Gone are the days of the ‘one-stop’ beauty shops. Today’s consumer wants a single-service destination with experts who specialize in exactly what they’re looking for, whether that’s a blow-out, a facial, makeup, massage, acupuncture, you name it.  
 
While it may seem more time consuming to go from location to location (one for a blowout, one for a manicure, one for a facial), this is exactly what today’s consumer prefers. She - or he - wants to know that they are going to a place that specializes in one thing and does that one thing extremely well. Between 2013 and 2018, the single-service beauty category grew by over 31%, and it’s expected to grow by more than 29% by 2030 to $89 billion in sales, according to market research firm Euromonitor International. 
 
One example of this model is Face Haus, the brand that launched the first-ever open concept “facial bar” in 2013. Today, Face Haus is riding a wave of national expansion, having opened locations in Dallas and New York this year - with more on the way before 2020. 
 
Face Haus’ mission is to democratize facials and provide skincare services to a diverse demographic of people—not just those with disposable time and income. To do this, Face Haus eliminates all the unnecessary bells and whistles of a traditional day spa model (robes, waiting rooms, dark treatment rooms) that, while nice, result in price markups that make facials so costly. Face Haus facials are instead performed in an open floor plan space, allowing Face Haus to charge roughly the price of a mani/pedi for a facial that is just as effective and professional as one that costs two to three times more.