FaceGym, a facial massage studio out of London that first came to the States in 2019, has opened on Reade — at what I am calling Spa Row. They are in line with Plumb, Sugared + Bronzed, and Peach Bling. They are so new they do not even have hours posted yet or a way to book going through the website — I found the link above on IG. There were already a couple folks in the chair when I stopped by.

I have to say, this is tempting. Will report back if I try it. Meanwhile, you can get a free 20-minute session today, Tuesday, November 3, from 1 to 7p, by walking in. (It’s first come, first served.)

The sessions are called workouts, but they are actually facial massages intended to improve appearance that include a “Knuckling” technique, quick “cardio” moves, then contouring of the cheekbones and jaw line with either the gua sha comb (that’s my word — it is those smooth-edged tools used for facial massage) or electronic or manual massage. Their phrase is “No needles, no downtime, just results.”

The company was founded in 2015 by Inge Theron, a British skincare specialist and former radio personality, columnist and entrepreneur. The service first opened a concession in Selfridges, and by 2016, they had their first standalone store. They came to Saks in 2018 and opened in Soho (NYC) in 2019. They have four other locations in the city, including one at Zero Bond, the private social club in Noho.

The signature 45-minute sculpt is $145; the 30-minute express is $90. Of course there are membership options. Report back if you try it out.

FACEGYM
110 Reade | West Broadway & Church