Face Gym
FaceGym is a UK-founded facial fitness brand operating 10+ studios across the UK, US, Australia, and India, combining patented EMS and LED technology with skincare products and a $108-$116/month membership targeting affluent consumers seeking non-invasive facial toning.
- Company typePrivate
- Founded2014
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Face Gym does
FaceGym is a UK-headquartered facial fitness and skincare company founded in 2014 by Inge Theron. It operates a hybrid services-and-products business built around the thesis that facial muscles (40+ in the face) can be trained like body muscles, using Electrical Muscle Stimulation (EMS), LED light therapy, microneedling, gua sha/sculpting tools, and clinical-grade skincare to deliver non-invasive facial toning, lifting, and anti-aging results.
The core offering comprises in-studio Signature Sculpt (35-minute EMS + hands workout) and Signature Hands (massage-only) treatments delivered across 10+ company-owned and partner-operated studios in London, New York, Los Angeles, Manchester, Sydney, Oxfordshire, and Mumbai. The product ecosystem extends the in-studio experience into the home via patented hardware — PureLift Pro Edition ($799, Triple-Wave EMS at 1300-1700 Hz), LIGHTWEAR LED Face Mask ($545, 80 dual-core LEDs, app-controlled four-zone personalization), and the patented Multi-Sculpt six-edge gua sha tool ($69) — supported by a skincare line including the Hydro-Bound Daily Serum ($80), Active Collagen Wonder Serum ($118), Active Blast Vegan Collagen ($63-$220), and the Active Collagen Wonder Moisturizer ($95), with refillable packaging on select SKUs.
The business operates four revenue streams: in-studio workouts and monthly memberships ($108-$116/month, 2-month minimum), direct-to-consumer product sales (e-commerce and in-studio), corporate and private events, and franchise/licensing fees. Distribution combines D2C e-commerce, premium retail concessions (Selfridges, Space NK, Nordstrom, Saks Fifth Avenue, Mecca), and a flagship India partnership with Reliance Retail's TIRA platform, in which Reliance Retail Ventures took a minority stake in July 2025 to back FaceGym's India rollout. FaceGym sells in three primary markets (UK, US, India) with Australia presence via Mecca, employs 51-100 staff, and positions itself as "The Home of Facial Fitness."
Face Gym firmographics
Firmographics- Name
- Face Gym
- Legal name
- FaceGym Ltd
- Website
- https://usa.facegym.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- FaceGym is a UK-founded facial fitness brand operating 10+ studios across the UK, US, Australia, and India, combining patented EMS and LED technology with skincare products and a $108-$116/month membership targeting affluent consumers seeking non-invasive facial toning.
- Ownership category
- akta.pro rank
Face Gym industry classification
Industry- Product category
- Facial Fitness and Beauty Services
- NAICS
- Hair, Nail, and Skin Care Services (81211), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Medical-Grade / Clinical Facials (Dermatology & Med Spa) (HSALADAN)
- akta.pro secondary industries
- LED Light Therapy Treatments (HSALADAJ), Skincare Devices (Cleansing Brushes, Microcurrent, LED, Dermaplaning) (CRABAKAI)
Keywords
Where Face Gym is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices8 records
Markets served
Face Gym business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- In-Studio Facial Workouts: FaceGym offers signature facial fitness workouts (Signature Sculpt and Signature Hands) at company-owned studio locations. Signature Sculpt is a 35-minute EMS and hands workout. Signature Hands is a hands-only massage-based treatment. Workouts are bookable per session or via monthly membership.
- Skincare and Tool Products: Direct-to-consumer sales of skincare products (serums, cleansers, moisturizers, masks) and facial fitness tools (EMS devices, LED masks, gua sha tools, microneedling rollers, cupping sets) through the brand's e-commerce website and in-studio purchases. Products range from $15 to $799.
- Monthly Membership Subscription: Monthly membership at $108 per month (US) providing 1 free workout credit per month, 40% off boosters, 30% off additional workouts, and 20% off products. Memberships have a 2-month minimum term and can be frozen for up to 3 months.
- Private Events and Corporate: Revenue from private studio hire (birthdays, hen parties), private trainer events (workplace visits, wedding prep), group masterclasses, and corporate wellness events.
