FG Brands, a self-care and wellness platform, has announced a national rebrand for its flagship franchise, formerly known as LA Bikini, which will now operate under the name Bare&Sol. Effective June 1, all locations have transitioned to the new identity, featuring a refreshed brand identity, expanded service offerings, and an enhanced digital presence. This move marks a significant milestone in the company's evolution as a leading beauty and wellness franchise opportunity, driven by years of robust growth and positive guest feedback.
According to Jan Zalud, CEO of FG Brands, the rebrand reflects a strategic shift to challenge the traditional waxing salon experience. “When we acquired LA Bikini, we identified an opportunity to deliver a better consumer experience than traditional waxing salons. Customers have evolved and we have chosen to evolve with them,” Zalud stated. The new Bare&Sol brand focuses exclusively on two high-demand beauty wellness routines: expert hair removal using sugaring, and airbrush spray tanning. Sugaring involves an all-natural sugar paste free of harsh chemicals, while airbrush spray tanning is UV-free and customized by trained estheticians. Together, these services create two distinct revenue streams under one roof, positioning Bare&Sol as a full-service skin-wellness destination.
The rebrand comes as today's beauty consumers become more ingredient-conscious and resistant to transactional services. Bare&Sol aims to capitalize on this trend with a wholly reimagined studio experience. New and future studios will feature clean lines, warm textures, and a calming aesthetic, replacing the clinical feel traditionally associated with hair removal. The brand targets Millennial and Gen Z demographics, who show increasing interest in natural and personalized beauty services.
With more than one million Brazilian sugaring wax services performed to date, FG Brands has perfected sugaring and combined it with professional airbrush tanning in a membership-driven franchise model. For more information about memberships or to book guest appointments, visit https://bareandsol.skin. The franchise opportunity is designed to provide strong unit-level economics for operators, backed by a growing network of franchise owners. Details on becoming a Bare&Sol franchisee are available at https://fgbrands.co.
The implications of this rebrand are significant for the beauty and wellness industry. By consolidating two high-demand services under one brand with a membership model, Bare&Sol could disrupt traditional waxing and tanning salons, which have largely remained unchanged for decades. This approach aligns with consumer shifts toward wellness and self-care, offering a convenient, all-inclusive experience that meets modern expectations. For franchisees, the dual revenue streams may provide greater stability and growth potential, while guests benefit from a more elevated, skin-friendly service environment.
