You will not cringe when the esthetician prepares to remove the wax at the European Waxing Center, says its owner Daniel Demasi. The wax at Rye Brook’s newest beauty center is designed to be painless. It comes in small beads, is melted to a warm - not hot - temperature and then applied to cleaned and oiled skin so that it does not stick. When it is time to lift the wax to remove the hair, it peels right off, Demasi said.
The Center, a national chain with 240 locations nationwide, features six waxing rooms and employs six estheticians with hair removal experience, Demasi said. Several EWC skin care products for purchase are illuminated on shelves in the front lobby. The store opens officially on Jan. 21 and is offering free waxing on its grand opening weekend, Jan. 17-20.
A few days before opening, Demasi smiled broadly as he walked down the hall of the clean and simple space his new store occupies in the former Blockbuster spot at Rye Ridge shopping center. Demasi, a Larchmont resident who formerly worked in finance in New York City, decided on opening the EWC after considering several other franchises because of its sustainability and business model, he said.
“Specialty places are becoming more popular,” Demasi said. “(EWC) seemed to have a strong support team and the strongest products,” he said.
Having never been waxed himself, until EWC training, Demasi has learned a lot about the health and beauty industry and is enthusiastic about his new business. His EWS is the second located in Westchester, the other is located in Yonkers (under a different owner).
To learn more about the services and prices visit EWC’s website here. Don’t forget to sign up for the grand opening to receive a free service on grand opening weekend, Jan. 17-20.
*Editor's Note: The EWC opens officially on Jan. 21. The date was change from Jan. 15, as was originally reported.