European Wax Center Plans New Locations in Valley Area

European Wax Center is building its presence in the Valley and making plans to stick around, despite some serious competition in the region’s crowded beauty industry. The Florida-based franchise, which exclusively offers waxing services for unwanted hair removal, plans to launch four Valley franchises in the next year, said Yvette Beaulieu-Kreutzberg, the company’s regional developer for the Greater Los Angeles area. Specific locations are yet to be confirmed, but prospective areas include Glendale, Burbank, Porter Ranch and Sherman Oaks, and a letter of intent has been submitted for a location in Studio City, Kreutzberg said. “The area is very attractive to us because of its density, ethnic diversity, accessibility and a sprinkle of vanity,” she said. “These are great factors in a perspective franchise.” European Wax Center ranked No. 82 on Inc. Magazine’s annual ranking of the nation’s 500 fastest-growing private companies. Company leaders are confident in the franchise’s corporate recipe, but they are entering a fiercely competitive domain as demand for waxing services and laser hair removal increases and more service providers arrive on the scene. In the Valley region alone there are likely hundreds of venues that offer such services, ranging from high-end salons and spas that market a clean, upscale environment to neighborhood nail salons that offer no-frills services for a fraction of the cost. David Coba, co-founder of European Wax Center, said the company’s recipe for success lies in their trademarked Comfort Wax System, a unique non-strip wax formula developed in Paris. The four-step waxing procedure includes 100 percent natural beeswax, the finest polymers, and no alcohol, allowing for quicker application time and a less painful experience, he said. Since its founding in 2004, European Wax Center has grown its franchise nationally, with 149 centers across the United States and 131 under development. As regional developer, Kreutzberg and her husband Kipp Kreutzberg are responsible for finding prospective franchisees looking to invest in the company and assist them through the process of building the business. From pricing to square footage, each European Wax Center adheres to the same business model, developed by Coba and the corporate team. “We want to build that culture,” Coba said. “The main core elements bring all the locations together as a team.” Jennifer and Greg Andreoli opened the Woodland Hills center last October and a second location in Westlake Village two months later. Since opening, the two locations have seen steady monthly increases, and the Woodland Hills Center recently earned Los Angeles Magazine’s Best of LA award for Best Ouchless Bikini Wax, Greg Andreoli said. He credits the businesses’ success to the demand in the area. “Waxing is definitely a huge trend in health and beauty,” he said. “Women are tired of shaving.” According to a survey conducted by Simmons Market Research Bureau, of the top 20 designated areas in the U.S out-of-home waxing market, Los Angeles is the second largest market, behind New York city. Jennifer Andreoli said she hopes to see consistent increases in business in the coming months. “I would love to see a 50 percent increase in the next year,” she said. “I really think it’s doable.” Braelinn Johnson, 27, said she’s been a regular customer of the Woodland Hills location since its opening last year. “I swear by them,” Johnson said. “I go twice a month.” In the past, Johnson said she has tried various methods of hair removal including waxing and laser treatment. While the latter provided long-lasting results and a virtually painless experience, it was too expensive to pursue. With individual/service prices ranging from $9 to $68, the European Wax Center is the more affordable option, Johnson said. She also credits her pleasant experiences at the spa to her continuous attendance. “They go out of their way to make you feel special,” she said. “I now know my esthetician very well.”