Reliance Retail FaceGym has taken the Indian beauty and wellness industry by surprise with its bold and strategic move. By investing in UK beauty brand FaceGym, Reliance is introducing a whole new category to India: facial fitness. This unique skincare service blends massage, muscle stimulation, and high-tech tools to tone and lift the face without invasive procedures.
As Indian consumers seek more experiential skincare and science-backed beauty routines, this partnership is perfectly timed. With support from Tira, Reliance’s premium beauty platform, FaceGym is expected to create a revolution in the way people approach skincare. The launch marks a major shift towards smart, results-driven wellness in India.
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What is FaceGym?
FaceGym was founded in 2014 in London by Inge Theron, a well-known beauty journalist. It is not just a skincare brand but a completely new category in the wellness space. FaceGym is famous for its facial workouts — treatments that stimulate the muscles of the face using special massage techniques and high-tech tools. These non-invasive methods aim to lift, tone, and sculpt the face. FaceGym is already popular in cities like London, New York, Los Angeles, and Sydney. With its entry into India, this UK beauty brand in India is expected to attract a new generation of beauty-conscious users who are looking for innovation and results.
Why Reliance Invested in FaceGym
Reliance Retail’s decision to invest in FaceGym comes at a time when the beauty wellness trends in India are rapidly changing. Consumers are now looking for results-driven, science-backed beauty experiences rather than simple products. FaceGym brings something very different to the Indian market — experiential skincare that combines fitness and facial care. This investment fits perfectly with Reliance’s larger vision to dominate the wellness and beauty market in India.
Investment Deal Details
RRVL has taken a minority stake in FaceGym, although the exact percentage and value of the deal have not been disclosed. The purpose of this investment is not just to bring FaceGym into India, but to help it expand globally. The brand also plans to enter new markets using franchising models. The deal allows FaceGym to benefit from Reliance’s vast retail and technology network. According to reports, this partnership will help FaceGym open about 25 studios in India in the next five years. It also positions Reliance as a serious player in the facial fitness industry.
FaceGym Launch Plan in India
FaceGym will enter the Indian market through a mix of standalone studios and special sections inside Reliance’s beauty stores, especially Tira. These studios will offer facial workouts and other treatments tailored to Indian skin types and lifestyles. The first few locations are expected to be in top cities like Mumbai, Delhi, and Bengaluru. Over time, FaceGym will likely expand to Tier-2 cities as well. The entry strategy is designed to attract urban, health-focused individuals who follow international beauty trends and prefer non-invasive skincare solutions.
Role of Tira in the Launch
Tira, Reliance’s premium beauty platform, will play a major role in the rollout of FaceGym in India. Tira already offers a wide range of cosmetics, skincare, and wellness products. Now, with FaceGym being added, Tira will have store-in-store setups where customers can get facial workouts along with shopping for science-backed beauty routines. According to Tira CEO Bhakti Modi, Indian consumers are looking for innovative, experiential beauty services. She believes FaceGym is the perfect fit to serve this new demand.
India’s Beauty & Wellness Market in 2025
India’s beauty and wellness market is growing fast. According to estimates, it is expected to surpass $20 billion by 2025. Indian consumers are shifting from basic skincare to high-performance, evidence-based treatments. Younger users are focusing on fitness, self-care, and long-term beauty goals.
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With rising income, easy access to information, and global exposure, India is becoming a hotspot for international beauty innovations.
Impact on Indian Competitors
With the arrival of FaceGym, existing beauty players like Nykaa, Sugar Cosmetics, and Tata Cliq Palette will feel the pressure. These companies offer excellent skincare products, but FaceGym brings a new service-based model that is more engaging and exclusive. It could even start new collaborations between local skincare brands and international service brands. Reliance’s strategy will set a benchmark for how experiential skincare can be scaled in India.
Global Expansion of FaceGym
While India is a major focus, FaceGym is also expanding in Europe and the Middle East. The brand is exploring franchise models to grow faster without losing quality. With Reliance as a partner, it can use India as a production hub or talent base for trainers. The long-term vision is to make FaceGym a global leader in facial fitness services, especially in regions that are just beginning to embrace the wellness trend.
Words from the Executives
Angelo Castello, FaceGym’s CEO, said that the deal gives them the ability to scale globally. In his words, “With our current strategic partnerships, we are in a powerful position to turn FaceGym into one of the only beauty services that exists with this size of global footprint.”
Founder Inge Theron shared that she is excited to bring the brand to India. She believes Indian consumers are ready for a new kind of skincare — one that is active, innovative, and fun.
Public Reaction in India
Even before its launch, FaceGym is getting a lot of attention in India. Beauty bloggers, wellness influencers, and urban professionals are already talking about it online. Videos of FaceGym treatments are being shared widely on Instagram and YouTube. People are excited to try something new that does not involve needles, surgery, or chemicals. They are curious to see how this combination of facial massage and science can transform their skincare routine.
Conclusion:
Reliance’s investment in FaceGym is not just about money. It is about changing how Indian consumers see beauty. From buying creams and serums to enjoying a full facial fitness experience, the shift is real and powerful. With the support of Tira, Reliance has a strong plan to introduce FaceGym to a market that is young, curious, and ready for a new kind of wellness. This is not just a beauty trend — it’s a new lifestyle that’s here to stay.
FaceGym’s journey in India is just beginning, but it already looks promising. It has the backing, the idea, and the demand. Now all that’s left is to open the doors and welcome Indian consumers into a new world of science-backed beauty routines, facial fitness, and global innovation.