NuFACE

A San Diego Master Esthetician had been giving in spa microcurrent facials for two decades using devices physiotherapists used on stroke patients. Her insight in 2005 was that the same current could go home with the customer in a handheld unit. Carol Cole founded Newface out of her garage in Encinitas, California, in 2005 with daughters Tira Peterson and Kim Morales, both licensed estheticians. Microcurrent had been a professional only modality since the 1980s. Cole's bet was that women would happily pay a one time $395 US dollars for unlimited at-home use. The device became the first FDA cleared handheld microcurrent treatment for consumer use. The pricing logic was the moat.