The waxing revolution that changed the face (and body) of an industry.
Our story began when founder Noemi Grupenmager set out to transform the personal grooming category from a back-of-salon afterthought into a superlative, single-minded service delivered by professionals in a hygienically pristine and completely approachable environment. In 1993, she opened the first-of-its-kind unisex waxing studio in South Beach and within six months the salon was servicing 200 customers a day.
Continually looking to improve her business, Noemi created an all-natural, elastic wax to replace the industry’s standard process of using painful honey wax and paper strips. To accompany this skin-friendly wax, she designed a precise technique of application and removal to optimize comfort and reduce service time. And to further enhance the hygienic standards synonymous with our brand, she integrated an on-site wax lab where certified lab technicians prepare individualized wax warmers for each customer’s service.
The success of her proprietary wax, coupled with a carefully developed franchise business model and a loyal customer base, has given us the opportunity to grow to multiple waxing Studios along the East Coast, with more locations on the way.