Vancouver-based Stripped Wax Co is celebrating its 15th anniversary this year, marking a significant milestone for the female-founded brand that has grown from a single Yaletown location in 2010 to seven studios across British Columbia’s Lower Mainland.
Founded by Susan Vu, the company has become one of BC’s most recognized names in personal care and professional waxing. What began as a small boutique concept has evolved into a trusted brand with a reputation for expertise, inclusivity, and exceptional client care.
“This feels like such an amazing milestone for us,” Vu told Retail Insider in an interview. “When we turned 10, it was during COVID, so we couldn’t really celebrate. Now the world feels lighter, and we can finally take a moment to appreciate how far we’ve come.”
From Yaletown Boutique to Beauty Pioneer
Vu’s entrepreneurial journey began not in beauty but in fashion. In 2010, as the Vancouver Winter Olympics energized the city, she operated a small clothing boutique in Yaletown. While running the shop, she observed an emerging trend in specialized beauty services such as blow-dry bars and lash lounges.
“I knew I wanted to be part of that movement,” Vu explained. “It was such an exciting time. These niche service concepts were opening everywhere, and I felt strongly that the next big opportunity would be waxing.”
With no prior experience in the beauty industry, Vu began researching the market. A serendipitous opportunity presented itself when the chiropractor next to her boutique announced he was closing his practice. The space, already divided into treatment rooms, was ideal for a waxing studio.
“It just made sense,” Vu said. “We renovated, hired our first waxer, and launched the concept. The wax bar took off immediately. Within months, I knew this was where I needed to focus.”
Rapid Growth and a Strong Team Culture
Stripped Wax Co’s first five years were marked by steady expansion. After the original Yaletown studio, the company opened locations in Kitsilano, Lonsdale, Port Moody, and Burnaby, adding a new site almost every year.
By 2016, Vu had built a five-location network across the Lower Mainland.
“Our initial goal was to get to five locations in five years,” she said. “Once we achieved that, we took a break to stabilize operations.”
That pause lasted several years and included a major global disruption: the COVID-19 pandemic. But in 2023, the company returned to growth, adding two suburban studios in Langley and Surrey.
Today, Stripped Wax Co operates seven locations, including a larger flagship in Yaletown with six treatment rooms. While the brand explored franchising, Vu ultimately decided to maintain corporate ownership to ensure service consistency and team culture.
“Franchising didn’t feel right for us,” she noted. “We value being hands-on and growing in a way that aligns with our standards and values.”
Navigating the Pandemic and Industry Change
The pandemic presented unprecedented challenges for the personal care industry, forcing salons to close temporarily and rewrite operating protocols. For Vu, it was a turning point.
“COVID was difficult, but it also forced us to raise the bar on safety and hygiene,” she said. “Those protocols are now deeply ingrained in our operations, and clients appreciate that commitment.”
While the company survived the shutdowns, the economic ripple effects remain. Rising wages, new provincial regulations, and cost-of-living pressures have reshaped the business environment for salons.
“The service industry has faced a lot of change post-COVID,” Vu acknowledged. “Wages, sick-day regulations, and health taxes have all had an impact. But we’ve adapted and stayed strong.”
Expanding into At-Home Care
As part of its growth strategy, Stripped Wax Co has developed a proprietary line of professional-grade waxing and aftercare products, available both in salons and for at-home use.
“We launched our wax kits during COVID because clients couldn’t come in,” Vu explained. “They became so popular that we decided to keep them as part of our offering.”
The kits include microwave-safe wax containers, strips, applicators, and post-care products designed for easy use. Later this year, the company plans to expand the line with new scents and formulations, catering to customers who enjoy DIY beauty.
“We’re having fun with it,” Vu said. “Our clients might still visit us for Brazilians, but they can do quick touch-ups at home.”
The product line also includes feminine hygiene and post-wax care items, such as exfoliating treatments and pH-balanced washes.
An Inclusive Approach to Personal Care
From the outset, Stripped Wax Co set out to create a space that welcomed all genders, a concept that was uncommon when the brand launched.
“When we opened, most salons catered almost exclusively to women,” Vu said. “We wanted men to feel comfortable too, so we designed our spaces to be modern and gender-neutral.”
Today, male clients account for roughly 20% of the company’s business, up from just 5% in its early years.
Specialized services for men, including Brazilian waxing, are available across all locations, supported by a rigorous training program for staff.
Looking Ahead: Measured Growth, Strong Values
As Stripped Wax Co enters its 15th year, Vu remains committed to sustainable growth rather than aggressive expansion.
“We’re happy with where we are,” she said. “There might be room for one or two more locations in BC if the opportunity is right, but we’re not chasing numbers. For us, it’s about quality, team culture, and enjoying the life we’ve built.”
While national expansion is off the table for now, the company’s evolving product line and established reputation position it well for continued success in a competitive market.
“Our focus has always been on creating an approachable, professional experience,” Vu said. “Fifteen years later, that vision hasn’t changed.”
