Is Joey New York now focusing on injectables rather than skin care?

By Deanna Utroske

- Last updated on GMT

Is Joey New York now focusing on injectables rather than skin care?
Just days before the popular ‘90s skin care brand ended trading on its reverse stock split, Joey new York announced a new deal with the company behind The Labb Aesthetic Beauty Bar, which provides injectables in a medical-office-meets-salon setting.

4BG LLC owns The Labb Aesthetic Beauty Bar, a facility in Miami Beach, Florida, that offers FDA approved injectable treatments only. New and repeat clients can book an appointment (15 or 30 minutes, depending on the procedure) easily online, and then pop in to the Labb as they would a dental spa for a teeth whitening, a nail salon for a manicure, or a Drybar for a blowout.

Under new ownership

In the deal, announced late last week, Montreal, Canada–based Joey New York takes a 51% ownership in a new joint venture with 4BG. Company board members will be appointed by Joey New York. And, 4BG will own the outstanding 49% of the venture.

“We are extremely pleased to have 4BG enter into a Letter Of Intent with JOEY to potentially assist in developing The Labb concept together,”​ Joey Chancis, Joey New York's CEO, tells the press.

Botox for all

Experiential beauty retail is alive and well. Shops like Sephora and Ulta as well as branded boutiques such as Intelligent Nutrients, Fresh, and Kiehl’s are destination retail venues that consumers flock to.

That’s what Joey New York aims to do for Botox. “We are essentially bringing the Injectable Business to the retail level by making it both easily accessible and affordable,” ​Chancis says in a press release about the venture with 4BG.

“Our goal is to essentially become a major player in the Injectable arena by continuing to become masters at what we do.  We can now offer these services to the masses as a part of their typical daily grooming rituals, such as brows, nails, hair, teeth cleaning, etc.,” ​affirms Danielle Smith, CEO of 4BG (and a Nurse Practioner).

Full speed ahead

The Labb in Miami Beach opened its doors just a few months back, in May of this year. There's another shop in Daytona, Florida, and the company has plans to open a third in Fort Lauderdale. With Joey New York in the mix, growth is set to expand exponentially: “We have been doing market research and identifying the best City, States and neighborhoods for this concept.  We plan on an aggressive roll out in the next 18 months with potential LABB locations in southern California, Las Vegas, Nevada as well as the New York area and its surroundings.”

The Labb retail shops have reportedly seen good traffic and the companies’ own market research suggests that retail injectables are a viable business. 

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