CEO Amanda Clark Praises DeVore’s Extensive Marketing Experience
WellBiz Brands, an umbrella franchisor of beauty and wellness brands, has appointed Michelle DeVore as chief marketing officer. DeVore brings more than 20 years of experience to the position, overseeing brand marketing across the company’s portfolio, which includes Drybar, Elements Massage, Fitness Together, Amazing Lash Studio and Radiant Waxing.
“I was drawn to working with a portfolio of female-focused brands alongside a strong team of female executives,” DeVore said. “I’ve long admired the WellBiz portfolio and its franchise model — especially the passion of its owner-operators. That entrepreneurial energy is inspiring. My background in fashion, beauty and consumer trends gives me a perspective that moves quickly with culture, and I see many opportunities to apply that lens through innovation, partnerships and new ways to engage clients. I’m excited that WellBiz’s brands are already deeply loved — a strong foundation to build on. There’s clear potential to unlock partnerships, experiential moments and collaborations that make the client experience more engaging while driving growth for franchisees.”
She emphasized the importance of marketing in fostering franchisee growth. “Brand is more than ad creative — it’s everything we make, say and do. The future of personal care is a seamless, intuitive and personalized client experience from first touchpoint to follow-up. Clients aren’t just buying a blow-dry, massage, lashes or wax service — they’re buying trust, self-care and confidence. Marketing is critical for developing client insights to deliver personalized offers and lifecycle messaging that increase visits, spend and profitability and aligning our brands with relevant partners and products to reach new audiences and fuel innovation. This is just scratching the surface.”
Wellness Experience
DeVore’s professional background includes serving as senior vice president and head of marketing for Regis Corporation, where she led the launch of Supercuts’ loyalty program and introduced a new model for guest engagement and retention across a national salon system. She also worked for European Wax Center and the Neiman Marcus Group, implementing systems to enhance the guest experience and support guest growth, loyalty programs and brand partnerships.
“My first exposure to large-scale franchising was on the corporate team at European Wax Center,” she said. “I quickly learned how collaborative the model is — operating at a national scale while partnering with entrepreneurs building businesses in their communities. Raised by an entrepreneur, I have deep respect for owners who take that leap, working with franchisees who are so invested is energizing.”
Amanda Clark, CEO of WellBiz Brands, praised DeVore as an instrumental addition to the WellBiz Brands leadership team and the strategic growth of our portfolio. “She has an extensive track record of leading brand and digital initiatives across franchised services, beauty and luxury retail. As a leader, she exemplifies our values and brings the strategic direction needed to sharpen the customer experience, brand awareness and loyalty across the portfolio. As the health, wellness and beauty industry continues to evolve, we’re confident we made the right decision bringing on Michelle to provide a new perspective and spearhead marketing strategy,” Clark said.
DeVore said her educational background in fashion design has influenced the way she views her work today. “That hands-on design sensibility and eye for fit, texture and detail inform how I approach beauty and wellness marketing: crafting services, touchpoints and campaigns that feel personal, well-made and confidence-boosting for clients.”
About WellBiz Brands
WellBiz Brands is a beauty and wellness franchise platform that caters to the needs of the affluent female consumer. Franchise owners benefit from the company’s cross-brand digital marketing program that drives member acquisition strategies. The company’s proprietary WellBizONE technology platform enhances studio operations for franchisees, which fuels member engagement and retention. WellBiz Brands is backed by the Transom Capital Group private equity firm.
