UK-based facial fitness and skincare brand FACEGYM has entered India through a partnership with Tira, opening its first India shop-in-shop in Mumbai, with Delhi, Kolkata and Hyderabad identified as key markets for future expansion.
The launch follows Reliance Retail Ventures Limited’s strategic minority investment in FACEGYM, marking a significant move in India’s fast-growing beauty, wellness and experiential retail sector. Through the partnership, Reliance Retail’s beauty platform Tira will lead FACEGYM’s India operations and market development.
Reliance plans to scale FACEGYM’s presence in India over the next five years through a combination of standalone studios and curated spaces within select Tira stores across major cities. Industry experts believe the move could further accelerate franchise and experiential wellness formats in India’s premium beauty segment.
Founded in 2014 by beauty and wellness entrepreneur Inge Theron, FACEGYM pioneered the “facial fitness” category by combining non-invasive facial workouts, muscle stimulation, massage techniques and skincare formulations. The brand first launched at Selfridges in London and has since expanded to markets including New York, Los Angeles and other international locations.
FACEGYM is globally known for treatments designed to sculpt, lift and depuff the face using advanced tools, electrical muscle stimulation (EMS), lymphatic drainage and collagen-boosting skincare products.
The India rollout also signals a franchise and experiential retail opportunity within the beauty and wellness sector. FACEGYM recently announced plans to expand through a franchise-led studio model in the UK, targeting 28 studios over the next three years, reflecting the brand’s broader global expansion strategy.
Bhakti Modi, Co-Founder & CEO of Tira, said: “FACEGYM sits at the unique intersection of beauty, wellness, and fitness, creating a category of its own.” She added that Indian consumers are increasingly becoming experience-oriented and are gravitating towards science-backed and innovative beauty concepts.
Angelo Castello, CEO of FACEGYM, described the India entry as “an incredibly exciting moment” for the company and said the Reliance partnership would act as a catalyst for the brand’s global expansion strategy.
The partnership also strengthens Reliance Retail’s growing beauty and wellness portfolio under Tira, which has been aggressively expanding its omnichannel beauty ecosystem since launching in 2023. Tira currently houses several international and homegrown beauty brands across physical retail and digital commerce channels.
Reliance Retail Ventures Ltd (RRVL) currently operates an integrated omnichannel network of over 19,000 stores across grocery, electronics, fashion, lifestyle and beauty segments, reporting a consolidated turnover of Rs 3.30 lakh crore for FY25.
The India launch also aligns with FACEGYM’s broader global expansion ambitions. The company has been actively exploring franchise-led growth opportunities internationally as it scales its studio network and retail footprint.
