NuFace Celebrates 20th Anniversary With An Innovative Launch For Gen Z

It was the buzz heard around the beauty world. NuFace turned the industry upside down with the release of its groundbreaking microcurrent face tool. Founded in 2005, the innovation launched years before vitamin C and retinol were even on the average person’s radar. Decades later, the brand has longtime retail partnerships with Sephora, Bloomingdale’s and Nordstrom. It also has vocal celebrity fans, including Hailey Bieber, Kate Hudson and Kelly Rowland, and an innovative new launch to boot. Meet the NuFace FixMicroWand.

The brand—founded by Carol Cole and her daughters Tera Peterson and Kim Morales—launched its latest innovation on Jan. 14, to coincide with NuFace’s 20th anniversary. Its latest development is its first product targeted to Gen Z. Given the generation’s documented short attention span, the “three-minute glow-up” marketing seems fitting for the instant results it promises to deliver.

Getting to Know the NuFace FixMicroWand

“While Botox and fillers are popular for their immediate, noticeable results, we recognize that not everyone wants or can access these treatments,” Peterson—an aesthetician who grew up in the skincare industry—said in an interview for this article. “For those who prefer an alternative or can’t get Botox, our NuFace Fix MicroWand is a fantastic option.”

Peterson said the “cutting-edge device,” priced at $195, is designed to de-puff under the eyes, plump the lips and smooth fine lines. These tasks can be attributed the brand’s signature microcurrent technology and precise micro-spheres, which stimulate the surface level of the skin. The tool offers three treatment modes: eyes, lips and lines. Each are tailored to deliver a unique depth of microcurrent for targeted benefits.

“It’s a gentle yet effective way to achieve a refreshed, more youthful appearance without the need for injections or downtime,” she explained.

And for consumers who do opt for treatments, the tool will only elevate the results of the injection.

“Our devices help maintain and enhance the results of injectables by stimulating the skin and muscles, keeping the area firm, smooth and rejuvenated,” Peterson said.

To further tap into its targeted demographic, the brand partnered with the generation’s makeup artist of the moment: Patrick Ta.

“He’s been an organic fan and advocate of the brand for years,” Peterson shared. “He uses our devices as part of his makeup prep routine, regularly incorporating them into his professional work with clients to smooth, de-puff, and enhance their features before makeup application. His genuine love for the product, combined with his massive influence among Gen Z and millennial audiences, made him the perfect partner to bring this launch to a wider audience. His endorsement feels natural, and his involvement helps make the device even more relatable to today’s beauty enthusiast.”

The Continued Rise Of Beauty Devices

The NuFace FixMicroWand launch comes at a perfect time for the brand, as according to a report by The Business Research Company, the market size for beauty devices is growing exponentially. The report says it will grow from $52.04 billion in 2024, to $60.48 billion in 2025, at an astronomical compound annual growth rate (CAGR) of 16.2%. The report says this can be attributed to personalization, sustainability, a greater interest in health and wellness, virtual consultations and integration with wearables.

As the first FDA-cleared, clinically proven handheld microcurrent device brand for at-home use, NuFace has paved the way for successful tools to come.

“We have an unwavering commitment to innovation and quality,” Peterson said. “We’ve continued to lead with groundbreaking products, and we’re constantly evolving to meet the needs of our clients and deliver results they can trust. We also prioritize education, ensuring that our clients understand how to use our devices effectively. This combination of technology, efficacy, education and trust is why we’ve remained a leader in the space.”

Since the launch of NuFace’s famous Trinity that started it all, the beauty device market has seen everything from red light therapy in the Solawave LED wand, to electronic dermaplaning with the Dermaflash, to pore cleansing with the Glofacial Hydro-Infusion tool.

Staying True To The Brand’s Roots

At the end of the day, NuFace is still a family-first brand. Despite massive growth and international recognition, Peterson stresses the importance of “staying true to our roots while also evolving with our clients’ needs,” she said. “We started as a small, family-run business, and that personal connection with our clients remains a key part of who we are.”

Part of the family joy is maintained at The House of NuFace oasis in Encinitas—a picturesque, beachy suburb of San Diego. What transformed into a private, invite-only getaway for guests of the brand was in fact Peterson’s family home, and where the brand was first established.

“As we’ve grown, it’s been important to balance innovation with authenticity, and to always listen to our community,” Peterson said. “It’s a fine line, but I’ve learned to trust our instincts and stay grounded in our mission to help people feel their best.”

Peterson is also fortunate to have young twin daughters who can inherit her knowledge and passion.

“My girls are at an age where they're learning to appreciate self-care,” she said. “I love talking to them about beauty in a holistic way, focusing on how to take care of yourself both inside and out. We discuss the importance of feeling confident and comfortable in their own skin, and how beauty doesn’t have to be about perfection. It’s more about embracing what makes you unique.”

Among that knowledge is how to make beauty fun and not taken too seriously.

“I encourage them to have a healthy relationship with beauty products—with tools that enhance, but don’t define, who you are,” Peterson said. “It’s about feeling good, not just looking good.”