I HATE trying new places for a Brazilian and can honestly say this was the least painful and best wax I've ever had !!! I'll be sticking with this place going forward and have already recommended it to my friends. As an FYI, it's hard to find, it's entrance is on the Strand through the back of a shop (couple of doors down from Holland and Barrett).
The location is, admittedly, a bit bizarre, but once you step into Pure Wax the visit is nothing short of luxury. Best, most thorough wax I've ever had, including a lovely chat and getting to watch Real Housewives on a huge tv in the treatment room!