The strategic shift involves a major operational overhaul, with the company closing its South Lake Union location to redistribute staff into larger hubs in University Village, West Seattle, and Bellevue. These locations will now house an expanded suite of wellness offerings, including massage therapy and specialized scalp treatments developed alongside long-term partner Davines. These treatments, designed to address concerns like hair thinning and sensitivity, reflect an industry-wide transition toward treating the scalp as an extension of professional skincare.

CEO Lyndie Moore emphasized that the brand is moving away from transactional appointments in favor of long-term health investments. To support this, the company has integrated clinical brands such as ZO Skin Health by Obagi, Nutrafol, and Colorescience into its retail and service lineup. This evolution is backed by a rapid expansion phase that has seen the opening of four new locations over the past three years, including sites in Gig Harbor, Lacey, and Spokane. Currently serving over 300,000 active guests, the company aims to position its new membership programs as a gateway to making premium wellness an accessible, recurring lifestyle choice rather than an occasional luxury.