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Where Calm Meets the City
New York has no shortage of luxury spas, but few are trying to flip the script the way Reforme is.
Tucked into Manhattan’s Flatiron District, this new wellness space doesn’t just treat clients — it reimagines what transformation can feel like.
Step inside and you’ll notice it’s not about glamour for its own sake. The space feels intentional: light-filled, quietly elegant, and designed to make you breathe a little deeper the moment you arrive.
Founder Amaliya Mordvinova makes her vision clear:
“For too long, people have been told change has to come with pain or restriction. I believe beauty is about harmony — when your mind, body, and emotions are aligned.”
That belief sits at the heart of everything Reforme offers.
A Founder’s Unlikely Journey
Mordvinova didn’t start in wellness. She first built a career in the arts, where appearances often outweighed inner health.
Over time, the pressure of that environment pushed her to look for something more sustainable. Her search eventually led her to India, where she studied spiritual practices for five years.
That period shaped her understanding of healing as something that must engage every layer of the self.
When she returned to New York, she began working privately with clients, testing the integrative approach that would become Reforme.
By 2025, the concept had grown into a full-fledged studio — a 2,000-square-foot space on Madison Avenue designed by architect Murat Mutlu. Curved walls, natural textures, and muted tones create a retreat that feels worlds away from the city outside.
Treatments That Blend Science and Soul
Reforme’s menu looks different from the typical spa checklist. Instead of compartmentalizing beauty and healing, treatments are built to merge both.
Highlights include:
Oxygen therapy sessions designed to restore energy at the cellular level.
Infrared sauna experiences that support detoxification and deep relaxation.
Lymphatic compression treatments to improve circulation and reduce swelling.
LED light therapy beds that encourage skin rejuvenation.
Pelvic health technology that strengthens core muscles in a non-invasive way.
Sound healing circles and guided meditation to balance emotional and mental well-being.
Facials use Biologique Recherche products, but they’re paired with techniques like breathwork and energy-balancing touch.
It’s an approach that appeals to clients who want more than a surface glow — they want a full reset.
More Than Services: Building Belonging
Beyond treatments, Reforme positions itself as a community hub. Group workshops and classes create opportunities for people to learn, share, and support one another.
From meditation groups to discussions on sustainable skincare, the studio encourages connection.
As Mordvinova puts it:
“Clients today don’t just come for a treatment. They’re looking for a sense of belonging, for spaces that remind them they’re not alone on the path to well-being.”
That philosophy speaks directly to an industry trend: the shift toward community-driven wellness, where relationships and education matter just as much as results.
What Sets Reforme Apart
In a crowded city spa market, Reforme stands out in several ways:
It rejects the ‘no pain, no gain’ narrative and instead builds services around comfort and empowerment.
It bridges holistic wisdom with advanced wellness technology, offering both sides under one roof.
It educates clients, giving them tools they can use outside the spa.
Its design is part of the healing process, with architecture meant to calm rather than overwhelm.
These choices reflect a larger shift in consumer expectations: clients are looking for authenticity and experiences that feel meaningful, not transactional.
Lessons for Spa Leaders
Reforme may be new, but it offers lessons that spa owners and directors everywhere can apply:
Innovation matters. Blend traditional healing with new technology to meet evolving client demands.
Education builds trust. Offer workshops or resources that empower clients.
Spaces shape experiences. Design with calm and connection in mind, not just aesthetics.
Community creates loyalty. People return to places where they feel part of something.
Authenticity sells. Ground your treatments in sincerity and results — not trends alone.
With wellness tourism projected to grow at nearly 17% annually through 2027, clients will increasingly seek out integrated, transformative experiences. Reforme shows how to meet them there.
Looking Ahead
The Flatiron studio is only the beginning. Mordvinova has already signaled plans to grow — from membership models to partnerships with health professionals, and eventually, new locations beyond New York. If that vision holds, Reforme could become a template for how modern spas expand while staying true to their philosophy.
Final Thoughts
Reforme represents more than a single spa launch. It reflects an industry at a crossroads — one where beauty and wellness can no longer be treated as separate.
For clients, it’s a reminder that transformation can be gentle and nourishing. For spa leaders, it’s an invitation to think bigger and braver about what their businesses can become.
Or as Mordvinova herself says:
“We’re not just another spa. We’re proving that true beauty comes from harmony.”
The story of wellness is being rewritten in New York. The question is: who else is ready to pick up the pen?
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