European Wax Center
European Wax Center is a United States chain of franchised hair-removal salons specializing in waxing and related personal-care products.
Last updated August 26, 2026
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Overview
European Wax Center is a United States personal-care brand built around professional waxing and hair-removal services. The company began with a single salon in Aventura, Florida, founded by siblings Joshua Coba and David Coba in 2004. Its operating concept combines salon-based waxing with the retail sale of cosmetic and aftercare products intended to support customers before and after treatments. The brand's principal growth model has been franchising. After establishing its initial location, the Coba brothers began franchising the concept in 2008, allowing European Wax Center to expand beyond its original Florida base through independently operated locations using the brand's name, service model, and operating standards. This franchise-led structure is central to the company's identity and distinguishes it from a small chain of company-owned salons. European Wax Center focuses on hair removal performed with wax rather than on a broad full-service beauty-salon offering. Its services are delivered in dedicated centers and are supported by consumer products associated with skin preparation, post-wax care, and general cosmetics. The brand's positioning is therefore centered on specialization, repeat visits, standardized service, and convenience for customers seeking professional waxing in a recognizable national network. David P. Berg joined the company as chief executive officer in 2018. During his tenure, the brand relocated its headquarters from Aventura to Plano, Texas, in 2019. The move placed the corporate office in the Dallas–Fort Worth area while the salon network continued to operate across the United States. By 2024, European Wax Center stated that it had more than 1,000 locations in the United States. The company has consequently developed from a single Florida salon into a large national franchised network. Its business scope remains concentrated in waxing services, salon operations, franchise support, and the sale of related personal-care products rather than in unrelated beauty categories. In 2026, General Atlantic completed a take-private transaction to acquire the outstanding European Wax Center shares that it did not already own. Following that transaction, the brand became privately held. The available reference material does not establish a new chief executive, a revised brand identity, or a change in the salon concept after the transaction. European Wax Center is therefore best characterized as an active, United States-focused franchised personal-care brand with a large national footprint and a specialized waxing proposition.
History
European Wax Center was established in 2004 by siblings Joshua Coba and David Coba in Aventura, Florida. The business began as a single hair-removal salon built around waxing services. Rather than operating as a general beauty salon, the concept concentrated on professional waxing and related products, creating a specialized format that could be reproduced across multiple locations. The founders began franchising the business in 2008. Franchising became the principal mechanism for geographic expansion, enabling the company to grow its salon network through franchise operators while maintaining a common brand and service concept. The model also allowed European Wax Center to extend beyond its original Florida market without relying exclusively on company-owned capital for each new center. David P. Berg joined European Wax Center as chief executive officer in 2018. His appointment occurred during the brand's development as a national franchised personal-care business. The company subsequently moved its headquarters from Aventura to Plano, Texas, in 2019. The relocation changed the location of the corporate base but did not alter the brand's United States-focused salon model. European Wax Center's business has remained centered on waxing and hair-removal services delivered through branded centers. The company also sells cosmetic and personal-care products, including products associated with preparation for waxing and care after treatment. These retail products complement the recurring salon-service relationship and extend the brand beyond the appointment itself. By 2024, European Wax Center stated that its network exceeded 1,000 locations in the United States. This represented a substantial expansion from the single center opened by the Coba brothers in 2004 and reflected the importance of franchising to the company's national presence. The available reference material does not provide a complete year-by-year location count, detailed international operations, or a comprehensive list of individual product names. In 2026, General Atlantic completed a take-private transaction under which it acquired all European Wax Center shares that it did not already own. The transaction returned the company to private ownership. The available material does not document a subsequent change in the brand's name, core service proposition, headquarters, or operating markets. European Wax Center remains an active United States personal-care brand whose principal identity is tied to specialized waxing salons, franchise expansion, and related skincare and cosmetic products.
- 2026
General Atlantic completed take-private transaction
[1]General Atlantic acquired the outstanding shares of European Wax Center that it did not already own, leaving the company privately held.
- 2024
Network reported to exceed 1,000 United States locations
[1]European Wax Center stated that its United States network had grown to more than 1,000 locations.
- 2019
Corporate headquarters moved to Plano
[1]The company relocated its headquarters from Aventura, Florida, to Plano, Texas.
- 2018
David P. Berg became chief executive officer
[1]David P. Berg joined the company as chief executive officer.
- 2008
Franchising began
[1]European Wax Center began franchising its salon concept, providing the basis for broader network expansion.
- 2004
First European Wax Center opened in Aventura
[1]Joshua Coba and David Coba founded the business and opened its first salon in Aventura, Florida.
Products and positioning
A specialized, nationally distributed waxing and hair-removal brand offering standardized salon services through a franchised network, supplemented by related cosmetic and aftercare products.
Hair removal · 2004
Professional waxing services
The brand's core offering is professional waxing performed at European Wax Center salons. The service proposition is built around specialized hair removal rather than a broad menu of general beauty treatments. Its franchised centers provide the branded customer experience and form the main operating unit of the company.
Personal care products
Waxing-related skincare and cosmetics
European Wax Center also sells cosmetic and personal-care products connected with its waxing services. These products include items intended for preparation and aftercare, helping customers maintain skin-care routines around professional hair-removal appointments. Specific product names and launch dates are not established in the supplied reference material.
Brand decisions
2026
Completed take-private transaction with General AtlanticM&ABackground
General Atlantic already held an ownership interest and pursued acquisition of the European Wax Center shares it did not own.
Action taken
General Atlantic completed the acquisition of 100 percent of the company's outstanding shares not already owned by it.
Aftermath
European Wax Center became privately held. The supplied material does not specify changes to management, operations, or the brand's customer proposition.
2019
Moved corporate headquarters from Florida to TexasStrategyBackground
European Wax Center was expanding as a national franchised salon business.
Action taken
The company relocated its headquarters from Aventura, Florida, to Plano, Texas.
Aftermath
Plano became the company's stated corporate base while its salon operations continued across the United States.
2008
Adopted franchising as the expansion modelStrategyBackground
The company had begun as a single salon in Aventura, Florida, and sought a way to extend its specialized waxing concept to additional markets.
Action taken
European Wax Center began franchising its branded salon format.
Aftermath
Franchising became the foundation for the brand's growth into a large United States network.
Recent events
European Wax Center launches EWC Rewards[2]
Reported:
European Wax Center announced the launch of EWC Rewards, a loyalty program available at its more than 800 centers nationwide.
Wax Center Partners acquires six European Wax Center locations in Dallas[3]
Reported:
Wax Center Partners acquired six European Wax Center locations in the Dallas metro area, expanding its total site count to 18 centers.
Wax Center Partners launches with acquisition of 11 California locations[4]
Reported:
MKH Capital Partners announced the launch of its European Wax Center platform, Wax Center Partners, with the acquisition of 11 locations in California.
MKH and the Stieber EWC franchise form a partnership[4]
Reported:
Wax Center Partners was announced as a partnership between MKH and the Stieber EWC franchise, intended to support expansion across the European Wax Center network.
Sources5 sources
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