How a specialised personal-care concept built around hygiene, privacy and professional expertise is growing across Sri Lanka, the Maldives and India
Highlighted Article Description: From a single specialist salon launched in Sri Lanka to a reported 14-location regional network, BeWAXed demonstrates how a focused service, strong customer trust and consistent standards can become a scalable South Asian brand. Its latest Indian expansion represents an important new chapter for Sri Lankan entrepreneurship.
Sri Lankan-born beauty brand BeWAXed is entering an ambitious new phase of regional growth, demonstrating how a carefully developed niche service can evolve into an internationally expanding consumer brand.
Catalist Media reported in June 2026 that BeWAXed had grown to a 14-location network, comprising 10 branches in Sri Lanka, two in the Maldives and two operational locations in India. The report also stated that approximately three to four further Indian branches were in development.
BeWAXed’s official website currently records 10 branches in Sri Lanka and two in the Maldives, while its public locations directory identifies an outlet in Adyar, Chennai, India. The difference may reflect the timing of new openings and updates to the company’s public branch directory.
Whatever the precise rollout date of its newest Indian outlet, the larger story is clear: a Sri Lankan specialist beauty concept is building a meaningful presence across South Asia.
Transforming an Overlooked Service into a Recognisable Brand
BeWAXed was established in 2013 by beauty entrepreneur Durga Kenny, who recognised that waxing was frequently treated as a secondary service within conventional salons rather than as a specialised customer experience.
Durga’s husband, Marcus Kenny, also played an important role in developing the original concept and encouraging a professional rebranding of the waxing experience. Earlier profiles have described Durga and Marcus as partners behind the business idea, while the company’s official website identifies Durga as its founder and director.
The founders saw an opportunity to build a dedicated environment where privacy, hygiene, technical skill and customer comfort were central—not optional additions.
That positioning helped BeWAXed turn a relatively overlooked service into a clearly defined beauty category. Its specialised model allowed the company to develop recognisable service procedures, therapist training, customer expectations and brand values that could be repeated across multiple branches.
A Sri Lankan Brand Going Regional
BeWAXed’s reported network illustrates the growing reach of a focused Sri Lankan personal-care brand.
The 14-location total and Indian pipeline were reported by Catalist Media in June 2026. Branch information should be confirmed with BeWAXed before publication.
Why the Specialist Model Became Scalable
The strength of BeWAXed’s model lies in its specialisation. Instead of competing as another full-service salon offering numerous unrelated treatments, the company built its identity around professional waxing and connected skincare services.
BeWAXed describes private treatment rooms, trained therapists, strict hygiene procedures, skin-friendly wax products and services customised around customer comfort as central elements of its experience.
This focus provides several commercial advantages. Employees can receive more specialised training, procedures can be standardised, customers know what to expect and the brand can communicate a clearer promise.
The model also addresses concerns that are particularly important in personal-care services. Privacy, modesty, cleanliness and respectful treatment directly influence whether customers trust a provider and return regularly.
The BeWAXed Scalability Formula
Four connected strengths helped transform one specialised salon concept into a repeatable regional operation.
Clear Specialisation
A focused service category gives customers a simple and memorable reason to choose the brand.
Privacy and Trust
Private rooms, professional conduct and customer comfort support long-term loyalty.
Consistent Standards
Training, hygiene procedures and service protocols can be repeated across multiple locations.
Expandable Systems
A recognisable brand and structured operating model create stronger foundations for franchising.
Expanding Beyond the Treatment Room
BeWAXed has gradually developed a wider brand ecosystem around its original salon service.
The company entered the Maldives in 2020 with its first international franchised outlet in Malé. A second Maldives location has since been established in Hulhumalé.
In 2024, it launched what it described as Sri Lanka’s first mobile application dedicated to waxing appointments. Customers can use the application to select services, branches, appointment times and preferred therapists.
The business has also developed Goddess Cosmetics, a locally produced skincare and aftercare range associated with waxing and personal care. In 2025, BeWAXed introduced BeWAXed Deluxe, a premium Colombo 03 concept incorporating vegan wax products, botanical facials and additional spa treatments.
Together, these developments show how a service business can extend its customer relationship through digital booking, retail products, premium experiences and franchise partnerships.
From One Salon to Regional Ambition
A dedicated professional waxing concept is launched in Sri Lanka.
The brand opens its first international franchised branch in Malé.
A dedicated mobile application expands appointment convenience.
BeWAXed Deluxe introduces an elevated salon and wellness experience.
A wider multi-city Indian rollout becomes the brand’s next growth chapter.
India Represents the Brand’s Most Important Test Yet
India offers enormous potential, but it is also a highly competitive and diverse beauty market. Consumer expectations, pricing, local competition, recruitment, training and consistency can differ significantly between cities.
Recent company-linked reports state that BeWAXed is preparing to open branches across several major Indian metropolitan areas. Durga Kenny has described the expansion as a new chapter intended to bring the company’s Sri Lankan service range to a much larger market.
Success will depend not simply on opening branches, but on preserving the qualities that originally differentiated the business: specialised knowledge, hygiene, privacy, customer confidence and a consistently professional experience.
A Valuable Example for Sri Lankan Entrepreneurs
BeWAXed’s journey offers a broader lesson for Sri Lankan businesses seeking international growth.
A company does not always need to begin with an enormous product range. A sharply defined problem, solved exceptionally well, can create a stronger commercial identity than a broad but undifferentiated offering.
The BeWAXed story also illustrates the importance of developing systems before expanding. Brand standards, employee training, digital infrastructure, customer-care procedures and operational discipline are what allow a successful local concept to be reproduced in another city or country.
SLD Final Perspective
BeWAXed’s reported 14-location milestone is more than a beauty-industry expansion. It represents the growing potential of Sri Lankan entrepreneurs to identify overlooked opportunities, create specialised brands and carry locally developed ideas into larger regional markets.
As the company accelerates its Indian rollout, its experience may provide encouragement to other Sri Lankan businesses with ambitions beyond the island: begin with a clear purpose, earn customer trust, build repeatable standards and expand without losing the qualities that made the original concept successful.
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