We sat down with local franchise owner Heidi Jacquin — who owns the San Francisco, Corte Madera, and Santa Rosa locations of FACE FOUNDRIÉ alongside her daughter — to talk about how they’re disrupting the skincare industry, making high-end facials accessible, and empowering their clients to integrate skin care into their wellness routines.
To start off, how would you describe FACE FOUNDRIÉ to someone who has never heard of it?
We call it a modern, focused facial bar. It’s all things face! Instead of the traditional, two-hour, expensive hotel spa experience, we offer high-end, effective facials in a shorter, more accessible timeframe. Most of our signature services are just 40 minutes long. They’re designed to fit seamlessly into a busy lifestyle—you can literally get an incredible facial on your lunch break without ever changing out of your clothes.
You and your daughter brought FACE FOUNDRIÉ to Northern California. What made you want to champion this brand here?
It started during the COVID-19 pandemic. We were visiting family in Wayzata, Minnesota, and my daughter Hayley walked into a FACE FOUNDRIÉ store. She instantly fell in love, shared it with me, and we became obsessed customers. When we came back home to Santa Rosa, California, we realized the nearest location was states away.
We wanted access to this service for ourselves, and we knew other Californians would, too. Skincare in California can be incredibly expensive. We did our research and found that the average traditional facial around here runs about $250. I knew that bringing a high-end, luxury service at an affordable, approachable price point would resonate with people who want to look after their skin without breaking the bank. Plus, my daughter had just graduated with an entrepreneurship degree, so opening a mother-daughter business together was a perfect, exciting venture.
What truly makes FACE FOUNDRIÉ different from a traditional spa?
The biggest differentiators are accessibility, an open-concept format, and affordable pricing. Our standard facials start at just $99, which is a fraction of what you’d pay elsewhere.
Because it’s an open-concept space, clients remain fully clothed. We use weighted blankets to make you feel incredibly cozy, warm, and secure. There are curtains separating the treatment beds, so you still have your own personal, peaceful bubble, while enjoying a more energetic, modern, and communal vibe — like beauty bars or getting your hair done!
Additionally, because we have multiple estheticians working at once, it’s incredibly easy to book a last-minute appointment, and we even welcome walk-ins.
Walk us through the menu. What does FACE FOUNDRIÉ offer?
We have four categories:
- Focused Facials: These targeted treatments use custom modalities, masks, and high-performing products tailored to each client’s specific goals.
- Hydrafacials: We offer the exact same equipment, protocol, and high-end Hydrafacial service you’d get at a premium medical spa, for just $199.
- ProCell Microchanneling: This is a cutting-edge, less invasive alternative to microneedling that creates micro-channels in the skin to stimulate natural collagen and cellular regrowth. It has virtually zero downtime—you might just look slightly pink for a couple of hours—and it is fantastic for targeting fine lines and wrinkles.
- Brows & Lashes: We do all the eye essentials, including brow shaping, lash lifts, and lash tints.
We are also known for our Acne Agent facial. We partnered with Face Reality, an incredible Danville-based company that is widely recognized as the number one acne regimen brand. It’s a safe, non-invasive, and highly effective path to clearing skin without harsh oral medications like Accutane.
If a client wants to customize their treatment, what enhancements do you offer?
We have a great list of “add-ons” to take your facial to the next level. Everything from scalp massages, Celluma LED Light Therapy, and Gua Sha for contouring and lymphatic drainage, to our Bio Effect Mask with epidermal growth factors that work its magic on your skin while you relax with a head, neck, and shoulder massage.
What can a client expect when they walk through your doors?
A bright, modern clean aesthetic. The walls are lined with our carefully curated, high-end skincare lines — including elite brands like EltaMD. The treatment area features a sleek, rectangular layout with eight beds separated by curtains. It feels peaceful and incredibly fresh.
Who is your clientele?
It’s also definitely a youth-led brand. Most of our clients are in their 20s and 30s, as they are very interested in preventative skincare. And what’s so cute is the 20-somethings all bring their moms in at some point. That said, our treatments are effective and beneficial for all ages.
Why should a facial bar like FACE FOUNDRIÉ be a staple in everyone’s self-care routine?
Self-care shouldn’t be a rare, gatekept privilege. Everyone deserves access to healthy skin. Skincare isn’t just about pampering; it’s about overall wellness and maintaining your skin’s health.
Our mission is to make regular skincare approachable enough that you can make it a monthly habit. When you come in once a month, a licensed esthetician analyzes your skin, tracks how it’s adapting, and guides you on exactly what products to use at home so you aren’t accidentally stripping your natural skin barrier with drugstore cleansers.
Our founder, Michele Henry, started this as a single mom who simply wanted high-quality, affordable facials. We’ve carried that female-forward, empowering energy through to our stores. We want to give our clients the power of healthy skin, expert knowledge, and a little pocket of affordable luxury they can easily look forward to every single month.