We developed Wax in the City with the clear goal of making life - and the removal of unwanted hair - easier for men and women while providing total waxing care!
Although waxing is one of the oldest and most efficient methods of hair removal it was hardly known in Germany and - if offered at all – was only a 2nd-rate service available in beauty parlours, with long waiting lists and expensive, to boot. Moreover, due to a general lack of waxing expertise, barely anyone knew how to wax properly, Brazilian style! There was a certain shyness about it and a clear taboo concerning bikini and Brazilian waxing...
We wanted to change this radically! Our aim was to establish waxing as a highly professional service. Easy to come by, very convenient and set in a stylish environment: the perfect waxing experience! What was once a taboo topic has now become stylish and fashionable!
In 2004, we founded Wax in the City and established the concept of waxing-only studios in Germany! In 2005, after an intense research period, we opened our first studio in Berlin featuring a unique and new service concept: focusing exclusively on one beauty service (hair removal with warm wax), one specific, highly improved technique and a totally new approach to the beauty business: the walk-in service, requiring no appointments. The word “Depiladora”, which we introduced, is now used everywhere for employees in waxing studios. We are proud to have set the benchmark so that now many competitors are following suit and offering similar services.
With the help of our customers our concept has since evolved and improved and most of all our business has been approved and accepted! We now have 16 studios operating throughout Germany, Austria and Switzerland and are looking forward to expand into all of Europe.
We will continue our commitment to excellent waxing standards!