Franchise Deep Dive: Waxing the City, Fees, Profit and Data

LAST UPDATED: March 2023

FRANCHISE WEBSITE: https://franchising.waxingthecity.com/ 

NUMBER OF LOCATIONS: 100-plus

REPORTED COST TO GET IN: $223,965–$493,428

REPORTED ROI (Item 19): $805,000

Waxing the City is the body waxing concept founded by four Colorado women who were “determined to bring self-care to the masses.” Like many businesses in the multi-billion dollar beauty industry, the nature of Waxing the City’s services means franchisees are well-positioned to secure predictable, recurring revenue.

How Many Waxing the City Locations Are There?

Waxing the City advertises over 100 franchise locations, and Entrepreneur’s most recent reporting notes 125 units. The concept has grown steadily over the past decade with a notable spike in growth rate around 2015.

Waxing the City was placed on Entrepreneur’s “Franchise 500” multiple times, and the strong business model is backed further by parent company Self Esteem Brands. Waxing the City is one of seven concepts under the Self Esteem Brands umbrella and is playing a crucial role in the company’s effort to make “health, wellness and self-care more accessible.”

What Is the Waxing the City Business Model?

Waxing the City is a body wax concept that has “a waxed leg up” in the industry because of its custom wax formulations only available at Waxing the City. With exclusive products and aestheticians, the brand creates a sense of novelty in its studios that can serve to catch clients’ eyes among a sea of waxing businesses.

The concept advertises trained Cerologists—experts on “the art of waxing”—serve to provide an even better customer experience and service result. And like many other beauty concepts, the brand offers a membership program that gives back to customers while drawing them back into the benefit of Cerologists and owners.

How Much Can Waxing the City Franchise Owners Make?

Waxing the City advertises an average gross revenue of $805,000 for the top one-third of studios in 2021. The franchisor does not make more detailed disclosures publicly available.

How Much Does It Cost to Open a Waxing the City?

The total investment necessary to open a Waxing the City business is $223,965–$493,428, though the cost breakdown is not publicly available. 

The franchisor also required $125,000 in liquid capital and a net worth of $350,000.

What Is the Franchise Fee for Waxing the City?

According to Franchise Chatter, the Waxing the City franchise fee can vary.

New franchisees pay a $42,500 fee, and new franchisees who meet veteran requirements pay $35,000. Existing owners receive a discount on future openings as the franchise fee is reduced to $32,500 for established owners and $30,000 for established owners who are veterans.

Who Is the Leadership of Waxing the City?

Waxing the City is owned by Self Esteem Brands. Leadership of Self Esteem Brands includes:

• Chuck Runyon, Co-Founder and Chief Executive Officer
• Dave Mortensen, Co-Founder and President
• Matthew Stanton, Chief Development Officer
• Jennifer Yiangou, Senior Vice President of Franchise Administration
• Mark Norman, Vice President of Real Estate
• Tony Nicholson, Vice President of Sales

What Helpful Sources Can I See to Learn More About Waxing the City?

• Get Glowing With Your Own Beauty Franchise—Waxing The City
• 41 Substantial Fees Every Waxing the City Franchisee Needs to Know About
• Waxing The City Strips Away Competition, Jumps 300 Spots in Entrepreneur Magazine’s Franchise 500® List
• News & Press—Self Esteem Brands

Disclaimer: This content is for informational purposes only. You should not construe any such information or other material as legal, tax, investment, financial or other advice. Nothing contained on this site constitutes a solicitation, recommendation, endorsement, or offer to buy or sell any franchises, securities, or other financial instruments in this or in any other jurisdiction in which such solicitation or offer would be unlawful under the franchise and/or securities laws of such jurisdiction. All content in this article is information of a general nature and does not address the detailed circumstances of any particular individual or entity. Nothing in the article constitutes professional and/or financial advice, nor does any information in the email constitute a comprehensive or complete statement of the matters discussed or the law relating thereto. You alone assume the sole responsibility of evaluating the merits and risks associated with the use of any information or other content in this article before making any decisions based on such information or other content.