In addition to its swift growth plan, Waxing The City says it is keenly focused on product development to ensure its clientele have the best experience during its well-honed treatments. For example, the company uses a custom-formulated hard wax, Ceranaranja, made by one of the world’s leading wax manufacturers in Spain. This Fall, Waxing The City expanded into body care products with several SKUs that range from lip balm to an oil-based scrub made with coconut sugar to a body butter that blends avocado oil, shea butter, chamomile, lavender and honey.
The product expansion effort also included two specialized serums for use before and after waxing. The pre-wax serum is formulated with cloverleaf and menthol to naturally numb the skin, witch hazel to prep the skin and prevent bacteria, tea tree leaf oil which acts as a natural antiseptic to pores, and aloe and cucumber extract to moisturize and heal the skin before a waxing appointment. The post-wax gel serum works to soothe and heal the skin while preventing bumps and ingrown hairs via wheat germ extract that restores and smoothes skin, yeast extract that regenerates and heals, papaya extract that weakens the hair follicles and inhibits hair growth, and willow bark that calms the hair follicle.
Happi checked in with Angela Jaskolski, brand president, about Waxing The City’s newest products as well its fast-paced expansion plans.
HAPPI: What prompted the development of your own line? What did you see as lacking in the current options in the marketplace?
Jaskolski: At Waxing The City we really care about the quality of your wax service and ultimately the products you use at home influence your experience both in-studio and when you are out-and-about between visits. Developing our own collection of body care and brow products ensures alignment to the values that are important to our brand. The Waxing The City Sugar Scrub and Body Butter are made with natural and organic ingredients, contain essential oil aromas, are made in the USA and we offer them at a wonderful value to our customers. Additionally, the move allowed us to have some fun – adding a bit of whimsy into the names of each product. Citrus A Peel, LOVEnder, Mint to Be and (Not so) Vanilla.
HAPPI: What is the signature or hero SKU in the bunch and why will clients love it?
Jaskolski: Sugar scrub is the clear fan favorite. It’s an oil based scrub that gently exfoliates and moisturizes the skin. It’s made with quality ingredients, essential oils and it comes in four different aromas, allowing an opportunity for you to manipulate your mood and slough away troublesome dry, rough skin at the same time. My personal favorite is LOVEnder.
HAPPI: Where are your newest studios?
Jaskolski: In the past few weeks we have opened studios in Texas, Alabama, Minnesota, New Mexico, Nebraska and Washington.
HAPPI: Waxing The City has an aggressive growth plan for 250 studios to be open by the end of 2018—why do you think your company will succeed in the category?
Jaskolski: Waxing The City has always been a no-nonsense brand grounded in inclusivity, fantastic service and quality results. We understand there is some intimidation in this category and from the moment you first engage with us, our goal is to make you feel comfortable and confident. We now offer a full line of Waxing The City products that directly support and enhance your experience and a loyalty program to inspire you to come back as often as you need. We extend this same care and consideration to the teams that work in our studios. This company was founded by two female estheticians that understand first-hand what hard work and service feel like 40 hours/week. When they designed the founding studios and the experience, Summer Vasillas and Alex Arlotta thoughtfully ensured the team and guests would be well accommodated. Almost 15 years later, these foundational elements contribute to the unique culture that is the foundation for the accelerated growth of the company.