• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia
SuccessEntrepreneurs

CEO of facial chain Glowbar with $13 million in capital says there’s one thing entrepreneurs aren’t told before launching businesses—she learned it the hard way during the pandemic

Emma Burleigh
By
Emma Burleigh
Emma Burleigh
Reporter, Success
Down Arrow Button Icon
Emma Burleigh
By
Emma Burleigh
Emma Burleigh
Reporter, Success
Down Arrow Button Icon
March 23, 2025, 5:00 AM ET
Rachel Liverman, CEO and co-founder of GlowBar.
Rachel Liverman says she learned a tough lesson during the pandemic that most leaders don’t know about. But she turned things around, and expanded her business. Courtesy of GlowBar
  • Rachel Liverman, the co-founder and CEO of facial chain Glowbar with $13 million in capital, says there’s a tough lesson most entrepreneurs don’t learn until they’re in the trenches. However, she took a stressful moment and turned it into a huge business opportunity. 

A well-thought-out business strategy may seem essential for success—but in many cases, entrepreneurs may as well rip it up, because the future has a mind of its own. That’s at least, what Rachel Liverman, CEO and co-founder of the facial chain Glowbar, experienced. 

Recommended Video

“You can have a plan, but the universe laughs,” Liverman tells Fortune, adding that it’s the one warning seasoned founders don’t tell you.

Glowbar may be one of the most popular facial chains in America, with 18 locations across the East Coast, and five new stores set to open this year. Between 2023 and 2024, membership grew 100%, and Glowbar’s studio footprint doubled. Over the last six years, the facial chain has delivered over half a million facials and is one of the fastest-growing facial studios in the U.S. In 2023 Glowbar received $10 million in Series A funding, alongside $3 million raised earlier in family and family investments. 

But the road to success is often a bumpy one—and entrepreneurs are better off buckling up. Liverman started the business in 2019, and soon after fundraising and tricking out a Glowbar location in Tribeca, the COVID-19 pandemic hit. 

“The pandemic was wild…I had the business plan, I had all the docs, I got all my investors. I had this whole plan, and then: Coronavirus,” Liverman says. “It was my first beautiful test of entrepreneurship.”

Due to New York’s pandemic mandates, Liverman had to shut Glowbar’s doors for over six months, furloughing staffers at the store until the state’s rules allowed for operations to continue. She even had to start a GoFundMe to ensure all her employees were taken care of. 

However, Liverman found a way to turn sour lemons into lemonade—and came out of the pandemic even stronger.

Finding business success when the universe laughs

Many people were safeguarding their wealth during the uncertainty of the pandemic, leading to a $2.1 trillion swell in savings from March 2020 to August 2021. Instead, Liverman saw it as an opportunity to splurge. With only one store finished—the Tribeca location, which had subsequently closed—and another still in development, she saw a chance to expand prematurely.

“It was certainly a test, and I was very lucky I was small enough to weather that storm,” Liverman says, adding that she soon took notice that landlords were slashing rent prices as they struggled to fill empty storefronts during the pandemic.

Read more from Fortune

  • This entrepreneurial couple cashed out their 401(k)s and sold a $126 million company—now, they run a U.K. soccer team
  • Trump’s 25% tariffs are backfiring and threatening Gen Z’s trade career aspirations—putting car manufacturing jobs in peril
  • Gen Z women are being sold a risky dream: the realities behind ‘investing’ in designer bags like the Hermès Birkin
  • Like Tim Cook and Gen Z, AEG’s top exec eats the same lunch most days and wears the same outfit
  • Warren Buffett reveals the unique education strategy he took in school—and eventually paid off with a $170 billion fortune
  •  

    “So I optimized for that time in real estate and signed probably four or five leases during 2020 and 2021—and got amazing deals. It’s one of the reasons why we have a location on Fifth Avenue and 16th Street, because it was the COVID deals.”

    Liverman’s bold decision to expand during uncertain times paid off: the Fifth Avenue location now serves as Glowbar’s headquarters. “Today, I wouldn’t be able to afford that,” she adds.

    When the chips are down or business isn’t taking off, Liverman has one recommendation for entrepreneurs: lean on others. They may even have the answer to your problem. But at the very least, they will provide support. 

    “It’s a simple thing, and as an entrepreneur, when you grasp it, it will unlock so much: asking for help,” Liverman says. “Not feeling like you need to pretend to know it all or have it all figured out. Just really vulnerable… If the founder, entrepreneur, or CEO knew everything, they wouldn’t have needed to hire a team.”

    At the Fortune Workplace Innovation Summit, Fortune 500 leaders will convene to explore the defining questions shaping the workforce of the future—delivering bold ideas, powerful connections, and actionable insights for building resilient organizations for the decade ahead. Join Fortune May 19–20 in Atlanta. Register now.
    About the Author
    Emma Burleigh
    By Emma BurleighReporter, Success

    Emma Burleigh is a reporter at Fortune, covering success, careers, entrepreneurship, and personal finance. Before joining the Success desk, she co-authored Fortune’s CHRO Daily newsletter, extensively covering the workplace and the future of jobs. Emma has also written for publications including the Observer and The China Project, publishing long-form stories on culture, entertainment, and geopolitics. She has a joint-master’s degree from New York University in Global Journalism and East Asian Studies.

