Living Made Simpol

NEW Lounge expands into wellness  

No Comments

NEW Lounge is setting the stage for a transformative year, unveiling its latest venture into wellness. At an exclusive pop-up event at its Westgate branch in Alabang, company executives introduced a range of new services and shared their vision for the future, emphasizing a holistic approach to beauty and self-care.  

Belle Tolentino, NEW Lounge’s head of marketing, opened the event by highlighting the brand’s journey over the past seven years. “I think it says a lot that we’ve become a leader in lash services,” she said. “And now, we’ve expanded beyond that with signature nail treatments like Aurora Nails.”  

Tolentino explained that the acronym NEW stands for Nails, Eyelash, and Wellness. While the first two elements have long been part of the brand’s identity, she noted that the company is now focusing on the final pillar: wellness.

In photo: NEW Lounge’s cold plunge. SHARED PHOTO

She also shared a major milestone from the past year — the opening of NEW Lounge’s first international branch on Rodeo Drive in Beverly Hills.  

Rachelle Bravo, NEW Lounge’s president and chief executive officer, called 2023 both “the best and worst year” for the company. “You’ve seen us evolve from a lash lounge into a full-service beauty destination,” she said, acknowledging the challenges and triumphs of expansion.  

Bravo announced the company’s foray into wellness, bringing services such as IV drips, compression booths, cold plunge treatments, and advanced hair removal techniques to its offerings. “This is just a teaser of what’s to come,” she said, hinting at exciting partnerships and collaborations set to be revealed in the coming months.  

In photo: NEW Lounge’s compression booths. SHARED PHOTO

Adding to the excitement is the opening of NEW Lounge Boracay on Jan. 29, 2025, bringing their signature offerings to one of the most coveted tropical destinations.  

As part of this expansion, NEW Lounge will host a three-day event in Beverly Hills in late February, partnering with the local business community. “We’re not just launching new services,” Bravo emphasized. “We’re also giving back, supporting victims of the LA wildfires, and strengthening our community.”  

The rollout of wellness services at the Beverly Hills branch, along with four additional new locations set to open in the coming months, is also in the works.  

JP Mallo, a partner in the new wellness initiative, underscored the shift toward a more integrative approach to self-care. “Health and beauty 2.0 isn’t just about what we apply on the outside,” he said. “It’s about what we put into our bodies — nutrition, exercise, and therapies that enhance our health span, not just our lifespan.”  

He emphasized that the goal is to blend NEW Lounge’s beauty expertise with wellness practices that promote longevity. “We’re big advocates of intentional living — run clubs, health-conscious routines, and holistic self-care,” he explained. “Now, we’re bringing that to the Philippines and beyond.”  

The event also highlighted the deep connections that drive NEW Lounge’s mission. Bravo shared how she met JP and his husband, Justyn Reyes, at her first event in Los Angeles. “They were fans of Aurora Nails,” she recalled. “Eventually, we realized we shared the same vision — to integrate beauty and wellness in a meaningful way.”  

Bravo reflected on NEW Lounge’s journey from navigating the challenges of the pandemic to achieving major milestones. “This isn’t just a business expansion — it’s a lifestyle we believe in and want to share,” she said. “We’re looking forward to an exciting year ahead.”

You might also like
Tags: Carousel, Feature

More Similar Posts