- Franchise and License Fees: FaceGym operates a franchise model (as indicated by the franchise page on their website) allowing third parties to operate FaceGym studios under license, generating franchise-related revenue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly Membership - $108/month |
| One time/ perpetual license | Pay-as-you-go | PureLift Pro Edition - $799 |
| One time/ perpetual license | Pay-as-you-go | LIGHTWEAR LED Face Mask - $545 |
| Unit Pricing | Pay-as-you-go | Multi-Sculpt Gua Sha Tool - $69 |
| Unit Pricing | Pay-as-you-go | Active Collagen Wonder Serum - $118 |
| Subscription | Monthly | Hydro-Bound Daily Serum - $80 |
| Unit Pricing | Pay-as-you-go | Active Blast Vegan Collagen - $63 (7-day) |
| Unit Pricing | Pay-as-you-go | Facial Cupping Set - $40 |
| Unit Pricing | Pay-as-you-go | Active Collagen Wonder Moisturizer - $95 |
| One time/ perpetual license | Pay-as-you-go | Gift Cards |
| Unit Pricing | Pay-as-you-go | Skincare Kits - $45 to $220 |
Go-to-market motion3 records
Distribution channels9 records
Marketing channels7 records
Face Gym product offering
Product offeringCore offering
FaceGym provides non-invasive facial fitness treatments through bookable in-studio Signature Sculpt (35-minute EMS and hands) and Signature Hands workouts at company-owned and partner studios, supported by a monthly membership at $108–$116 per month. The offering is extended through direct-to-consumer skincare, EMS and LED home devices, and patented manual tools sold via its e-commerce storefronts and premium retail partners.
Product overview
FaceGym is a facial fitness brand offering a unified platform combining physical studio workouts, at-home devices, and skincare products. The core offering includes Signature Sculpt (35-minute EMS and hands workouts) and Signature Hands (massage-only) workouts at studios in NYC, LA, London, Manchester, Sydney, Oxford, and Mumbai, supported by a monthly membership program ($108-$116/month). The product ecosystem extends to at-home devices including PureLift Pro Edition ($799, patented triple-wave EMS technology), LIGHTWEAR LED Face Mask ($545, app-controlled multi-light therapy), Multi-Sculpt ($69, patented Gua Sha tool), and various manual tools. Skincare portfolio includes award-winning serums (Hydro-Bound Daily Serum $80, Active Collagen Wonder Serum $118), moisturizers (Active Collagen Wonder Moisturizer $95), cleansers (Electro-Lite Gel Cleanser $44), and specialized treatments (Active Blast Vegan Collagen $63-$220, Skin Changer $58). Skincare kits and gift cards provide entry points. India expansion via TIRA partnership with Reliance Retail targets international growth.
Differentiator
Problem solved
Functional benefit
Products and services
- FACEGYM Studios — Signature Sculpt and Signature Hands Workouts Bookable in-studio facial fitness treatments combining EMS technology and hands-on facial massage techniques to lift, sculpt, and depuff the face; Signature Sculpt is the 35-minute EMS plus hands workout and Signature Hands is a hands-only massage-based treatment suitable for pregnancy and select post-procedure recovery.
- FaceGym Monthly Membership Subscription membership program (priced at $108/month for existing members and $116/month for new members post-March 2025) that includes one free Signature Sculpt or Signature Hands workout credit per month, 40% off boosters, 30% off additional workouts, and 20% off products, with a 2-month minimum term and ability to freeze for up to 3 months.
- PureLift Pro Edition EMS Facial Device At-home EMS facial sculpting device using patented Triple-Wave technology combining low, medium, and high frequencies (1300–1700 Hz) with diamond-facet probes to deliver visible lift, contour, and de-puffing results in as little as 10 minutes; priced at $799 with a 12-month warranty.
- LIGHTWEAR LED Face Mask Medical-grade LED face mask with 80 dual-core LEDs combining red, near-infrared, and blue light, offering app-controlled personalization across four facial zones (forehead, eyes, nose, cheeks) for rejuvenation and acne-clearing in 10-minute hands-free sessions.
- FaceGym Pro At-Home EMS Device At-home EMS facial sculpting device designed to deliver lifted, contoured, and depuffed facial appearance through muscular-level stimulation using low, medium, and high frequencies.
- Multi-Sculpt Patented Six-Edge Gua Sha Tool Patented gua sha tool featuring six distinct edges engineered for different facial sculpting, lifting, depuffing, and lymphatic drainage movements; made from medical-grade stainless steel and priced at $69.
- Acne Light Shot Blue Light Therapy Device Blue light therapy device for treating acne and blemishes using targeted light technology; priced at $95.
- Youthful Active Roller (Microneedling Roller) Microneedling roller with refill options for at-home skincare application; priced at $76.
- Weighted Ball Facial Massage Tool Manual facial massage tool for at-home facial workouts; priced at $40.
- Facial Cupping Set Four-piece facial cupping set (two large and two small cups) in medical-grade silicone designed to stimulate circulation, release tension, and sculpt facial features; priced at $40.
- ISAMAYA x FACEGYM SCULPT 01 Gua Sha Tool Special-edition gua sha sculpting tool co-developed with makeup artist Isamaya as part of the ISAMAYA x FACEGYM product line; priced at $60.
