InstagramMeta
MandatorySection 9(d)). Local and Online Marketing You must spend $3,500 per month on local marketing initiatives, including (A) at least $2,000 on digital marketing (e.g., Google search, Instagram), (B) adver
From the filings
HQ-led decisions
SKIN EXPERTS by Brentwood Spa
Personal servicesSKIN EXPERTS by Brentwood Spa runs 3 company-owned locations in the personal services segment, with a 10-year initial term. The FDD requires Instagram for marketing and Meevo and QuickBooks for scheduling and accounting, and Item 19 makes a financial performance representation — a rare, useful benchmark for vendors.
For software vendors selling into US franchise brands.
Live signals
Total units
3
0 franchised
Unit growth YoY
—
vs prior filing
AUV
—
Item 19, 2025
Royalty
—
of gross sales
Ad fund
2%
national + local
Initial fee
$40K
per unit
Investment range
$486K–$865K
all-in, Item 7
Procurement
Franchisor controlled
from the filing
Non-compete
5 years
from the filing
Item 19
Claims
from the filing
Ongoing fee load
What the operator pays every month
The recurring percentage of gross sales named in this filing. It is a floor, not a total — the filing discloses one of the two headline fees.
2%+of gross sales (FY2025)
15% reference
Mandated & recommended tech
The systems vendors compete with
3 of these are mandated in the franchise agreement. Each is named in Item 11 of the filing, the incumbents a challenger must displace or integrate with.
MeevoMillennium Systems International
Mandatoryextra and you should obtain prices from your state agencies or your insurance agent or broker for it. We require you to purchase an operating system for your computer system from Meevo and accounting
QuickBooksIntuit
Mandatoryur state agencies or your insurance agent or broker for it. We require you to purchase an operating system for your computer system from Meevo and accounting software from Zero or QuickBooks, except i
Franchisor behaviours
What the franchisor requires
22 requirements the franchisor states in this filing, each in its own words; 5 explicit no's; 7 questions the text does not settle, which is not a no.
Accounting
Must the franchisee use an accounting or bookkeeping system designated or approved by the franchisor?
YesItem 11
You must install and maintain a computer system that meets the functional requirements for utilizing the software we require, which includes a Meevo operating system and Zero or QuickBooks accounting software.
Does the franchisor have direct or independent electronic access to the franchisee's financial, sales or customer records?
YesItem 11
We will have independent access to the information and data that you enter into your computer system which includes customer information and financial information for the Franchised Business.
Must the franchisee submit periodic financial statements (monthly, quarterly or annual) to the franchisor?
YesFranchise agreement
within sixty (60) days after the end of each fiscal year of the Franchised Business, financial statements for the Franchised Business, including a balance sheet, profit and loss statement and a statement of retained earnings for such period, which statements will be signed and verified by you;
How the franchisor buys
Is the franchisor or an affiliate itself a supplier of required products, services or systems?
YesItem 8
Our affiliate, SEPI, is the sole supplier of skincare products for use by you at the Spa and for resale by you at the Spa.
Does the franchisor reserve the right to change designated suppliers or systems at any time?
YesFranchise agreement
We may add to, subtract from, modify or otherwise change the System, including, without limitation, the adoption and use of new or modified trademarks or trade names, new services or products and new techniques
How much revenue did the franchisor and its affiliates earn from franchisee purchases in the last fiscal year?
0Item 8
We began operations on January 16, 2024, and as of the issuance date of this Disclosure Document have not received any revenue for services or leases provided by us to franchisees, nor have our affiliates.
Does the franchisor or an affiliate receive rebates, commissions or other revenue from designated or approved suppliers?
YesItem 8
We and our affiliates are entitled to make a profit on, and to retain any volume discounts that are received by us or them from any manufacturer or supplier of, products that we or our affiliates purchase and sell to you for resale, including products, equipment, and devices.
Item 8 gives this proportion in one of two shapes: separate percentages for establishing the business and for operating it, or one figure covering "establishing and operating" together. Where they are separate, answer with the operating percentage; where the passage gives only the combined figure, answer with that. What percentage of the franchisee's purchases must come from designated or approved suppliers?
95Item 8
Once your business is established, we estimate that, on an ongoing basis, your purchases or leases of goods and services made in accordance with our specifications will represent approximately 95% of all of your purchases or leases of goods and services.
