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Parissa Persian Cold Wax

Parissa’s introduction of its natural hair removal products to the U.S. represents a growing push to get crossover consumers—in this case, women accustomed to purchasing products at spas and salons—into the HABA section of their natural products stores. Case-in-point: the rebrand for Parissa’s Persian Cold Wax, which features a simple, centuries-old recipe, but exudes a chic, spa-quality vibe.