Facial fitness and skincare brand FaceGym has entered the Australian market with its first bricks and mortar studio in Sydney and a new deal with Australasian beauty retailer Mecca.

Established in 2014, FaceGym was started by Inge Theron, a spa consultant, former Financial Times spa and beauty columnist and now creative director of spa and wellness for Maybourne Hotel Group.

The urban wellness brand has flexed its muscles over the past few years and has a portfolio of 11 studios across New York, Los Angeles, London and Manchester as well as a branded line of skincare and tools.

Its express protocols – described as a workout for the face – combine knowledge of skin and facial muscles together to kickstart the skin’s collagen production and lift, sculpt, tighten and brighten the skin.

Tailoring the offering

Starting with 30 doors across Australia and New Zealand and online availability at Mecca, FaceGym has launched in the region with a curated edit of its products.

In addition, a FaceGym studio has launched inside Mecca’s George Street Sydney flagship to bring the experience to life. The destination offers seven full-face workouts all of which have been customised for the Australian market offering the customer a distinctive experience unavailable anywhere else in the world.

The brand has also arrived with an Australian-exclusive facial workout ‘The I Need It All’ in homage to Theron and her must-have bespoke workout.

Theron said: “This marks a momentous step for us on our FaceGym journey. We already have a huge Australian community who've been engaged with our brand from the beginning and so vocal about wanting the full FaceGym experience.

“This expansion of our brand further cements our commitment to our community around the globe – they’re at the heart of everything we do.”