Can a franchisee propose a new supplier for the franchisor's approval?
YesItem 8
We will consider in good faith and in a reasonable time any supplier that you would like to propose who is capable of providing goods or services meeting our requested specifications, except that we do not have to consider alternative suppliers for the products, equipment, and devices that we resell to you.
Communications
Does the franchisor own or control the business telephone numbers, or take them over when the agreement ends?
YesFranchise agreement
You irrevocably appoint each of our officers as your attorney to execute such directions and authorizations as may be necessary or prudent to accomplish the foregoing.
Franchise management
Does the franchisor conduct periodic inspections, audits or evaluations of the franchised business?
YesItem 11
On a periodic basis, conduct mystery shopper inspections or anonymous evaluations of the Franchised Business and its operations and provide feedback on compliance with our System standards
Can the franchisor change the operations manual and brand standards unilaterally?
YesItem 11
Under the terms of the Franchise Agreement, we are entitled to revise the Manuals at any time, and you will be obligated to adhere to those revised specifications and requirements (see Franchise Agreement Sections 5(a) and 8));
Must the franchisor approve the franchisee's site or location before opening?
YesFranchise agreement
You must obtain our written consent for the location before you make any binding commitments related to the location.
Marketing
Is a minimum grand opening advertising spend required?
YesItem 11
You are required to spend $15,000 to $20,000 on a pre-opening and opening branding and promotional campaign for the Franchised Business during the period from at least 1 week immediately preceding the opening of the Franchised Business and until 3 weeks after the opening of the Franchised Business.
Is the franchisee required to spend a minimum amount on local advertising or marketing, as a percentage of sales or a fixed amount?
YesItem 11
You must spend $3,500 per month on local marketing initiatives, including (A) at least $2,000 on digital marketing (e.g., Google search, Instagram), (B) advertisements in local newspapers and other publications, (C) mall advertising (e.g., digital billboards), and as otherwise prescribed in our Local and Online…
Operations
Must the franchisee buy products from a designated distributor?
YesItem 8
Our affiliate, SEPI, is the sole supplier of skincare products for use by you at the Spa and for resale by you at the Spa.
Must equipment be purchased from designated or approved suppliers?
YesItem 8
You must purchase beds and other equipment for the Spa from the suppliers we designate, including our affiliates.
Payments
Are royalties and other fees collected by automatic bank debit (ACH or electronic funds transfer) from the franchisee's account?
YesItem 6
All re-occurring payments by you to us are to be made by electronic funds transfer as set out in the payment policy in the Manual.
Point of sale
Must the franchisee use a specific point-of-sale system designated or approved by the franchisor?
YesItem 11
You must install and maintain a computer system that meets the functional requirements for utilizing the software we require, which includes a Meevo operating system and Zero or QuickBooks accounting software.
Does the franchisor have independent access to the data in the franchisee's POS or computer system?
YesItem 11
We will have independent access to the information and data that you enter into your computer system which includes customer information and financial information for the Franchised Business.
Training
Can the franchisor charge the franchisee for additional, refresher or remedial training?
YesItem 11
We may charge a fee for additional training programs.
Is attendance at an annual convention or conference mandatory for the franchisee?
YesFranchise agreement
Attendance at such conventions, by you, and those of your employees and contractors designated by us, will be mandatory and at your sole cost and expense.
The filing answers no to 5 questions
- Is there a franchisee advisory council, association or committee?Item 11
- Does the franchisor charge a fee to evaluate a proposed supplier?Item 8
- Must the franchisee participate in a customer-satisfaction or net-promoter survey program?Franchise agreement
- Is the franchisee prohibited from operating its own website or social media accounts, or required to use pages the franchisor provides?Item 11
- Must the franchisee participate in a regional advertising cooperative when one exists?Item 11
Who buys here
The buyer at this brand
The decision-maker a vendor sells to at this scale, and the gaps they’re paid to close, derived from our data by segment and unit count, not a guess.
The franchisee/operator personally, or a small franchisor still owner-run. Wears every hat.
OwnerCEOPresidentPrincipal
- With 298 active personal services brands, I can't see which ones are growing or have the tech gaps my product fills, so I waste weeks chasing the wrong targets.A rep burning 10 hours/week on manual research at $50/hr loses $26,000/year. FranCloud's fit_scoring and corpus_search surface high-fit brands in seconds, reclaiming that time for selling.
