Yard NYC was named agency partner for European Wax
Center. It won the assignment after a competitive review.
The agency is responsible for brand positioning and platform development, visual identity, retail store experience design and internal
brand socialization.
Yard’s experience with beauty and lifestyle brands, such as Bluemercury, Athleta and J.Crew, was cited as a key factor in selection.
Ruth Bernstein,
CEO of Yard NYC, told Agency Daily: “We are excited to partner with EWC, a leader in the waxing category, to evolve the brand with work that will truly resonate with a new generation.
Our brand platform and creative refresh will roll out in early 2026.”
European Wax Center's network includes more than 1,000 franchises in 44 states. The company reports it
generated sales of $951 million in fiscal 2024.
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“We are looking to amplify emotional connections with our customers, and Yard’s understanding of our core consumer is crucial to
making that happen,” added Katie Mullen, Chief Commercial Officer of European Wax Center.
Yard NYC, founded in 2002, is an independent, female-led creative agency. Prior to
co-founding Yard, Bernstein served as Robert Redford’s Brand Officer for his Sundance portfolio.