Primo is the last 5 years of wax making, polymer research, raw material accusation and personal development in polymer engineering combined to make what I believe to be the best possible luxury wax. Customers who buy Primo and any other Infinity Wax product also benefit from our powerful position in the market as a manufacturer & retailer. Your buying directly from factory, and thats something that is fully reflected in our prices. At £49.99 for 200ml hand-finished glass enclosure which weighs in at nearly half a kilo, Primo certainly is not an over priced wax by any means!