If you’re a waxing regular, you’ve probably heard of the team at WAXIT, who are committed to the silky and the smooth. For the best wax, the team at WAXIT follow three simple steps: Prepare. Process. Pamper.
“The WAXIT team were brought together as a result of the search for the best wax service. We were looking for the perfect combination of high quality products, quick service, good prices and easy bookings – without waiting over a week for an appointment.
We could never find anyone who could accommodate us at the last minute. And when we could find someone who could help, they were often scary strangers in questionable cubicles – where the waxes were of such a low quality that we would leave layers of skin behind. We realised that we had the solution to the problem: And that’s when WAXIT was born!” says Founder and Owner, Michelle Royston.
2022 marked an incredibly special year for the brand with multiple new stores opening, tallying their store count to a whopping 11 stores, in Gauteng, Kwa-Zulu Natal and Cape Town. WAXIT, known as a popular wax bar defined as “a refuge of removal, a haven of hairlessness, a sanctuary of smooth”. They’re dedicated solely to smooth skin. A place where men and women alike can go to wax it expertly and discreetly, free from the intrusions that come with visiting full service salons.
At WAXIT, they make sure that before and after your wax, your skin is cleansed, waxed, nourished and soothed. Their WAXITologists® are always available, professional and discreet. Plus, WAXIT offers additional treatments that aren’t available at “multi-functional” salons.
“We are masters of sleek and silky, and we focus only on fuzz. No manicures, pedicures or facials, just high-quality waxing. When it comes to our craft, only the best will do. Our master WAXITologists® use our very own exclusive, hypoallergenic wax – designed and manufactured locally,” says owner, Michelle Royston.
Michelle has over the years, developed a business brand that is creative and ever-growing. She’s taken her love of waxing one step further with their franchise opportunity which is designed to have you open, trained and running from 45-60 days of signing the agreements. From comprehensive training to ongoing mentorship, marketing strategies and products, we give you all the tools you need to run and grow your own hair removal franchise.
‘When it comes to our craft, only the best will do”
We sat down with Michelle, in an exclusive interview, chatting all about her successful brand growth, and what it means to her to have her ‘baby’ turn 7. This is what she had to say…
7 Years… What an achievement! Looking back, what has been one of the greatest highlights to date?
MR: Franchising was definitely a turning point in the business, although at times very challenging, it has made the journey so exciting. Having like-minded female entrepreneurs investing in the Brand and guiding them through their start up journeys has been truly rewarding and an absolute highlight.
As a brand that started out from a personal need, what does it mean to you as a businesswoman to have reached and helped so many individuals over the years?
MR: It’s what drives me, WAXIT has changed people’s lives by giving them the ability to not have to plan their waxes days in advance. We have so much to plan in life, waxing should not be one of them. You can walk in anytime into a welcoming, warm, stylish environment and have a quick affordable wax at your convenience – that in my opinion is life changing.
11 successfully launched stores, in Gauteng, Kwa-Zulu Natal and Cape Town! What an achievement! What do you lend your success to?
MR: Always pushing the boundaries, innovating, making mistakes but always taking accountability for them. Trying, testing and failing are all part of this success story but the joy and elation comes when you get it right! I also live by one rule, “”if you can’t change the people…change the people””. It’s all about people and relationships. The right people will connect with you, engage in your passion and be driven by the Brand values. Never let negative people dull your passion or wear you down – change them or let them move on. I am drawn to people who are exciting, enthusiastic, passionate and driven and take accountability and ownership and that’s why the WAXIT brand is so successful – I am surrounded by so many incredible people.
How do you effortlessly find the perfect combination of high-quality products, quick service, good prices and easy bookings?
MR: Effortless – I wish, but thanks for saying that! I always do something I am not quite ready to do, that’s how you grow and learn. It’s in the moments of making mistakes and taking feedback that you really come up with the best solutions. If you always remember what need you have as an individual, you will solve many problems.
No success story happens overnight. What has been the hardest challenge over the last 7 years?
MR: You will laugh when I say Franchising – as this also my greatest highlight! It’s been a character building exercise – very rewarding but very challenging. You need to understand your role as a Franchisor. A business owner is focused on the performance of the business, staffing, and expense control. The franchisor is focused on adding, training, and supporting franchisees. Making the shift from business owner to franchisor has been my greatest challenge and continues to test my boundaries. It all comes down to relationships and back to my saying – “If you can’t change the people, change the people””
You’ve taken the brand to new heights with the development of your own local wax and wax products – was this something you initially envisaged?
MR: Absolutely yes – from day one this was the goal and it will continue to evolve over the next few years, watch this space.
How does one celebrate 7 years in the waxing industry?
MR: Pierre Jourdan Tranquille and a beach holiday!
Where to from here, what can we expect for the next 7 years to come?
MR: More stores nationwide, we want everyone to have access to a WAXIT in their neighbourhood so that they can too enjoy the convenience factor. International stores will launch. Lots of new exciting retail products and a very exciting top secret new service offering. Watch this space!
WAXIT is well-recognised and reputable, and they have invested in the creation of a brand that has scope for nationwide expansion. They cater for women, men and young adults; and their pricing is competitive which makes it accessible to a broad market base.
“One of our core values is success for all, so we want to ensure that all of our franchisees succeed and grow. We offer continuous comprehensive support every step of the way. From initial site selection, to construction build-out, to daily operations, we’re here to answer your questions and give advice based on our proven business strategies. We believe in a hands-on approach from our franchisees for the best success. As a Franchisee of Smooth, you will receive a “business in a box” with all the tools you need to be up and running in a way that’s methodical and proven (and fun). The WAXIT franchise has an estimated set up cost of R1.2 Million. There is also a joining fee of R130 000 to be part of the WAXIT Franchise,” says Michelle.
At WAXIT, they are committed to cleanliness, which is why they deliver their services in an environment that is clean and professional and sets the standard for hygiene, sanitation and wax care. They don’t reuse sheets, and gloves are mandatory for their WAXITologists®
“We are proudly South African – so any way we can throw our support behind local businesses, we will. We set out to develop our own wax so that we could continue to bring affordable waxing to our clients, we also wanted to ensure that our clients walk out feeling super smooth and without having any reactions to waxing,” adds Michelle.
Worried about privacy? Don’t be! Their WAXITologists® are there to make your experience as comfortable as possible. They’ll lend you their ears if you would like to chat, but if you would like to relax, their rooms are equipped with music to help you relax.
Whether it’s low-rise jeans, itsy bitsy bikinis or button downs, WAXIT makes sure you achieve your best look – smooth.
