#United States #Plano #European Wax Center #Dry Brush #NewBeauty Awards

European Wax Center's EWC TREAT® Dry Brush Triumphs at 2026 NewBeauty Awards

In a significant win for the beauty industry, European Wax Center, Inc. (NASDAQ: EWCZ) proudly announces that its latest product, the EWC TREAT® Dual-Sided Dry Brush, has clinched the title of Best Dry Brush at the esteemed 2026 NewBeauty Awards. This accolade marks a proud occasion for the leading franchisor and operator of out-of-home waxing services.

The EWC TREAT® Dual-Sided Dry Brush is the latest addition to the brand’s highly acclaimed EWC TREAT® line, which has earned previous NewBeauty recognition for its outstanding products, including the EWC TREAT® Ingrown Hair Serum and Brightening Ingrown Hair Wipes, both awarded for Best Ingrown Hair Treatment. This phenomenal dry brush is designed to elevate self-care routines by providing effective exfoliation, clearing impurities, and prepping the skin—ensuring not just a smoother waxing experience but also enhancing the effectiveness of other skincare treatments.

Katie Mullen, the Chief Commercial Officer of European Wax Center, expressed her gratitude, stating, “Receiving another NewBeauty Award is a true privilege. Our EWC TREAT® Dual-Sided Dry Brush not only enhances radiance with its gentle exfoliation but also creates the perfect canvas for waxing.” Mullen emphasized the company’s commitment to innovative product development that supports every aspect of the guest experience.

Crafted with vegan and cruelty-free bristles, the dry brush features a thoughtful design that incorporates dual textures. One side offers a soft touch for delicate areas, while the other provides a denser feel for deeper exfoliation on tougher skin zones. This versatility ensures that customers can achieve a spa-quality experience right at home, even in hard-to-reach areas.

In a statement regarding the award, Britt Fallon, the Director of Beauty at NewBeauty, highlighted the rigorous selection process for the winners, stating, “In a marketplace saturated with beauty products, our editors strive to identify those that truly stand out in effectiveness and innovation.” With the NewBeauty Award Seal, consumers can be assured of the quality and reliability of the awarded products.

The EWC TREAT® Dual-Sided Dry Brush is affordably priced at $18 and is readily available for purchase on the company's website, waxcenter.com, along with all European Wax Center locations across the country.

About European Wax Center, Inc.

Founded in 2004 and headquartered in Plano, Texas, European Wax Center, Inc. (NASDAQ: EWCZ) stands as a leader in the franchised waxing service sector in the United States. With a commitment to providing over 23 million services annually, the company prides itself on delivering an exceptional personal care experience within clean, private waxing suites. Known for its innovative Comfort Wax®, which incorporates superior ingredients promising an efficient and less painful waxing experience, the center continues to reshape the waxing industry while enhancing product offerings.

The brand’s unwavering mission—emphasizing values such as care, ethical practices, guest delight, and enjoyable interactions—has earned it a Certified™ by Great Place to Work® designation. With more than 1,000 locations across 44 states, European Wax Center recorded impressive sales of $947 million in fiscal 2025, showcasing both its growth and popularity in the beauty market.

For additional insights and to discover how you can receive your first wax free, be sure to visit waxcenter.com.

About NewBeauty

Established in 2005, NewBeauty is the definitive authority in the beauty sector, offering detailed insights into the latest innovations and product offerings. With a focus on empowering consumers to make informed beauty choices, NewBeauty remains at the forefront of beauty trends, setting benchmarks in quality and brand credibility.