Glowbar is going beyond monthly facials. 

The company, known for its 30-minute facials, is launching the first product in its skin care range: Expert Cleanser, $28. The cleanser, which has been in development for two years, will be available for purchase at Glowbar locations and on the brand’s website. The brand is also currently in talks with additional retailers. 

“We wanted to not only provide a place for the client to come or their monthly facial, but also be able to take Glowbar home with them, so that in between their monthly facials, we could still take care of them,” said Glowbar founder and chief executive officer Rachel Liverman. “What you do in between appointments is even more vital. I liken it to working out. You can’t just go to the gym once a month and do abs and expect a six pack.” 

While Liverman did not comment on specific sales figures, she said that Glowbar is expected to do more than 300,000 facials this year, meaning more than a quarter of a million guests could experience the cleanser via the studio’s wash bars where they cleanse their face before going into the treatment room.

According to Liverman, this is just the first launch in a larger skin care range. The line will continue to expand with several new stock keeping units coming at the end of this year and several slated for next year. 

“We will create what our aestheticians are hearing in the treatment room is most wanted,” Liverman said. 

To develop the formula, Liverman tapped into Glowbar’s network of more than 300 aestheticians who provided initial thoughts on how they wanted each guest’s skin to feel upon coming in for their facial. The aestheticians also provided feedback throughout the process on the different iterations of the product. 

The cleanser is a gentle gel formula that is fragrance-free, paraben-free, vegan and alcohol-free. It also includes AHAs, PHAs and white willow bark for gentle exfoliation. Per Liverman, it can also remove makeup. 

“It’s a concentrated gel sudsing cleanser that acts like a cream cleanser. It’s going to give you that grip and that sudsing that us Americans love…but it won’t strip your skin of all of that goodness that we know we need to retain for the barrier,” Liverman said. 

The packaging itself also features a few innovative elements. It includes a peephole so users can easily see when they need to replenish their product and a QR code to book a facial at a Glowbar studio. Per Liverman, the naming convention of the product was also intentional — she said that each sku going forward will include a descriptor, the first being “Expert,” each meant to reflect a different aspect of Glowbar’s identity. 

As Glowbar continues to launch its own products, it will maintain its merchandise wall, which features other brands like Sofie Pavitt Face and Environ. 

“Our merchandise strategy is to commit to selling and partnering with the most effective, best, professional grade skincare brands, so this is only additive to our merchandise wall,” Liverman said. 

While launching cleanser makes sense for the skin care-focused company, it’s also a strategic business move. Specifically, this launch will introduce Glowbar to a wider variety of consumers and inform where it should expand next with studios.

“This is a tool to earn loyalty and trust in consumers that don’t have a Glowbar within driving distance,” Liverman said. “It’s also a really interesting way for Glowbar to not just be a Northeast, regional business. It’s now opened up to every single state.”

In addition to this launch, Glowbar is also expanding its store count. It will close the year with 22 or 23 studios with plans to open several more in 2026. Per Liverman, D.C. and Boston are key markets the team is currently focused on.