Several Black entrepreneurs are set to become franchise owners after Self Esteem Brands, the parent company that owns Waxing the City, signed development deals to add 21 stores in Florida, Southern California, Virginia, Georgia, New York, and Maryland.

Among them is Tanika Adams, owner and operator of Black Rose Gold LLC, who will run and manage five waxing service stores in Jacksonville, Florida.

“Opening my first franchise was a big decision and having the extraordinary support system from Self Esteem Brands was critical in my decision to bring Waxing the City to my hometown,” Tanika Adams said in a statement. “Since day one, the Waxing the City franchise development team has been by my side every step of the way — readily available to offer support and answer questions as I embark on my own entrepreneurial journey.”

Adams will look to capitalize on the second-largest waxing franchise in the U.S. and its growth over the last several years, especially during the pandemic.

Waxing the City saw a 94 per cent satisfaction range and an average ticket increase of 23 per cent compared to pre-pandemic spending, according to a statement.

Self Esteem Brands has positioned the brand as a one-stop shop for waxing and body care needs. With the addition of more than 38 stores in the last year across six states, the brand is aiming to boost revenue by entering new markets in a rapidly growing self-care industry.

“While we continue to drive our expansion efforts of the Waxing the City brand, we're fortunate to find exceptional entrepreneurs who share in our belief of boosting the self-esteem of the world by bringing a unique waxing experience to their communities,” Nick Herrild, brand president at Waxing the City, said in a statement.

“As part of the Self Esteem Brands family, Waxing the City and our franchisees have access to benefits from training and real estate support to local marketing to help grow the brand. With this hands-on support, Waxing the City can be a great investment for entrepreneurs looking to get involved in a flourishing industry,” he added.

Other owners include Lexi Han (southern California, six units); Nailah and Deborah Timberlake (northern Virginia, three stores); Michael Patti (New York, two stores); Rodney Johnson (Baltimore, Maryland, two stores); and Kasib Jarvis (Atlanta, three stores).