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Facial Bar Franchise Focuses on Skincare Education


Shama Patel, founder of facial bar franchise Clean Your Dirty Face.

Former attorney Shama Patel launched a clean beauty facial bar in 2015 amid a highly competitive beauty and wellness sector of franchising. With the unique brand name of Clean Your Dirty Face, Patel targets millennials and moms-on-the-go with her 30-minute facial services costing $50 a pop (though extractions are $10 extra).

More than half of Shama Patel’s clients are brand new to facials—called skincare “virgins,” on Clean Your Dirty Face’s website. New customers can receive half off the cost of their first facial, where they receive education about their personal skin type. An esthetician, or “skin boss,” examines their skin at the start and recommends one of three facial options.

“Skin bosses are there to clean your dirty face, but also to educate you about how to take care of your skin at home,” Patel said, adding that hormonal changes or even your diet can impact skin. “My dirty cell phone screen is touching my cheek right now. Those factors affect your skin—it’s not just about using particular products.”

For Patel, ingredients matter most when it comes to choosing products that will be absorbed into the skin. With the recent lawsuits involving talc powder used in Johnson & Johnson baby powder, beauty and wellness brands should be making non-toxic ingredients a priority—something Patel demonstrated by creating her own skincare retail line.  

Esthetician-formulated skincare products are aptly named “Goddess Face Oil” and “Savasana Stress Fix”—a nod to the yoga pose and Patel’s subtle way of encouraging customers to take a 360-degree approach to health and beauty.

Clean Your Dirty Face is also a one-stop shop for all questions skincare on their Skin Boss Blog, with posts about how to combat different types of acne, which clean and eco-friendly beauty ingredients to look for and recipes for 30-second face masks.

With franchise locations in Chicago, Los Angeles, Charlotte, Austin, Boulder, and soon-to-be Atlanta, one unique aspect of CYDF is that 100 percent of its franchisees identify as women.

“It makes sense—that’s who our customer base is,” Patel said.

Look for more coverage on Shama Patel’s backstory and her female franchisees in April’s issue of Franchise Times.

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The latest news, opinions and commentary on what's happening in the franchise arena that could affect your business.

Laura MichaelsLaura Michaels is editor of Franchise Times. She can be reached at 612.767.3210, or send story ideas to lmichaels@franchisetimes.com.
Beth EwenBeth Ewen is senior editor of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
Nicholas UptonNicholas Upton is restaurants editor at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at




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