The Interview: FACEGYM’s CEO on taking facial fitness global with its first franchise model

Since its launch in 2014 by founder Inge Theron, FACEGYM has transformed what it means to care for skin in the 21st century - turning traditional facials on their head by treating the face as a muscular, performance-oriented part of the body. FACEGYM trains faces like athletes, combining expert hands-on techniques, clinically backed tools and results-driven protocols that deliver visible lift.

What began as a single studio in London quickly became a global cult favourite. FACEGYM’s impact on the beauty landscape is unmistakable, from spurring an entire subcategory of facial toning to influencing how consumers think about ageing and skin health.

Under CEO Angelo Castello, who joined in 2023, FACEGYM has pivoted from a pioneering proposition to a scalable global business. Where early growth was driven by cultural relevance and brand buzz, Castello’s strategy has focused on refining the operating model. With newly unlocked capital from Reliance Retail Ventures and a playbook designed for repeatability, FACEGYM is positioning itself as the global leader in wellness.

In this interview, Castello discusses how he is scaling FACEGYM without diluting its original DNA, why franchising marks a critical next step in the brand’s evolution, and how facial fitness is being reframed as a long-term wellness discipline rather than a beauty fad.

FACEGYM has expanded rapidly since 2014. Can you tell us about the strategy you implemented when you joined in 2023?

When I joined FACEGYM in 2023, the priority was to perfect a repeatable, scalable model. The brand had extraordinary awareness and cultural relevance; my focus was to build the operating backbone to support sustainable growth. That meant clarifying our global brand strategy, strengthening unit economics, and professionalising was key. We also sharpened our customer proposition by introducing a membership programme to nurture customer loyalty and ensure better results.

How has your background informed your approach to leading and scaling a business at the intersection of beauty, wellness and retail?

My background combines science, strategy, luxury consumer brands and entrepreneurial spirit in the world of medical beauty. relevant. I trained as a scientist, which gives me a strong appreciation for evidence, credibility and product efficacy - essential in a category where trust matters. I then spent several years in strategy consulting, advising global luxury and consumer businesses on growth and brand positioning.

Finally, I set up my own business in Italy in the space for aesthetic medicine. At FACEGYM, this translates into a disciplined approach to scaling while protecting brand equity. Beauty and wellness today sit at the intersection of performance, experience and emotion, and my role is to ensure we deliver all three consistently, across markets and channels.

How do you decide which international markets to enter next, and why is India earmarked as a key focus?

We evaluate markets through a combination of brand relevance, consumer behaviour, retail maturity and long-term growth potential. FACEGYM performs best in markets where consumers are already engaged with wellness, premium beauty and experiential retail.

India is particularly compelling. It has a fast-growing, affluent urban population, a deep cultural connection to facial massage and self-care rituals, and an increasingly sophisticated beauty consumer. Reliance represented the best-in-class local partner to enable a carefully curated rollout, while India represents a significant long-term growth opportunity for the brand.

Can you explain the rationale behind introducing a franchising model and how it will support international expansion?

Franchising allows us to scale without overextending operationally. The FACEGYM experience is highly specific - from our training protocols to studio design and service culture - so partnering with best-in-class local operators who understand their market is critical. Our model is highly selective. Franchise partners receive rigorous training, operational systems and ongoing brand support, while we retain control over brand standards, innovation and marketing. This enables faster, more capital-efficient expansion while preserving consistency globally.

How has the 2025 investment from Reliance Retail Ventures Limited impacted this expansion?

The investment from Reliance Retail Ventures Limited has come at a crucial time for the business. It has enabled the opening of new, directly operated stores like our latest studio in Silver Lake, LA. At the same time, it has allowed us to accelerate our international expansion with confidence.

How did you balance preserving the brand’s original DNA (set by Inge Theron) while scaling?

FACEGYM has a very clear and powerful DNA, rooted in Inge’s original vision: facial fitness, expert hands, results-driven treatments and a sense of energy and empowerment. My role has been to protect that essence while translating it into a scalable system. We codified what makes FACEGYM unique and built growth around those non-negotiables. Scaling should never mean dilution; if anything, it forces you to be even more disciplined about who you are.

What makes FACEGYM’s offering stand out in the increasingly crowded beauty space?

FACEGYM sits in a category of its own. We don’t offer traditional facials, and we’re not a medspa - we are facial fitness. Our workouts are delivered by highly trained therapists using hands-on techniques, clinically proven tools and high-performance skincare.

What truly differentiates us is the combination of visible results, credibility and experience. It’s effective, energising and empowering, rather than passive or indulgent. That positioning resonates strongly with modern consumers who want performance, not just pampering. At the same time, 100% of customers report improvement in their mood and wellbeing following a FACEGYM workout, truly reflecting the unique intersection of fitness, beauty and wellness that underpins FACEGYM.

FACEGYM is known for innovative facial workouts. What new treatments or technologies are you most excited about in the upcoming year?

We’re continuing to innovate at the intersection of hands-on expertise and advanced technology. This includes new protocols that enhance muscle stimulation, lymphatic drainage and skin quality, as well as next-generation tools that amplify results while remaining non-invasive. We have a few very exciting launches coming in March, but the details will follow.

Can you talk about the Membership Programme and how it supports customer loyalty and engagement?

Our Membership Programme is central to how we build long-term relationships with our clients. Facial fitness works best when it’s consistent, so membership encourages regular workouts while offering tangible value and flexibility. Beyond frequency, membership deepens engagement through personalised treatment plans, early access to innovations and exclusive benefits. It transforms FACEGYM from an occasional treat into an ongoing wellness practice, which is fundamental to lifetime value and brand loyalty.

Looking back, what has been the most challenging lesson in scaling a wellness brand internationally?

The biggest challenge is maintaining consistency without losing local relevance. Wellness is deeply cultural, and what resonates in one market doesn’t always translate directly to another. The lesson has been to be very clear about what must remain global (brand standards, training, philosophy) while allowing thoughtful localisation (communication, details of retail execution like different levels of privacy and locally relevant partnerships). Scaling successfully requires both discipline and understanding of local requirements.

Where do you see FACEGYM in five years?

In five years, I see FACEGYM as the global leader in facial fitness, with a strong presence across several key international markets and a thriving franchise network. More importantly, I see us shaping the category itself, moving facial care away from quick fixes and toward long-term facial health, performance and confidence. FACEGYM will continue to be culturally relevant, scientifically credible and emotionally resonant, setting the benchmark for modern beauty and wellness.