FaceGym Launches Franchise Model for UK Expansion

FaceGym has announced the launch of its UK franchise model, accompanied by four new studio openings in Cambridge, Richmond, Manchester, and Liverpool Street, London. The facial fitness brand, which pioneered the concept of training facial muscles, is moving beyond its original treatment-based model.

The openings represent the first phase of a three-year plan to expand to 28 stores across the UK. The franchise initiative was enabled by a minority investment from Reliance Retail last year, which provided the capital to set up and launch the franchising program.

Under the asset-like model, franchise partners cover the capital expenditure and setup costs. FaceGym disclosed that opening a new studio requires an investment between £250,000 ($335,835) and £350,000 ($470,190), depending on location size and the extent of intervention needed.

The expansion marks a shift for FaceGym as it evolves from a beauty treatment brand into a broader wellness platform, capitalising on strong demand for physical retail locations in the beauty sector.