Skin Laundry is entering a new era. 

The company, best known for its laser facials, is undergoing a brand refresh, complete with a new aesthetic, new treatments and technologies and more locations. Since its 2013 launch, Skin Laundry has performed over 2.8 million facials, providing an average of 32,000 treatments each month.

“We started as a small California-based company but with aspirations to be a broader company across multiple different markets,” said chief executive officer David McIntosh, who joined the company in April. 

In terms of aesthetic, Skin Laundry is pivoting from its California, beachy vibe to a more minimalistic approach suitable for all markets — think herringbone floors and neutral tones throughout locations.

“2025 is going to be a year of sophistication for Skin Laundry. We have grown up through grassroots. We’ve grown up through individual operators in different markets that do this well or they do this well. The look and the feel of walking into a Skin Laundry,” said McIntosh. “[We’re] developing what is the Skin Laundry way — the consistency of how we do things, and the look and the feel of the brand will feel the same and feel consistent no matter where you go.”

In addition to this, the company is changing its model to reach a broader audience, though maintaining laser-based treatments at the core of the strategy. 

“The industry itself is evolving and changing, and we’re going to do that as well. As new innovations come down, and as we try to look around the corner at what are the next services that people are excited about, we want to incorporate some of those too,” said McIntosh, emphasizing that the team is constantly researching technologies to ensure they are adding lasting services and not just skin care fads.

He added: “Innovation and new treatments and new products are happening every week. There’s a blend for us, as we think about it, to not be caught up in what is the newest thing that happened last week, but also where is the trend of the industry going. [We’re] somewhere in the middle, not chasing the newest, latest, greatest thing, but also making sure that we are leading some of that innovation, which our medical team does a great job of seeing what’s around the corner.”

In particular, Skin Laundry is rolling out new enhancements, including the hottest topic of the moment: exosomes, adding neuromodulators — it will specifically roll out Botox and Xeomin at select locations this fall — laser hair removal, facial peels, mesotherapy (injections made up of a cocktail of ingredients) and more. In 2026, Skin Laundry is also piloting other technologies that pair well with its current assortment, such as microneedling, body sculpting treatments and intradermal neuromodulators. In an effort to further expand its reach, Skin Laundry is also launching a teen acne program. 

“[It] will really open up a whole new [market] for us,” said McIntosh. “That has opened up another form of membership for us, where parents and kids can have a joint membership and come together.“

As facial bars pop up on every corner, Skin Laundry, aside from diversifying its assortment, is adding new technologies to further differentiate its model. Most notably, Skin Laundry is teaming with PerfectCorp to employ its AI-based skin imaging.

“The integration of it will flow through a proprietary system that we have that will recommend protocols. It could connect not only our results, but driving the protocols for us,” McIntosh said.

Specifically, the partnership with software company PerfectCorp will allow for in-depth progress imagery, AI-based product and treatment recommendations, and recommendations based on the client’s Fitzpatrick skin type, further ensuring client safety.

While Skin Laundry focuses heavily on its membership model, which start at $150 a month, given that most clients are coming in with complex skin conditions, according to McIntosh, the company has rolled out the offering for one-off treatments to increase accessibility. However, the bulk of the business is membership-based.

In adding new treatments and refreshing its branding, Skin Laundry is also projected to expand its store count. By the end of this year, Skin Laundry will operate 54 domestic stores and 14 international units — it will open three more international stores next year in Europe and the Middle East. According to McIntosh, Skin Laundry will expand its store count by 10 percent each year.