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FaceGym by Prop Studios, London FaceGym by Prop Studios, London
FaceGym by Prop Studios, London FaceGym by Prop Studios, London
FaceGym by Prop Studios, London FaceGym by Prop Studios, London
FaceGym by Prop Studios, London FaceGym by Prop Studios, London

Facial gymnastics

17 : 02 : 2017 FaceGym : Total Beauty : Retail

London – Non-invasive facial workout company FaceGym has opened its first permanent bricks-and-mortar store.

  • Designed by Prop Studios and Avroko, the space has a retro-futuristic feel
  • Customers can create their own beauty products at the studio’s ‘mixologist-led’ skincare bar

FaceGym, which offers facial workouts designed to offset the negative effect of strenuous exercise, has opened the Open Beauty Lab, its first permanent bricks-and-mortar store, to enable consumers to experience the brand beyond the scope of its concession stand in Selfridges.

Customers can create their own beauty products under the guidance of a team of expert mixologists at the skincare bar. ‘I wanted the customer to feel engaged in the creative process to bring a journey of discovery and enable them to learn something new,’ FaceGym founder Inge Theron tells LS:N Global.

Visitors can attend a variety of classes in the open-plan treatment room such as Yoga Face and Runner Face, which promise to strengthen facial muscles and tighten skin.

The Big Picture

As beauty transforms into a broader wellness category, consumers are demanding service-driven experiences and products. For more, read part one and part two of our Total Beauty market.