European Wax Centerv5.17.0

Released December 4, 2025Major

iOS Android

The latest major update introduced critical friction points that hindered core user workflows. While the sample size remains small, the 1.03-star decline in Android ratings reflects immediate user frustration with login and permission requirements. The update failed to address existing authentication and visibility issues, resulting in a negative impact on the user experience.

What changed

UXOptimized the user sign-in experience
UXStreamlined the booking process for favorite services
New featureAdded ability to complete pre-reservation forms within the app

Reception

38/ 100 impact scoreNegative

What worked

New feature
No evidence of positive reception for pre-reservation forms due to insufficient sample size.

What didn't

UX
backfired
Mandatory location permissions and obscured login buttons prevent account access, contributing to a 1.03-star decline in the Android average rating.

Marlvel takeaways

Remove mandatory location access requirements during the login flow to restore account accessibility.
Adjust UI layout to ensure the login button remains visible across all device screen sizes.
Prioritize resolution of persistent authentication failures and appointment visibility issues reported alongside the latest update.

Original release notes

We’ve updated this app to enhance your booking experience. With this new version of the app, we have-
* Optimized your sign-in experience
* Made it easier to quickly book your favorite services
* Enabled pre-reservation form completion to save you time