FACE FOUNDRIÉ Leaders Share Traits, Experience and Motivation that Contribute to Franchisee — and Brand — Success
- FACE FOUNDRIÉ founder and CEO Michele Henry’s interest in franchising stemmed from her passion for partnering with entrepreneurial franchisees who wanted to follow a proven system.
- Henry’s strategy for choosing successful franchise partners has been central to the brand’s expansion.
- FACE FOUNDRIÉ has awarded more than 170 units across the country, with 65 open and 100 projected to be open by the end of 2026.
FACE FOUNDRIÉ founder and CEO Michele Henry had a successful entrepreneurial track record. She already had launched, expanded and sold a thriving clothing boutique in the Midwest while imagining her next venture. “I knew that whatever I did next, I wanted to franchise because I love this idea of bringing in like-minded, passionate people who have that entrepreneurial spark and really want to have a blueprint, a foundation and a proven model for a successful business, and who want to be the face of the business, especially in their communities.”
Henry and her leadership team have followed this strategy in choosing successful franchise partners, and it’s been a recipe for FACE FOUNDRIÉ’s success. Since opening in 2019 in Minneapolis and franchising since in 2021, FACE FOUNDRIÉ has awarded 175 units across the country, with 67 open and 100 projected to be open by the end of 2026.
FACE FOUNDRIÉ’s focus on “all things face” positions the brand within a thriving market. Demand for facials has increased as consumers recognize the benefits of the self-care practice, according to The New York Times and Grand View Research. But Henry says franchise partners are equally responsible for FACE FOUNDRIÉ’s success.
“We’re at an exciting stage of growth, and the quality of our franchise partners is the reason we’ve been able to scale intentionally and sustainably. We’re committed to building a community of owners who care deeply about their teams, their guests and the integrity of the brand,” Henry says.
Profiling the Successful Franchise Partner
While successful franchisees share common traits and experience, “there isn’t a single franchisee profile, and that’s something we love about our system,” Henry says. “Our top performers excel because they lean into their strengths while actively strengthening their gaps with our guidance.”
Henry says the most successful franchise partners consistently demonstrate the following:
- Operational discipline. They follow the model, data and playbook.
- Strong team leadership. They hire well, develop people and build a culture where retention is high.
- Sales and marketing energy. They’re not afraid to get out in their communities, forge partnerships and drive visibility.
- Financial awareness. They understand their P&L and make informed decisions.
- Consistency in key performance indicators. They watch the numbers and move quickly when adjustments are needed.
Assessing Top Franchise Candidates
In evaluating prospective franchise owners, the FACE FOUNDRIÉ leadership team looks for certain experience, skills and attitudes, while staying open to other qualities that can contribute to success. Below, Henry, along with Franchise Sales Manager Hannah Wolf and Chief Revenue Officer Cheyanne Thurston, share their insights.
What skills, experience and goals do you seek in franchise owners?
We look for owner-operators, and we value candidates with small business ownership, entrepreneurship, franchising or corporate experience, who understand operations, marketing, driving revenue and team development.
We also prioritize candidates with a vision for multi-unit ownership. The momentum in our brand lends itself well to scaling, and the most successful owners tend to plan for multiple locations from the start.
What personality traits or values do you look for?
- Alignment with our mission, making skin care accessible, approachable and transformative for guests.
- Grit and resilience, an ability to navigate challenges with composure and determination.
- A service-first mindset. Our concept is rooted in creating a welcoming, elevated, consistent guest experience.
- Leadership, the ability to inspire, empower and retain a strong team.
- Collaborative spirit, a desire to learn, collaborate and grow with the brand.
Why is it important that franchisees contribute to FACE FOUNDRIÉ’s overall success?
Ultimately, we’re looking for partners who want to grow with us, not just open a business, but help shape where FACE FOUNDRIÉ goes next. Some of our strongest innovations in service enhancements, local marketing tactics and operational efficiencies have come directly from our franchise community. A willingness to participate in best-practice sharing, provide feedback and support systemwide growth elevates the brand for everyone.
Some examples of innovations resulting from franchisee feedback include implementation of certain AI tools, changes in marketing tactics, and ideas for interior layouts to improve the experience for clients and employees. Introduction of an acne agent facial also resulted from suggestions from franchisees and their estheticians who wanted a more targeted treatment.
Have any franchise owners pleasantly surprised you?
Many. One of the most inspiring parts of this journey has been watching owners step into new levels of capability and confidence. We’ve had franchisees with limited business, beauty or retail experience who have become some of our best operators because they fully embraced training, coaching and data-driven decision-making. Others have surprised us with their creativity, launching partnerships, events or team culture initiatives that have become best practices across the system.
We’ve also seen several owners push themselves far outside their comfort zones, especially in leadership and community engagement, and their willingness to stretch has directly fueled their growth as successful franchise partners.
For more information about franchising opportunities, visit FACE FOUNDRIÉ’s website.
