Patrick Brennan and Helga Surratt have sold About Faces Day Spa & Salon to Mackey Cronin. (Lauren Daue/Lauren Daue)
Mackey Cronin wanted to make one thing very clear about his recent purchase of About Faces Day Spa & Salon: This is still the same business it’s always been.
“This is a wonderful company, and I intend to keep it as it is,” Cronin said. “It’s one family passing it on to the next.”
Cronin said the sale of the Baltimore area spa and salon company closed earlier this month. A press release did not disclose a sale price.
Founded in 1970, About Faces has four locations in Towson, Timonium, Pikesville and Salisbury. Together, they employ more than 200 people, Cronin said, and up until a few years ago, there was no need for a new owner.
Founders Patrick Brennan and Helga Surratt passed the business on to their son, Eric Brennan. Then, in 2022, Eric Brennan died unexpectedly at 41 from a stroke, The Baltimore Sun reported.
Brennan was a high school classmate and friend of Cronin, attending Boys’ Latin School of Maryland. After graduation, Brennan went to college out of state before returning to work in the family business, Cronin said. Meanwhile, Cronin was making a career in commercial real estate and technology.
During the pandemic, Cronin said, he and his family briefly lived in California before returning to Maryland. When he arrived back in the area, he ran into Patrick Brennan at a restaurant. The chance encounter led to more conversations and, eventually, a sale of About Faces.
As he got to meet the staff of About Faces, Cronin said he was struck by how many had worked at the business for a decade or longer.
“Honoring him [Eric] is really important to me,” Cronin said about his friend. “I feel the best way I can do that is take care of the staff in the best way possible.”
It’s a new venture for Cronin, but he said the keys to running a successful business are the same, regardless of the industry: Work hard, differentiate yourself, treat your employees well and create an amazing customer experience.
Cronin said new ownership doesn’t mean much will change. About Faces is in a great position, he said, giving him the luxury to learn the business from Patrick Brennan and Helga Surratt, who will be staying actively involved.
In a press release, Surratt said she was excited to pass the business to Mackey.
“Eric’s tragic and sad passing created a void for all of us and it forced Patrick and me to change our plans for ourselves and About Faces,” she said. “We’ve known Mackey a long time and I can’t wait to work with him and teach him all I know.”