Toronto-based WAXON Laser + Waxbar is preparing for a new chapter of rapid growth after announcing a significant strategic investment and partnership with Fraser Clarke, the owner of Massage Addict and a respected leader in Canada’s wellness franchise industry.
For Lexi Miles Corrin, Founder and CEO of WAXON, the moment marks a significant milestone in a journey that began 13 years ago.
“After 13 years of building WAXON from the ground up, this moment is deeply meaningful,” said Miles Corrin in an interview. “This partnership gives WAXON the resources, operational strength, and strategic counsel to reach its full potential. Our goal is clear: to become the number one provider of hair removal services in Canada. With Fraser, we have the right partner to get us there.”
WAXON, known for its focus on laser hair removal and waxing services, currently operates 24 locations across Ontario, Nova Scotia, and Alberta, with four additional locations under development. In just the past five months, WAXON has opened five new locations — a sign of the brand’s accelerating momentum.
A Strategic Partnership Years in the Making
The partnership with Clarke was the result of a relationship built carefully over two years.
“He’s been very clear from day one that WAXON was the business he wanted to invest in,” Miles Corrin explained.
“He didn’t want any part of the business if I wasn’t involved, which was important to me. I’m still a major shareholder and continue to lead the business.”
Clarke brings over 25 years of experience in scaling consumer health, wellness, and beauty brands. Under his ownership, Massage Addict grew from about 20 locations to over 130 locations nationwide — experience that Miles Corrin says will be crucial in taking WAXON to the next level.
“We’ve gotten to know each other over time, and what stood out most was our shared commitment to building a values-driven culture,” she said. “It was essential that our partner shared the same priorities around service quality, brand integrity, and community — and Fraser and his team do.”
Scaling Smart: A Vision for National Growth
With the new partnership, WAXON’s focus is twofold: enhance the support offered to franchise partners and expand strategically across Canada, particularly in underserved Western and Eastern markets.
“This isn’t just about scale — it’s about scaling smart,” said Miles Corrin. “We’re committed to maintaining the exceptional service, brand integrity, and community that have always differentiated WAXON, while expanding access to even more Canadians.”
The company aims to open 10 new locations in 2026, adding to the robust pipeline of four in development currently. The expansion plan is underpinned by a strong emphasis on “four-wall economics” — improving the profitability of each location while maintaining customer experience standards.
“We believe there’s still significant upside in our four-wall economics, especially on the laser business side,” said Miles Corrin. “We’re focusing on both new unit growth and making each individual location even stronger.”
WAXON typically looks for locations around 1,000 to 1,200 square feet, providing four to five treatment rooms. Demographically, ideal markets have a core population of women aged 25 to 50, with strong household income levels — although the client base spans ages 13 to 70+, with about 90% female clientele.
Recent Expansion Highlights
In recent months, WAXON has been steadily building its footprint across Canada with a series of new openings.
The brand has launched new locations in Edmonton, Guelph, Woodbridge, The Beaches in Toronto, and Humbertown Plaza in Etobicoke, demonstrating its strategy of targeting high-potential markets.
The Humbertown Plaza location, in particular, has been a noteworthy addition. Despite ongoing redevelopment at the site, the WAXON team reports strong early performance, with expectations that the location will thrive even further once construction is complete.
“Humbertown has been an exciting location for us,” said Miles Corrin. “Even amidst the ongoing development, we’ve seen strong traction. Once the project is finished, it’s going to be a beautiful, high-demand spot.”
The brand’s expansion momentum continues with new locations currently in development, including a confirmed store in Newmarket, Ontario, and another GTA location that will be announced in the coming weeks.
With this aggressive yet calculated expansion strategy, WAXON is setting itself up for its largest growth year to date — and is laying the groundwork for sustained national growth in the years ahead.
Investing in Innovation: Next-Generation Technology
As WAXON expands its footprint, it is also investing heavily in upgrading its service offering.
Throughout 2025, WAXON is rolling out next-generation laser hair removal technology across its network, designed to offer faster, less painful treatments for a broader range of skin types.
“Our new laser technology is a major leap forward,” said Miles Corrin. “It’s incredibly effective across all skin types — particularly for clients of colour — and significantly reduces discomfort during treatments. We’re so excited to bring this upgrade to all our locations.”
The brand also boasts proprietary wax formulas developed in Europe, tailored specifically for sensitive skin and offering a more comfortable hair removal experience.
“We believe that different areas of the body require different types of wax,” Miles Corrin explained. “We have a specialized hard wax for sensitive areas and a proprietary strip wax for larger areas — both designed to minimize pain, redness, and irritation.”
These enhancements further differentiate WAXON from competitors and support its positioning as the hair removal experts.
COVID-19 Lessons: Essential Services and Client Loyalty
Reflecting on the challenges of the pandemic, Miles Corrin said the experience only reinforced WAXON’s importance to clients.
“During COVID, we were closed for 322 days. It was brutal,” she said. “But every time we reopened, our clients flooded back. It really showed us that professional hair removal is essential for so many people — it’s not just cosmetic, it’s part of their self-care routine.”
The brand’s strong team culture also played a critical role in its resilience.
“We had a 97% return-to-work rate after being closed for almost a year,” Miles Corrin said proudly. “That says a lot about our culture and the loyalty of our team.”
A Bright Future for the Brand
With Clarke’s investment and expertise now supporting the brand, WAXON is poised to accelerate its growth while staying true to its founding values.
“It’s a really exciting time,” said Miles Corrin. “For 13 years, it’s been just me leading WAXON. Now, having strategic partners with the right experience and mindset is a game-changer. Together, we’re going to make WAXON the national leader in hair removal — and we’re going to do it the right way.”
The move also sends a powerful message to the Canadian franchise and beauty sector: WAXON is just getting started.
“Our franchise partners, team members, and clients are all excited about what’s ahead,” she added. “The confidence and trust they’ve shown through this transition has been overwhelming, and it motivates us to keep pushing for more.”
