Yard NYC Appointed as Brand Agency for European Wax Center

​Yard NYC has been appointed by European Wax Center (EWC), the leading franchisor and operator of out-of-home waxing services in the United States, as its agency partner to lead a full-scale brand transformation. The scope of work includes brand positioning and platform development, visual identity, retail store experience design, and internal brand socialisation.

Yard was selected for its ‘Front Yard’ brand consultancy offering, following a competitive review of multiple agencies. An arm of the agency that has successfully powered impactful transformation for numerous brands, Front Yard uses a distinct process to align internal teams around a clear north star, socialise the ideas, and debut them to the consumer. The agency’s beauty and female expertise, paired with its success with beauty, lifestyle, and wellness brands, such as Bluemercury, Athleta, and J.Crew, was also key to its selection.

“While European Wax Center is in the business of removing hair, we are also known for instilling confidence. We are looking to amplify emotional connections with our customers, and Yard’s understanding of our core consumer is crucial to making that happen”, said Katie Mullen, chief commercial officer of European Wax Center. “Having a deep expertise in beauty and wellness, Yard brought inspired and well-informed insights to develop creative work that we are really excited to see in-market.”

The work by Yard will establish a refined platform and way forward for the EWC brand, with a tighter focus on reaching its core consumer. As generational preferences in hair removal and the popularity of accessible wellness treatments continue to evolve, the work is timed to align with consumer and cultural trends and will begin to roll out across franchises in 2026.

“As an agency founded and led by women, we are passionate about working with brands serving women at their core,” said Ruth Bernstein, CEO at Yard. “EWC represents an incredible opportunity to both elevate a category leader and redefine how women are represented and celebrated in beauty and culture. We look forward to shaping this next, more emotionally resonant chapter for the brand.”