Facial workout company FaceGym is launching its first U.K. franchise model, with studios initially planned for Cambridge, Richmond, Manchester and Liverpool Street in London. The longer-term plan is to open 28 franchised U.K. studios over the next three years, alongside upcoming wholly-owned U.S. openings.Founded by skin-care specialist Inge Theron in 2014, FaceGym originally set itself apart from traditional facial providers by describing treatments as workouts. Its current services include vigorous movements such as “knuckling” and “whip strokes” to stimulate the face, followed by the use of tools using electrical muscle stimulation or microcurrent to target facial muscles. The brand began in London’s Selfridges and had nine listed U.K. studio locations before the franchise rollout. Its four newly announced franchise studios will bring that total to 13, while a planned Studio City opening will grow its U.S. footprint from seven to eight locations.
“It was born out of service as this very compelling new proposition at the intersection between beauty, wellness and fitness,” CEO Angelo Castello told Glossy in an exclusive interview. Beyond its claims around facial sculpting, FaceGym positions its workouts as a way to reduce puffiness and release facial tension through massage and lymphatic drainage.
