FACEGYM, the UK-based face fitness brand, is widening its footprint in India with Reliance Retail’s beauty platform Tira, which has opened the brand’s first standalone studio at Jio World Drive in Mumbai.
The studio marks a significant step in Tira’s plan to build FACEGYM through a mix of dedicated studios and Shop-in-Shop formats across Mumbai, Hyderabad and Delhi. It follows the brand’s debut Shop-in-Shop at Tira Kemp’s Corner in Mumbai. A third outlet, at GVK Hyderabad, is now operational as well.
FACEGYM is known for signature facial workouts that sculpt, lift and depuff the face using muscle training techniques, advanced tools and collagen-boosting skincare. Founded by Inge Theron, the brand opened its first studio in 2014 as a concession in Selfridges. It has since expanded to cities including London, New York and Los Angeles, and now India.
The expansion comes as India’s beauty and wellness sector grows rapidly, with increasingly informed consumers seeking performance-led experiences that deliver visible results.
The Jio World Drive studio, located in one of Mumbai’s prominent luxury and lifestyle destinations, offers the full FACEGYM experience in a dedicated space and is meant to serve as the brand’s key destination in India.
Tira’s strategy pairs the accessibility of Shop-in-Shop locations with the more immersive experience of standalone studios, allowing the brand to reach more customers while building destinations in key markets.
Speaking on the launch, Angelo Castello, CEO, FACEGYM, said, “India represents an important next chapter for FACEGYM. We are not simply entering a new beauty market; we are introducing a new way of thinking about face care. Our standalone studio at Jio World Drive allows us to bring the full FACEGYM experience to life and build face fitness as a category in modern wellness.”
FACEGYM is built on the idea that regular muscle movement can have a lasting effect on how the face looks and feels. The brand approaches face care through the lens of fitness and muscle training, and has cultivated a cult following internationally.
For Tira, the move is about scale. A Tira spokesperson said, “FACEGYM has introduced an entirely new dimension to the beauty and wellness conversation in India. With the brand now moving beyond its first retail presence into a standalone studio and a wider network, we see an opportunity to make face fitness part of the everyday beauty and wellness routine for Indian consumers.”
