Wakse is aiming to bring a luxurious, sensorial experience to at-home waxing, by way of visually appealing formulas and fragrances that look to transform hair removal into a fun, and even Instagrammable, moment.

Making at-home waxing a desirable experience is no easy task, but Wakse has reimagined the experience in the form of luxurious wax formulas designed to engage the senses to distract from the task at hand.

Wakse’s shimmery new waxes, Gold and Rose Gold, are packed with calming essential oils that soothe and nourish the skin. Each strip-less wax features a custom scent that is coordinated with the wax color. Gold has a pineapple fragrance and includes pineapple essential oils. Rose Gold is subtly scented like chocolate and includes soothing essential oils.

Wakse’s metallic waxes also offer a first for the personal waxing category: a product that is so visually appealing that it lends itself to a social media moment (albeit for the bold-hearted). When not showcased on skin, the vibrancy of the hard wax glows in glass packaging, adding shimmer to Instagram posts.

Wakse was founded by Shayan Sadrolashrafi Sr. and Andrew Glass (the brand’s tag line is ‘Made by two hairy guys’). Shayan is the visual mastermind behind Wakse, while Andrew is the beauty brand innovator.

“We’re taking a traditionally unpleasant experience and making it fun, exciting and Instagrammable,” said Andrew. “Wakse is the only hair removal product that is so beautiful, you’ll want to leave it on. You’ll be taking photos and posting on social media before a single hair is removed!”

Glass said that Wakse is already gaining attention of retailers such as Ulta Beauty, Sephora and QVC.