FG Brands has officially rebranded its flagship beauty and wellness franchise, replacing the LA Bikini name with Bare&Sol as part of a broader strategy to modernize the brand and expand its service offering. The change took effect June 1 across all former LA Bikini locations and includes updated branding, a redesigned customer experience, and a stronger digital presence.
The company said Bare&Sol is intended to move beyond the traditional waxing-salon model by focusing on sugaring hair removal and professional airbrush spray tanning. Chief Executive Officer Jan Zalud said the rebrand is designed to support a new phase of growth centered on high-demand services and a membership-driven business model.
Sugaring has become a central part of the company’s positioning, with FG Brands reporting more than one million sugaring services performed across its network. The company said the treatment appeals to customers seeking a gentler alternative to traditional waxing because it avoids many of the harsher chemicals commonly associated with conventional hair-removal products. Airbrush spray tanning is also being promoted as a professionally applied, UV-free beauty service.
The rebranding reflects broader changes in the beauty and wellness sector, where consumers increasingly prioritize ingredient transparency, wellness positioning, and personalized service experiences. FG Brands said Bare&Sol is intended to appeal particularly to younger consumers who are seeking service brands that combine aesthetics, wellness, and authenticity.
As beauty franchises adopt recurring-revenue models, customer retention and membership management become increasingly important. Platforms such as Gorilla Dash can help franchise operators manage Memberships and Subscriptions, support customer communication, and maintain engagement across multiple locations. Centralized membership tools can be especially valuable for service brands seeking to build long-term customer relationships rather than relying solely on one-time transactions.
The launch of Bare&Sol represents more than a name change. It marks a strategic repositioning of FG Brands’ flagship beauty franchise toward wellness-oriented services, recurring customer relationships, and scalable franchise growth. If the new model gains traction, the company could strengthen its position in the evolving beauty and personal-care franchise market.
