Fitness Meets Skincare Brand FaceGym Gets Investment for India Expansion
Not your average facial: Reliance Retail Ventures will roll out FaceGym’s high-intensity fitness skincare services across India after already opening in spots like London, New York and Sydney
Forget cucumbers and candles. FaceGym, the U.K.-based brand turning skincare into a serious workout, is now headed to India.
Reliance Retail Ventures Ltd. has made a strategic minority investment in the cult facial fitness franchise known for its non-invasive workouts and skincare solutions, marking a bold move into the fast-growing beauty and wellness market. Under the deal, Reliance will introduce FaceGym studios in key Indian cities through a mix of standalone locations and curated spaces within select Tira stores over the next five years, expanding on FaceGym’s current presence in London, Manchester, New York, Los Angeles and Sydney.
For those unfamiliar with the method, FaceGym certainly isn’t your average facial; it’s a high-intensity workout for your face. The brand’s signature 35-minute treatment combines facial massage, lymphatic drainage and muscle stimulation to sculpt, lift and tone the skin, promising visible results without needles or downtime.
The process begins with a quick cleanse and warm-up, using knuckling techniques to boost circulation and activate the lymphatic system, helping kickstart detoxification. From there, the “cardio” phase introduces fast, rhythmic whipping strokes that stimulate collagen production and accelerate cell turnover, enhancing the skin’s natural glow. Next comes the sculpting and contouring segment, where a combination of massage moves, gua sha tools, and either manual or patented electrical muscle stimulation (EMS) is used to define cheekbones, lift the brow and tighten the jawline.
The treatment concludes with a cool-down using two chilled Multi-Sculpt tools and a customized skincare regimen designed to seal in hydration and calm the skin. Clients can also add targeted “boosters” based on their unique needs, from hydration restoration, nanoneedling, resurfacing peels and more.
“At Reliance Retail, our commitment is to introduce world-class brands and innovative concepts and experiences to the Indian consumer,” Tira co-founder and CEO Bhakti Modi said. “FaceGym sits at the unique intersection of beauty, wellness and fitness – creating a category of its own. This aligns perfectly with the discerning beauty consumer in India who is experience-oriented, and increasingly drawn to science-backed, innovative concepts. We welcome FaceGym to our portfolio and to India, and are excited to unlock its immense growth potential in this dynamic market.”
FaceGym CEO Angelo Castello called the deal a pivotal moment for the brand.
“With our current strategic partnerships, we are in a powerful position to turn FaceGym into one of the only beauty services that exists with this size of global footprint – launching in new markets, and sculpting more people than ever before with our unique approach to facial fitness and skin health,” Castello said. “This partnership with a leading conglomerate like Reliance will serve as a catalyst for our global expansion by establishing our presence in the dynamic Indian market.”