FaceGym opened its 12th global property on New York’s Upper East Side, which will be the brand’s first new studio opening in the wake of the global coronavirus pandemic. Originating in London in 2016, the concept expanded in the UK, launching in the US in May of 2018 with its first NYC location followed by West Coast expansion in 2019 with the opening of its first Los Angeles studio. The growth has followed demand, and the new studio marks the brand’s fourth location in New York, joining its existing locations in Saks Fifth Avenue, Nordstrom, and NoHo, and its second stand-alone studio in the city.
The business developed a new sanitation and hygiene policy, StudioSafe, as well as COVID-compliant features and procedures to meet the new beauty standard including; sanitization stations throughout the studio, Plexi dividers at check-in, and a partnership with Finsen Tech to supply the studio with a Telescopic High Output Rapid UVC robot called Thor UVC, the next generation of automated UVC disinfection.
“We’re so excited to bring FaceGym’s unique, genderless fitness and beauty hybrid to the community of the Upper East Side, and we are thrilled that the studio features THOR UVC to bring our sanitization standards to the next level. The automated UVC incorporates advanced capabilities to enhance the most important factors for practical UVC disinfection—efficacy, speed, safety, convenience, and costs,” says FaceGym founder Inge Theron.
“The synergy between FaceGym and the Upper East Side’s residential neighborhood booming wellness culture makes this the perfect addition to our New York City studios. The local residents and businesses prioritize a health-conscious and like-minded sustainable approach that seamlessly aligns with our ethos,” says Theron. “This new location is in response to direct requests from uptown residents, made up of both new consumers and our existing FaceGym loyalists, who enjoy the FaceGym lifestyle of addressing skin concerns in a unique, non-invasive way and we look forward to expanding our footprint across the entire city, making our services more accessible to both our brand enthusiasts and new customers.”
The brand’s concept of facial muscle manipulation is challenging more invasive treatments with an affordable and effective alternative. It’s not a facial, it’s a workout, and the Trainers are rigorously educated with this in mind. Their “magic hands” use high-energy kneading movements to tone and tighten facial muscles alongside high-tech tools like the brand’s proprietary Skin IVTM for deep cleaning, Cryo Oxygen for a blast of hydration, or Radio Frequency for tightening and radiance.
Designed in close collaboration with FaceGym Creative Director Alasdhair Willis, the state-of-the-art facility features four training chairs and 1,100 square feet. The design process incorporated thoughtful utilization of new materials hand-selected for their sustainable and recyclable properties. The Upper East Side studio will also open with an updated menu that allows clients to completely customize their workout. Trainers will prescribe bespoke workout plans for each guest that cater to their specific skincare needs.
While FaceGym is committed to brick and mortar, when studio doors closed in response to the pandemic earlier this year, the brand launched online workouts to continue providing regular workout sessions to existing customers and reach more people around the world.
