Interview: Angelo Castello of FACEGYM

When FaceGym launched in 2014, it carved out a beauty category of its own — facial fitness.

Founded by Inge Theron, the British brand opened its first studio in Selfridges, London, with a simple idea: firm, healthy, glowing skin can be achieved by treating the face like a muscle group. The result? A non-invasive facial workout that delivers both aesthetic and therapeutic benefits — one that has helped the brand build a loyal following across Europe, India, Australia, and the US.

FaceGym offers two signature workouts that can be personalised with a number of targeted boosters such as LED therapy, vitamin shots, draining cupping, and resurfacing peels. Workouts incorporate expert-led massage techniques and electrical muscle stimulation (EMS) with active, high-performance skincare, helping to lift, tone, and sculpt the face. Professional treatments aside, the brand has a range of skincare, tools, and devices that make it possible for clients to work out at home.

We caught up with FaceGym’s CEO, Angelo Castello, to discuss how facial fitness has evolved, why facial muscle health is becoming a bigger part of the beauty conversation, and where the brand goes next.

What drew you to FaceGym, and what excited you most about leading the brand?

I’m a scientist by background. I studied Biochemistry at the University of Cambridge and hold a PhD in Immunology, so I’ve always been driven by innovation that genuinely improves how we look and feel.

FaceGym has pioneered a completely new approach to beauty, rooted in collagen science, muscle fitness, and performance. The opportunity to scale a revolutionary concept globally and redefine what non-invasive results can look like is what excited me most about leading the brand.

What treatment or product makes the best introduction to the brand?

Our Signature Sculpt workout. It’s the best expression of what FaceGym is all about. You experience instant lift, de-puffing, and sculpting. For at-home use, the FaceGym Pro remains unmatched for fast muscle toning and is the most powerful way to bring the benefits of our studios into your daily routine.

Since stepping into the role, what has been the biggest highlight?

Launching our Membership Programme has been a huge milestone. It’s transforming the way people access high-performance, non-invasive beauty services — offering more consistency, more personalised support, and results that genuinely improve over time. Seeing superfans become truly committed to face muscle fitness has been incredibly rewarding.

What advice would you give to those wanting to launch or lead a beauty brand?

Solve a real unmet need — don’t build a product just to fill shelf space. The brands that endure are those that deliver emotional credibility alongside measurable results. Stay curious, hire people smarter than you in their specialties, and stay relentlessly close to the consumer. Things are shifting quickly in the beauty space, with consumers becoming ever more educated and opinionated.

What’s next for FaceGym?

We’re entering a major expansion phase. We’re incredibly excited about our partnership with Reliance in India — bringing facial fitness and advanced skin results to one of the world’s most dynamic beauty markets. At the same time, we’re launching a UK franchise programme to take our pioneering concept beyond London and make FaceGym accessible across the UK.

What does your daily grooming routine look like?

Simple, science-driven, and consistent. In the morning, I cleanse and then apply vitamin C and SPF. Evening is all about cleansing and hydration, plus 10 minutes working the muscles with the FaceGym Pro.

What are three grooming products you can’t live without?

• FaceGym Pro: I use this whenever I need a lift — especially when travelling, as it’s great for de-puffing.
• Byredo Fragrances: I love the consistency of the brand and the innovative angle they take when developing a new scent.
• Coola Classic Face Sunscreen Lotion SPF 50: I like its light texture and quick absorption, despite being a physical SPF.

What’s the best grooming lesson you’ve learned?

You need to keep routines simple, or you won’t stick to them. Consistency is key, so routines need to realistically fit into very busy daily schedules.

Which person or brand would you love FaceGym to collaborate with?

We’ve been fortunate to collaborate with incredible cultural leaders already — from Soho House to Barry’s Bootcamp. One brand redefining its category right now is Skims. Their approach to body confidence and everyday performance aligns beautifully with our philosophy of empowering what’s uniquely you.

What’s not getting the attention it deserves in the beauty industry right now?

Muscle health. We talk a lot about skin, but the deeper facial architecture that supports lift, firmness, and expression is rarely considered — until now. Strengthening facial muscles isn’t just about an instant lift; it’s about long-term skin longevity and ageing better. The industry is only just waking up to this, and at FaceGym, we’re leading that shift.

FaceGym studios can be found in London, New York, and Los Angeles, with workouts bookable via facegym.com. The brand’s product range is available online at facegym.com, as well as via Space NK in the UK and usa.facegym.com in the US.