There’s something deeply rewarding about sitting down with a franchisor who built a business the hard way—no shortcuts, no outside investors, just grit and focus.
When I invited Michele Henry, Founder & CEO of FACE FOUNDRIÉ, I knew the conversation wouldn’t be about flashy trends. It would be about the realities of building a brand that lasts—and the discipline it takes to grow without losing your soul.
Michele’s story resonates with me because it mirrors what I’ve seen across 200+ brands I’ve worked with: the difference between a franchise that looks good on paper and one that truly thrives lies in the caliber of its people and their commitment to a shared mission.
Meet Michele Henry
Before FACE FOUNDRIÉ, Michele ran a women’s clothing chain that dressed over a million women and grew to $25M in sales. On December 14, 2018, she sold that business at 10:30 a.m. and, just five minutes later, signed the lease for the first FACE FOUNDRIÉ location.
She’s also a mother of four and a working artist (large-scale fabric installations), which shows up in the brand’s creative, community-forward culture.
Her journey is especially relevant today as many self-funded beauty and wellness brands look for ways to scale in 2025 without losing their community roots.
Today, FACE FOUNDRIÉ is known for:
- Open-air studios
- Efficient, 40-minute facials at an approachable price point
- Customizable enhancements (e.g., dermaplaning, LED therapy)
- A proprietary product line and an expanding franchise network — projected to reach 75–80 units by the end of 2025
Learn more: FACE FOUNDRIÉ Website | Franchise Info
Key Lessons & Takeaways
Build for Mission Alignment, Not Just Expansion
“We’ve grown 100% organically… Being selective with franchisees was crucial. We wanted owner-operators who live in their communities and share our mission.” — Michele Henry
Michele highlights that rapid expansion can be tempting, but the wrong partners can erode brand culture and customer trust. She deliberately turned down investor-driven deals early on to keep the system rooted in owner-operators who believe in FACE FOUNDRIÉ’s purpose.
This discipline protects the long-term health of the system, ensures consistent service quality, and strengthens relationships between the brand and the communities it serves.
A “Happy Franchise, Happy Life” Flywheel
“When franchisees are happy, they reinvest in the brand… growth benefits everyone — high tide rises all ships.” — Michele Henry
Satisfied owners create a growth loop. When franchisees feel supported, they not only add more units but also become brand advocates. Michele has seen that a positive franchisee experience attracts stronger candidates and builds peer-to-peer credibility for the brand.
Franchise systems that prioritize the success of their owners see faster, more sustainable expansion because happy franchisees drive validation and reinvestment.
Launch Big — and Listen Locally
Bootstrapping meant lean marketing for early locations. Later, a California franchisee proved that a well-funded, high-visibility grand opening dramatically shortened the path to profitability. Michele’s team adopted that “open big” approach system-wide while still tailoring strategies to each market.
Grand openings set the tone for momentum. Investing early in visibility accelerates results, while local flexibility respects market differences and builds trust with franchisees.
Turn Pressure into Diamonds
“Pressure helps create diamonds — like rocks becoming polished under heat.” — Michele Henry
Michele still takes late-night calls from franchisees. She believes the pressures of scaling — if met with responsiveness — build resilience in both leaders and their systems.
By staying accessible and accountable, franchisors model the culture they want their owners to embody. This responsiveness earns trust and helps the system adapt more quickly to challenges.
Support Franchisees Like Clients
A CFO-built, plug-and-play financial system plus strong feedback loops — from the Franchise Advisory Council (FAC) to direct access to Michele — make franchisees feel supported and heard.
Treating franchisees as clients reframes the relationship as a partnership, not just compliance. This approach empowers owners to succeed operationally and financially, which strengthens the entire network.
How This Conversation Impacted Me
I often remind growing brands that ambition alone isn’t enough. Too many chase growth at the expense of alignment.
Michele’s story is a fresh reminder that the craft of franchising is balance — choosing the right partners, being transparent about costs, empowering owners, and learning continuously.
Saying “no” to misaligned capital early can become the most growth-positive decision you make.
Listen & Watch the Full Conversation
Watch the full episode YouTube
Listen to the podcast The Advisory Board Podcast (ClientTether)
Connect with Michele Henry LinkedIn | FACE FOUNDRIÉ
Connect with Dave Hansen LinkedIn | ClientTether – Franchise CRM
