Anastasia C. Ayala's résumé reads like a list of the world's top beauty companies: she's held positions at Revlon, Max Factor, Procter & Gamble Co., the Estée Lauder Cos. and Coty, where she helped revamp Rimmel London as senior vice president of global brands.
Ayala's latest effort is less global and more local. She's left the corporate grind and returned to her native Los Angeles to open Pure Aesthetics/Pure Wellness, a 3,400-square-foot spa and wellness facility with 10 treatment rooms tucked away in an office building on the busy thoroughfare that connects the Westside to Sherman Oaks.
The office politics may have changed, but the strategic vision that propelled Ayala to the high ranks of the beauty industry has not. She studied the cramped spa market for two years before launching Pure Aesthetics/Pure Wellness, which officially opens next week, and asserts she's carved out a unique niche: a one-stop beauty and health shop where outer and inner body concerns are addressed.
"There is a tremendous well of interest in connecting [beauty and health.] If you feel better, you are absolutely going to look better," said Ayala. "I fit in [with] people who want to take their health and skin care to the next level. I worked hard to make the concept something I believe in and something that I didn't see anywhere. That makes it stand out."
Certainly, Ayala is not the first person to associate good skin with internal vigor. N.V. Perricone M.D., Dr. Brandt, Murad, Kinerase and Borba have all encouraged skin care shoppers to strengthen their beauty regimens with supplements. Ayala also developed a 10-item line of vitamins with nutritionist Ralph Sanchez and manufacturer Designs for Health that sells from $19 to $65. A seven-item therapeutic skin care line will be introduced next spring.
But Ayala differentiates Pure Aesthetics/Pure Wellness by tailoring services to people's individual needs, rather than directing them to a single company's solution. She retails nearly 20 different brands, including IS Clinical, Carita Paris, Decleor Paris, B. Kamins, Intraceuticals, Glo Therapeutics, Cellex-C, Benev, Kobido, Sircuit Skin, Neocutis, Skin Medica and Hymed, and picked eight for the professional back bar. To choose the right remedy, a Clarity Pro analysis takes about 15 minutes to assess customers' pores, complexion, wrinkles and sun damage.
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"That's something that resonates with me too because I'm so locked into a number. If I go over that number it completely ruins my day so it's nice to get detached from the number on the scale." - Chelsea Handler on Kelly LeVeque's book "Body Love." #wwdeye (📷: John Salangsang)