#RelianceRetail #FACEGYMIndia #BeautyInnovation #TiraBeauty #FacialFitness #SkincareRevolution #WellnessIndia
Mumbai: In a major move that underscores its aggressive push into the beauty and wellness space, Reliance Retail Ventures Limited (RRVL) has announced a strategic minority investment in FACEGYM, a UK-based pioneer in facial fitness and skin health. The investment not only signals Reliance’s continued diversification in the premium beauty category but also marks FACEGYM’s official entry into the Indian market.
Founded by acclaimed beauty and wellness entrepreneur Inge Theron, FACEGYM has earned global acclaim for its non-invasive facial workout concept, combining advanced skincare products with high-energy massage techniques and muscle stimulation. With a cult-like following across cities like London, New York, and Los Angeles, FACEGYM has successfully bridged the gap between beauty, wellness, and fitness—creating an entirely new category in personal care.
Bringing the ‘Facial Workout’ to India
As part of this partnership, FACEGYM will make its India debut under the leadership of Tira, Reliance Retail’s fast-growing beauty platform. The rollout will involve standalone FACEGYM studios in major metros, alongside dedicated studio spaces in select Tira flagship stores, beginning later this year.
This multi-pronged strategy aims to introduce the Indian consumer to a new-age skincare experience that blends science, self-care, and sculpting, positioning FACEGYM as a category-defining brand in the Indian beauty ecosystem.
“FACEGYM sits at the unique intersection of beauty, wellness, and fitness – creating a category of its own,” said Bhakti Modi, Co-founder & CEO of Tira. “This aligns perfectly with the evolving Indian beauty consumer who is experience-driven, wellness-oriented, and deeply interested in science-backed solutions. We are thrilled to bring FACEGYM to India and unlock its full growth potential.”
A Strategic Boost to Reliance Retail’s Beauty Vision
Reliance Retail has been steadily building a powerful presence in India’s beauty and personal care market, estimated to surpass ₹2 lakh crore by 2030. Its omnichannel beauty platform Tira is already among the fastest-growing players in the segment. The investment in FACEGYM comes on the heels of Tira launching its own private label brands like Akind, Dream, Immerse Play, and Nails Our Way.
By onboarding an experiential service brand like FACEGYM, Reliance is strategically expanding from product retail to service-based beauty formats, further differentiating Tira from conventional beauty retailers.
“This partnership reinforces our mission to deliver world-class experiences and next-gen beauty concepts to Indian consumers,” Modi added. “FACEGYM is more than a beauty brand—it’s a movement. And with Reliance’s ecosystem and distribution strength, we see immense potential to scale it rapidly across the country.”
FACEGYM’s Global Expansion Powered by India Entry
For FACEGYM, the partnership represents a major leap in its global expansion strategy. According to Angelo Castello, CEO of FACEGYM, India is one of the most exciting beauty markets globally, thanks to its digitally-savvy, youthful population and rising demand for premium, experience-led wellness solutions.
“This is an incredibly exciting moment for FACEGYM,” said Castello. “With our current strategic partnerships and now Reliance, we’re positioned to become one of the world’s only beauty services with this scale of global footprint. The Indian market is dynamic, aspirational, and beauty-forward—making it an ideal fit for our unique model.”
The brand plans to work closely with Reliance to tailor its offerings to Indian skin types, preferences, and beauty rituals, while maintaining the global brand integrity that has made FACEGYM a celebrity favorite worldwide.
What FACEGYM Offers
Known as the ‘workout for your face’, FACEGYM uses a combination of manual facial sculpting techniques, electrical muscle stimulation (EMS), and pro-grade skincare products to tone facial muscles, boost circulation, and promote collagen production. Its services are non-invasive, results-driven, and appeal to both men and women looking for effective, science-backed alternatives to traditional facials and cosmetic procedures.
FACEGYM’s product portfolio also includes a range of skincare innovations such as:
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Training serums and gels
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Micro-needling tools
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EMS devices for home use
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Supplements and wellness enhancers
These will be retailed through both physical stores and online via Tira’s digital platform, creating a seamless omnichannel experience for Indian consumers.
Scaling the Future of Beauty in India
This collaboration marks a defining moment in India’s beauty retail landscape, signaling a shift toward experiential, high-touch beauty formats. As beauty merges increasingly with wellness, fitness, and science, Reliance Retail’s entry into facial fitness services could pave the way for a new era of integrated beauty experiences.
With this move, Reliance continues to challenge legacy models in the Indian beauty market—offering consumers access to international innovations, cutting-edge technology, and experiential formats that go beyond conventional product selling.
The Road Ahead
In the next five years, Reliance plans to scale FACEGYM across multiple Indian cities, with flagship studios in Mumbai, Delhi, and Bangalore, and curated in-store spaces within high-performing Tira outlets. The brand will also be featured on Tira’s e-commerce portal, enabling customers nationwide to shop its product line and explore facial fitness education content.
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