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The Hygge Effect: How Beauty Is Cashing in on Cosy

Business of Fashion

The Hygge Effect: How Beauty Is Cashing in on Cosy

It is also very good news for the growing wave of on-demand spa services. LVMH veteran Marta Cros launched The Ritualist, an order-in facial service, last June in New York and San Francisco and has seen double-digit growth each month. Cros’ licensed aestheticians set up a table, light a candle and bring music, but “some clients like to play their own music — that’s the beauty of being in your own home,” says Cros. Her clients, many of whom fall asleep during their treatments, not only appreciate the convenience of having the spa come to them, but “once you’ve had a facial and your skin is fresh, the last thing you want to do is go out into the street and find a taxi. Being in your own environment prolongs the feeling of wellbeing.” Hardcore devotees of the on-demand massage service Zeel (“Massage Zeelots”) receive their own massage table as part of a yearly massage membership. Launched in 2012, Zeel now employs over 8,000 licensed therapists in 55 cities and counting. Appointments can be booked as little as an hour in advance and scheduled for as late as 10:30 PM.