NuFace is kicking off a months-long rebrand with a consumer-facing pro-longevity campaign to align its microcurrent devices with facial muscle-strength training and tap into new consumer values around health and beauty.
The campaign, “Fitness for Your Face,” soft-launched in early April with a dozen content creators to share personal fitness and lifestyle stories across TikTok and Instagram that appeal to specific audiences and marry the content with why they use NuFace. TikToker Cherie Seaswan spoke about menopausal skin slacking and facial definition loss from being a GLP-1 user. Meanwhile, fitness influencer Grace Freyre Sands was tapped by the brand to drive home the fitness angle.
In early May, consumers will see new product and model photography, stronger product positioning, and new claims to help differentiate the 20-year-old brand and reveal its new brand DNA. In June, the team will relaunch its website and a new CRM strategy before debuting new visual merchandising and packaging later in the year.
“NuFace was previously very focused on the technology and science of microcurrent, and we aligned ourselves around conversations that focused on the avoidance of aging,” said Crystal Akins, VP of Brand Marketing of NuFace, via email. “The brand refresh flips that concept to highlight the good (i.e., pro-aging versus anti-aging) and helps you see the version of yourself that you love.”
Given the current GLP-1 landscape, there is a strong cultural subset of women adopting a fitness routine focused on muscle development. Research from the early 2000s found that less than 10% of women were weight training regularly; now that number is closer to 40%. Strength training has been noted for supporting the body's ability to move and sustain movement throughout a longer lifespan and for helping prevent medical issues like osteoporosis, which commonly affects older women. It’s not just about living longer but living well for longer. This pro-longevity narrative has also helped usher in pro-longevity supplements and a new take on anti-aging beauty products.
“Our aha moment was realizing that [weight training] is something that women are now very well educated on and is no longer a niche trend,” said Molly Delp, Chief Growth Officer of NuFace. “We had an opportunity, given our positioning, to tap into that knowledge. Rather than reinvent the wheel and educate people on microcurrent as a device, we want to tap into the fact that people already get [muscle building] and add to it."
Aside from tapping into a new wave of consumer sentiment and approach to beauty products and aging, NuFace also has to adapt to a more competitive facial device market. The company surpassed $150 million in annual retail sales in 2021 and has since experienced over 100% revenue growth. By 2023, NuFace was the best-selling microcurrent device in the US, according to Circana. Yet the name that dominated facial devices last year was Medicube, thanks in part to its $230 Booster Pro, which offers sonic vibration and LED light therapy. LED light in particular was a standout in the device sector last year, with brands like Shark Beauty, Foreo, and Therabody launching either LED masks or hair brushes in 2025.
Fitness for Your Face is an evergreen media campaign. For at least the first month, it shows up predominantly on paid and unpaid content creator media, followed by paid media, online e-commerce, and email marketing. The primary metrics for the campaign are earned media value and, in the longer term, return on ad and marketing spend. NuFace is sold through retailers like Nordstrom, Ulta Beauty, Sephora, and Dermstore, as well as through DTC e-commerce, with sales evenly split between the two, said Delp.
With this repositioning, NuFace will target 30%–50% YoY sales growth, she said.
“Consumers at this point are so tired of being told what's wrong with them or being marketed to by having people highlight problems they didn't know they had,” said Delp. “People are craving a brand that is there to support them in their journey, not there to tell them what's wrong with them, but still do it in a way where it's very easy to understand and clear that there's real benefit.”