- PowerLift EMS Activator Gel Conductive gel formulated specifically for use with the PureLift Pro EMS device to enhance muscle stimulation conductivity; priced at $55.
- Hydro-Bound Daily Serum Award-winning hydrating serum formulated with four types of hyaluronic acid and 2% niacinamide that delivers instant and long-lasting hydration while improving elasticity; available in 30ml ($80), 15ml mini ($45), and a Subscribe & Save option ($68).
- Active Collagen Wonder Serum Anti-aging serum with a Triple Peptide Complex and biotech collagen fragment designed to boost collagen production and reduce signs of aging; priced at $118 with refill ($100) and mini ($62) options.
- Youth Reformer Serum Firming serum formulated to restore a youthful appearance; priced at $116.
- Face Coach Face Oil Nourishing and revitalizing facial oil; priced at $76.
- Active Blast Vegan Collagen Skin Booster Intensive vegan, halal-accredited collagen skin booster in sphere form, derived from fermented yeast to mimic type III human collagen and targeting wrinkles, hyperpigmentation, and elasticity; available in 7-day ($63) and 28-day ($220) packs with a Subscribe & Save option.
- Electro-Lite Gel Cleanser pH-balanced (5.5) gel-to-foam cleanser with hydrating electrolytes, papaya enzymes, and glycolipids that gently cleanses and removes dead skin cells; priced at $44.
- Skin Changer 2-in-1 Exfoliating Toner-Essence Two-in-one exfoliating toner-essence formulated with succinic acid and upcycled pumpkin extract to brighten, exfoliate, and hydrate in one step; priced at $58.
- Active Collagen Wonder Moisturizer Firming gel-cream moisturizer with Triple Peptide Complex and biotech collagen, clinically proven to boost collagen by 30% and reduce periocular wrinkle depth; refillable and recyclable packaging; priced at $95.
- Wonder Cleansing Balm Cleansing balm that removes makeup and impurities as part of the Active Collagen skincare range; priced at $41.
- Skincare Kits (Youth Boost Kit, Sleep Cheat Kit, Active Collagen Discovery Set) Curated multi-product skincare kits including the Youth Boost Kit ($110), Sleep Cheat Kit ($45), and Active Collagen Discovery Set ($94) that bundle FaceGym's serums, moisturizers, and treatments around targeted concerns such as anti-aging and overnight recovery.
- Private Events and Corporate Facial Fitness Services B2B eventing services including on-site workplace facial workouts, studio hire, group masterclasses, wedding prep, and private celebrations in which FaceGym trainers travel to client locations.
- FaceGym Studio Gift Cards Studio gift cards redeemable for FaceGym workouts and products at freestanding US and UK studios, available for purchase online and in studio with a 12-month validity.
Quantifiable outcome
- 87% agreed skin felt instantly moisturised; 88% agreed formula was non-sticky and fast-absorbing after first use of Hydro-Bound Serum (54 participants)
- +9 more outcomes
Companies that use Face Gym
Customer profileSegments4 records
Ideal customer profiles3 records
Face Gym technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability4 records
Feature5 records
Face Gym partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered flagship, core and minor.
- TIRA (Reliance Retail Beauty Platform)flagshipFaceGym's India expansion is managed through TIRA, Reliance Retail's beauty platform. The first shop-in-shop launched at TIRA in Mumbai's Kemps Corner. TIRA operates the day-to-day business in India, establishing dedicated FaceGym studios and sections within selected TIRA stores across major cities (Mumbai, Delhi, Kolkata, Hyderabad). FaceGym trained the initial TIRA team at its UK headquarters to ensure brand consistency.
- SelfridgescoreFaceGym operates concession studios within Selfridges department stores in London (Westminster) and Manchester. Customers can book FaceGym workouts and purchase products at Selfridges locations.
- Space NKcoreFaceGym has a studio and retail presence at Space NK Canary Wharf (London) and potentially other UK Space NK locations. Space NK serves as a premium retail channel for FaceGym products.
- Mecca (Australia)coreFaceGym offers signature treatments through Mecca's Sydney location (George Street & Market Street). The partnership provides Australian customers access to FaceGym facial fitness services.
- NordstromcoreFaceGym operates a concession studio within Nordstrom's NYC flagship location on 57th Street, providing in-store facial fitness services and product access to Nordstrom's premium customer base.
- Saks Fifth AvenuecoreFaceGym has a presence at Saks Fifth Avenue in New York City, offering facial fitness services within the luxury department store environment.
- Rakuten (Linkshare)minorRakuten Linkshare affiliate program tracks orders coming from FaceGym's affiliate marketing partners. This enables commission-based referral tracking for the brand's partner ecosystem.
