Skin Laundry, one of the hottest beauty-themed treatment shops, is creating a sensation and garnering a cult-like following due to its single-concept focusing on delivering instant skin care results. Founded by Yen Reis and her husband Julian in Santa Monica in 2013, Skin Laundry offers a single express skin care service designed to professionally clean, smooth and clear skin in 10 minutes thanks to a combination of non-invasive laser services. The high-tech, medical-grade treatment claims to extract blackheads, shrink pores, improve wrinkles, restore tighter skin and reduce blotchiness with no recovery time. Skin Laundry’s debut location became an instant hit and other spas quickly followed: Newport Beach, West Hollywood and Glendale. By the end of 2014, Skin Laundry opened a location in Arizona at Scottsdale Quarter, a prime-shopping destination in the Valley.
In March, the company migrated to the East Coast and opened a spa in Manhattan’s Flatiron District. The 1,500-square-foot clinic offers four rooms and resembles a Malibu beach house, a nod to its California roots.
“When I came to the states in 2013 from Singapore, I’d gotten my skin in good condition but I could tell that after being in LA for a few months it was regressing,” said Yen. “I tried to find the mild laser treatments I’d gotten in Singapore, and couldn’t find a place that didn’t require going to a spa where you had to choose from an overwhelming menu or a derm’s office with harsh, invasive treatments.”
So she started Skin Laundry where services are administered by physicians’ assistants rather than aestheticians, dermatologists or spa professionals. Treatments start at $65 and don’t require any downtime post-treatment.
Skin Laundry fits perfectly into the single-service beauty model that’s grown in popularity, a la Drybar and Blushington Makeup & Beauty Lounge. And, in a convenient twist, both companies, which reside at the Le Parker Meridien Hotel, is also where the newest Skin Laundry emerged in November.
And additional Skin Laundry locations are on tap.
“We’ve just opened three new stores in Hong Kong,” said Yen. “And by mid-2016 we plan to open six or seven more Skin Laundry stores in New York.” San Francisco is next on the map with possible sites in Dallas and Chicago.”
“I want to give people a mass-market treatment that offers results and is affordable,” she said. “We designed our business based upon a consumer like myself, an educated, working, busy mother in her 30s and 40s who doesn’t have time for a 90-minute cream facial.”
Recently, the 10-minute facial expanded to include the neck and chest. And in April the company released four cleansers. Presently, the company offers 16 sku’s.
Another driver has been a growing male clientele. “When we started, one or two men would come in per week. Now men account for 30% of our customers,” she said.
Though they have almost no advertising or marketing budget, both are addressed through their most successful plan, a referral program, “which gives credit to customers who refer friends and family,” she said. Like Drybar and Blushington, Skin Laundry has a membership program and offers reduced prices for frequent customers.
“If you get your hair and nails done weekly, why not do the same for one of your most important assets, your face?” said Yen.