The waxing revolution transformed the face (and body) of an industry. Their Story In 1993, Noemi Grupenmager pioneered a significant shift in personal grooming by transforming waxing from an overlooked, back-of-salon service into a specialized, professional offering. She launched the first unisex waxing studio in South Beach, quickly gaining traction and attracting 200 customers daily within just six months. Innovation and Comfort Continuously seeking improvement, Noemi developed an all-natural, elastic wax designed to replace the traditional honey wax and strips, which were known for their discomfort. Combined with a precise application and removal technique, this innovation not only reduced service time but also significantly improved client comfort. Hygiene as a Priority To ensure an unparalleled standard of hygiene, Noemi established on-site wax labs where certified technicians prepare personalized wax warmers for each client. This initiative set a new benchmark in cleanliness within the industry. Growing Success With a proprietary wax formula, a proven franchise model, and a dedicated customer base, the brand has expanded to numerous studios along the East Coast, with plans for continued growth.