March 11, 2026
Michele Henry was meant to be an entrepreneur. At 13, she was learning the ropes of her parents’ pool company; by 20, she was managing her father’s construction crews. It was clear she was never destined for a traditional desk job.
So it was a no-brainer when she co-founded PRIMP, a “cheap chic” boutique, in 2010. PRIMP became a regional success story over the next eight years, styling over a million women as they grew to nine locations and $25 million in sales.
But in 2017, the mission became personal. Michele found herself in an uphill battle with hormonal acne and her confidence. Her frustration with the inaccessibility of traditional spas inspired her to create a skincare experience that was affordable, accessible and tailored to meet the needs of busy individuals.
Michele sold her shares in PRIMP in 2018 and signed the lease for the first FACE FOUNDRIÉ just five minutes later. In 2019, FACE FOUNDRIÉ debuted as an all-inclusive facial bar designed for real life. Since we started franchising in 2021, we’ve scaled that vision across the country.
To celebrate seven years of shaking up the industry, we asked Michele to discuss the milestones, the lessons and the future of FACE FOUNDRIÉ.
Q: In many ways, the Michele Henry who started this company seven years ago no longer exists. What’s the most significant part of your ‘old self’ that you had to grieve or let go of to become the CEO we see today?
Michele: In the early days, I was working the front bar, communicating with general contractors, designing spaces, reviewing every social caption and interviewing every esthetician. There was a comfort in proximity. If something broke, I could fix it. If something felt off, I could personally correct it.
As we scaled, that version of me became the bottleneck.
I had to grieve the identity of being the “doer” and step into being the architect. The CEO role requires detachment, delegation and sometimes decisions that are not popular in the short term but are necessary for longevity. Letting go of control was uncomfortable. But stepping into trust, in my team, in our systems, in the vision, is what allowed this brand to grow beyond me.
Q: What’s a tiny, seemingly insignificant human moment, conversations in the hallway or gut feelings, that ended up being a cornerstone of what FACE FOUNDRIÉ is today?
Michele: It was hearing clients say, over and over again, “I never thought I could afford a facial.”
That sentence stopped me every time. The intimidation around skincare was so deeply ingrained, financially and emotionally. While approachability was always part of the vision, hearing it directly from women reinforced our responsibility to dismantle that mindset.
It became our compass.
Every time we scaled, launched a new service, introduced a product, or adjusted pricing, we asked ourselves the same questions: Does this still feel accessible? Does this still feel welcoming? That commitment to approachability isn’t just a brand pillar. It’s a promise we’ve worked hard to keep.
Q: There must have been a moment where the math didn’t add up or the vision felt blurry. In those moments of deep doubt, what was the anchor in your life that kept you from walking away?
Michele: My anchor has always been my children. I was a single mom of three when I stepped into esthetics, coming from a completely different world in fashion with no prior industry experience. Looking back, it was a massive exercise in trust.
I did not have a safety net. No fallback plan or corporate cushion was waiting for me. The only option was to make it work. Not just for me, but for them.
In moments when the math felt tight or the vision felt blurry, I reminded myself that walking away was not actually the safer choice. Building something of our own was. That responsibility sharpened me. It forced resilience. And it gave me a level of conviction that doubt simply could not overpower.
Q: When was the last time the data told you to go one way, but your gut told you to go the other? How do you handle the loneliness of being the only person who can make that final call?
Michele: There are so many data sets I review daily that pointing to the most recent example would not be as meaningful, especially because many of those decisions have not fully played out yet.
But I will reference the first time I truly went against the data.
It was during Covid. Businesses across the country were mandated to close unless deemed essential. The data was alarming. The landscape was uncertain. Every signal suggested contraction and caution.
At that same time, I was negotiating our third location. On paper, it made very little sense. But my instinct told me that if we could secure strong terms in a moment of uncertainty, it would position us for long term strength. I stayed relentless in the negotiation and moved forward.
That decision shaped our trajectory.
As for the loneliness, it is real. Ultimately, the final call rests with me. I manage that by inviting strong opinions into the room before I decide. I want thoughtful pushback. But once the decision is made, I own it fully. Leadership at this level requires comfort with responsibility, even when it feels isolating.
Q: We often talk about what the brand is. But as we hit year seven, what have you consciously decided the brand will never be, even if it cost us growth?
Michele: We will never lose sight of who built this brand with us. Our clients and our franchisees are the foundation. Without both, there is no FACE FOUNDRIÉ.
We have made a conscious decision that growth will never come at the expense of service, accessibility or partnership. We will never become unapproachable in price. And we will never create a culture that feels exclusive or intimidating. Inclusivity is not a marketing angle for us. It is operational. It shows up in how we price, how we train, how we design our spaces and how we support our franchise community.
Q: If the brand were to disappear tomorrow, what is the one permanent mark you hope we’ve left on the people in this industry (from staff to franchisees to vendors to clients) that has nothing to do with a balance sheet?
Michele: If the brand were to disappear tomorrow, I would hope the permanent mark we left has nothing to do with revenue or scale, but with how people felt inside our walls.
For our clients, I hope they remember the experience of walking in feeling welcomed and cared for, and leaving after their service feeling confident. That skincare did not feel intimidating. That they felt educated, appreciated and genuinely taken care of.
For our staff, I hope they felt supported, challenged and truly seen. That they grew in their craft and in their confidence because of their time with us.
If people walk away remembering that FACE FOUNDRIÉ made them feel capable, valued and empowered, that is a legacy I would be very proud of.
Q: We’ve spent seven years building the foundation. What is the one ‘impossible’ dream you had for yourself seven years ago that finally feels like a reality today?
Michele: Seven years ago, taking this concept nationwide and reaching 100 locations was a long-standing dream of mine. In franchising, that milestone carries real weight. It signals durability, scalability and belief from people who are investing their lives into your vision.
Building the infrastructure, earning trust from franchisees, strengthening operations and staying disciplined through growth has required more than I could have imagined at the start.
Today, seeing that milestone within reach feels deeply meaningful. Not because of the number itself, but because of what it represents. I am incredibly proud of the team I get to build alongside every day. This dream was never mine alone. It became a shared mission, and watching it become a reality is something I do not take lightly.
From a five-minute decision to a nationwide movement, the last seven years have been nothing short of transformative. Whether you’ve been with us since the first facial bar or you’re just joining the family, thank you for being part of the vision.
Here’s to seven years of confidence, community and glowing skin.
XOXO,
MICHELE + THE FACE FOUNDRIÉ TEAM