Over the past two decades, the European Wax Center (EWC) has become a go-to destination for millions of Americans looking for high-quality waxing and hair removal services. With sleek salons, trained specialists, and a proprietary wax formula, EWC has redefined what it means to get waxed—removing not just hair, but the stigma and discomfort often associated with the experience.
From eyebrow shaping to Brazilian waxes, the company offers a wide range of services in over a thousand locations across the United States. But what exactly makes it so popular, and why do customers keep coming back? Let’s take a look.
What Is the European Wax Center?
The European Wax Center is a nationwide chain of hair removal salons, specialising in full-service waxing for both women and men. The first center opened in 2004 in Aventura, Florida, founded by siblings Joshua and David Coba. Their vision was simple: to provide waxing services in a clean, professional, and spa-like setting.
Before EWC, waxing was often seen as a side service at nail salons or spas. The Cobas saw an opportunity to turn it into a specialised, standalone experience. And it worked. Within just a few years, the brand had expanded through franchising, and today, there are more than 1,000 locations across the country.
EWC’s mission is clear: help people feel comfortable in their own skin. And with millions of services performed each year, it’s safe to say they’re doing just that.
Who Owns European Wax Center?
European Wax Center operates under a franchise model. While individual locations are owned and operated by local franchisees, the company itself—European Wax Center, Inc.—oversees branding, training, and product development.
EWC went public in 2021 and is traded on the NASDAQ under the symbol EWCZ. Its corporate headquarters are based in Plano, Texas. As of 2025, the company is led by CEO Chris Morris, who brings decades of experience in growing consumer and franchise businesses.
This structure allows EWC to combine consistent nationwide branding with the personal touch of local business ownership, contributing to its rapid and sustained growth.
What Treatments Do They Offer?
European Wax Center is best known for its waxing services, but its offerings are far more extensive than many first-time visitors expect. Here’s a breakdown of the treatments available:
Facial Waxing
- Eyebrow shaping
- Upper lip
- Chin
- Sideburns
- Nose
- Ears
- Neck
Body Waxing
- Arms (full or half)
- Underarms
- Legs (full or half)
- Back (upper, lower, or full)
- Chest and stomach
Bikini and Brazilian Waxing
EWC offers several options for bikini waxing:
- Bikini Line: Removes hair outside a standard panty line
- Bikini Full: Removes more hair, but leaves a shape or strip
- Brazilian: Removes all hair from the front and back, or allows for custom styling
Men’s Waxing
Men can receive services for:
- Chest and back
- Shoulders
- Arms and legs
- Brows, nose, ears, and more
Skincare Products
In addition to waxing, EWC also offers its own line of skincare products:
- Ingrown hair serums
- Exfoliators
- Moisturisers
- Body polishes and washes
These are designed to enhance post-waxing results and support smoother, longer-lasting skin.
Laser Hair Removal (select locations)
Some centers have recently introduced laser hair removal services using the GentleMax Pro Plus system. This option is ideal for those looking for more permanent hair reduction.
What Kind of Wax Does European Wax Center Use?
One of the standout features of EWC is its proprietary Comfort Wax®. Unlike traditional soft waxes that use strips and can stick to the skin, Comfort Wax is a hard, strip-free wax made from a blend of natural ingredients sourced from Europe.
Here’s why customers rave about it:
- It adheres only to the hair, not the skin, making for a gentler experience.
- It’s applied at a low, skin-safe temperature to avoid burns or discomfort.
- It hardens quickly, allowing for fast removal without cloth strips.
- It’s designed specifically to minimise redness, irritation, and ingrown hairs.
This exclusive formula is one of the key reasons why EWC’s waxing services are often described as less painful and more comfortable than traditional salon waxes.
Reviews and Customer Testimonials
Customer feedback for European Wax Center tends to be overwhelmingly positive, especially for experienced wax specialists and clean, modern salons.
Many clients note the friendly staff, punctual appointments, and high levels of professionalism. In online reviews, first-time visitors frequently mention how relaxed and at ease they felt, even during intimate services like Brazilian waxing.
That said, experiences can vary by location. While one center may earn glowing reviews, another might face criticism for inconsistent service or long wait times. Some clients have also noted that certain locations push hard for product sales, which can detract from the otherwise smooth experience.
Overall, though, most EWC locations maintain high customer satisfaction, with regulars citing trust in their wax specialists and consistency in service quality.
Does European Wax Center Take Walk-Ins?
Yes, most European Wax Centers accept walk-ins, but appointment availability depends heavily on location, time of day, and season. For example, evenings and weekends can be particularly busy, especially in urban areas or during summer months.
While walk-ins are an option, EWC strongly encourages clients to book appointments online or through the mobile app. This allows for faster check-in, the ability to select a preferred wax specialist, and access to exclusive promotions.
Pro tip: First-time guests often receive a free or discounted service, but advance booking is usually required to take advantage of these offers.
How to Find a European Wax Center Near You
Finding your nearest EWC is straightforward. Their website includes a search tool that lets users locate salons by city, state, or ZIP code. You can also filter by services offered (e.g. laser hair removal, Brazilian waxes, etc.) and check out each location’s hours, pricing, and team.
Alternatively, the European Wax Center app allows users to:
- Book and manage appointments
- Check in upon arrival
- Track loyalty rewards
- Access exclusive deals and seasonal offers
Centers are typically located in high-traffic areas like shopping centers, plazas, and commercial strips, making them easy to access whether you’re running errands or heading home from work.
Final Thoughts
European Wax Center didn’t just elevate the waxing industry—it revolutionised it. By offering a refined, spa-like atmosphere, trained professionals, and a wax that’s kinder on the skin, EWC has become a trusted name for millions.
Whether you’re a first-timer considering a brow cleanup or a loyal customer returning for a monthly Brazilian, European Wax Center’s combination of comfort, convenience, and quality continues to set it apart in the personal care space
Head here to read the latest news on everyone’s favorite restaurant, Wendy’s