- 68.6% of brands mandate no accounting system, meaning 93 brands are ripe for displacement, but I lack the unit-count and financial context to prioritize them.Focusing on the wrong 10 brands costs a rep 2+ deals per quarter. FranCloud's fit_scoring layers AUV and unit growth onto tech gaps, so reps chase only the 93 with real revenue potential.
- Even when I know which brands to target, I can't get reliable decision-maker contacts for the 277 brands with disclosed unit counts.SDRs spend 5+ hours/week hunting contacts. FranCloud's contact_enrichment delivers verified contacts in-line, saving 260 hours/year per rep and adding 15% more meetings.
The vendor opportunity at SKIN EXPERTS by Brentwood Spa SKIN EXPERTS by Brentwood Spa runs 3 company-owned units in the personal services segment, under a 10-year initial term. Item 19 makes a financial performance representation, giving vendors a direct look at unit economics. One mapped operator runs a single located unit, in Wisconsin.
Who controls software purchasing President and Managing Director Marisa Cashel, Director and Chief Operating Officer Shaya Mulcahy, Chief Financial Officer Greg Mitchell, and consultants Tim Mulcahy and Shelley Hancock make up the corporate team. SKIN EXPERTS by Brentwood Spa is part of kul holdings; with all 3 locations company-owned, this leadership team is the entire buying center.
Tech named in the FDD, and what is actually required All three systems named in the filing are mandated. Instagram is required under Item 11 for marketing. Meevo, the salon and spa management platform from Millennium Systems International, and QuickBooks from Intuit are both required under Item 8 for scheduling, point-of-sale and accounting.
Procurement, renewals, and timing Item 8 sets a designated-suppliers-only model: all equipment, devices and products sold at the spa — including specific suppliers for beds, equipment, the operating system and accounting software — must come from the franchisor or an affiliate, and any alternative supplier needs prior written approval. Renewal into a second 10-year term requires timely notice, no more than one default in the prior 24 months, a then-current agreement and addendum that may carry different terms, a renewal fee, a general release, and training at the franchisor's discretion.
How to read the SKIN EXPERTS by Brentwood Spa FDD The filing is filed with state franchise regulators in 2025. The embedded PDF viewer below carries Item 8's supplier rules and Item 19's financial performance representation in full.
Talk to FranCloud for a ranked list of targets like SKIN EXPERTS by Brentwood Spa.
Questions vendors ask
SKIN EXPERTS by Brentwood Spa, answered from the filing
President and Managing Director Marisa Cashel and Director and Chief Operating Officer Shaya Mulcahy lead the corporate team; with all 3 units company-owned, they are the buying center for this brand.
The FDD requires all three systems it names: Instagram, Meevo and QuickBooks are each a contractual obligation, not an option.
3 units, all company-owned, in the personal services segment as of the 2025 FDD.
Item 8 sets a designated-suppliers-only model: all equipment, devices and products sold at the spa, including the operating system and accounting software, must come from the franchisor or an affiliate, with alternative suppliers needing prior written approval.
Renewal into a second 10-year term requires timely notice, a clean default record, a renewal fee, a general release, and possible added training — that renewal point, and any future franchised locations, are where a vendor conversation opens.
It's filed with state franchise regulators in 2025. Use the embedded PDF viewer below to read Item 8's supplier rules and Item 19's financial performance representation directly.
Source
Read the filing itself
Every number on this page traces back to this document. Read it in full, page by page. Buy the original PDF to download, search, and annotate it.
View only A one-time purchase: the original filing, yours to keep.
FDD alert
Tell me when this brand refiles.
We’ll email you the moment SKIN EXPERTS by Brentwood Spa files a new annual FDD, usually the freshest signal of a vendor change.
Operator footprint
Who runs the locations
1 operators run 1 mapped locations. 0 of them are multi-unit. Aggregate counts from the filing; no names.
Operators by units owned
Single-unit1
Top states by locations
| WI | 1 |
|---|
Ownership
The portfolio behind SKIN EXPERTS by Brentwood Spa
unknown of kul holdings.
Related Personal services brands
Primary franchise filings · updated September 2026. Every figure is source-traceable and QA-checked.