BeWAXed expands rapidly across Indian beauty market

BeWAXed Sri Lanka, a homegrown specialized beauty waxing brand founded by award-winning entrepreneur Durga Kenny, is making a bold move into India, with new branches set to open across multiple major metropolitan cities in the coming weeks. While waxing has traditionally been offered as one of many services in general beauty salons, BeWAXed stands apart as the only brand that specializes exclusively in waxing, bringing a dedicated, professional standard to a service that deserves its own spotlight. The brand’s rapid multi-city rollout signals not just an expansion, but a clear ambition to establish BeWAXed as a defining name in India’s fast-growing beauty industry.

Founded in 2013, BeWAXed is a Sri Lankan beauty brand that has built a reputation for quality, innovation, and customer-focused skincare and beauty solutions. From its origins in Sri Lanka, the brand has successfully established a strong presence in the local market and is now making significant strides into India’s rapidly growing beauty industry.

Durga Kenny (Pictured) has a background in beauty therapy and a passion for raising standards in Sri Lanka’s beauty industry. She launched BeWAXed as the first dedicated commercial waxing salon in the country, focused entirely on professional, hygienic, and empowering hair removal services for women.

Sharing her views on the brand’s Indian expansion, Durga Kenny stated, “Having established BeWAXed in numerous locations in Sri Lanka, as well as expanded to the Maldives, we felt it’s time to take our services to a whole new market and open the latest chapter in our growth journey. We are probably the second Sri Lankan beauty industry brand to scale into India so fast and are keen to make our presence felt. These new branches will provide the Indian market with the full range of services offered to our Sri Lankan clientele.”

BeWAXed is known to be the only internationally certified waxing service in Sri Lanka and therefore adheres to the highest of international standards. Each technician at BeWAXed undergoes extensive training in skin health, technique and hygiene. Unlike general beauty salons where waxing is just one of many services on offer, BeWAXed is the only brand that specializes exclusively in waxing, ensuring every client receives expert, dedicated care.

BeWAXed made history by launching Sri Lanka’s first mobile app dedicated to waxing services. The app, available for both Android and Apple phones, allows users to schedule appointments instantly at a branch and time convenient to them and also allows them to choose their trusted waxing technician.