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The chic new concept spa that’s putting $35 massages on the map


The-Now-Massage-1In Los Angeles, mind-body maintenance is as crucial to the beauty game as blowouts and facials. (Stress is the number-one killer of a post-peel glow, after all.) And thanks to the new West Hollywood drop-in spa The Now, the holistic benefits of massage—better sleep, lower anxiety, and improved circulation, among them—have become as accessible (and affordable) as a mani-pedi.

The-Now-Massage-3“As busy women—[we’re] both working mothers—we wanted to find a peaceful moment in our long days,” says Erica Malbon, a marketing exec who conceived of The Now with friend and fashion consultant Amy Krofchick. “We found a void between the traditional day spa, where you have to commit to a lengthy process at a high premium, or the Eastern foot spas that don’t offer luxury.”

So they adopted the winning formula popularized by LA spaces like Unplug, Drybar, and Olive & June: Take a beloved indulgence, scale it so the price is within reach (in this case, from $35). Make it easy for busy clients to stop by on the regular (massages start at 30 minutes). And serve it up in a well-appointed space that’s seemingly destined to land on someone’s decor Pinterest board. (The Now was designed by the founders themselves with the help of Studio Alvarez and Yaoska Interiors, and has hints of the desert-chic Coqui Coqui hotel in Tulum, Mexico.)

For a place offering such affordable services, The Now’s menu is impressively broad, with massages addressing everything from mental clarity to post-workout muscle recovery to jet lag. I went for the signature rub-down, dubbed “The Now”—a blend of Swedish and Thai techniques tailored to my chronic neck and shoulder tension—and in my private candlelit cabana, with the soundtrack of waves and the smell of Jiva Apoha’s organic sandalwood aromatherapy oil lulling me into a blissed-out state, I forgot, for a few minutes, that I was between meetings on a typically hectic LA Wednesday. (Actually, I forgot I was in LA).

The-Now-massage-4And, according to Krofchick and Malbon, that’s the point. “We want to be a sanctuary within the city,” says Krofchick, who says that even though the inaugural space has only just opened, there are already plans for a second LA location within the next year. She adds, “Our brand mantra is, ‘The next time should be now.’ You only have this moment once, so make it wonderful.”

Feeling extra-knotty? Check out our guide to the best LA spas. Looking for an affordable facial? See this hot new place

The Now, 7611 Beverly Blvd., Los Angeles, CA 90036, 323-746-5525, the-now.co

(Photos: The Now)