- Surrenne at The Emory HotelminorFaceGym offers facial fitness services at Surrenne spa within The Emory Hotel in London's Knightsbridge area, targeting luxury hotel guests and spa visitors.
- Soho Health Club / Soho FarmhouseminorFaceGym treatments are available at Soho Farmhouse in Oxfordshire as part of the spa's facial treatments, accessible to members and hotel guests.
Scale indicators3 records
Recent moves7 records
Expansion highlights6 records
Face Gym competitors and assessment
Company assessmentDirect peers
- NuFACE: NuFACE is the leading at-home microcurrent facial toning device brand. It directly competes with FaceGym's PureLift Pro in the EMS/microcurrent facial sculpting category, serving the same affluent beauty consumer with a similar premium pricing model.
- ZIIP Beauty: ZIIP Beauty makes electrical facial toning devices combining microcurrent and nanocurrent technology. It competes head-to-head with FaceGym in the at-home EMS device space with comparable price points and target customer.
- Foreo: Foreo is a global beauty tech brand offering facial cleansing, microcurrent, and LED devices. It serves the same premium skincare-tools consumer as FaceGym with broad retail distribution and similar product breadth.
- Solawave: Solawave offers at-home skincare wands combining red light therapy, microcurrent, and facial massage. It targets a similar consumer overlap with FaceGym's device portfolio with comparable marketing and price positioning.
- CurrentBody: CurrentBody is a multi-brand premium beauty tech retailer specialising in at-home EMS, LED, and microcurrent devices. It competes with FaceGym by aggregating rival brands and offering device comparison and education to the same consumer profile.
- Skin Laundry: Skin Laundry operates technology-driven facial treatment studios with a proprietary skincare line, similar to FaceGym's hybrid studio-plus-product model. Both target results-oriented consumers seeking non-invasive facial treatments.
- Joanna Vargas: Joanna Vargas operates a chain of premium facial salons in NYC, LA, London, and Tokyo paired with a results-driven skincare line. It is closely comparable to FaceGym's service-plus-skincare studio model targeting the same luxury wellness consumer.
- Dr. Dennis Gross Skincare: Dr. Dennis Gross is a premium skincare and LED light therapy brand best known for its DRx SpectraLite Face Mask. It overlaps directly with FaceGym's LIGHTWEAR LED mask and active skincare line at similar premium price points.
Broad incumbents
- Therabody: Therabody is a larger wellness technology brand known for Theragun percussive therapy devices. While focused on body recovery, it has expanded into facial tools and operates at premium price points with similar retail distribution (Sephora, Nordstrom) to FaceGym.
Emerging players
- Tammy Fender: Tammy Fender runs a holistic skincare studio in NYC and Palm Beach paired with a botanical skincare line. It overlaps with FaceGym's premium facial service model and results-driven natural skincare positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Face Gym social profiles
Digital presenceFace Gym financial estimates
Financial estimateRevenue estimate
Valuation estimate
Face Gym leadership team
Management profileNumber of profiles
Profiles1 record
Face Gym funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Face Gym M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Face Gym
What does Face Gym do?
FaceGym provides non-invasive facial fitness treatments through bookable in-studio Signature Sculpt (35-minute EMS and hands) and Signature Hands workouts at company-owned and partner studios, supported by a monthly membership at $108–$116 per month. The offering is extended through direct-to-consumer skincare, EMS and LED home devices, and patented manual tools sold via its e-commerce storefronts and premium retail partners.
Is Face Gym a public or private company?
Face Gym is a private company. It is classified as venture growth investor backed and is currently operating.
When was Face Gym founded?
Face Gym was founded in 2014. It employs 51 to 100 people.
Where is Face Gym based?
Face Gym is headquartered in London, United Kingdom, in the Europe region.
How does Face Gym make money?
Five revenue lines are on record. In-Studio Facial Workouts are the primary driver. The others are skincare and Tool Products, monthly Membership Subscription, private Events and Corporate and franchise and License Fees.
Who are Face Gym's main competitors?
Direct peers on record are NuFACE, ZIIP Beauty, Foreo, Solawave, CurrentBody, Skin Laundry, Joanna Vargas and Dr. Dennis Gross Skincare. Therabody is listed as a broad incumbent. Tammy Fender is listed as an emerging player.
Does Face Gym have an API?
No public API is recorded for Face Gym.
What industry is Face Gym in?
Face Gym's product category is Facial Fitness and Beauty Services. Its primary akta.pro industry code is HSALADAN, Medical-Grade / Clinical Facials (Dermatology & Med Spa), with a secondary code of HSALADAJ, LED Light Therapy Treatments. Its NAICS code is 81211 and its SIC code is 2844.