Facial brand Face Haus debuts new AI skin analysis tool with Perfect Corp.  

By April Berthene

June 27, 2024
face haus perfect corp skin IQ tech

Skincare brand and facial bar Face Haus recently added an artificial intelligence skin analysis tool called Skin IQ into its service option at its facial bars.  

The personal care brand is taking a different approach to growth and looking to “key partnerships” to expand its brand, instead of the typical growth path in opening dozens of locations, said Namrata Gupta, chief operating officer at Face Haus.  

Face Haus has four facial bars in two markets. These locations generate roughly 85% of its revenue, Gupta said. The houses offer 60-minute facials and sell its 19 skin products. In fact, 95% of consumers who receive a facial, purchase a product from the store that day, Gupta said.  

The brand also sells its products on its own website, Target.com and Amazon.com.  

One of its partnerships is working with financial services provider Chase, and providing facials to travelers at the renovated Chase Sapphire airport lounge in the LaGuardia airport in New York City. This lounge cranks out 1,000 facials in a month, which is double the number of facials at any one of its facial houses, Gupta said.  

Face Haus uses Perfect Corp for skin analysis 

Most recently, Face Haus is working with augmented reality and AI technology provider Perfect Corp., which has launched digital cosmetic try-on features for brands including Walmart, MAC and Estee Lauder. 

In May, Face Haus launched the Skin IQ tool, which allows its in-house estheticians to use a tablet to take a picture to perform an AI skin analysis on visitors to evaluate oiliness, pores, moisture, wrinkles, acne, texture and dark spots. The tool will suggest products for the facial, which the esthetician can accept or modify. The esthetician also uses a magnifying lamp to help read the visitor’s skin and help inform a treatment. The Skin IQ helps the esthetician show the guests what they are seeing and guide them through ideal products to use on their skin at home, Gupta said.  After the service, Face Haus sends an email to clients that shows them the service they had and product recommendations for what they can do at home.  

On average at its facial bars, roughly a third of clients are regulars, a third are first-time visitors and a third are visitors that are first-time returning customers, Gupta said. Within three months of launching the Skin IQ tool, Face Haus’s goal is to keep this breakdown consistent. Currently, the estheticians are offering to use the Skin IQ analysis on first-time clients and about 10% of clients who have used Skin IQ within the past six weeks have returned, Gupta said. Face Haus has six more weeks to hit its goal and will evaluate the service then, Gupta said. But so far, she is pleased the results.  

Gupta declined to share how much the brand invested in Perfect Corp.  

“We felt it was necessary and we made it a priority,” she said.  

Future growth for Face Haus

In the near term, Gupta hopes Face Haus will grow by investing in FaceHaus.com. The site brings in more revenue than its sales on Amazon and Target, Gupta said. This is likely because its clients local to its facial houses in California and Texas are familiar with the brand and have a connection with their esthetician, she said.  

The long-term goal is for Face Haus to be a hub of education for shoppers to know how to care for their skin with the products right there to purchase to do it, Gupta said. This is needed, she said, because the cosmetics industry is super saturated with information and products, she said.

“It’s very confusing and the market is super saturated with product lines. You walk into a Sephora or a Blue Mercury and it’s like what, when and how. And that’s why our ethicians are front and center,” Gupta said.