European Wax Center Debuts Brand Transformation in partnership with YARD NYC

‘Smooth, Done Right’ emphasizes EWC’s 20-year expertise and thousands of trained specialists

In partnership with creative and branding agency Yard NYC, European Wax Center (EWC) is launching ‘Smooth, Done Right™’, a new brand platform that marks a full-scale brand transformation for the industry leader in hair removal. As part of this evolution, Yard NYC has also developed a refreshed brand identity, full-scale in-center redesign, as well as a brand campaign under the new platform, launching the new vision this summer, during the brand’s busiest season.

The ‘Smooth, Done Right’ platform expresses EWC’s expert reputation in hair removal, letting the world know exactly what it offers and stands for: smoothness, expertise, and confidence. As the largest operator in the category, with more locations and waxes under its belt than anyone else, the new platform is a self-assured statement of its leadership, implying EWC does it right (and not everyone does).

To bring the platform to life, Yard NYC conducted extensive consumer research, honing in on how women want to feel and be portrayed when it comes to waxing – the resulting work is all about shifting to the self-gaze, empowering her to feel sexy rather than making her feel sexualized. Focused on the perspective of a woman, the result is a refreshed brand platform that speaks directly to her, her full life, and how EWC helps her be her most confident self.

In the newly released brand film, Yard NYC visualizes a confident, skin-forward approach for EWC as the authentic, cutting-edge waxing authority with over 1,000 locations and over 100 million wax services performed. While others cut corners, EWC cuts straight through the noise with confidence, truth, and undeniable smoothness. The brand film is quickly followed by upcoming seasonal campaigns, with “Bikini Season” dropping just in time for summer on June 15th across social and digital channels.

“EWC is in the business of revealing confidence, and after 100 million waxes, we’ve seen it all,” says Katie Mullen, Chief Commercial Officer of EWC. “Our new platform is the antidote to beauty B.S. As experts in the world of hair removal, we know when something is Smooth, Done Right, and when it isn’t. And we’re not afraid to call it out.”

Yard NYC won the brand transformation work in a competitive review in August 2025 and has since developed a full-scale transformation across the business, all of which encapsulate the brand’s new bold, dynamic, straight-talking, and sophisticated personality.

“We wanted to give EWC a powerful identity and holistic platform that articulated the bold confidence its services provide women throughout every season,” says Ruth Bernstein, CEO of Yard NYC. “Smooth, Done Right communicates the trusted experience that EWC has spent 20+ years building in the beauty category, and provides EWC an ownable position as the industry leader.”

This work will roll out in media in June 2026 and across 1,000 wax centers, with a comprehensive center redesign set to roll out by the end of 2026. In the year ahead, Yard NYC will also execute campaigns for Fall, Winter, and Spring 2027.

Source: Yard NYC

  Advertising, Brand Identity, Brand Platform, Campaign, European Wax Center, Marketing, partnership, Redesign, Yard NYC