How Investors Reap the Benefits of Investing in a Category Leader Skip to main content

We don’t just work in several niche categories in our industry. We own them.

WellBiz Brands manages a portfolio of consumer franchises that includes category leaders and category creator companies. As the pre-eminent beauty and wellness franchise platform, it includes about 900 franchised locations around the globe. Franchisees who invest in WellBiz Brands reap the benefits of investing in category leaders, such as terrific brand awareness, exclusive products or techniques and inclusion on prestigious rankings and lists.

The WellBiz Brands portfolio features category leaders including Drybar®, Amazing Lash Studio®, Radiant Waxing™, and Elements Massage® brands.

What makes these brands category leaders?

The Amazing Lash Studio

The Amazing Lash Studio brand created the eyelash extension segment in the franchise industry. Estheticians use patented techniques to apply semi-permanent eyelash extensions to guests’ own lashes. Since it was founded in 2010 and began franchising in 2013, the Amazing Lash Studio brand has grown rapidly to more than 250 locations, at one point ranking No. 4 on Franchise Times’ Fast & Serious list, No. 71 on Entrepreneur’s Fastest-Growing Franchises ranking and No. 1,042 on the Inc. 5000 list of the fastest-growing companies in America.

The Drybar

The Drybar brand was the first U.S.-based blow dry bar salon franchise. Founded in 2008 in California and franchising since 2012, the Drybar brand was named one of the top “100 Brilliant Ideas of 2010” by Entrepreneur magazine. With nearly 150 locations in the U.S. and Canada, as well as a salon in the Harrods Knightsbridge department store in London and in several H Beauty stores throughout England, the Drybar brand continues to grow its footprint and lead its category.

The Elements Massage

The Elements Massage brand was founded in 2000, at least two years before any other top massage franchises entered the space. Franchising since 2006, the Elements Massage brand has grown to 249 units. It was recognized by Newsweek on its America’s Best Customer Service list in the Spa, Wellness and Beauty category two years consecutively; on the Forbes list of America’s Best Franchises and the Inc. 5000 list. The Elements Massage brand continues to lead the way, as it became the nation’s first massage franchise brand to offer hemp-infused therapeutic massage in 2019.

The Radiant Waxing

The Radiant Waxing brand, founded in 2010 as LunchboxWax®, became one of the fastest-growing franchises out of the gate and now has more than 60 locations. The Radiant Waxing brand, which utilizes refined techniques and sells proprietary products so that guests may continue their self-care regimen at home, is widely recognized for its guest-centric approach and inclusive atmosphere. That attention to guests’ needs and wants has earned the Radiant Waxing brand a Net Promoter Score® (NPS) of 85. With NPS, which measures customer experience and predicts business growth, anything above 70 is considered excellent.


What does it mean to be a category leader? 

Being a category leader means being in high demand. Category leaders are the first that customers call for a particular product or service. That is a pretty high compliment, especially when you consider that the average customers are affluent female consumers. They can choose whomever they want – and they choose the brands in our portfolio because of the awesome customer experience those brands deliver.

Chief Executive Officer Jeremy Morgan is fond of saying,

“At WellBiz Brands, we are focused on building

best-in-class services that women love.”

Category leaders are recognized as having an impact on their respective industries. The franchise systems in WellBiz Brands’ portfolio are companies that were instrumental in creating their categories in niche segments. They have led the way in innovations in their respective industries, and they continue to do so. This gives franchisees a competitive advantage as they grow their business. To support these brands, WellBiz Brands operates its own product innovation arm in WAVE, the Wellness and Vitality Exchange LLC.

Finally, category leaders don’t have to exaggerate. They experience much faster growth than competitors. They have data to back up what they say and can demonstrate their category leadership in myriad ways. If you’d like to learn more about investing in one of WellBiz Brands’ category leader franchises, let us give you the numbers you need to hear.


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©2023 WellBiz Brands, Inc. (“WBB”). Each franchisee location of a WBB portfolio brand is independently owned and operated. Franchise owners (or their designated hiring managers) are solely responsible for all employment and personnel decisions and matters regarding their independently owned and operated locations, including hiring, direction, training, supervision, discipline, discharge, compensation and termination of employment. WBB is not involved in, and is not responsible for, employment and personnel matters and decisions made by any franchise owner. All individuals hired by franchise owners’ studios are their employees, not those of WBB. Benefits vary by independently owned and operated studios. Elements Massage®, Amazing Lash Studio®, and Radiant Waxing™ are trademarks owned by their respective companies. Drybar® is a registered trademark owned by Helen of Troy Limited and licensed by DB Franchise, LLC.