A Partnership Built for Pace
FACE FOUNDRIÉ has built a name on accessible, modern skincare delivered through a fast scaling franchise model, with a point of view that comes straight from the top. CEO Michele Henry runs the brand with a sharpness and a pace that demands a tech partner who can keep up, and AXLE was brought on to do exactly that.
The partnership has stacked custom initiatives at a clip that most established programs cannot match, with prospecting and growth signals pointing squarely in the right direction. The work has moved from foundational tooling into bespoke, brand specific builds across the funnel.
From day one the partnership has been about putting real, brand specific tooling into every location:
- CRM Across the System: AXLE rolled out the full CRM to every FACE FOUNDRIÉ location.
- Custom Builds, Not Configs: The partnership has been built around bespoke initiatives instead of out of the box defaults.
- A Sharp Operator at the Top: CEO Michele Henry sets the pace and has been a force multiplier on every project we ship.
Custom Tooling Across the Funnel
On the lead capture side, AXLE built FACE FOUNDRIÉ a custom event landing page system so the brand can spin up dedicated capture pages for live events without ever waiting on a generic website update. On the web side, AXLE integrated a deep presale integration along with abandoned cart recovery directly into the FACE FOUNDRIÉ site, so the funnel does the work of chasing intent that would otherwise leak away.
AXLE also engineered a presale flow that separates founding members from general leads, so the brand can market to its earliest, highest intent buyers with the right message at the right moment instead of treating every contact the same way. To close the loop, AXLE took over marketing for every location, giving FACE FOUNDRIÉ a single, consistent engine running the same way across the entire system.
The first wave of work built a full funnel under the FACE FOUNDRIÉ brand:
- Custom Event Landing Pages: Bespoke capture pages spun up for live events to convert real world interest into qualified leads.
- Presale Integration: A presale flow integrated directly into the FACE FOUNDRIÉ web experience to capture buying intent earlier.
- Abandoned Cart Recovery: Web abandoned cart logic built in to recover would be customers before they slip away.
- Founding Member Flow: A dedicated path that separates founding members from general leads for sharper, higher converting messaging.
- Marketing Takeover: AXLE now runs marketing across every FACE FOUNDRIÉ location for one consistent process.
A Partnership Built to Compound
A sharp operator, a real CRM, and a bespoke marketing and conversion stack now sit underneath the brand, setting up a system that compounds as more locations open and more campaigns ship. Each new build custom feature builds into the same foundation, so every campaign and every opening makes the next one stronger.
The next chapter is squarely focused on giving every studio more firepower to boost presales, and on exploring autonomous sales agents powered by AI that can capture and convert intent without piling more work onto the studio team.
The partnership has grown into a full brand growth engine with an ambitious road ahead:
- Full Funnel Coverage: A CRM, custom event pages, presale and abandoned cart recovery, and a founding member flow working together end to end.
- Centralized Marketing: One unified marketing engine running across every FACE FOUNDRIÉ location.
- Compounding Foundation: Every new initiative plugs into the same stack, so the system gets stronger with every campaign and every opening.
- What’s Next: A roadmap aimed at supercharging studio level presales and rolling out autonomous AI powered sales agents to close intent at scale.
