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ASHEVILLE, North Carolina, October 19, 2021 /PRNewswire/ — Privai, the luxury skin and body care line, today announced the expansion of its brand with the launch of Private | Spa + Salon. Focused on personalized wellness for the whole being, each destination will offer iconic experiences, unparalleled services, rejuvenating treatments and results-driven products. Located throughout the washington d.c. metropolitan area, the first two locations to open this year will be Westpost (formerly Pentagon Row) and North Bethesda’s Pike & Rose followed by Fairfax Corner, Reston, Gaithersburg and Tyson’s Corner early next year.

Founded on the belief that everyone deserves “spa in a bottle” skincare products that deliver accessible luxury and rejuvenation, Christina Straton and Ilana Alberico developed the Privai range following the success of its spa and wellness management company, Innovative Spa Management (ISM SPA). This next evolution of the Privai brand brings to life their passion for personal care and personalized well-being to better serve the body, mind and sense of self of individuals.

“We are excited to evolve Privai into a personalized lifestyle brand as we are committed to delivering a world-class experience,” said Ms. Stratton, co-founder and CEO of Privai. “We want to offer a place that truly meets individual needs: from spa and body treatments to salon and beauty services. We understand that no two guests are the same, and it is this belief that inspires us. to organize unique experiences, its antidote for respite and recharge.”

The new Privai | The Spa + Salon locations will be managed by ISM SPA and will include a partnership with the co-founders’ latest technological innovation, Spa Space, an application that combines suppliers and licensed expert stylists to meet the needs of customers. In addition, Privai | The Spa + Salon locations will open under the direction of Anne Melby, who joined ISM SPA as Senior Vice President and will be responsible for overseeing the operations of ISM SPA and all Privai | Spa + Salon pitches. A highly respected and accomplished industry veteran with over 20 years in the hospitality and wellness industries, Ms. Melby has held several positions at Red Door Spa Holdings, in addition to managing her entrepreneurial business, Fractional COO Hospitality Spa & Wellness.

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About Priva
Privai is a personalized lifestyle brand whose goal is to deliver world-class products and experiences, powered by expertise and passion. Co-founded by Christina Straton and Ilana Alberico, the entrepreneurs behind Innovative Spa Management (ISM SPA), Privai was born in 2006 as a luxury skin and body care line. In 2021, the brand expanded into a new concept of health, well-being and beauty with the belief in well-being for the whole being and useful connections that serve body, mind and senses. self. Together, Privai Products and Privai | Spa + Salon sync seamlessly to enrich the lives of clients and the community.

ISM SPA is a spa management and wellness design company that partners with resorts, hotels, day spas, residential properties and retail outlets to deliver operational excellence and experiences optimal hot tubs. ISM SPA is dedicated to creating positive and lasting relationships with customers, partners and employees by building branded spas that deliver unparalleled service, impactful results, attention to detail and a commitment to continuous improvement. ISM SPA is built on a base of expert spa operators and designers to effectively integrate a brand concept into intelligent design and world-class service standards, providing the critical management link between the spa brand and its main stakeholders.

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