LONDON — FaceGym, the London-based company that specializes in noninvasive facials, has named Anna Marcovici chief executive officer, a new role.

Marcovici was previously U.K. and Ireland general manager for Nars and Laura Mercier, which are both divisions of Shiseido Group. She worked for 12 years for the Estée Lauder Cos. Inc., in various roles at Clinique, Bobbi Brown, MAC Cosmetics and Estée Lauder. She has also worked at Chanel and at L’Oréal Paris in the U.K.

At FaceGym, her job will be to lead the expansion of the brand globally “as bricks-and-mortar retailers and landlords are looking to innovate in ways that attract shoppers back into shops and the high street,” Marcovici said.

“We are currently working on opening more FaceGym studios both in London and other key cities around the U.K. The lifestyle boom, as well as the development of exciting indie beauty brands, has been going on for some years. This makes this market both hugely exciting and competitive.” She added that, having just returned from the U.S., she believes that FaceGym will be welcomed by American consumers.

FaceGym was launched in 2014 by Inge Theron, who now serves as creative director. Theron worked with Alexandra Soveral, a beauty industry veteran, to help realize her vision, and the brand recently unveiled a new look by Hunter creative director Alasdhair Willis, who gave the visuals a more modern, androgynous feel, as 30 percent of FaceGym’s clients are male.

Theron called FaceGym a unique business. “Our consumer-facing and in-store experience leans toward fitness; [but], as a business, we are structured like a beauty brand. Anna’s experience and her unique approach to team-building means we are all poised to build a truly global brand, offering unique services and customized skin care to a new discerning customer.”

The appointment follows a fresh injection of $10 million from private equity and private investors in the company.

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