Male waxing requires specialist technique and clear client communication. From prepping new male clients to choosing the right wax and pricing your services, these expert tips will help salons grow their male waxing business and deliver better treatment results
How to attract more male waxing clients
Before discussing specific marketing tactics, it’s important to understand what barriers prevent men from booking waxing services in the first place.
“Not all male clients will assume a salon would provide waxing services designed for men, so reach out to the market and let them know what you can offer,” advises Becky Priest, Chelmsford-based waxer and educator.
“Don’t assume your prospective new client knows exactly what he wants or what a treatment entails. Take the mystery out by providing a short description of different treatments. This will also save clients from any embarrassment of having to ask uncomfortable questions when visiting the salon.”
Meanwhile, Hanna Capel, award-winning waxing expert and founder of HW Waxing in Bridgwater, explains, “Even though we live in a world that revolves around social media, the majority of my male clients have booked an appointment with me after finding my business through Google or other search engine platforms.
“Investing some time in my Google Business Profile and optimising the SEO for my booking website to focus on keywords has really helped with this.”
How to educate male clients on the importance of timing in waxing
Timing plays a major role in wax effectiveness and client comfort, so salons should give clear guidance during the booking process.
“Clients should never have their first-ever wax just before an important occasion,” says Capel.
“I always advise my clients to schedule a few waxing appointments before any event or occasion. This will not only allow the skin to adjust, leading to fewer contra-actions from occurring directly after the treatment (such as histamine reactions, redness, and inflammation), but will also allow us to identify any potential allergic reactions.”
When it comes to a special occasion, such as a wedding, sporting or body building event, Capel then explains that she advises clients to book their appointment at least 72 hours prior to that event.
“This will allow for any temporary contra-actions to calm down, but will give a grace period to those clients who may want to go on to have a spray tan or self-tan at home,” she explains.
How should male clients prepare for waxing treatments?
Proper pre-wax preparation can reduce discomfort, prevent reactions and improve overall results, especially for first-time male clients.
“When a new client books an appointment with me, they are sent both a welcome email and a digital consultation form,” says Capel.
“The consultation form helps me to identify any contraindications that may not be suitable for the treatment, but also allows the client to comment on any previous waxing experiences they may have had.
“The welcome email provides clients with information on how to prepare for their waxing appointment, such as exfoliating and keeping the skin hydrated, the length of hair that they need for a successful wax, and avoiding things such as tanning, excessive sunbathing, and sunbeds.”
Best waxing products and tools for male hair removal
Because male clients often have coarser or denser hair, choosing the right wax and equipment can dramatically improve efficiency and outcomes.
“The action of waxing large areas of coarse hair can be a time-consuming and tiring procedure, both for the therapist and client,” says Priest.
“To ensure both are as comfortable as possible, therapists should experiment with the type of wax strip they use. Strips that are slightly longer than standard will provide more coverage, proving to be more economical, and the additional length also helps create a smoother action for the therapist.”
Simple finishing touches and technique upgrades can help your waxing treatments look more polished and professional.If you’re looking to ensure your results set you apart from other waxers in the area, Capel highly recommends investing in a decent pair of professional hair clippers.
“This will allow you to create a seamless blend from freshly waxed skin into areas where the hair remains present. This little extra step not only helps to finish the overall look, but is also greatly appreciated by clients,’ she says.
How to set prices for male waxing services
Pricing male waxing fairly requires understanding how hair type, body area and time impact your treatment costs.
“A full leg wax on a male client, for example, is likely to take much more time and effort than a female client, simply due to leg size and volume and thickness of hair,” advises Priest.
If you’re new to offering male waxing services, Priest suggests, “Offering some free treatments to potential male clients will help therapists to gauge how much wax they have to use, how much time different treatments take, as well as how many consumables such as wax strips they use.”
Professional communication tips for male intimate waxing
Clear, confident communication helps put male clients at ease and reinforces professional boundaries during intimate treatments.
There’s no denying that intimate waxing can sometimes cause embarrassment, and for therapists who are used to treating women, the first few male intimate treatments can be intimidating, but it’s important to portray yourself as the professional you are, advises Priest.
“Be confident in yourself; discuss the treatment thoroughly with your client, and use proper anatomical names. If you’re embarrassed, imagine what the client is feeling.”
Capel also shares her experience offering male waxing treatments, noting, “As a female waxing specialist, I have unfortunately had a very small percentage of male clients who have acted inappropriately during the treatment – but I must stress that this is a very, very, small minority of clients and shouldn’t discourage anyone from offering male waxing treatments.
“The best tip I can give anyone is to decide on what your boundaries are, set them in place, and most importantly, stick to them!”
Capel also adds that using an online booking system helps to whittle out that small percentage of clients, as “most booking systems now have some form of data capture in place, which may make an ‘un-genuine client’ think twice about booking an appointment”.
Misconceptions surrounding male waxing treatments
Understanding the myths that surround male waxing allows therapists to educate clients and promote the benefits more effectively.
Unfortunately, there is still a misconception that waxing is a ‘feminine’ and female-only service.
However, as Capel highlights, male grooming is growing in popularity, providing a providing a significant opportunity for waxers and salons to expand their clientele.
“Whether it’s facial waxing to tame unruly eyebrows, a back wax to provide some beach-body confidence, or intimate waxing for freshness, male waxing is in demand,” Capel shares.
“I have clients who are hugely into their sports who have waxing treatments because it’s more comfortable than shaving, and I have clients who want waxing treatments done because they quite simply find it much cleaner and fresher, and prefer the overall look that waxing provides.
“Male clients will become your most loyal clientele. Once they’ve found a waxer, male or female, that they can connect with and who provides them with high-quality waxing results, you can guarantee that they will be back every 4-6 weeks for an appointment.”
