Seeing an opportunity in the local market of overly-gendered waxing services, Waxwell set out to create an esthetics studio that appealed to a multitude of demographics.

With body builders, dad-bods, queer folks and the girlies in mind, Bamff developed an identity that felt relaxing, polished, and most importantly, welcoming.

After launch, Waxwell quickly gained a following amongst some expected demographics, but also tapped into markets that had previously felt left out.