FACEGYM enters India through Tira with debut store at Mumbai’s Kemp’s Corner

MUMBAI: Looks like skincare is getting a workout. UK-based facial fitness brand FACEGYM has officially entered the Indian market through Tira, marking the company’s first major step into one of the world’s fastest-growing beauty and wellness markets.

The brand has launched its debut experiential shop-in-shop outlet at Tira’s store in Kemp’s Corner, introducing Indian consumers to its signature “facial fitness” concept that blends skincare treatments with muscle-focused facial techniques.

The India launch follows Reliance Retail Ventures Limited acquiring a strategic minority stake in FACEGYM in 2025, signalling a longer-term push to expand the brand’s global footprint through the Indian market.

As part of its first expansion phase, FACEGYM plans to grow into metro cities including Delhi, Hyderabad and Kolkata over the coming months through a mix of standalone stores and additional shop-in-shop formats.

The company is positioning itself at the intersection of beauty, wellness and fitness, a space that has seen growing traction among Indian consumers increasingly looking for performance-led skincare solutions rather than purely cosmetic treatments.

FACEGYM’s offering includes facial workouts and muscle stimulation treatments designed to tone and sculpt the face, alongside structured multi-session programmes intended to encourage repeat engagement and long-term skincare routines.

Among the treatments being introduced in India are the brand’s globally recognised Signature Hands and Signature Sculpt sessions, along with customised add-ons designed specifically for Indian skin and muscle needs.

Speaking about the India entry, FACEGYM founder Inge Theron said the market is increasingly moving towards “intentional, performance-led beauty choices”.

“We train the face like you train your body, because your face has muscles too,” she said, adding that the brand sees strong alignment between its philosophy and evolving Indian consumer preferences.

The launch also strengthens Tira’s push towards experience-led beauty retail, an area where brands are increasingly blending services, consultation and immersive product discovery within physical stores.

Commenting on the partnership, Tira spokesperson said FACEGYM introduces a “differentiated category” that combines beauty, wellness and fitness while giving Indian consumers access to a globally recognised concept centred around visible results and consistency.

The spokesperson added that Tira’s retail ecosystem offers an opportunity to scale the category nationally through discovery-driven experiences and consumer education.

India is expected to become a strategic growth market for FACEGYM globally, particularly as premium wellness services and preventative beauty routines gain traction among urban consumers.

For Reliance Retail Ventures Limited, the partnership also deepens its ambitions in the premium beauty and wellness segment, where experiential retail formats are rapidly becoming as important as the products themselves.

As beauty brands increasingly move from shelves to services, FACEGYM’s India debut suggests the next big skincare trend may involve less cream and a lot more cardio for the face.