Idaho-Based Company Officially Goes Coast to Coast


Contact: Jamie Dillon
Phone: 866-217-3845


—LunchboxWax has inked deals for more than 50 salons in 10 states, attracts heavy hitters in the franchise industry —

September 12, 2014, Boise, ID — It’s official, Idaho. One of your own is now a nationwide brand – and is gaining momentum every day. LunchboxWax, known for its viral brand that happily encourages all to “Bare Your Beauty,” has six salons open in four states and commitments for more than 50 salons in 10 states.

In August 2013 and on the heels of awarding the first franchise in Eagle, Idaho, LunchboxWax Founder + CEO Debi Lane nationally announced her intent to take her specially crafted speed-waxing technique and proven business model coast to coast by awarding franchises to carefully selected and highly qualified candidates. In no time at all, she signed two agreements for Oregon and Utah.

Over the next several months, this fledgling franchise began to attract heavy hitters – the kinds of people who have enjoyed tremendous success as franchisees of huge, international brands. We’re talking the kinds of places that attract millions of people each year with have-it-your way hamburgers and the cult appeal of drive-in ice.

And now they are joining LunchboxWax, which already has far exceeded its original goal of awarding 24 franchises by the end of 2014 and is continuing its strategic growth into key markets. So the question is, why are these savvy entrepreneurs getting behind this Idaho company?

“There are a host of things we bring, and together, they tell a compelling story and paint an incredibly bright future,” said Lane, who opened the first LunchboxWax salon in downtown Boise in 2010 (and the second just six months later in Sun Valley) when she realized waxing was increasing in popularity but was still generally an after-thought at salons. “We believe in doing one thing, and doing it extremely well. Behind our expertly trained waxologists, thoughtfully designed salons and specially formulated products is a knowledgeable, energetic team that guides each LunchboxWax franchisee every step of the way.”

A strong, growing industry as well as a virtually untapped emerging demographic adds to the appeal.

The personal waxing industry is in the growth stage of its industry life cycle and is projected to grow at an average annual rate of 3.5 percent through 2017, according to a report from IBISWorld. The target market is expanding as women from teens to Baby Boomers integrate waxing into their regular beauty regimen.

Complementing that healthy and loyal base are men who are happily hopping on the hairless bandwagon, too. More than 30 percent of men care about down there – a la “manscaping” – according to the Skin Health Alliance. And by other counts, these numbers seems conservative. An survey polled 1,000 men, and a staggering 95 percent said manscaping is part of their regular regimen.

Although about half of the services booked at LunchboxWax are Brazilians (and the eyebrow-raising logo boasts a woman toting a carefully placed lunchbox), the salons cater to men as well as women and offers a full menu of waxing services – from bottoms to brows, chins to chests – a little (like ears) or a lot (from tip to tail).

“A clean and chic place with a modern and playful vibe that’s dedicated to nothing but someone’s comfort and waxing needs makes sense for consumers and business owners,” Lane said. “It’s the smartest business move I’ve ever made.”

LunchboxWax has currently sold salons or rights to salons or is operating salons in Arizona, Colorado, Florida, Idaho, Georgia, Nevada, New Jersey, Oregon, Texas and Utah. The LunchboxWax Franchise System includes:

  • Training that blends business best practices and intensive LunchboxWax speed-waxing technique instruction
  • LunchboxWax Concierge Program, an ongoing business mentoring service
  • Site selection, build-out and marketing support
  • Custom-blended LunchboxWax wax and skincare products for thoughtfully tailored pre-, duringand post-waxing
  • The BOX Out of the Box, a launch kit that includes fixtures and furniture, marketing collateral, and LunchboxWax retail merchandise.

For more on LunchboxWax services, products and locations, visit For franchise information, including investment details and application information, visit