Los Angeles wellness lovers will be familiar with The Now, a collection of massage studios whose soothing interiors—think exposed beams, wood surfaces, milky textures, lanterns, and cactus galleries—have exploded on Instagram. Now, founder and former fashion designer Amy Krofchick is on to her next venture with a concept called Lifehood, which offers elevated, affordable express massages—but with a "social purpose."
Similar to how The Now was a response to healing from loss—Krofchick’s husband passed away in 2011, and her cofounder’s father passed in 2009—Lifehood aims to bring higher meaning to the wellness industry, delivering a complete healing experience that engages mind, body, and soul.
"Among the incredibly valuable life lessons learned from my personal tragedy was that along with the hard knocks, there is a trove of kindness out there, and when one person receives a kind act—big or small—there is a therapeutic effect, a nurturing that should be at the core of modern wellness," says Krofchick. "After further investigation, I came to learn that there is a similar positive benefit for those who initiated those kind acts. Kindness benefits those who give and those who receive."
Located in the Culver City shopping center Platform, the 1,600-square-foot Lifehood balances sophistication with whimsy with circular entryways, indigo rugs, canary-toned tile, and low boucle chairs. Inspired by California in the ’70s, the interiors were overseen by designer Brigette Romanek, who has worked with the likes of Beyonce, Jay Z, and Gwyneth Paltrow. Circular design details represent an ecosystem of kindness, while vivid, primary colors evoke a childlike sense of openness.
The space references and showcases Californian designers, from R.M. Schindler Sling massage chairs to Douglas fir walls inspired by Frank Gehry. There’s a canvas tent designed by RTH as well as pillows, mugs, and bowls from Gjusta Goods. Custom rugs and chairs were sourced from Los Angeles makers. From uniforms by The Great to CBD add-ons by Lord Jones, and custom body oils by Jiva Apoha to natural candles by Barratt Riley, the space is an homage to the Golden State.
Lifehood offers a "love it forward" sales model that allows clients to purchase a discounted massage for a friend. That gift is delivered anonymously via email to the recipient. When they arrive for their treatment, the giver is revealed through a personalized, handwritten message. The hope is that recipients, in turn, will continue the cycle to create a ripple effect of kindness and healing.
The space holds four treatment rooms for table massages; six chairs are available for 25-minute, seated services. Honing in on intentional bodywork and energy exchange, ritual-focused treatments are created by Ojai-based healing arts practitioner Amber Lee and pro athlete bodywork expert Bryan Grijalva.
Clients can also listen to custom audio meditations created in collaboration with meditation and yoga teacher Kevin Courtney. For a more immersive experience, there’s the Justin Bishop–filmed VR experience where users can traverse iconic California landscapes with 360-degree views and sounds.
"We decided to offer VR as a part of our experience so that our clients could take themselves away from the stress of everyday life and experience the meditative healing that nature brings," says Krofchick.
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Interior designer: Brigette Romanek