Face Foundrié is looking to reach 100 open locations by the end of 2026, a milestone that founder Michele Henry believes will mark the facial bar concept’s arrival as a nationally scaled brand.
Specializing in facials, brows, lashes and skincare, the chain is pursuing aggressive expansion, with 35 openings scheduled. It ended 2025 with 67 locations open and 175 total franchise licenses sold and contractually committed to. Founded by Henry in 2019, Face Foundrié is among the fastest-growing facial destinations in the United States, according to data from Kline + Co. The market research firm estimates that revenues at the top 25 multi-site skincare and wellness service providers grew about 9% last year and are projected to rise roughly 10% this year. Competitors include Glowbar, which has more than 20 locations, Skin Pharm, which operates over a dozen clinics, and Heyday, which has roughly 20 studios.
“In franchising, 100 open locations is a meaningful milestone,” says Henry. “It represents national brand credibility, operational maturity and scalability. It also signals to prospective franchisees, landlords and strategic partners that you’ve built something durable.”
This year’s growth push follows a year spent strengthening the infrastructure needed to support a larger franchise network. The company hired CFO Kristina Arnette, director of shops and operations Mandy Friendshuh and director of franchise marketing Emily DeMarco. Henry credits those hires with helping shape the company’s trajectory.
“2025 was about infrastructure. We built the operational backbone that will support long-term scale. We refined our processes, strengthened franchisee support systems, enhanced training and elevated leadership across departments,” says Henry. “We invested in people. Bringing in A-plus talent across finance, operations, marketing and franchise development changed the trajectory of the business. We focused on building a leadership team that not only executes but innovates.”
Face Foundrié projects systemwide revenue will double in 2026 compared to 2025. The growth will come from new unit openings, same-store sales increases, membership expansion and innovation in the company’s service and retail offerings
Face Foundrié’s 40-minute facials typically start around $75 to $89, and memberships begin at about $89 per month, generally covering one facial and discounts on services and products. Face Foundrié’s 40-minute Glow facial is a bestselling service. Henry says, “It delivers both relaxation and visible results with a dewy finish.”
The company’s growth strategy is carefully calibrated geographically. Face Foundrié has described itself as “sold out” in several major markets, meaning it has already allocated as many franchise territories as those markets can sustainably support. It made its debut in Edina, Minn., and initially built a base in the Midwest before launching franchising in 2021 and expanding nationwide.
The company analyzes where its core clients live, work and shop to determine territory size, aiming to create what Henry describes as “healthy shared markets, not crowded ones.” Market selection decisions incorporate demographic data, population density, consumer behavior and retail adjacency to ensure locations are opened where the brand’s target consumer already lives and shops. Opening timelines vary, but the fastest Face Foundrié location opened within four months. On average, new locations take between nine and 11 months from franchise agreement execution to opening depending on construction timelines and local permitting.
“We are extremely intentional with our national expansion strategy,” says Henry. “‘Sold out’ is not a fixed number. It’s based on demographic modeling, consumer density, travel patterns and ensuring we avoid oversaturation.”
Face Foundrié is selective about franchise partners. Henry says the strongest operators are those who align closely with the brand’s mission and are committed to building relationships in their communities. Franchise investment ranges from $255,000 to $563,000 to open a Face Foundrié location. “This is not a passive investment model,” she says. “We want hands-on operators who are community builders, relationship-driven and willing to collaborate within our system.”
The company has enlarged its treatment menu. In August 2025, Face Foundrié launched the Acne Agent facial program in partnership with Face Reality Skincare across 58 locations. The 50-minute treatment features an enzyme mask, extractions and a chemical peel aimed at providing accessible, clinical-style acne care. While regional nuances exist, Face Foundrié’s core services perform consistently across markets because its value proposition remains straightforward: results-driven skincare delivered in an approachable format.
“In franchising, 100 open locations is a meaningful milestone. It represents national brand credibility, operational maturity and scalability.”
Henry touts the partnership with Face Reality as strengthening Face Foundrié’s credibility and broadening its ability to serve more results-focused clients. She says it has “increased treatment personalization and supported retail attachment through at-home regimens. Most importantly, it allows us to serve a client segment that is deeply outcome-focused.”
Membership is a key pillar of Face Foundrié’s business model. Henry reports the company has seen a 30% rise in membership length following the introduction of enhanced member perks and loyalty initiatives. “Retention is one of our strongest performance indicators,” she says. “We invest heavily in surprising and delighting our members, and that commitment translates into strong retention and lifetime value.”
As Face Foundrié expands, maintaining communication throughout its growing franchise network remains a top priority. “As we scale, communication and adaptability remain top priorities,” says Henry. “No two markets are identical, so it’s critical that we listen to both clients and franchisees while maintaining brand standards.”
Looking ahead, Henry notes that success in 2026 will be measured by more than the number of open locations. She says, “Success will mean strong same-store sales, high membership retention, thriving franchisees and a brand that continues to feel inclusive and accessible.”
Henry stresses Face Foundrié is sticking to guiding principles as it grows: staying relentlessly client-focused, investing in talent and maintaining a culture of innovation. She says, “Our mission remains the same: to build confidence through services, skincare and education.”
