and salons to support client skin care during waxing treatments.
• Professional Wax Kits Bundled professional wax kits that combine wax, warmer components, and accessories into a single ready-to-use package. Range from the $50 Barber Soft Wax Starter Kit to the $275 Pro CombiWax Waxing Kit.
• Waxing Accessories Professional waxing accessories that complement the wax and warmer product lines, sold to registered salon professionals through the B2B storefront.
• Soy Marvelous Collection (Soy-Based Depilatory) A wax-free, vegan, hypoallergenic depilatory collection formulated with soybean, palm, and tamanu oils. 99.2% ISO16128 natural-origin certified with antimicrobial and antibacterial properties; targeted at professional salons serving clients with sensitive skin or seeking plant-based alternatives.
• Last Call Discount Wax and Accessories Discounted, clearance-priced wax products and accessories sold exclusively to verified professional accounts via the B2B storefront.

Quantifiable outcome

• Products available in 55 countries across five continents
• +1 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Satin Smooth: Satin Smooth offers a full line of professional wax products (hard wax, soft wax, warmers, and kits) targeted at salons and estheticians. Its product depth and channel positioning are highly comparable to Beauty Image USA's.
• Waxness: Waxness sells professional hard wax, soft wax beads, and depilatory products directly to estheticians and at-home users via e-commerce. It overlaps directly with Beauty Image USA on SKU range, B2B professional focus, and online distribution model.
• Depileve: Depileve produces professional waxing products and depilatory systems for estheticians and salons, including roll-on wax, hard wax, and post-wax care. The company competes head-to-head with Beauty Image USA in US professional channels.
• GiGi (Hampton Industries): GiGi is one of the most established US-based professional wax brands, selling hard wax, soft wax, and pre/post depilatories directly to salons and estheticians. It is the closest direct competitor to Beauty Image USA in the professional hair removal consumables category.
• ItalWax: ItalWax is an Italian-formulated professional wax brand selling hard wax beads, soft wax, and accessories through a B2B professional channel. Like Beauty Image USA, it leverages European manufacturing credibility to serve global salon customers.
• Hive of Beauty: Hive of Beauty supplies professional wax products and equipment to estheticians, including hard wax, soft wax, and warmers. It is a similarly sized specialty player competing for the same professional buyer.
• Starpil: Starpil manufactures and distributes professional hard wax, soft wax, and pre/post wax products to estheticians and salons worldwide. Its product mix, B2B professional channel, and SKU breadth closely mirror Beauty Image USA's offering.

Broad incumbents

• SalonCentric (L'Oréal): SalonCentric is a large US distributor of professional beauty products, including waxing brands and equipment, owned by L'Oréal. It is comparable as a channel and indirect competitor because it sells multiple wax brands (some overlapping with Beauty Image USA's category) to the same salon and spa customers.

Others

• European Wax Center: European Wax Center is a large US franchise system focused on professional waxing services. While it is primarily a service operator rather than a product manufacturer, it is a meaningful buyer of professional wax products and a key indirect customer/competitive force for Beauty Image USA's salon accounts.

Emerging players

• Marzena Body Care: Marzena is a growing European professional wax brand offering hard and soft wax products to salons. It is comparable as a smaller emerging player in the same specialty consumables category with a growing international footprint similar to Beauty Image USA.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCbzuiOlRDpOqSEXlMTKxDlw
• Facebookfacebook.com/BeautyImageUSA
• Instagraminstagram.com/beautyimageusa
• Pinterestpinterest.com/beautyimageusa
• LinkedInlinkedin.com/company/beautyimageusa

Revenue estimate

Valuation estimate

Number of profiles

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 Beauty Image USA