Half of clients at new ‘intimate waxing’ salon in Northamptonshire are businessmen says owner

Photograph by Kelly Cooper NNL-160226-170422009
Photograph by Kelly Cooper NNL-160226-170422009
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A new beauty salon specialising in intimate waxing has opened in Northamptonshire and half of its clients are professional businessmen daring to bare all down below, reports Ruth Supple . . .

Men’s fears about waxing are melting away and it seems there is a huge rise in numbers of them having not only their chest and back hair removed on a regular basis, but below the belt areas too.

Beauty therapist Laura Chard recently opened her home-based salon, Chard Waxing and Grooming Specialist, in Irchester, Northamptonshire, and she says half of her clients are 40-something professional businessmen having a so-called boyzilian or brozilian.

“There is definitely a massive growth in male intimate waxing,” she says. “When I first started out in the beauty industry 15 years ago working at a large health farm, only three per cent of our clients were men having any kind of treatment. That has really grown over the years and more men have waxing. These days my clientele is 50-50 men and women and those are men having intimate waxing, not just having their chests or backs waxed.

“What’s really surprised me is that they are all straight and businessmen in their 40s upwards, whereas women having Hollywoods and brazilians tend to be aged 18 to 35.”

Laura, 35, first had the idea for branching out into this area of beauty after visiting a trade show in London, where she unintentionally attended an eye-opening seminar.

“It was a seminar about how to market yourself in waxing,” she recalls. “This bloke came out with just a towel wrapped around him and got on to a couch. Then the male therapist came out and started explaining all about male intimate waxing through use of a large screen which had a camera pointed on the relevant area. I could feel the blood rushing to my head but I couldn’t slope out of the seminar because I was stuck in the middle row.

“By the end of the seminar I thought ‘I can do this’ and realised there was a gap in the market for it.”

She decided opening a salon in her own home would encourage more men to book an appointment and says she isn’t worried about men getting the wrong idea about the kind of service she is offering.

“Most men are too embarrassed to go into a female salon environment for an intimate waxing and don’t even like asking the details about it on the phone, which is why my website contains all the information they need to know beforehand. It makes it easier for them to feel less intimidated.

“I’m not worried about being based at home, although I would be if I were offering massages to men.”

So does an intimate wax, which costs between £65 to £70, depending on the amount of hair being removed, give a more “hair free, care free” lifestyle as the pinny Laura wears in her salon suggests? She thinks so.

“Men definitely feel a lot tidier and much more confident down below after an intimate wax,” she claims. “They can have all hair removed or just leave a tiny patch of hair, which I trim over.”

Surprisingly, she says none of them flinch during the waxing, perhaps because she uses a specially developed wax which is flexible, peelable and shrink wraps round the hairs before they are pulled out.

“I don’t know if they daredn’t flinch but none do,” she says.

Her engineer husband isn’t fazed by what Laura does for a living, though she hasn’t told her grandmother.

“My husband is so laid back, he’s horizontal; he doesn’t care. My gran would probably get the wrong idea and wouldn’t understand why any man - or woman - would want to have this kind of waxing done.

“To me it’s just a job though and very rewarding to see the instant results.”

Chard Waxing and Grooming Specialist is open from Tuesday to Friday, 9am to 9pm and on Saturday from 9am to 4pm. For more information, visit www.intimate-wax-northampton.co.uk or call 07811 060846