Facial Recognition: Face Haus’ Santa Monica location.

Facial Recognition: Face Haus’ Santa Monica location. Photo by Face Haus

West Hollywood-based Face Haus, a beauty bar whose slogan is “facials for the people,” opened its fourth location late last month and has plans for another already in the works.

The company started as a mostly self-funded project undertaken by three friends-turned-entrepreneurs. The recent expansion, however, has been underwritten by an undisclosed amount of outside investment it brought in earlier this year, according to Jenn Worley, one of the founders.

The capital infusion came from a group of investors who helped grow New York-based Bliss Spa, a spa and skincare company, Worley said, declining to provide further details.

Worley, Karey Burke and Dawn Olmstead started working on the idea of a spa that skipped pricey amenities in 2013, after the tab for a facial party for a bunch of teenagers came to $150 per facial.

They pooled their personal savings and opened the first Face Haus in Studio City in late 2011, and West Hollywood followed a few years later. The outside investment led to the opening of a location in Santa Monica in July, and then came the most recent opening at USC Village. A fifth location is planned for Manhattan Beach in November, with plans to expand for the first time out of state, to New York, later this year.

The company counts 65 employees, with revenue projected to hit a $10 million annual pace by the first quarter of 2019, Worley said.

The key is a focus on basics.

“The whole idea behind this is to make facials accessible to everyone,” Worley said. “No private rooms or anything like that. It all boils down to efficacy and high quality. By reducing the footprint and increasing the volume capacity, we have an extremely high repeat rate of customers.”

Face Haus facials have an average price point of $65, and the place offers treatments with quirky, fun names like Spotless Reputation and Keep Glowing, according to its website. The services are provided by licensed aestheticians and instead of private rooms, customers get to lay in chairs that line up one side on the spa. Each location fits between six to eight chairs and services ranges from 30 minutes to an hour.

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