Saturday 18 November 2017

The beauty product Irish women are waxing lyrical about is set to take the global stage

Louise Kelly

Louise Kelly

Securing an appointment at this south Dublin salon is something clients have travelled cross-country for - and the success of the brand is now making an impact on the international stage.

Having established a well-known hot wax on these shores - and teaching those who use it their own methods - the ladies behind Waxperts are set on making the product globally recognised.

Now mother-of-one Ellen Kavanagh set up a salon in Dun Laoghaire in 2008 right at the height of the recession, and was joined after several months in the business by friend Trish O'Brien. 

"Myself and Ellen met in a waxing salon and we bonded over similar client care and wanted to make the treatment, that is normally considered a painful experience, a little bit gentler and something that catered for the client a little more," Trish told

Louise Kelly applying Wax at Waxperts, pictured at their offices in Dun Laoghaire.
Louise Kelly applying Wax at Waxperts, pictured at their offices in Dun Laoghaire.

"Not just a wax on, wax off service."

"We wanted to put the same amount of effort into a wax treatment that there is in nails or facial treatments."

Wax at Waxperts pictured at their offices in Dun Laoghaire.
Wax at Waxperts pictured at their offices in Dun Laoghaire.
Waxperts products, pictured at their offices in Dun Laoghaire.
Applying Wax at Waxperts

Coming up with the right formula took some time but the Waxperts products are now being used now in over 1000 salons throughout Ireland, nationwide in the UK and across Europe.

"We tried brands from Australia, the US and the UK but none of them gave us the comfort that we wanted for our clients," said Trish.

Looking for a flexible wax that never broke during treatment and that melted that a lower temperature than usual products, the duo turned to a wax refinery and a "baffled" chemist.

"The client we had in mind was a typically Irish client, somebody that has coarse stronger hair but really gentle pale skin," she said.

"We wanted something that was strong enough to pull the hair out but soft enough on the skin that it left no blemish."

Fast forward almost a decade, with products such as award-winning Waxperts In-Grown Hair Pads, Pre- and Post- Wax Oil, and their own brand Cleanser on the market, it is the firm's experienced methods that are being adopted just as much as their innovative offerings.

After recent celebrating five years in business - Waxperts officially launched as a professional brand for salons and spas in 2012 - the firm is now teaching a new course at its office in Dun Laoghaire, 'Waxperts Waxing for Beginners'.

"We designed a couple of waxing courses as I'm mad for education [Ellen is centred on the product] so I wanted the Academy to mould waxers into better therapists."

Every salon should have high standards - from the methods adopted to the products used"

Waxperts has been successful working with UK distributor Sweet Squared since 2015 "and they have basically taken over the market with Waxperts".

"We are now launching into other European countries so Slovenia is next; we're going to a trade show in Dubai in May to meet up with other distributors."

"We've had a lot of interest from the Middle East and other European countries so we'll have a few meetings, showcase our product and look to expand our export market."

Sales at the business - assisted by Ellen's strong following on social media - soared 700pc in the first two years of operation. Now at five years old,what's the plan for the next five?

"We want people walking into salons around the world, not just asking for a wax, but asking for a Waxperts was, because we've set the standard."

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