After seeing a gap in the market for safe, clean, and accessible waxing services, Kyla Dufresne opened Foxy Box, a wax bar that initially operated out of her shared house in Victoria. Since launching in 2012, the Foxy Box Founder and CEO has started a foxy revolution, with 19 franchise locations and counting across Canada and a strong community around her. Their philosophy says it all: “We believe feeling foxy is not a luxury…it’s a basic human right.”
SBBC connected with Kyla to learn more about how she’s taken her business to these heights while staying true to her focus of creating a fun, safe, empowering, and inclusive space for all her clients – taking over the world “One box at a time.”
Starting Foxy Box
“I’ve always had an entrepreneurial spirit,” Kyla said. Both of her parents were entrepreneurs and had a major influence on her, “I guess you could say entrepreneurship is in my DNA.”
After dropping out of school in Grade 10, she pursued her first business venture, a t-shirt brand called Lyric. But, without knowing a lot about how to run a business, she decided to close up shop and look for something new.
Kyla used to go to a woman’s home for her waxing services but found it difficult to get an appointment without booking weeks in advance. “There was no online booking, and the alternatives were either high-end spas charging over $100 or nail salons with questionable hygiene,” she said. Seeing a gap in the market, she used her tips from her bartending job to put herself through school and Foxy Box was born.
“It started as a dream, one I’d had for years—knowing I wanted to open a wax bar, call it “Foxy Box,” and take over the world one box at a time!” In the beginning, she relied on her bartending job until Foxy Box grew enough for her to take it on full-time. “While perfecting my technique, I’d offer clients a shot of tequila or whiskey to ease their nerves as I honed my skills and sped up my process,” Kyla said. She found bartending to be the perfect platform for her new business, “Everyone woke up the next day with a Foxy Box card in their pocket!”
Ensuring Services Are Inclusive and Comfortable
“From the moment someone steps through our doors, we aim to provide a welcoming, gender-neutral, and judgment-free environment,” Kyla said. With humour and confidence central to the brand, Foxy Box aims to make everyone feel safe and comfortable, no matter who they are. “Specializing in Brazilian waxing, we understand that the process can feel vulnerable and intimidating, so we go above and beyond to make each client feel at ease.”
To maintain this atmosphere, Foxy Box takes extra care in their hiring process. “Our staff—our highly trained “Vagicians”—are carefully selected for their personality and warmth; we believe in hiring the right people and training them to become experts in their role,” Kyla said. Staff aim to bring a balance of professionalism, humor, and empathy to keep clients laughing and comfortable during their appointments.
Foxy Box locations also aim to relax customers, with TVs and upbeat music playing throughout their shops. They combine a clean environment with the warmth and charm that Foxy Box is known for. “Foxy Box is all about creating a safe, inclusive, gender-neutral space where people can feel empowered and confident through waxing services,” Kyla said, “We’re here to empower and uplift everyone who walks through our doors, making their experience as safe, positive, and memorable as possible.”
Salon Sustainability
Salons can produce a lot of waste, including wax strips, sticks, and other materials that often end up in landfills – but Foxy Box is different. All of their salons are Green Circle Certified, meaning that they’re reducing their ecological footprint by recycling and repurposing up to 95 percent of their salon waste. “Green Circle Certification is incredibly important to us at Foxy Box because it aligns with our commitment to environmental responsibility and reflects our dedication to making a positive impact,” Kyla said.
They aim to lead by example in the beauty industry – showing they can provide high-quality services and be mindful of their environmental impact. “Being Green Circle Certified allows us to show our clients that sustainability is a priority and that they can feel good about choosing a company that values environmental stewardship,” Kyla said.
The Keys to Foxy Box’s Success and Growth
While Foxy Box has grown from a single location to 20 franchise locations, they’ve stayed true to their values the whole way. “In Foxy Box’s early days, I put in the work to build a solid brand foundation—one that would define our ‘why’ and drive our ‘impact,’” Kyla said. In creating these core values, Kyla developed a clear vision for their brand and the qualities they seek in staff, allowing them to make their processes and decision-making more efficient for their franchise partners.
Since the beginning, they’ve stood out by offering consistently exceptional services in a fun, inclusive, and gender-neutral environment, making their customers feel safe, comfortable, and empowered. “This focus on creating a positive experience for every client has built a loyal following and a reputation that truly stands out,” Kyla said. “Our brand is powerful, and I always say, ‘Love us or hate us, you won’t forget us.’”
Foxy Box’s franchise model is also designed to help support and encourage other entrepreneurs to achieve their dreams. They offer training, continuing education, and connections to a community of franchisees, making the process efficient and enjoyable. “This supportive network, combined with a brand that’s impossible to forget, has been instrumental in our expansion and success,” Kyla said. Since they got started, Foxy Box has aimed to empower and bring positivity to everyone from their employees to customers.
Learning From Mistakes
“I could write a book on my mistakes – what I like to call my ‘Harvard education,’” Kyla said. A lesson that stood out to her was her first go at franchising Foxy Box. After signing her first franchise agreement with two of her aestheticians, she quickly realized that her role had shifted. “I wasn’t just running a wax bar anymore—I was now in the franchising business, my responsibilities had changed into now supporting others in building their own Foxy Box success stories,” she said. Lacking clear systems and consistent branding, Kyla decided to hire a franchise coach to help build the systems they needed to succeed.
In the end, the first Foxy Box franchise didn’t work out, but she took it as an opportunity to learn. “With systems in place, we went back to the market better prepared, and those early setbacks were pivotal in laying the groundwork for our growth,” she said.
Advice for Women Considering Entrepreneurship
“My biggest piece of advice is to believe in yourself and your vision, even if it feels intimidating,” Kyla said, “Challenges will come, but every setback is a learning opportunity. Embrace them, keep learning, and be willing to evolve.”
Opening a business can be overwhelming at times, but Kyla recommends surrounding yourself with people who will support and uplift you. She notes, “Don’t be afraid to start small, and remember that it’s okay to grow at your own pace… trust your instincts and let your passion lead the way. Entrepreneurship isn’t easy, but with determination and a strong sense of purpose, you can create something truly meaningful.”
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