European Wax Center Named Joanna Czech Brand Ambassador
The celebrity esthetician has joined the company to lead its new Smooth, Done Right skincare platform.
Updated on Sept. 29, 2026 in Beauty
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European Wax Center has appointed celebrity esthetician Joanna Czech as its new brand ambassador and Chief Smooth Officer. This partnership supports the launch of the brand's new platform, Smooth, Done Right, aimed at linking waxing services with expert skincare guidance.
Why it matters
The company aims to emphasize professional skincare expertise as a core component of its hair removal services. By integrating advice for pre- and post-waxing care, the firm seeks to strengthen its position in the beauty sector.
European Wax Center has performed over 100 million waxing services across its 1,000+ national locations since its 2004 founding. The company intends to transition 10-15% of its network to corporate ownership.
The players
Joanna Czech
She is a celebrity esthetician who brings over 40 years of industry experience to the company.
European Wax Center
Founded in 2004, this national chain operates over 1,000 locations across the United States.
The details
Joanna Czech, an esthetician with over 40 years of experience, will guide clients through skincare routines tailored for waxing. The business is also updating its visual identity and redesigning its physical centers to align with the new branding.
Timeline
European Wax Center was founded in 2004.
Joanna Czech was announced as brand ambassador on September 29, 2026.
New centers are planned for multiple states over the next two quarters.
Culture Shift
This partnership reflects a broader industry movement where mass-market beauty providers integrate clinical-level expertise to elevate the customer experience. This strategy helps brands distinguish themselves from competitors by prioritizing professional-grade skin health alongside routine grooming.
Residents in Plano can expect to see updated branding and a greater emphasis on professional skincare education at their local centers. These changes may influence how clients prepare their skin for appointments and select aftercare products.
The takeaway
The incorporation of professional esthetician guidance highlights the increasing consumer demand for skin health transparency. Clients should utilize these new resources to ensure proper care before and after their waxing treatments.
Further reading
For more information on current trends, visit our Beauty section.
More information
Find out more about the partnership at Joanna Czech role information.
Source note: This article includes information reported by The Manila times.
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