    See full bioRight Arrow Button Icon

    Latest in Success

    Finance
    Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
    By Fortune Editors
    October 20, 2025
    Finance
    Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
    By Fortune Editors
    October 20, 2025
    Finance
    Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
    By Fortune Editors
    October 20, 2025
    Finance
    Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
    By Fortune Editors
    October 20, 2025
    Finance
    Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
    By Fortune Editors
    October 20, 2025
    Finance
    Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
    By Fortune Editors
    October 20, 2025

    Most Popular

    Finance
    Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
    By Fortune Editors
    October 20, 2025
    Finance
    Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
    By Fortune Editors
    October 20, 2025
    Finance
    Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
    By Fortune Editors
    October 20, 2025
    Finance
    Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
    By Fortune Editors
    October 20, 2025
    Finance
    Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
    By Fortune Editors
    October 20, 2025
    Finance
    Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
    By Fortune Editors
    October 20, 2025
    Fortune Secondary Logo
    Rankings
    • 100 Best Companies
    • Fortune 500
    • Global 500
    • Fortune 500 Europe
    • Most Powerful Women
    • Future 50
    • World’s Most Admired Companies
    • See All Rankings
    Sections
    • Finance
    • Fortune Crypto
    • Features
    • Leadership
    • Health
    • Commentary
    • Success
    • Retail
    • Mpw
    • Tech
    • Lifestyle
    • CEO Initiative
    • Asia
    • Politics
    • Conferences
    • Europe
    • Newsletters
    • Personal Finance
    • Environment
    • Magazine
    • Education
    Customer Support
    • Frequently Asked Questions
    • Customer Service Portal
    • Privacy Policy
    • Terms Of Use
    • Single Issues For Purchase
    • International Print
    Commercial Services
    • Advertising
    • Fortune Brand Studio
    • Fortune Analytics
    • Fortune Conferences
    • Business Development
    • Group Subscriptions
    About Us
    • About Us
    • Editorial Calendar
    • Press Center
    • Work At Fortune
    • Diversity And Inclusion
    • Terms And Conditions
    • Site Map
    • About Us
    • Editorial Calendar
    • Press Center
    • Work At Fortune
    • Diversity And Inclusion
    • Terms And Conditions
    • Site Map
    • Facebook icon
    • Twitter icon
    • LinkedIn icon
    • Instagram icon
    • Pinterest icon

    Latest in Success

    Eva Longoria says she refused to be a ‘struggling actor’—so she worked part time as a headhunter, closing deals from her soap opera dressing room
    SuccessThe Promotion Playbook
    Eva Longoria says she refused to be a ‘struggling actor’—so she worked part time as a headhunter, closing deals from her soap opera dressing room
    By Orianna Rosa RoyleApril 10, 2026
    1 hour ago
    erewhon
    EconomyFood and drink
    Americans hate the economy so much, they’re buying $22 smoothies
    By Yuanyuan (Gina) Cui, Patrick Van Esch and The ConversationApril 9, 2026
    16 hours ago
    Jamie Dimon, the CEO of JPMorgan Chase
    SuccessCareer Advice
    JPMorgan CEO Jamie Dimon says he’s ‘learned and relearned’ to not make big decisions when he’s tired on Fridays
    By Emma BurleighApril 9, 2026
    17 hours ago
    Zoom CEO Eric Yuan
    Successthe future of work
    ‘I hate working 5 days’: Zoom CEO says traditional work schedules are becoming obsolete—and predicts a 3-day workweek by 2031
    By Preston ForeApril 9, 2026
    18 hours ago
    barista
    SuccessGen Z
    Gen Z doesn’t want your full-time job. They want several part-time roles, and it’s reshaping the entire workforce
    By Jake AngeloApril 9, 2026
    1 day ago
    Gen Z watched millennials burn out at their desk—now 1 in 4 are ditching office jobs for ‘less stress, more stable’ trade jobs
    SuccessCareers
    Gen Z watched millennials burn out at their desk—now 1 in 4 are ditching office jobs for ‘less stress, more stable’ trade jobs
    By Orianna Rosa RoyleApril 9, 2026
    1 day ago

    Most Popular

    The U.S. government is spending $88 billion a month in interest on national debt—equal to spending on defense and education combined
    Economy
    The U.S. government is spending $88 billion a month in interest on national debt—equal to spending on defense and education combined
    By Fortune EditorsApril 9, 2026
    21 hours ago
    A Meta employee created a dashboard so coworkers can compete to be the company's No. 1 AI token user—and Zuckerberg doesn't even rank in the top 250
    AI
    A Meta employee created a dashboard so coworkers can compete to be the company's No. 1 AI token user—and Zuckerberg doesn't even rank in the top 250
    By Fortune EditorsApril 9, 2026
    24 hours ago
    Gen Z doesn't want your full-time job. They want several part-time roles, and it's reshaping the entire workforce
    Success
    Gen Z doesn't want your full-time job. They want several part-time roles, and it's reshaping the entire workforce
    By Fortune EditorsApril 9, 2026
    1 day ago
    White-collar workers are quietly rebelling against AI as 80% outright refuse adoption mandates
    AI
    White-collar workers are quietly rebelling against AI as 80% outright refuse adoption mandates
    By Fortune EditorsApril 9, 2026
    22 hours ago
    Gen Z workers are so fearful AI will take their job they’re intentionally sabotaging their company’s AI rollout
    AI
    Gen Z workers are so fearful AI will take their job they’re intentionally sabotaging their company’s AI rollout
    By Fortune EditorsApril 8, 2026
    2 days ago
    2 years ago, Saudi Arabia quietly canceled the ‘petrodollar’ deal with America that wired the world economy for 50 years. Then war broke out in Iran
    Energy
    2 years ago, Saudi Arabia quietly canceled the ‘petrodollar’ deal with America that wired the world economy for 50 years. Then war broke out in Iran
    By Fortune EditorsApril 7, 2026
    2 days ago

    © 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
    FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.