Wax Center Offers Comfortable Experience

It is designed to offer something that no one else does—and people are flocking to it in droves.

A new franchise of European Wax Center has opened in Towne Center, and co-owner Steve Miller, who owns the business with his wife Millie Viqueira, said he is pleased by the opportunity to offer services to residents that are not readily available in this area.

“This fills a great niche,” he said. “There are high service, expensive spas or nail salons that offer waxing. We fit into there with the price point at the low end, but offering high end service.”

“Everything is designed to save money,” he added. "And there is strong growth inherent in the health and beauty sector."

For Miller, who also owns a franchise of Massage Envy in Parsippany, he is always looking for service businesses to open.

“This is a business that services a unique spot,” he said.

Miller said he was looking for a location to open his new business after he decided he wanted it to be a European Wax Center. Bridgewater became the best location because there is no similar business anywhere nearby, and the closest branch of the center is in Warren.

There are 26 franchises of the business in New Jersey alone, and first began franchising in 2007.

“The Bridgewater surroundings are excellent as far as there is demand,” Miller said. “We like Towne Center also because of the anchor tenants. It serves Bridgewater, Raritan, Hillsborough and even Hunterdon County.”

Miller said he reached out to the Steiner Property Group, and closed on the lease for the building in December. He and his team began the construction on the store to create the atmosphere that includes several private rooms for individual customers.

Inspections of the property, Miller said, were completed around April, and premier week began April 25, when the business had several deals to introduce the offerings of European Wax Center.

“The demand was incredible,” he said. “In premier week, we have unlimited waxing. But we had so many clients, we couldn’t get to everyone.”

Then, Miller said, the business officially opened May 1.

“We have had a good reception,” he said. “So many people came up to us during construction, and said, ‘when are you going to open? We’re so excited you’re opening here.’”

What sets the business apart from other waxing offers is the company’s four-step process and use of alcohol-free natural beeswax.

“It doesn’t adhere to the skin, just to the hair,” said manager Nidia Monsalve. “It is more comfortable.”

The process includes cleaning the skin, protecting it with oil, applying the wax and then rehydrating the skin.

“That prevents bumps and redness,” Monsalve said. “And the wax is not too hot, so it doesn’t burn the skin.”

Plus, Miller said, the business is unique because it doesn’t “double dip”—they use a new stick of the wax for every person.

“People are very excited because of the packages and prices,” Monsalve said. “They like the four-step process, which they’ve never seen before. There are the details of protecting skin.”

The company, Miller said, began about 10 years ago by two brothers and a sister in Florida.

“They decided it was a great business, and they broke out of their father’s salon and made it their own,” he said. “I thought this was fantastic.”

“It is a unique position in the market, combined with the four-step waxing,” he added. “It is the ultimate wax experience.”

Miller, who lives in South Orange, said he was originally in the investment world as a portfolio manager, but always wanted to start his own business. He started that dream by opening Massage Envy a little over a year ago.

At the business, Miller said, they offer many deals, including packages based on how often customers come in for a wax, and they offer free service for the first eyebrow, underarm or bikini wax for women, and free service for the first eyebrow, nose or ear wax for men.

“We explain to clients what a comfort the wax is, and make them understand that we protect the skin so it is less painful and more comfortable,” Monsalve said.

And, Miller said, all those doing the waxing are fully licensed aestheticians.

Miller said that opening in May is actually the ideal time, although waxing is a year-round business.

“There is a seasonal peak in the spring and summer,” he said. “The goal was to open sometime toward the spring.”

“But waxing is not just for the beach season,” he added. “And more regular waxing is better for the skin.”

Aside from the actual waxing, Miller said, the company is also involved in community outreach, particularly with the schools. For Teacher Appreciation Week, they offered free gift cards to teachers to , and .

And, Miller said, throughout the entire month of May, anytime someone mentions Hillside Intermediate during their waxing session, $10 will be donated to the school’s PTO.

“As a parent of three, the educational system is important,” he said. “Anything we can do as a business to support it is what we are trying to focus on.”

For more information, visit the European Wax Center website at waxcenter.com.