Franchise Founders Explain How Membership Model Business Benefits Franchisees and Clients
Any successful franchise owner knows predictable, recurring revenue is key to being able to plan more effectively, reinvest in operations, and better manage staffing and inventory to meet customer demand. Skin Experts by Brentwood Spa’s membership model business provides recurring revenue, and its sales of products and spa packages offer multiple revenue streams. But in addition to appealing to franchise owners, the brand’s business model has won over clients, too.
“The Skin Experts membership model is a win-win, offering value for the clients while simultaneously benefiting franchise owners with a consistent revenue stream. For clients, memberships make regular skin care both affordable and accessible,” says co-founder and Executive Chairman Tim Mulcahy. “The membership model also naturally drives high client engagement; members are more likely to visit regularly, therefore increasing the likelihood of add-on services, like waxing and brow laminations, and retail purchases. Skin Experts also offers packages, which benefits franchisees by providing an immediate influx of revenue and driving client commitment to a long-term skin care journey.”
Skin Experts’ revenue streams include sales of proprietary QÚL Beauty skin care products and retail technology for clients to use at home. “By integrating high-quality products used in clients’ customized skin care plans that lead to real results, franchisees can meet client needs while boosting retail sales. Clients are likely to use our QÚL Beauty products consistently and re-order products as they see their skin improving with consistent use,” Mulcahy says.
“Since we formulate and package all our QÚL Beauty products in California, we are able to offer franchisees higher margin rates compared to the industry-standard 50% margin. With higher margin rates of 65% or more, this significantly enhances franchise owners’ profitability by allowing them to earn more revenue per sale.”
Affordable Skin Care through Membership Model Business
Mulcahy says Skin Experts’ mission is “to be the Starbucks of skin care” by making luxury facials affordable and attainable for people of all ages and skin types. The membership model business appeals to clients who recognize the benefits of a regular skin care regimen through in-studio treatments complemented with products for at-home use, he says.
“At Skin Experts, our facials use high-tech equipment and luxury QÚL Beauty products in every facial for no additional cost. At other facial spas, equipment and services such as oxygen facials and LED [light-emitting diode therapy] are available, but with add-on fees. LED is included in every facial at Skin Experts, plus an additional one to two modalities for free, depending on the facial a client chooses,” Mulcahy says. “We believe everyone deserves high-quality skin care and a luxury experience, so we prioritize offering value through curated treatments that deliver noticeable results with unnecessary add-on fees. This ensures clients see the benefit of investing in their skin.”
In addition to making skin care affordable and accessible, Skin Experts by Brentwood Spa focuses on educating clients about the importance of a regular skin care regimen customized for their unique needs, says co-founder and Chief Marketing Officer Shaya Mulcahy. “At Skin Experts, we emphasize education to help clients of all ages and skin types understand their skin’s unique needs and guide them toward effective products and habits that support their skin health now and in the future,” she says.
A regular skin care regimen is the foundation for healthy, radiant skin, she explains. “While in-studio treatments provide a deeper level of care and address specific concerns, what you do at home bridges the gap and ensures long-term results. Skin care routines at-home do not need to be super complicated, but they allow you to address the skin’s immediate needs – hydration, protection and repair. By using high-quality products with clean ingredients tailored to your specific skin type and concerns, you will enhance your skin’s resilience and vitality. If you’re able to build healthy self-care habits at home, you can keep issues like dryness, breakouts and irritations at bay. Consistency is key to a skin care routine at home to help maintain the progress made during professional treatments.”
Growth in Skin Care Market
The U.S. skin care products market size was estimated at $22.9 billion in 2023, and is expected to increase at a compound annual growth rate of 4.2% from 2024 to 2030, according to Grand View Research, which reported that 87% of consumers are spending more on beauty and skin care products since the pandemic than in pre-Covid times. The U.S. market for skin care tools, such as those offered for home use by Skin Experts, also is growing from $5.6 billion in 2023 to a projected $16.7 billion by 2033.
Social media has fueled consumers’ interest in skin care and the resulting market growth. But, while consumers are increasingly aware of the importance of skin care, they aren’t necessarily more knowledgeable about their own specific skin care needs, Shaya Mulcahy says.
“A common misconception is that skin care is one-size-fits-all,” she says. “Consumers often rely on products or routines that worked for someone else, without considering their own skin’s unique needs. This can lead to ineffective results or exacerbate existing issues. Skin Experts helps dispel these myths by offering personalized advice and treatments that empower clients of all ages to understand their skin and adopt healthy habits that truly work for them.”
Focus on Client Education
Skin Experts’ focus on consumer education results in greater trust and brand credibility. Shaya Mulcahy says misconceptions about skin care exist among clients of all ages. For example, she says:
- “Many adults believe oily skin doesn’t need moisturizing, when in fact, skipping hydration can trigger even more oil production as the skin tries to compensate. Similarly, older clients may think it’s too late to make a difference, underestimating the transformative power of consistent care.
- “Young consumers are increasingly engaged with skin care, driven mostly by social media trends and growing awareness of self-care. However, many lack the guidance to distinguish between what’s truly beneficial and what could harm their skin in the long run.
- “For example, young consumers might gravitate toward abrasive scrubs or overly harsh ingredients meant for more mature skins, like Retinol, which is a trending ingredient in the skin care industry but meant for more mature skin. Some ingredients may promise instant results, but can lead to irritation, dryness or even compromised skin barriers when used improperly. Additionally, young consumers might believe that the more they use, the better their skin will be, leading them to overuse and misuse products, layering them on top of one another without realizing that some products and ingredients are not meant to be used at the same time.
- “Younger consumers might also overlook essentials, like sunscreen, assuming it’s unnecessary because their skin appears youthful.”
Tim Mulcahy underscores the importance of consumer education and trust. “Skin care is deeply personal and often misunderstood. When clients are educated, they feel empowered to make informed decisions about their skin, which leads to better results and long-term satisfaction. Trust is equally vital. It’s the foundation of our client relationships. By providing expert guidance, personalized solutions and proven results, particularly through our membership model business, we build confidence in our services and products. This combination of education and trust not only fosters loyalty but also distinguishes Skin Experts as a leader in a competitive industry, where authenticity and expertise truly matter.”
For more information about Skin Experts by Brentwood Spa franchising opportunities, visit https://skinexpertsfranchise.com/.
