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Why FaceGym Is Looking Beyond the Clinic

The company best known for facial “workouts” saw its skin care business grow online during the pandemic. A new Sephora partnership aims to bring the brand to a new set of customers.
FaceGym operates 11 studios worldwide, which were forced to temporarily close due to the pandemic. Courtesy FaceGym
FaceGym operates 11 studios worldwide, which were forced to temporarily close due to the pandemic. Courtesy FaceGym

In the early days of the pandemic, FaceGym joined countless retailers in pivoting to e-commerce. The stakes were unusually high: the company’s signature “facial workouts,” where employees knead and use tools on customers’ cheeks, foreheads and chins were inaccessible with their studios closed. Instead, they brought their in-studio offerings online as much as they could, offering online classes and tutorials for customers to complete the workouts at home.

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