Picture opening a brand-new business delivering hands-on beauty services in 2019, only to face the unprecedented headwinds of Covid a year later. Then, just as the global pandemic is subsiding, another threat starts looming on the horizon: a steep increase in competition in a sector that until then had seemed wholly untapped. For Jessica “JJ” Walsh, founder of high-tech skin treatment purveyor Formula Fig, the last five years have been both exhilarating and challenging. Having served-up more than 400,000 treatments—including facials, fillers and neuromodulators—across seven Fig Bar locations in the US and Canada, she and her team have clearly struck a chord. More proof Formula Fig has found a winning strategy to compete with the likes of Glowbar, Heyday, and Face Foundrie: Thanks to its five-tier monthly membership plan, which ranges from the $85 Basic to the $475 Premium Flex All Access, the brand has achieved 40% same-store sales growth from 2023 to 2024. “When we opened, we were ahead of the curve,” says Walsh, a London native who logged several years in fashion editorial at the UK arm of Condé Nast prior to pivoting to skincare. “And while the market has grown more competitive, our focus remains unwavering. Formula Fig stands apart because of our commitment to experiential retail, cutting-edge technology, and science-driven treatments that deliver results. We’re not just offering facials or injections; we’re building a brand rooted in innovation, guest experience, and a deep emotional connection.