Work It – don’t Fake It

It’s not often you meet someone who has played dominos with Penelope Cruz. Inge Theron, founder of innovative facial fitness brand, FaceGym, has had the kind of career that you assume only exists in the movies – leaping from LA parties to Mexican shamanic retreats and then working undercover as the Financial Times’ Spa Junkie international beauty detective. (Well, someone’s gotta do it…)

At CEW UK’s breakfast event in London, Theron shared her story with an audience of beauty industry execs with energy, self-deprecating humour and a generous amount of insight. She revealed that her experience of the somewhat unregulated market for invasive beauty treatments (‘preying on vulnerable midlife women’) made her realise there must be a smarter way to look good. “Rather than look in the mirror and point out the faults, why not celebrate your strengths?” asked Theron and so the FaceGym concept was born.

Face Off

The brand, based on muscular therapy and massage to activate and strengthen the 40+ muscles in our face, has grown from a pilot in Selfridges having been spotted by buyer Jayne Demuro (whom Theron describes as a driving supporter) and now has 12 global studios (note: not salons) turning over a cool £15M. FaceGym’s ‘Work it, don’t Fake It’ strapline and growing fan community on social media @facegym is on a par with success stories like SoulCycle and DryBar, inspired by their fast-paced emotional energy and urban convenience.

Theron’s refreshingly honest approach to building a business is reflected in her advice to would-be beauty innovators – ‘play to your strengths and surround yourself with people who fill the gaps of your weaknesses’ was a line that struck a chord. She also stressed the importance of operational structure, managing talent from the outset (critical in a service business) and overcoming procrastination by saying “If it’s good, just go” rather than wait for business decisions by committee.

‘Brand is Everything’

That said, Theron also endorsed the importance of building a strong, consistent and stand-out brand. Having made mistakes in this area and finally getting brand advice from Alasdhair Willis, creative director of Hunter boots, “Brand is everything” asserts Theron. From the growth of trading on social platforms to getting feedback from the brand’s fans, building a brand through a focus  on ‘Concept, Care and Community’ has been the right formula for FaceGym.

This entrepreneur’s philosophy remains fearless and bold, sharing what she has learnt along the way. Theron’s advice is both heartfelt and credible, shared with brutal honesty.  And you don’t get that at an LA party….

Instagram:

@facegym

@ingetheron76