European Wax Center Debuts Its First-Ever All Over Deodorant

Rhea-AI Summary

European Wax Center (NASDAQ: EWCZ), the leading franchisor of waxing services, has launched its first-ever EWC TREAT® All Over Deodorant, expanding its product portfolio. The $18 aluminum-free cream deodorant is designed for full-body use, featuring a unique formula that combines odor protection with hair thickness reduction properties.

The product contains key ingredients including Glycolic Acid for odor neutralization, Prebiotics for skin balance, and Narcissus Bulb Extract for hair thickness reduction. The dermatologist and gynecologist-tested formula is available through waxcenter.com and European Wax Center locations nationwide.

Positive

• Product diversification into the growing body care market
• New revenue stream through retail product sales
• Leverages existing customer base and distribution channels

Negative

• Enters highly competitive deodorant market
• Premium price point at $18 may limit mass market adoption

News Market Reaction

-9.83%

1 alert

-9.83% News Effect

-$25M Valuation Impact

$232M Market Cap

1.1x Rel. Volume

On the day this news was published, EWCZ declined 9.83%, reflecting a notable negative market reaction. This price movement removed approximately $25M from the company's valuation, bringing the market cap to $232M at that time.

Data tracked by StockTitan Argus on the day of publication.

Formulated for full body use, the aluminum-free cream deodorant neutralizes odor, helps reduce hair
thickness, and keeps skin smooth between waxes

PLANO, Texas, Aug. 1, 2025 /PRNewswire/ -- European Wax Center, Inc. (NASDAQ: EWCZ), the leading franchisor and operator of out-of-home waxing services, is thrilled to unveil the newest addition to its award-winning EWC TREAT® line: EWC TREAT® All Over Deodorant.

The brand's first-ever full-body cream deodorant goes beyond underarms to deliver long-lasting odor protection and skin-smoothing benefits across the entire body, including underarms, bikini area, inner thighs, chest, and feet. The gentle yet powerful formula is aluminum-free, pH balanced, and dermatologist and gynecologist tested, making it safe for even the most sensitive areas.

Lightly fragranced with a refreshing blend of bergamot, orange blossom, and sage, the deodorant is infused with skin-loving ingredients designed to keep you fresh, smooth, and confident between waxes, including:

• Glycolic Acid (AHA): Helps neutralize odor and gently exfoliates
• Prebiotics: Support the skin's natural balance
• Narcissus Bulb Extract: A sustainable, daffodil-derived ingredient that helps to visibly reduce hair thickness between waxes

"We're thrilled to expand our EWC TREAT® line with the All Over Deodorant—an addition to our product lineup that reflects our commitment to full body confidence," said Katie Mullen, Chief Commercial Officer of European Wax Center. "This clinically tested formula was thoughtfully created for guests who want clean, effective solutions that go beyond underarms. The All Over Deodorant is a natural extension of our expertise in body grooming and aims to help every person feel comfortable, confident, and cared for in their skin."

Formulated without aluminum, sulfates, parabens, or phthalates, the EWC TREAT® All Over Deodorant is ideal for those who want a multitasking deodorant that doesn't stain—and doesn't stop at the underarms.

The EWC TREAT® All Over Deodorant is available for $18 at waxcenter.com and in European Wax Center locations nationwide.

About European Wax Center

European Wax Center, Inc. (NASDAQ: EWCZ) is the leading franchisor and operator of out-of-home waxing services in the United States. European Wax Center locations perform more than 23 million services per year, providing guests with an unparalleled, professional personal care experience administered by highly trained wax specialists within the privacy of clean, individual waxing suites. The Company continues to revolutionize the waxing industry with its innovative Comfort Wax^® formulated with the highest quality ingredients to make waxing a more efficient and relatively painless experience, along with its collection of proprietary products to help enhance and extend waxing results. By leading with its values – We Care About Each Other, We Do the Right Thing, We Delight Our Guests, and We Have Fun While Being Awesome – the Company is proud to be Certified™ by Great Place to Work^®. European Wax Center, Inc. was founded in 2004 and is headquartered in Plano, Texas. Its network, which includes more than 1,000 centers in 44 states, generated sales of $951 million in fiscal 2024. For more information, including how to receive your first wax free, please visit: https://waxcenter.com.

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SOURCE European Wax Center

FAQ

What is the price of European Wax Center's new All Over Deodorant (NASDAQ: EWCZ)?

The EWC TREAT® All Over Deodorant is priced at $18 and is available at waxcenter.com and European Wax Center locations nationwide.

What are the key ingredients in EWCZ's new All Over Deodorant?

The deodorant contains Glycolic Acid for odor neutralization and exfoliation, Prebiotics for skin balance, and Narcissus Bulb Extract for hair thickness reduction.

Is European Wax Center's All Over Deodorant aluminum-free?

Yes, the EWC TREAT® All Over Deodorant is aluminum-free and formulated without sulfates, parabens, or phthalates.

Where can I buy European Wax Center's new All Over Deodorant?

The product is available for purchase through waxcenter.com and at European Wax Center locations across the United States.

What areas can European Wax Center's All Over Deodorant be used on?

The deodorant can be used on multiple body areas including underarms, bikini area, inner thighs, chest, and feet.