UK-based facial fitness and skincare brand FACEGYM is accelerating its expansion strategy with the adoption of a franchise model that aims to open 28 new beauty studios across the UK over the next three years. The move marks a major shift in the company’s growth strategy as it looks to scale beyond London and strengthen its footprint in the booming beauty-wellness sector.
Founded by beauty entrepreneur Inge Theron, FACEGYM has built a global reputation around its “facial workout” concept, blending massage techniques, muscle stimulation technology and skincare products in a gym-inspired studio environment. The brand currently operates studios across London, Manchester, New York, Los Angeles and Sydney.
According to reports, the next phase of expansion will begin with four new UK locations planned for Grand Arcade Cambridge, George Street Richmond, Broadgate Liverpool Street and Guildford. The rollout is part of what the company described as a “significant growth phase” for the business.
FACEGYM formally launched its first-ever franchise programme in 2025, opening the brand to entrepreneurial partners for the first time since its founding in 2014. Through the model, franchisees will gain access to the company’s operational systems, training and marketing support.
“We are introducing franchising at this stage because FACEGYM has achieved a robust level of brand maturity and recognition,” said Angelo Castello, CEO-FACEGYM. He added that the company is looking for partners who share its passion for “high-quality, innovative facial workouts” while maintaining brand standards.
The company has identified the UK as its immediate priority market, particularly regions outside London where demand for premium wellness and aesthetic services continues to grow. Angelo Castello previously stated that the franchise structure would allow the company to “accelerate expansion effectively” while targeting around 25 additional locations outside London in the medium term.
FACEGYM’s expansion push comes amid rising investor interest in beauty services and experiential wellness concepts. In 2025, Reliance Retail Ventures Limited acquired a strategic minority stake in the company to support its India expansion through standalone studios and selected Tira beauty stores.
Commenting on the Reliance partnership earlier, Angelo Castello said the deal would help transform FACEGYM into “one of the only beauty services” with a truly global footprint.
The company’s franchise ambitions also extend beyond the UK, with FACEGYM actively seeking partners in the US, Dubai, Saudi Arabia and broader Middle East markets.
As consumer demand grows for non-invasive, results-driven beauty treatments, FACEGYM is positioning itself at the intersection of skincare, wellness and fitness, a category the company claims it pioneered more than a decade ago.
