WellBiz Brands Inc.,a beauty and wellness franchise platform with nearly 900 franchised locations globally, has announced a new name for LunchboxWax—Radiant Waxing.

Radiant Waxing is a salon speed-waxing service. The rebrand is the result of extensive consumer research, which showed that 40% more consumers would be attracted to new, more premium branding.

The name, “Radiant Waxing,” was chosen to align the luxury waxing concept with a more approachable and aspirational brand identity that appeals to a broader audience.

The WellBiz Brands portfolio features other category leaders, including Drybar, Amazing Lash Studio, and Elements Massage.

“To reinforce this evolution, we moved past a clever name and a one-dimensional logo, into a brand identity that is both premium and approachable,” said WellBiz Brands Chief Executive Officer Jeremy Morgan.

He adds, “Radiant Waxing will continue to represent the unparalleled guest experience and with a strong, inclusive culture that attracted guests to LunchboxWax. There is so much untapped potential in the waxing category and I’m excited to unleash the power of this brand and grow Radiant Waxing to 500 salons over the next five years.”