FEELING FOXY
“Our big, hairy, audacious goal is to have 50 locations in five years.”
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BRE AKING DOWN TABOOS BY KRISTINE SALZMANN PHOTOS BY ALI RODDAM
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yla Dufresne is a firm believer that feeling foxy is not a luxury, it’s a basic human right - and if feeling powerful in your own skin involves a Brazilian wax, then it should be as comfortable, enjoyable and quick as possible. Dufresne is the founder of the Foxy Box Wax Bar, a business and franchise that specializes in hair removal, in particular the Brazilian. Most women, should they choose to get waxed, do so and go on their way. After Dufresne’s first Brazilian, she decided to open her own business. “I’ve always been a bit of a hustler,” she says on the phone from Victoria, where she launched her first Foxy Box location in 2012. From the beginning, Dufresne had bold plans for her business. “I started this company, I wanted to open a wax bar, I wanted to franchise, and I wanted to take over the world one box at a time,” she says, adding that her “big, hairy, audacious goal” is to have 50 franchise locations in five years. She attended a branding retreat in early 2018 to do a “deep dive” into her company and her values. “We know we want to make women feel good, that’s always been our objective. But now we’ve really systemized everything.” Dufresne says she’s always admired entrepreneurs, from her mom who owned 6
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