Somewhere between a facial, a massage, and a personal training session, FaceGym, the brand behind the cult “workout for your face,” arrived in India earlier this year. The entry was backed by a strategic partnership investment from Reliance Retail Ventures, which acquired a minority stake in the UK-based facial fitness chain in July 2025.
By carving out a niche and a unique opportunity that taps into a growing desire for facial slimming, alternatives to injectables, and overall fitness, the brand is betting that demand for fitness and muscle training can be translated to the face as well. India’s noninvasive and cosmetic procedures market is currently valued at $600 million and is projected to exceed $1.3 billion by 2031, according to consumer intelligence and market research company MarketsandMarkets, with Botox and hyaluronic acid fillers growing immensely in popularity.
Now setting up for its next stage of growth, BeautyMatter spoke with a Reliance India FaceGym spokesperson to understand why the opportunity was attractive, what the growth plan looks like, and what makes India ripe for its facial fitness revolution.
“The Indian beauty consumer has evolved significantly, becoming more informed, globally aware, and increasingly focused on efficacy. Consumers are looking for noninvasive solutions that deliver visible results, while also embracing a more holistic approach to beauty and wellness,” the senior spokesperson said.
There is also a shift from correction to prevention, with consumers investing more in the early stages of their skincare journeys to maintain healthy skin and overall appearance. “Trends like these make this the perfect moment to introduce a concept like FaceGym and create a new category of face workouts in India,” the spokesperson explained.
But facials, face massages, and face yoga are not new in India. Finding its roots in ancient Ayurveda, these ideas date back centuries; double chin reduction (a sign of weight gain and aging), along with lymphatic drainage and jawline sculpting, were achieved through techniques like “marma” face massages, where vital energy points on the face are stimulated to release stress, improve circulation, and promote glowing skin.
Though FaceGym uses some of the same modalities, its setup resembles a workout floor more than a spa or Ayurvedic clinic. With treatments incorporating equipment such as the signature EMS Pro Multi Sculpting Machine, tools like weighted face balls, and a fitness and physiotherapy approached focused approach where techniques like cupping, nanoneedling and CyroCo2 are used to help your face get into the best shape of its life. The goal is not relaxation, but serious, visible results.
"We see facial fitness [as sitting] at the intersection of beauty, wellness, and fitness," the spokesperson explained. Skincare focuses on maintaining the skin, dermatology addresses specific clinical concerns, while face workouts focus on facial muscles." It is a complementary category rather than a replacement for existing beauty or wellness services, and can become part of a broader, consistent self-care routine.
The first shop-in-shop studio launched at Reliance Retail’s Tira in Kemps Corner, an upmarket neighbourhood in Mumbai, closely followed by the largest FaceGym setup in Hyderabad, featuring seven treatment chairs at the Tira store in GVK One Mall. Delhi, Kolkata, and Bengaluru are next on the map.
While the core FaceGym methodology remains consistent across all markets—combining muscle stimulation, lifting, sculpting, lymphatic drainage, and performance-driven skincare, whether you’re at a studio in Selfridges, Beverly Hills, or Bengaluru’s famous MG Road—the experience is tailored to suit local consumer needs. “For instance, in India so far, we are seeing particularly strong interest in treatments that address puffiness, definition, and skin performance with deep cleansing and lymphatic drainage add-ons, resonating exceptionally well,” the spokesperson added.
While the market is still nascent to say definitively how big the category can become, early signs show significant long-term potential. With society’s current skinny-obsessed culture showing no signs of slowing down, the desire for facial slimming (even if only the appearance of) through invasive and noninvasive procedures is growing by the day. “Consumers in India are increasingly seeking efficacy-led, noninvasive solutions, while beauty, wellness, and fitness are becoming more integrated into everyday lifestyles. The bigger shift is from occasional treatments to consistent maintenance,” explained the spokesperson. As consumers who experience face workouts come to understand the benefits of regular, consistent training, similar to going to the gym or Pilates, the concept can go from being niche to a regular part of modern beauty routines.
“Our core consumer is an urban, premium beauty consumer who already invests in skincare, wellness, and fitness, typically someone in their mid 20s to early 40s, someone who is professionally active and time conscious,” he added. While women currently make up the majority of FaceGym India’s customer base, there is growing interest from men, especially owing to its link with fitness and overall wellness.
But introducing a new category to a market unfamiliar with the concept is no easy feat. With this lack of familiarity, and given its relatively premium positioning with pricing ranging from Rs 5,499 ($ 60) for the basic Signature Sculpt Workout, additional boosters ranging from Rs 3,000 ($30) to upwards of Rs 6,6000 ($75) and memberships priced at nearly INR 12,000 ($125) — education will be key to gaining mainstream acceptance. “Education will be critical, because facial fitness is a completely new category in India. The most effective way to educate consumers is to get them to come in and experience one session where they can understand the methodology first-hand and instantly see visible changes in lifting, definition, and depuffing,” the spokesperson added.
It is equally important to clarify how a face workout differs from a traditional facial, spa, or clinical treatment—something that’s achieved through informed consultations, clear guidance, and thorough training for the team, so staff are well-versed in the benefits and able to answer any questions or concerns that customers may have.
Initial feedback has been positive, with most consumers being instantly receptive to the concept and reinforcing the spokesperson’s belief that Indian consumers are perfectly primed for new, efficacy-led beauty and wellness experiences. With growing interest in long-term health and preventative wellness, consumers in India are exceedingly willing to invest in experiences and treatments that may not have tangible, immediate results.
“One interesting observation that we have witnessed is that there is a shift from seeking immediate sculpting or lifting to understanding the long-term value of consistency. While our ‘Signature Hands’ workout has emerged as a crowd favorite because it offers the purest introduction to facial fitness through hands-on lifting, sculpting, and muscle activation techniques, our Signature Sculpt is also growing quickly in popularity, along with deep cleansing and lymphatic drainage add-ons that help alleviate stress on the skin caused by India’s climate, pollution, and fast-paced urban lifestyles,” he added.
With its eyes set on building an extensive network of studios across the country, the question remains whether FaceGym India can translate the country’s exponentially growing fitness and wellness market into demand for facial workouts. Beyond a one-off indulgence or treat, is India really ready to view Face Day as important as Leg Day?