European Wax Center's Award-Winning Brush Signals a Deeper Strategy

PLANO, Texas – April 02, 2026 – In a move that solidifies its growing influence beyond the waxing suite, European Wax Center, Inc. (NASDAQ: EWCZ) has secured a prestigious industry accolade for its at-home product line. The company’s EWC TREAT® Dual-Sided Dry Brush was officially named the “Best Dry Brush” in the 2026 NewBeauty Awards, a recognition that highlights a strategic pivot toward becoming a comprehensive beauty and wellness authority.

This award is not an isolated incident but the latest in a series of validations for the brand's retail offerings. The EWC TREAT® line has previously been honored by NewBeauty for its Ingrown Hair Serum and Brightening Ingrown Hair Wipes. The consistent recognition suggests that European Wax Center has successfully decoded the formula for translating its in-center expertise into effective, consumer-loved products for at-home use.

The Power of the Seal: More Than Just an Award

In today's saturated beauty market, where consumers are inundated with endless product launches and marketing claims, expert validation is a powerful currency. The NewBeauty Awards, now in their 16th year, are widely regarded as a gold standard in the industry. The selection process is not a simple popularity contest; it's a year-long endeavor where the publication's editors rigorously test thousands of products to identify those that truly deliver on their promises.

"In a crowded marketplace with more beauty products and treatments than ever before, NewBeauty editors cut through the clutter to bring readers the best of the best from the past year," explained Britt Fallon, Director of Beauty at NewBeauty. The organization’s focus is on highlighting innovative formulas and technologies that deliver tangible results. "When you see our NewBeauty Award Seal on a product or treatment, you know it's the real deal," Fallon added.

This endorsement provides European Wax Center with a significant competitive advantage. For consumers, the NewBeauty seal serves as a trusted, third-party guarantee of quality and efficacy, simplifying purchasing decisions and building confidence in the EWC TREAT® line as a whole.

From Waxing Suite to Bathroom Shelf

The success of the Dual-Sided Dry Brush is a cornerstone of European Wax Center's broader corporate strategy. The company, which performs over 23 million services annually across its network of more than 1,000 centers, is methodically building a holistic brand ecosystem. The goal is to create a seamless experience where professional services and at-home retail products work in tandem to enhance results and foster long-term customer loyalty.

The dry brush itself is a perfect example of this synergy. It is designed to exfoliate, clear, and prep the skin, creating an ideal surface for the company's signature Comfort Wax® services. By encouraging guests to incorporate this tool into their routine, EWC not only improves the efficacy of its core service but also deepens its relationship with the customer outside the four walls of its centers.

"It's a privilege to receive another NewBeauty Award, now recognizing our EWC TREAT® Dual-Sided Dry Brush," said Katie Mullen, Chief Commercial Officer of European Wax Center. "By gently exfoliating and smoothing the skin, this tool not only enhances radiance but also creates the ideal canvas for waxing. We are grateful for the continued recognition of our product innovations that support every step of our guest journey."

This strategy appears to be paying dividends. With an 80% repeat customer rate and a high Net Promoter Score, the brand has cultivated a loyal following that is primed to embrace its expanding product portfolio.

Deconstructing the Winner: A Competitive Edge

An analysis of the EWC TREAT® Dual-Sided Dry Brush reveals a thoughtful design that aligns with key consumer demands and market trends. Retailing for an accessible $18, the product is positioned competitively in a market that includes budget-friendly options and luxury brushes costing several times more. Its key differentiator is its dual-textured head, featuring a soft side with finer bristles for delicate areas and a dense side with firmer bristles for more intensive exfoliation on tougher skin zones like elbows and knees.

Furthermore, the brush is crafted with vegan and cruelty-free bristles, a crucial feature for a growing segment of ethically-minded consumers. Combined with a long handle designed to reach difficult spots like the back, the product offers a spa-quality experience at home, a major selling point in the booming self-care market.

While competitors like Goop and Dr. Barbara Sturm command higher price points, EWC’s offering provides a versatile, high-quality, and ethically produced alternative that leverages the trust established through its service-based business.

A Strategic Win Amidst Corporate Change

The timing of this award is particularly significant for European Wax Center. The company reported system-wide sales of $947 million in fiscal 2025, but also experienced a slight decrease in total revenue and net income compared to the prior year. In this context, the growth and success of its retail division become even more critical to its long-term financial health. Expanding retail penetration, both in-center and through e-commerce, represents a key pathway for growth and revenue diversification.

This award serves as a powerful marketing asset that can help drive sales and reinforce the brand's position as an innovator. The validation from a respected authority like NewBeauty can attract new customers and encourage existing ones to increase their spend per visit. This success comes as the company itself is undergoing a major transformation. In February 2026, European Wax Center announced a definitive agreement to be taken private by the investment firm General Atlantic. As the company transitions away from the public market, this proven strength in product development and brand extension will undoubtedly be a key asset in its next chapter of growth, demonstrating the brand's intrinsic value beyond its service-based origins.