What is male intimate waxing?

Also known as the infamous 'back, sac and crack', Boyzilian or Brazilian waxing, this increasingly popular service involves the removal of hair from the groin, penis, scrotum and buttocks. As much or as little hair can be removed as desired by the customer, with the final price adjusted accordingly.

Do men want different 'styles' of waxing? What is most popular?

About 80% of my own salon clients opt to wax the scrotum completely bald but will leave some hair above the penis. Unless the customer has naturally smooth abs or gets this area waxed as well, it can look a little odd to take it all off (think 'skin Speedos'!). The trick is to get it looking relatively natural. Most fellas will want a basic square or triangle of hair left behind... unless you count Comic Relief, I have never yet been asked to wax a star shape, heart or initials into the pubic hair of a male customer!

How should I describe intimate waxing on my treatment menu?

Keep it simple. Most guys won’t know a Brazilian from a Hollywood, let alone the numerous permutations inbetween. It doesn’t help that the popular ‘back, sac and crack’ monicker isn’t an accurate description of what the service actually entails.

If you have a flexible pricing structure, stick with one name and let customers know they can have as much or as little hair removed from the area as they like. If you prefer a fixed tariff, ensure your treatment menu spells out exactly what clients are getting for their money.

Use professional terminology when describing individual areas: pubic triangle or pubic mound, penis, scrotum and buttocks. Avoid slang and flowery euphemisms, but do keep in mind who might pick up your pricelist.

Universally popular names for this service include Brazilian or intimate waxing. The term 'Boyzilian' has also become popular within the media over the last few years, although I have yet to hear a customer request the service by this name.

You may wish to consider adding treatment codes to your pricelist. This allows customers to book an appointment without the embarrassment of others overhearing what they are having done.

How should I promote this service?

Advertise with and offer incentives to local gyms, sports clubs, modeling agencies, kiss-o-gram agencies, tattoo and piercing studios, etc. Intimate waxing is particularly popular amongst swimmers, cyclists and athletes, where hairless skin has advantages in terms of comfort and performance. Bodybuilders, dancers and strippers also enjoy the smooth appearance that waxing brings, and clients with tattoos or intimate piercings often prefer to be hair-free in order to show off their artwork.

If space and finances allow, list your men’s grooming services separately from your ladies’ treatments. This simple distinction will make your male customers feel better catered for and more welcome as a result.

A website is a must-have. Men will often ‘Google’ services before making an initial enquiry by email or telephone. In this day and age, any salon that is not online is pretty much invisible to the majority of potential male clients. All graduates of an Axiom Bodyworks course get a free business listing in the therapist directory of this site to help get you noticed.

Don’t forget to advertise your men’s waxing services to female customers… the power of female persuasion is not to be underestimated!

How much can I charge?

Brazilian waxing is a specialised, highly skilled procedure and should be priced accordingly. In addition to covering your normal overheads, prices should reflect the therapist’s level of experience, the amount of hair removed, and the time taken to perform the service.

When it comes to hair, no two customers are created equally. I recommend a flexible tariff that allows salons to charge fairly according to how hairy the client is and how much is waxed on the day.

Regional variations will also play a part. For example, at my studio in North Hampshire I charge between £60 and £70 for a male Brazilian wax, but I have trained technicians at salons in London that charge up to £120 for the same service. Intimate waxing is currently one of the most lucrative areas of the male grooming sector; it is only when therapists start to undercut each other that prices fall across the board.

What is the best kind of wax to use?

The right product can make the world of difference in terms of client comfort and it stands to reason that a good wax also makes your job as a technician easier.

My personal preference is for a non-strip wax that sets on the skin and is then peeled off by hand. The new generation of hard waxes by companies such as Outback Organics, Berins and Waxperts have a lower melting point and are much more gentle on sensitive areas than traditional hot wax or the soft waxes removed with fabric strips. Non-strip waxes work by ‘shrink wrapping’ around the hair as they dry, ensuring perfect removal of even short, coarse and stubborn hairs.

My top tip for improved client comfort is to apply a small amount of pre-epilattion oil to the body beforehand; this creates a lipid barrier that prevents wax from adhering to the skin and results in significantly reduced irritation for the customer and easier removal for you as a therapist.


See page 2 for advice on contra-indications, personal safety, dealing with client arousal and training issues.