// WAX ON, WAX OFF

SOUTH FLORIDA’S OWN DAVID COBA, FOUNDER OF EURO­PEAN WAX CEN­TER, IS MORE THAN JUST SKIN DEEP.

Ocean Drive - - September 2017 - BY JULIET IZON

South Florida’s own David Coba, founder of Euro­pean Wax Cen­ter, is more than skin deep.

It’s no ex­ag­ger­a­tion to say that David Coba was born to run a beauty busi­ness. “My brother [Josh] and I used to sit and play in the mid­dle of the sa­lon at two years old,” Coba says of his fa­ther’s shop in Aven­tura. While Coba and his sib­lings ob­served the daily rhythms of the gru­el­ing beauty busi­ness, he also took note of what he would do dif­fer­ently, if given the chance. “Grow­ing up in the in­dus­try had a lot of value,” Coba says. “I loved that it was my dad’s thing, but I also got a glimpse of things I didn’t like. There’s a work-hard, work-every-hol­i­day [men­tal­ity]. When my brother and I got in­volved in the sa­lon, I wanted to change that.”

Coba’s first foray into the busi­ness also came from his fa­ther, who is mostly re­spon­si­ble for in­tro­duc­ing Amer­ica to the con­cept of hard wax—a hair-re­moval method that doesn’t re­quire cloth strips, the way that soft wax does (it’s also less painful, which is cer­tainly a plus). But it was his chil­dren who saw the true mon­ey­mak­ing potential of the prod­uct, as clien­tele

quickly grew through word of mouth. Coba soon re­al­ized the busi­ness was ro­bust enough to war­rant its own brick and mor­tar, as de­mand had in­creased from 600 clients a week to 600 a day. The first Euro­pean Wax Cen­ter broke ground in Fort Laud­erdale in 2004, and it wasn’t long be­fore its CEO Coba was open­ing dozens of stores across the coun­try.

To­day, there are over 600 fran­chises na­tion­wide, with another 200 in de­vel­op­ment—but Coba is quick to point out that ex­pan­sion is not his pri­mary goal. “I try to con­tinue on the same phi­los­o­phy as we did from the be­gin­ning, which is, How do we make EWC bet­ter?” he says. A line of prod­ucts, called Strut 365, aids that goal, al­low­ing clients to ex­fo­li­ate, mois­tur­ize, and pro­tect their skin in be­tween ser­vices.

The brand’s com­mit­ment to el­e­vat­ing the wax­ing ex­pe­ri­ence is cer­tainly one of the rea­sons be­hind its enor­mous suc­cess. “We say that our com­peti­tors re­move hair. We’re not about what we re­move, we’re about what we leave be­hind,” Coba says. “No mat­ter who you are, when you walk into one of our cen­ters, we are go­ing to re­veal your beau­ti­ful skin. And you are go­ing strut out of our cen­ters and share that mes­sage with the world.” Visit wax­cen­ter.com for locations.

“WE’RE NOT ABOUT WHAT WE RE­MOVE, WE’RE ABOUT WHAT WE LEAVE BE­HIND.”

—DAVID COBA

The Strut Boldly Brow Col­lec­tion from Euro­pean Wax Cen­ter

David Coba at the bar at S3 in Ft. Laud­erdale.

Its com­mit­ment to client com­fort is one rea­son the busi­ness has ex­panded so quickly.

ƥƞɵƭ ƭƨ ƫƣơơƭ Galo “Primo” Coba, David Coba, Nel­son Coba, and Joshua Coba at­tend Euro­pean Wax Cen­ter’s 10th An­niver­sary in De­cem­ber 2014.

Start­ing with a sin­gle shop in Ft. Laud­erdale, EWC now has 600 fran­chises, with 200 more planned. ơƞƫƞ The flag­ship store in Aven­tura.

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