Face Foundrié, the modern facial bar that is aiming to redefine what it means to take care of your skin, is quickly establishing a footprint in New Jersey.
Its first location, in Edgewater, opened in late 2023 and quickly racked up dozens of five-star Google reviews. A second location is slated to open in Bridgewater in June, followed by a third in Sea Girt this summer.
At the center of the brand’s expansion is franchisee Michael Vollero, who, with his wife and co-owner, Fawn Vollero, is building a multilocation business around the belief that self-care should be easy, affordable and effective – and that their shops should be unique.
“Face Foundrié feels completely different from a traditional spa,” he said. “Our stores are designed to keep pace with how our customers actually live.
“There’s no robe, no disappearing into the back. It’s bright, open and welcoming. We offer serious skincare in a space that feels modern and social — like something you’d actually look forward to coming back to again and again.”
With more Face Foundrié locations in development — and an entirely separate rollout of Hello Sugar waxing studios underway — Vollero is quickly becoming one of the state’s most active wellness entrepreneurs.
BINJE caught up with him between site visits to talk skincare, location selection and what it means to build a service brand in the state he’s proud to call home.
BINJE: What’s your background, Michael, and how did you get into the skincare game?
Michael Vollero: Well, first I should point out I’m Jersey born and raised. I started my career as an accountant and worked in business before making a change. I was searching for an opportunity to do something different, while being able to take advantage of my background. I also wanted to be in a place where I could begin and end every day doing at least two things: Working with a great team and providing a service that brings people joy. So far, so good.
BINJE: What is it about the New Jersey market you love?
MV: My accumulated knowledge and experience tell me there’s just a really smart customer here. People in New Jersey care about value and they care about results — and Face Foundrié delivers both. We’re in a busy part of the country, and the brand’s entire model is built around efficiency, convenience and results that speak for themselves. If you’re looking to take better care of your skin without turning it into a whole production, this is your place. It’s fast, high quality and priced right. That all plays perfectly in New Jersey.
And if you’ve spent 10 minutes here, you know you can’t fake it. We’re authentic in everything we do.
BINJE: What is it about the locations you’ve chosen — and the ones still to come?
MV: I’m really picky about real estate. We look for areas with great foot traffic, strong household income and a high percentage of beauty-forward shoppers, but it still has to feel right. Edgewater gave us a vibrant, tight-knit-community vibe with easy accessibility. Bridgewater is all about that Commons energy. (Face Foundrie will be in The Village at Bridgewater Commons.) And Sea Girt is super strong in terms of seasonal and second-home potential. I’m not just looking for what’s available; I’m looking for what’s going to work long term.
BINJE: Who’s your ideal customer?
MV: Anyone who wants to take better care of their skin but doesn’t want to deal with the hassle or price of a traditional spa. Our clients range from first timers to skincare obsessives. We’ve got a lot of women 25 to 50, but we’re seeing more men, more college students and more walk-ins who become regulars. Once people try it, they get it — and they come back.
BINJE: That sounds different. Do you do group facials and parties?
MV: Yes: We love group bookings — birthdays, bachelorettes, girls’ day outs. We have customers who book out a few slots and bring snacks and mimosas. The vibe is relaxed but elevated. It’s such a fun way to celebrate or just reset with friends. And because it’s efficient and reasonably priced, it makes an awesome gift experience too.
BINJE: What else are you into?
MV: We’re rolling out Hello Sugar locations in New Jersey as well, which we’re really excited about. It’s a completely different brand, focused on waxing, sugaring and laser, but it shares a similar philosophy: Make personal care easy, accessible and something people look forward to. I like investing in brands that know who they are and where they fit in the market, and both of these franchises were launched by dynamic and creative people who are forces of nature.
BINJE: What’s been the biggest surprise so far as you make the transition to this new life?
MV: Just how quickly the energy builds when the experience is right. Our Edgewater store has been full of great feedback, repeat clients and word-of-mouth referrals. That told us early on we were onto something. The experience itself is fun, modern and memorable — and when you pair that with strong team culture and real estate that supports it, it grows faster than you think.
BINJE: And what’s one thing you want people to know about Face Foundrié?
MV: It’s not just skincare. It’s self-care that works — and it’s designed for real life. You can come in on a lunch break, on your way home from a workout, or in between errands. We’re creating a space where people can feel great in their skin without having to block off half a day or break the bank.
