BeWAXed opens at City of Dreams

Colombo’s beauty and grooming scene continues to shift toward more curated, experience-led spaces, and BeWAXed’s newest outlet at The Shoppes at City of Dreams is a clear reflection of that change. 

Opening its doors on 31 March, the brand’s latest location is less about high footfall and more about intention – designed as a calm, elevated environment that prioritises privacy, comfort, and a distinctly premium clientele.

Perched on Level 8 of the mall, the new salon introduces a different rhythm from the bustle typically associated with retail spaces. It is a deliberate choice, according to BeWAXed Founder Durga Kenny, who sees the quieter setting not as a limitation but as an advantage.

“We were very intentional about this location,” Kenny said. “It’s a relatively quiet mall with limited foot traffic, and that works in our favour. Our clients value discretion and a sense of calm, and this space allows us to offer exactly that.”

Designing for privacy and ease

That sense of calm is immediately apparent upon entry. The interiors lean into soft lighting, muted tones, and thoughtfully segmented treatment rooms that ensure each client experience remains uninterrupted. It is a continuation of BeWAXed’s long-standing emphasis on privacy – something that has become central to its identity over the years.

“Our vision has always been to redefine the waxing and beauty experience by creating spaces where clients feel completely at ease, cared for, and confident,” Kenny explained. “This outlet takes that vision further. It’s more refined, more private, and very much aligned with where we see the brand heading.”

The City of Dreams outlet offers the full spectrum of BeWAXed’s services, from full-body waxing and threading to body scrubs, intimate grooming, and nail care. Yet, beyond the menu itself, it is the way these services are delivered that continues to set the brand apart. Each treatment is carried out by an all-female team of therapists, trained not just in technique but in client care – ensuring that every appointment feels both professional and personal.

Consistency as a signature

For Kenny, maintaining this consistency across outlets has been critical. “No matter which BeWAXed you walk into, the standard has to be the same,” she said. “It’s about precision, hygiene, and making sure the client feels comfortable throughout. That doesn’t change, regardless of the location.”

What does change, however, is the scale of ambition tied to this particular outlet. The inclusion of showering facilities – something not always standard in similar salons – signals a move toward catering to a more specific, high-value clientele.

A space designed for brides

“We’ve designed this space with bridal clients very much in mind,” Kenny noted. “The showering facilities allow for more comprehensive pre-event treatments, and we’re hoping to see many bridal appointments here. It’s the kind of setup that makes it easier for brides to prepare in one place, without feeling rushed or exposed.”

This focus on bridal and occasion-based grooming aligns with broader shifts in consumer behaviour. Clients are increasingly seeking spaces that offer not just services, but an experience – one that feels tailored, unhurried, and worth the investment. In that sense, the City of Dreams outlet positions itself as more than a salon; it becomes part of a larger lifestyle offering within the mall.

Attracting a more premium clientele

Kenny believes the setting itself will naturally attract a different audience. “We do think this location will bring in a more premium clientele,” she said. “It’s not about volume here. It’s about quality – clients who know what they want and are willing to invest in it.”

That distinction is important in a market where beauty services often compete on price and convenience. BeWAXed, by contrast, has steadily built its reputation on consistency and trust – qualities that have allowed it to expand while retaining a loyal customer base.

Aligning with Colombo’s changing retail scene

The decision to open within The Shoppes at City of Dreams also reflects a broader alignment with Colombo’s evolving retail landscape. As luxury and lifestyle precincts begin to take shape, there is a growing demand for services that complement that environment. BeWAXed’s presence within the mall adds to that mix, offering a grooming experience that matches the tone of its surroundings.

At the same time, the brand remains rooted in its original ethos. “At the end of the day, it’s still about the client,” Kenny said. “Everything we do – from the layout of the rooms to the training of our therapists – is centred around making them feel comfortable and confident.”

Growth with intention

That client-first approach extends to the smallest details. Treatment rooms are designed to minimise exposure, appointment scheduling is structured to reduce waiting times, and consultations are tailored to individual needs. It is this attention to detail that has helped BeWAXed stand out in a crowded market.

The opening of the City of Dreams outlet marks another step in the brand’s steady growth, but Kenny is clear that expansion is never the sole goal. “We don’t open new locations just for the sake of it,” she said. “Each space has to make sense for the brand and for our clients. This one does.”

A quieter kind of luxury

As Colombo’s beauty industry continues to evolve, spaces like BeWAXed at City of Dreams point toward a more considered future – one where privacy, professionalism, and experience take precedence over sheer accessibility. It is a shift that mirrors global trends, yet remains attuned to local preferences.

For clients, the appeal is straightforward: a space that offers high-quality grooming without the noise and rush that often accompany it. For BeWAXed, it is an opportunity to refine what it already does well, while quietly raising the bar.

Appointments at the new outlet are now open, with bookings available via the BeWAXed app. And while the mall itself may not draw crowds in the traditional sense, that, it seems, is precisely the point.

“In a way, the quiet is part of the experience,” Kenny reflected. “It allows our clients to step away from everything else and focus on themselves. That’s what we want this space to be.”

source: The Morning