As more people adopt holistic wellness routines that encompass everything from nutrition and recovery to skincare and movement, grooming is increasingly being recognised as another way to enhance everyday comfort and performance.
It is this changing mindset that inspired STRIP's latest initiative, Zero Friction Fitness (ZFF) – a movement that positions hair removal not merely as cosmetic indulgence, but part of a lifestyle centred on ease, confidence, and wellbeing.
"Over the last decade, grooming has moved from a 'nice-to-have' into the core of how people think about wellness and performance," says Samantha Ong, Chief Marketing Officer of Spa Esprit Group. "People are living in performance wear, not just training in it. Comfort issues like chafing, irritation, and ingrown hairs now affect how they feel at the desk as much as they do on the treadmill."
Samantha Ong, CMO, Spa Esprit Group
The shift is one STRIP has observed firsthand through conversations with customers. Rather than simply seeking smoother skin, many are looking for practical solutions that reduce discomfort, minimise maintenance, and free up more time for the activities they enjoy.
"The idea for Zero Friction Fitness came directly from our customers. Highly active consumers were telling us about the constant cycle of shaving before workouts, dealing with ingrown hairs or managing skin irritation under compression wear. They weren't asking for beauty alone. They were asking for less interruption and more freedom to move," reveals Ong.
At the heart of the ZFF experience is STRIP's proprietary Advanced Fluorescence Technology (AFT), an FDA-approved hair removal system designed to prioritise precision and comfort over the volume of treatment shots. Unlike conventional IPL treatments that often focus on the number of pulses delivered, AFT is engineered to deliver the right amount of energy to effectively target hair follicles while maintaining a more comfortable treatment experience.
"What sets AFT apart is its focus on energy quality rather than shot quantity," says Ong. "Real results depend on delivering the right level of energy to each follicle. That means treatments that are not only effective, but also safer and more comfortable for customers."
ICE recovery cream
STRIP says the technology can achieve up to 80% hair reduction over six sessions. Complementing the treatment is the brand's proprietary ICE recovery cream, formulated to soothe sensitive skin, reduce friction-related discomfort, as well as support post-treatment recovery with ingredients including menthol, sea algae, and liquorice root extract.
For Ong, this end-to-end approach reflects a broader evolution in how consumers think about self-care.
"We hope Zero Friction Fitness encourages people to see grooming alongside sleep, nutrition, and recovery as part of overall performance, rather than an act of vanity," she says. "It's about asking yourself: What would my day feel like if I removed one more layer of friction, whether physical or psychological?"
As expectations around beauty and wellness continue to evolve, Ong believes consumers are looking beyond aesthetics. They want technologies backed by evidence, experiences that respect their time, and brands that understand the realities of modern living.
"Our vision is for STRIP to continue leading the industry through thoughtful innovation, clinical care and intelligent aftercare. We'll never compromise on hygiene, safety, and respect for the body, but we'll continue exploring how technology can help people move through life with greater comfort and confidence," she says.
For those who have never considered hair removal as part of their wellness routine, Zero Friction Fitness offers a different perspective. Sometimes, better performance isn't about doing more. It's about removing the small everyday frictions that unknowingly get in the way.
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