European Wax Center has earned a 2026 NewBeauty Award for its EWC TREAT® Dual-Sided Dry Brush — a handheld exfoliation tool designed to prepare the skin before waxing while also enhancing the overall effectiveness of other skincare products.
The EWC TREAT® Dual-Sided Dry Brush boasts a gentler side intended for sensitive or delicate areas, and a denser, more abrasive side for tougher zones like knees or elbows. These textures are attached to an extended handle that allows users to reach their own backs and other difficult spots without assistance.
European Wax Center positions its EWC TREAT® Dual-Sided Dry Brush as a preparatory step for waxing services, since removing dead skin cells helps the wax adhere more cleanly to hair and reduces the likelihood of ingrown hairs afterward.
Image Credit: European Wax Center
Key Themes Behind This Trend
- Dual-sided Beauty Tools
- Products combining multiple textures in one handheld device enable personalized exfoliation routines that could displace single-function brushes and streamline pre-treatment skincare.
- At-home Professional Prep
- Growing demand for salon-grade preparation tools for home use suggests opportunities to shift pre-service care from clinics to personal routines and alter service value chains.
- Ergonomic Reach Design
- Extended-handle implements designed for solo application open possibilities for democratizing hard-to-reach body care and reducing reliance on salon assistance.
Where This Applies
- Beauty and Personal Care
- Convergence of device-led skincare and service preparation can transform product portfolios toward multifunctional tools that change consumer purchasing patterns.
- Professional Waxing Services
- Integration of branded preparatory tools into salon protocols hints at new revenue streams and altered client expectations around service outcomes.
- Direct-to-consumer Skincare Retail
- Retailers focusing on online DTC models may leverage award-winning functional tools to shift market competition from price to efficacy and education.
