Update:European Wax Center Comes To Roseville

St.  Paul native Alicia Wagner saw potential for business back home in Minnesota when she frequented European Wax Center while living and working in Florida.

She and her business partner, Laura Kottke, will open a Roseville location this week. European Wax will offer complimentary services in Roseville during Jan. 5 to 7 and Jan. 9.

"I've always been passionate about anything beauty, whether it's makeup, skincare or fashion," Wagner said. "Ever since I was a little girl, I was fascinated by it. It's important to take care of my skin and waxing."

She had been working in marketing and sales for a decade, and decided to take on European Wax Center franchises and bring them back to Minnesota. They have opened their first Minneosta location in Minneapolis during 2010. Roseville's store will open this month with days of complimentary service on Jan. 4-6.

"We're entering all the major trading market areas, and Roseville's a great fit," Wagner said. "There's the Rosedale Mall there, a lot of smaller lifestyle shopping centers which we target. We think it's going to be a great location."

Wagner and Kottke had both been going to European Wax regularly in Florida and liked unique, patented wax that European Wax uses. The imported wax from Paris onlys sticks to the hair and not the skin. Most waxes stick to the skin.

"It's applied at a lukewarm bath temperature," Wagner said. "What we try to give all of our guest is a comfortable, relaxing experience."

The hair stays off 3-4 weeks, and they provide service packages, so people can wax regularly. Their service takes just 15 minutes for small amounts of waxing and 30 minutes for large amounts.

The new European Wax in Roseville will have sign-up for the complimentary services online this week.  Wagner said it gives their liscensed staff an opportunity to get acclimated to the new store. European Wax is located at Roseville Crossing by Byerly's.