Laser facial specialist Skin Laundry is seeking to double its footprint.

Not including its licensing agreement within the Middle East, the El Segundo, California-based company, which was launched by Yen Reis back in 2013 and is best known for its 15-minute laser facial, has 25 clinics and plans to double this figure by mid-2023. 

Within the U.S. it is going to be opening in three recent states — Massachusetts, Connecticut and Colorado, in addition to in northern California. Plus, in Latest York City, its largest market, it is going to open a recent location on the Upper East Side in early 2023 and on the Upper West Side by the tip of this 12 months.

“Boston will quickly turn out to be our second largest market,” said Gregg Throgmartin, president and chief executive officer of Skin Laundry Holdings since 2018 of the expansion. 

In some markets equivalent to London, it was previously in shops like Liberty, but Throgmartin has found its model works higher in stand-alone locations.

“It was providing a not pretty much as good of a client experience as after we do it on our own,” he explained. “A few of these made you undergo their systems so it was not a fantastic customer experience. Now we control the experience, the rooms, the layout and most significantly the technology with how they book so we don’t need someone else to bring us traffic. We’re a traffic driver.”

Within the case of London, it now its own retail spots in Soho, Chelsea and Hampstead.

As for its one-time partnership with Ulta Beauty, which occurred before he stepped into the role of CEO in 2018, he said this was really only a test for each parties. “My commentary as a board member back then was it was just too early for Skin Laundry and never the commitment from Ulta.”

When Skin Laundry first launched, its introductory offer was first session free, but in the course of the pandemic when its doors were closed for 3 months it reworked its price structure and the primary session now costs $100, although for a limited time, it’s offering this for $50 for the rest of October.

In response to its data, the typical Skin Laundry customer has two sessions monthly.

“We had done that for a very long time and I believe it really devalued what we were offering. We now have the identical exact devices which might be in the costliest dermatologist offices in Beverly Hills and Latest York,” Throgmartin said. “But we do recognize that there’s people on the market which might be like ‘that is recent, that is different’ so we do still need to be approachable.” 

In addition to the worth structure, it has also been upgrading all technology including each booking apps and devices and is within the early stages of using big data to refine and improve its protocols for various skin tones and conditions.

“I believe that for us is our largest differentiator,” he said. “I even discuss with the laser manufacturer to say how do you measure success? How do you already know should you’re working for a Fitzpatrick 2 that has pimples versus a Fitzpatrick 5? No one really has clear data around that. We will actually measure that all the way down to a tenth of a decimal point what style of improvement we’re making after which feed back to our team of dermatologists to say what else do we’d like to iterate, what else do we’d like to try.”

It also stopped using IPL lasers. “That was a significant expense for us but we wanted something that would work on each individual.”