Foxy Box Laser & Wax Bars, with its start in Victoria, is set on a path of unparalleled growth – without losing the essence of what makes it unique. From 2020 to 2024 the franchise business rapidly expanded, scaling from four locations in 2020 to 18 to date in 2024, with continued expansion across Canada and into the US forecasted for 2025.
Founded in 2012 by Kyla Dufresne, Foxy Box was built on a foundation to create a unique and empowering experience for all clients. Being one of the first wax bars to remove gender terms in services and offer the same price for services, regardless of gender, Foxy Box’s talented “Vagicians” offer services in an inclusive, safe and comfortable environment.
Its approach to empowering and making customers feel powerful has resulted in some impressive revenue numbers. From 2020 to 2023 Foxy Box saw a 356% increase in system-side revenue from $2.1M+ to $9.6M+.
Not slowing down anytime soon, Foxy Box is expanding in Quebec with eight new locations scheduled to open over the next five years, and launching in the US market in 2025.
“My very first location was actually the dining room of my shared house when I was 24 years old. I was a bartender at the time. I quit my job. I put myself through school and then I made little business cards called FoxyBox with my cellphone number on it and it had my home address on it,” said Dufresne.
“I grew really quickly . . . I found my own space downtown and I guess my very first Foxy Box location was six or eight months after that. We’ve grown since those humble beginnings. We have 18 open and three more under construction. We’ll have 21 locations open by the end of February.”
Foxy Box is currently located in BC, Alberta and Ontario with two new stores opening in Quebec after signing on a master franchise partner who are scheduled to open eight locations over the next five years.
Dufresne owns two of the locations and the rest are franchised.
“Where am I driving this rocket ship to? My big hairy, audacious goal is to get to 150 locations. We are entering into the U.S. market. We are planning on launching quarter two of next year. I imagine we probably could get to maybe 50 locations in Canada but the U.S. is where we can really scale. We’re going to market in the U.S. next year,” she said.
“Beyond that I see Foxy Box as a global brand. I’ve secured my trademark in the UK and in Australia.
“We’re not just a hair removal business. We’re in the business of self-empowerment. Our goal is to leave every customer feeling powerful and energized. That’s what we aim and strive to do. We’ve created a brand, not just a business. We’re not all about just a transaction for hair removal. We really do impact the communities that we’re in.”
For example every year the company hosts an event Foxy Fest, inspired by Lilith Fair. It’s held on International Women’s Day and the company has done it for the last five years, raising money for local charities.
The company also every year has a Customer Appreciation Day.
“We’re a gender neutral salon. We’re the first wax bar in Canada to go gender neutral. In the past we used to have female services and male services . . . We’ve removed gender from all of our verbiage and we’re based on anatomy.”
Also at each of the locations, about 95 per cent of the waste is recycled, using a program with Green Circle.
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