The new 7712 Woodmont Ave. shop marks a strategic expansion for the national brand, which launched in 2013 to challenge the notion that nail care and skincare are strictly for women. Co-owners Melissa and Bradley Blanken are positioning the space as a routine destination rather than a luxury outlier, offering everything from straight-razor shaves and beard grooming to waxing and hand care. The facility features a membership-based structure, with Classic, Signature, and Luxe tiers that allow for recurring service discounts and shared benefits among friends and family.

To mark the launch, the shop will host an all-day open house from 10 a.m. to 7 p.m., inviting the public to tour the facility and meet the grooming team. The brand is currently onboarding its first 150 Founding Members, who will receive lifetime discounted pricing. With over 70 locations now operating across the country, the Bethesda opening reflects a broader shift in the $21 billion men’s grooming market, where demand for comprehensive, spa-style self-care continues to grow.