PLANO, Texas, Sept. 29, 2026 (GLOBE NEWSWIRE) -- European Wax Center, Inc., the leading franchisor and operator of out-of-home waxing services in the United States, announced today that world-renowned esthetician Joanna Czech will join the brand as its first-ever brand ambassador and Chief Smooth Officer. With more than four decades of experience caring for some of the world’s most discerning clientele, Czech brings her signature skin health expertise to EWC, joining the brand at a pivotal moment as it ushers in a bold new era centered on doing smooth right.
As Chief Smooth Officer, Czech will serve as a skincare expert and educational voice for EWC, helping reinforce the brand’s longstanding commitment to skincare as an essential part of the waxing journey. She will share guidance on caring for skin before, during, and after a wax while spotlighting the expertise and training behind the EWC experience. The partnership pairs Czech’s 40+ years of skincare experience with EWC’s more than 20 years of professional waxing expertise and over 100 million waxing services.
"I have spent my entire career helping people understand and care for their skin, and I've always believed that expertise and consistency are what deliver the best results," said Joanna Czech. "European Wax Center is rooted in that same respect for expertise. Waxing is ultimately skin care, and how you treat the skin before, during, and after a service matters. I'm excited to partner with a brand that has spent more than 20 years perfecting its craft and to help even more people feel confident in their skin."
Czech's appointment follows EWC's recent brand transformation and the introduction of Smooth, Done Right™, a new brand platform that puts the company's decades of waxing expertise front and center. The transformation extends across the EWC experience, from a refreshed visual identity and new brand campaign to redesigned centers rolling out across the country—all grounded in what EWC has long delivered to its guests: expertise, care, and confidence.
The evolution is also taking shape across EWC’s physical footprint. The brand is continuing to bring its refreshed experience to guests through new center openings in various markets over the next two quarters, including: Arizona, Florida, Louisiana, New York, Maryland, and Texas. As the franchise network continues to evolve, EWC is also expanding its corporate-owned footprint, intending to own 10-15% of the full network.
"Joanna represents everything we mean when we say, 'Smooth, Done Right'—deep expertise, an uncompromising commitment to her craft, and the confidence that comes from knowing you are in expert hands," said Chris Morris, Chief Executive Officer of European Wax Center. "As we bring our brand transformation to life, from how we show up and communicate to the evolution of our centers and continued expansion, Joanna’s appointment is another important step in this next chapter for EWC. She serves as a powerful reinforcement of the expertise that has defined EWC for more than 20 years and deepens the conversation around the connection between waxing and skincare.”
Customers can learn more about Joanna Czech's role as Chief Smooth Officer at https://waxcenter.com/pages/joanna-czech.
About European Wax Center, Inc.
Founded in 2004, European Wax Center, Inc. is the leading franchisor and operator of out-of-home waxing services in the United States. The Company's highly trained wax specialists receive extensive training and draw on insights gained from more than 100 million waxing services to combine specialized expertise, proprietary techniques, and a guest-first approach to deliver consistent, professional experiences across the brand's 1,000+ locations nationwide. The Company continues to revolutionize the waxing industry with its innovative Comfort Wax®, formulated with high-quality ingredients to make waxing more efficient and less painful, along with proprietary products to help enhance and extend waxing results. For more information, please visit: https://waxcenter.com.
A photo accompanying this announcement is available at https://www.globenewswire.com/NewsRoom/AttachmentNg/fff54cd0-c9f9-429c-9be3-ea6454bb55f5