Face Foundrie has seen massive growth for its franchise of skin treatment facial salons.
Face Foundrie began as an all-inclusive focused facial bar in 2019. In spite of celebrating its one-year anniversary only ten days before government mandates shut facilities down due to the Covid pandemic in the spring of 2020, the company already has reached over $10 million in revenue. Face Foundrie grew by 223% in 2021. For an in-person service business specializing in lashes, brows and skincare, these numbers are astounding. Face Foundrie has achieved this success through licensing franchise locations, adding products, and delivering high-quality services at accessible prices.
With its first location in Edina, MN, Face Foundrie has since opened storefronts in Chicago, Fargo, Sioux Falls, Phoenix, and many other cities across the country. The coming months will see 15 additional stores opening in Houston, Nashville, Austin, and more. In addition, Face Foundrie is formulating, manufacturing, producing and distributing its own product line – all from its home base in Minnesota. In the spring of 2022, the founder will launch an esthetics school.
Michele Henry is the CEO and founder of Face Foundrie.
Michele Henry is the CEO and founder of Face Foundrie. She says she has found her life purpose in serving people. “I always wanted to be in a business that allowed me to lift people up, make them feel good about themselves, and reflect back the spark I saw in them,” she says.
At the age of 13, Henry began working for her parents in their repair shop, scheduling service calls for pools and hot tubs. It was there she saw first-hand the impact of outstanding customer service. “Whether they were buying $50 worth of chemicals or committing to a $50,000 pool installation, my mother would make our clients feel like they were important, like her best friend.”
She uses this same approach now, with all her Face Foundrie clients and franchisees. “I want each and every franchisee to have a relationship with me,” Henry says. “I want every customer to feel like a VIP.”
Face Foundrie has driven rapid growth through franchising.
In order to grow the business, Face Foundrie incorporates walk-in and same-day appointments. It also cultivates a strong social media presence typically not seen in the spa industry. But the arrival of the Covid-19 pandemic was tough. At the time, the company was debt-free, with two stores, 35 employees, and a franchise program ready to launch. Suddenly, they had to close.
In response, Henry quickly furloughed all but two employees and launched a “Glow to Go” at-home facial kit so clients could feel like they were keeping up on their facial services. She also released a constant stream of educational skincare videos and positive posts to boost people’s spirits.
Then, just weeks before opening their corporate office in Minneapolis on May 25, 2020, the city and community was shattered by the killing of George Floyd. “We watched grief and chaos collide as the majority of the city was looted, vandalized and burned to the ground,” Henry says. “As a staff, we volunteered for clean-up and food drives. We did a fundraiser and collected $10,000 for the Lake Street Fund in just 24 hours.”
Fortunately, Face Foundrie’s mission to help people feel good has kept them going strong, Henry says. “We have stayed focused on giving back to our community, and we are kind always.”
To other people looking to tap into their life purpose, Henry says, “Don’t fall into the trap of other people’s dreams. Beware of social media! Understand what motivates you. This will help you focus on your goals and use your strengths to reach them. If you think you can do something, you can. Go do it!”