Completely Bare is changing its name to Spruce & Bond – and rebranding, and relaunching the company.

The company’s CEO, Justin Joffe has plans to turn it into a lifestyle brand – and is partnering with celebrity brow stylist Joey Healy, who recently starrred on BRAVO’s The Singles Project, to promote its in-studio brow lab.

The company will spend between 2 and 3 million dollars on the relaunch, marketing, advertising, as well as opening four to five new locations in the next year. Over the next five years, the brand projects investing between 15 and 20 million dollars on the expansion, opening of new markets and evolution of the brand into a lifestyle concept. The brand will also explore pop-up shops, express locations, at-home services, and shop-in-shops.

In order to expand the company into new markets, channels, and categories, private investment firm Kuzari Group recently made an add-on growth equity investment, which follows their initial investment in 2012. As part of this reinvestment, Kuzari recruited a new senior team including Joffe and CMO Sarah Bennett.

“We are tremendously excited about the future of the brand. Everyone at the company is extremely passionate about their role and invested in our new direction,” said Joffe. “Our mission is to deliver the best experience for our customers and make hair removal something that you can actually look forward to.”

Completely Bare was founded in 1998. Its new name reflects its NYC flagship address at 25 Bond Street.

Photos: Completely Bare’s product line will need new packaging; the hair removal salon’s flagship location at 25 Bond St. in NYC