01
Discovery happens before the booking.
Social is a top local discovery channel for beauty services. That traffic goes to whoever shows up consistently — it should be you.
Beauty & Service Brands · Built by an Operator
Your competitors are
showing up online.
Are you?
Social media & PR for beauty and service-based brands — founded by a multi-unit beauty franchise owner who understands local growth from the inside.
Social Media
Content
PR
Local Ads
Reels
Reputation
Beauty & Service Brands
The Problem
Social media is PR, not just posts.
02
Credibility is decided before they walk in.
A guest checks your Instagram before they book. A consistent, on-brand page says the location is professional. A dead page says the opposite.
03
Local competitors fill the void.
Salons, studios, spas, wellness concepts, and independent providers are posting locally, running ads, and showing up in your client's feed every day.
04
Local voice converts brand awareness.
Your brand may already be known. Hyper-local content turns that awareness into appointments, reviews, rebookings, and repeat visits.
Proof of Concept
30 days. One beauty location. Real numbers.
A real local campaign from an operator-owned beauty business. One location. One dedicated team. Paid social tied directly to the booking link.
0
Views
0
Engagement Rate
0
Link Clicks
0
Reach
15,201 people clicked to the booking link.
At 1% conversion × $60 average ticket = $9,120 in potential revenue from $2,000 in ad spend.
Our clients don't just get visibility — they get traffic that converts into appointments.
Services
Everything your location needs to show up and stand out.
Monthly Social Management
- $500/mo founding rate for IG + FB management
- 4 posts per month with captions written in your brand voice
- Content calendar built around services, promotions, local seasonality, and rebooking behavior
- Monthly performance report focused on reach, clicks, and booking traffic
Full Page Setup
- $2,500 setup package for a stronger local presence
- Instagram + Facebook profile optimization
- Brand audit, bio refinement, booking-link strategy, and content pillars
- Built to make the page look credible before a client books
TikTok Add-On
- $150/mo add-on for short-form video visibility
- 4 TikTok posts per month
- Trending audio and service-specific creative ideas
- Repurposeable clips for Reels and Stories
Full Platform Bundle
- $750/mo for IG + FB + TikTok + story management
- Complete local presence across the platforms your clients check
- Posting, captions, light story management, and content direction
- Designed for owners who want one team handling the visible social layer
Optimization + Link Hub
- $800 optimization for an existing page
- $250 Linktree-style setup for bookings, promos, and key links
- Refresh the current presence to look current, credible, and easy to navigate
- Reduce friction between discovery and the booking link
Web Page Build + À La Carte
- $750–$2,500 for a 1–3 page web build or fuller rollout
- Reel editing, event coverage, ad management, and co-branding support
- Founder strategy from Olga — operator to operator
- No agency layers, no account-manager telephone game
Pricing
Pricing that scales with demand — and rewards early adopters.
Lock in the Founding Rate now. It closes at 15 clients — and only goes up from there.
Founding Rate
0–15 clients
$2,500
Setup · $500/mo monthly management
- Rate locked permanently
- Access to future service additions at the founding tier
- 15% multi-location discount for 3+ locations
- Designed for early adopters ready to show up now
Growth Rate · 16–30 clients
$2,800
Setup · $600/mo monthly management
- Same core service model
- Higher setup and monthly management rates
- Standard multi-location terms
- Availability based on client capacity
Standard Rate · 31–50 clients
$3,000
Setup · $700/mo monthly management
- For brands joining after founding capacity closes
- Monthly reporting and ongoing management
- Optional add-ons for TikTok, PR, ads, and events
- Pricing reflects demand and onboarding capacity
Premium Rate · 50+ clients
$3,500
Setup · $800/mo monthly management
- For later-stage availability
- Same operator-built framework
- Priority scheduling subject to capacity
- Best fit for brands ready to scale local visibility
Multi-location discount: 3+ locations get 15% off monthly management, locked in permanently at that rate for current and future locations.
Who We Are
Built by a multi-unit beauty owner, for operators.
Wax Social was founded by Olga Grappel — Founder & CEO of OG Capital and a multi-unit beauty franchise owner since 2010. Olga and her team have operated multiple service-based beauty locations, and that operator perspective shapes every system, post, and ad before it touches a client.
- ✦We understand rebooking, memberships, service menus, product moments, seasonal promos, and local teams — because we have run the operations ourselves. No long agency learning curve.
- ✦Your content references what real beauty and service clients care about. Not generic tips — specific, credible, local content that converts.
- ✦A generic agency takes 2–3 months to understand your business. We start on day one and hit the ground running.
- ✦Our business is built on local operators growing. Your growth is our business model.
Contact Us
Tell us what you need. Request an audit here.
Use this form to request an audit or ask about social media, PR, content, and local visibility support for your brand.
How it works
The form is the only contact path. Choose “Request audit” in the form and we’ll respond within 48–72 hours.
FAQ
Questions we hear from operators.
Who is Wax Social for?
Wax Social is built for beauty and service-based brands: salons, spas, waxing studios, med-spa concepts, wellness providers, and multi-location operators who need stronger local visibility. The work is grounded in real operator experience, so strategy connects back to bookings, retention, reviews, and team execution.
How are you different from a general agency?
Most agencies learn service businesses from the outside. Wax Social was founded by a multi-unit beauty franchise owner, so the strategy starts with practical realities: capacity, booking links, reviews, team trust, service education, local promotions, and guest retention.
Will my content stay on-brand?
Yes. Every asset is built around your brand standards, voice, offer rules, and approval process. If you operate within a larger brand system, we work from your approved guidelines and avoid implying any unauthorized affiliation, endorsement, or official relationship.
How fast can we start?
We move quickly because the model is built for local service businesses. Once your form comes in, we review your request, respond within 48–72 hours, and a typical onboarding takes about a week from contract to first post.
What does the Founding Rate actually mean?
The first 15 clients lock in today's rate permanently — for every current location and every future location they open. After 15 clients, pricing increases. The Founding Rate doesn't expire and isn't renegotiated as the business scales.
How does the 3+ location discount work?
Operators with three or more locations get 15% off monthly management on every location, locked in permanently. New locations you open later are added at the same discounted rate — no renegotiation, no per-location markup creep.
Do I need to provide content, or do you produce it?
We produce it. On-site content days are scheduled around your guest flow, and we leave you with a photo and Reel library you own outright. If you have existing content, even better — we'll integrate it.
How do you measure success?
Bookings, not vanity. Every report ties back to clicks to your booking link, ad-attributed appointments, review velocity, retention signals, and local visibility. Engagement and reach matter — but only as leading indicators.
Can you help with a grand opening or remodel?
Yes — that's an add-on campaign. We've launched our own locations and know what moves the needle: local press, influencer seeding, neighborhood-targeted ads, and a content rollout timed to soft- and grand-opening days.
Is there a contract length?
Standard engagements are month-to-month after a 90-day initial period — long enough for the strategy to compound and reporting to stabilize. After that, you can pause or scale up at any time.