Faace officially sold following lengthy search for buyer

Skincare brand Faace has been sold, with founder Jasmine Wicks-Stephens confirming the deal has been completed after years of uncertainty over the future of the business.

Wicks-Stephens announced the sale in a post on her Substack on 15 September, saying the agreements had been signed the previous week by the shareholders, new owner and herself.

“I’m a little bit dumbstruck, to be honest,” she wrote. “Last week, when we (the shareholders, new owner and I) signed the agreements, I still didn’t believe that it wouldn’t all fall through. And it hasn’t. My skincare brand, after years and years of heartbreak, has sold.”

The financial terms of the deal and identity of the new owner have not been disclosed. Wicks-Stephens said the sale was “not a lucrative deal” for her, but that it allowed her to draw a line under the business after years of uncertainty.

Faace had significantly scaled back its operations over the previous two years while the future of the business was considered. Wicks-Stephens said that despite this, she had continued to think about the brand every day and that the ongoing responsibility had taken a toll.

The sale follows a lengthy search for a buyer. In July 2024, Wicks-Stephens put Faace up for sale after five years of running the business, saying she had worked full-time hours without pay and invested hundreds of thousands of pounds of her own money.

In July 2025, she confirmed that Faace would close after a prospective sale fell through, saying she no longer had the capacity to continue running the business.

The brand’s future appeared to change again in December, when Wicks-Stephens said a new deal was being considered and that Faace could return in 2026. At the time, however, she stressed that no deal had been signed.

Now that the sale has completed, Wicks-Stephens said she was hopeful about Faace’s next chapter and would retain some involvement with the brand.

“I’m excited and proud that someone else sees a future in the concept,” she wrote. “So Faace 2.0 is now officially on the horizon.”

Faace was founded in 2019 and built its offer around hormonal skincare, with products targeting concerns including stress, menopause, periods, tiredness and perspiration.

The brand was also featured on BBC’s Dragons’ Den in 2024, securing investment from Steven Bartlett, Peter Jones and Touker Suleyman.

In her latest post, Wicks-Stephens said the sale meant she could reflect on the brand’s achievements, including its award wins, press coverage, celebrity fans, retailer placements and Dragons’ Den appearance, while moving forward without having responsibility for the business day to day.