The skin care brand 111Skin is making moves Stateside.
The company cofounded by plastic surgeon Yannis Alexandrides and partner in business and life Eva Alexandridis is unveiling its first stand-alone spa in New York at the Plaza Hotel. Spanning 8,000 square feet, the space features treatments ranging from signature facials to more advanced and technologically driven treatments, including LED light therapy, cryotherapy, and Alexandrides’ Exosome Regenerative Facial Treatment, which combines ultrasound and LED with its namesake hero ingredient, as well as microdermabrasion.
“This has been a fantastic year for us,” Alexandrides said of the business overall. “We have seen growth continuing at a very healthy pace, especially in North America and d-to-c, which are becoming the engines driving the business.”
The spa channel, e-commerce and the North American market have grown double-digits, said Vanessa Goddevrind, the brand’s chief executive officer. “The fact that Dr. Yannis is a practicing plastic surgeon, and that we’re transparent about his practice and how we formulate our products, goes a very long way,” she said. “As a brand, we think about how to create products that are actually differentiated from what exists in the market.”
Conjunctively with the spa opening, 111Skin also debuted a four-week treatment called the Exosome Face Lift, a two-product set that retails for $825 designed for nightly use. The brand’s growth in the market bucks the trend of declines in luxury skin care marketwide in the U.S.
“Exosomes have been used in his [London] clinic for three years already,” Alexandridis said. “He didn’t want to launch a retail product until he tested it with his patients, saw lasting and visible results, and he was confident that he can find a true innovation to be adapted for a retail product. We were pressing him to launch exosomes years ago.”
The spa expansion isn’t just a response to appetite in the channel, Alexandrides said, but also reflective of current dynamics in the market. “New York is the epicenter of wellness. Skin in North America is where we have the strongest recognition as a brand,” he said. “It’s where a lot of our customers actually travel to from other countries, not just New Yorkers.”
The brand is evaluating other potential markets to open stand-alone spas. “We have a three-year plan and one more that will happen by the end of the year,” Alexandrides said, declining to specify where. “It’s different from New York, but still a place where a lot of people travel to. Eventually, we need to be in all the key areas in the East Coast and West Coast. The Plaza is going to be the foundation of where we’re going to test our model and get the first impressions.”
Inside the 111Skin spa in the Plaza Hotel in New York.
Courtesy of 111Skin
The idea is that they are meant to be extensions of the surgery clinic at 111 Harley Street in London, though he has no plans to practice surgery in the U.S. “Yannis actually has a license to practice in New York,” Alexandridis said. “He’s not a traveling surgeon, but he did train and do his residency in the United States. For us, this is the place to start.”
The spa itself boasts nine treatment rooms, as well as one room for couples, and employs five trained aestheticians from 111Skin’s global team. There are also eight massage therapists. “The menu is what you would expect from 111Skin, very targeted facial treatments combining expertise from Yannis as a plastic surgeon, understanding facial aesthetics, and all of our experience in administering treatments in more than 100 luxury spas globally,” Alexandridis said.
“It’s our only place where you walk in and it’s only 111Skin,” Alexandrides added. “This is really like walking into the Harley Street non-surgical rooms, getting a sensation of very scientific treatments and precision. It’s a combination of high standard training, specific techniques, and ingredients combined with technology. That will differentiate us.”
