Franchisor Stories
Franchise Opportunity Deep Dive: Waxing the City is a beauty franchise offering facial and body waxing, lash and brow enhancements, skincare and retail products for all genders.
Waxing the City is a beauty franchise under the Purpose Brands (formerly Self Esteem Brands) umbrella which offers facial and body waxing, lash and brow lifts, tints and laminations, along with skin care and retail products. The brand is known for its proprietary waxes and professional aestheticians called "Cerologists.”
Waxing the City was founded by four Colorado women in 2003 and today operates more than 150 locations in the United States.
Mission: Waxing the City’s mission is to create a positive, confidence-boosting waxing experience for clients while providing fulfilling careers for beauty professionals, normalizing and elevating waxing by making it a self-care experience rather than just hair removal.
Vision: Waxing the City seeks to improve self-esteem by becoming a leader in the self-care industry, diversifying service offerings and leveraging the franchise model.
Franchising with Waxing the City offers several key benefits that make it an attractive opportunity for prospective franchisees:
Waxing the City provides franchising opportunities in the United States with a particular focus on locations in the Northwest and Northeast. Visit the Waxing the City website for more information on current franchising opportunities.
Initial Costs: The estimated initial investment required to begin operation of a Waxing the City franchise ranges from $310,774 to $646,420. The 2025 Franchise Disclosure Document (FDD) breaks these costs down as follows:
| Type of Expenditure | Min | Max |
| Initial Franchise Fee | $42,500 | $42,500 |
| Training Expenses | $1,400 | $2,640 |
| Leasehold Improvements | $79,530 | $306,600 |
| Security Deposit and Rent (3 Months) | $20,800 | $25,600 |
| Construction Management Fees | $0 | $13,500 |
| Architect/Design Fees | $12,750 | $22,875 |
| Furniture, Fixtures & Equipment | $30,581 | $47,662 |
| Office Supplies | $3,500 | $4,500 |
| Technology Package & Licenses | $11,807 | $19,213 |
| Interior & Exterior Signage | $18,400 | $26,900 |
| Initial Retail Inventory | $5,578 | $6,108 |
| Initial Waxing Supply Inventory | $8,078 | $8,372 |
| Grand Opening Advertising | $25,000 | $25,000 |
| Insurance | $2,550 | $2,850 |
| Miscellaneous Expenses | $4,500 | $7,000 |
| Additional Funds (3 Months) | $43,800 | $85,100 |
Initial Franchise Fee: The initial franchise fee for a Waxing the City franchise is $42,500, which is due in full upon the signing of the franchise agreement. Waxing the City also provides a discount on the initial franchise fee to qualified U.S. Veterans, active members of the military and first responders.
Ongoing Fees: Waxing the City franchisees are responsible for the following ongoing fees, according to the 2024 FDD:
| Type of Fee | Amount |
| Royalty Fee | 6% of gross revenues/week |
| General Advertising and Marketing Fund Contribution | 3% of gross revenues/week |
| Local Marketing Obligation | $1,000 - $2,000/month |
ROI Potential: According to the brand’s 2025 FDD, the 134 franchised locations operating for the entirety of FY 2024 reported the following gross revenues:
| Quartile | Average | Median | High | Low |
| Top Quartile (33) | $840,631 | $799,315 | $1,298,091 | $665,380 |
| Second Quartile (34) | $564,857 | $544,891 | $656,427 | $489,830 |
| Third Quartile (34) | $411,605 | $420,153 | $487,648 | $344,963 |
| Bottom Quartile (33) | $241,847 | $240,115 | $344,963 | $73,049 |
| Total (134) | $514,339 | $488,739 | $1,298,091 | $73,049 |
The franchisor offers a comprehensive training suite starting with the mandatory initial training program, a five day session that is mandatory for the principal owner and principal operator. For staff, Waxing the City delivers a specialized Initial Cerology Training Program to certify aestheticians. Onsite training lasts up to two days. And throughout the franchise term, training could include additional programs for new service offerings, retail training for sales as well as leadership training. The franchisor may also require additional customer experience/operations training and annual recertification as necessary.
Waxing the City offers comprehensive operational support to its franchisees, ensuring they have the necessary resources and guidance to run successful centers. This support includes access to the confidential operations manual as well as a proven system. The franchisor also provides quality control via a mystery shopper service plus performance monitoring and marketing support..
Waxing the City requires the franchisee to purchase a technology package from the franchisor's designated vendors, which includes computer hardware, software, licenses and other necessary technology services.
Beauty or waxing experience isn’t necessary. Waxing the City is looking for franchisees with an entrepreneurial spirit, basic business management skills and a passion for developing people and delivering great service.
The franchisee must operate the studio for a specified minimum number of hours and days each week as designated (and must do so in a clean, orderly, attractive and businesslike manner, making required repairs, replacements and alterations as requested by Waxing the City.
The principal owner and principal operator must complete initial training. All aestheticians must attend, complete and obtain the Cerologist certification. And the business must offer and sell all goods and services designated by the franchisor as being required.
No-cost financing assistance is available to Waxing the City franchise owners.
“Waxing the City, just matched our culture and beliefs. And we liked their system and their processes - but especially their leadership team. They came up through the ranks. They understand the business. So that when you call them up, they know what you’re going through. They’ve been through it. I think franchising is a great place to start an entrepreneurial career. That’s where I started mine and this many years later, I’m still a believer. Start with a vision: start with the future in mind.”
- Gary Robins, Multi-Unit Operator
The global market for beauty services reached a valuation of almost $250 billion in 2023, with the American market alone set to make up nearly $100 billion of that within the next eight years.
Driven by a demand for sustainability and “clean” services (including natural, organic and cruelty-free products with eco-friendly packaging) and a quick, convenient experience driven by the increasing onset of tech like AI to personalize beauty shop visits, the beauty services market is in the midst of significant growth.
Overall, the beauty services sector presents promising opportunities for growth and investment, driven by increasing demand for quality, sustainability and convenience.
Waxing the City distinguishes itself in a crowded marketplace via highly specialized staff, including certified Cerologists, a proprietary custom-formulated wax and a strong focus on a personalized, comfortable client experience.
In terms of competition, Waxing the City faces several notable players in the beauty services market, including European Wax Center, Diesel Barbershop, Encore Salon Suites, Sola Salons and local/independent locations. However, Waxing the City’s unique focus on values, sustainability, convenience and a diverse array of beauty offerings set the chain apart.
Embarking on a franchise journey with Waxing the City involves a structured process designed to ensure mutual alignment and success. Here's a step-by-step outline from initial inquiry to final approval:
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