In our chaotic, harried day and age, massages can feel like the ultimate indulgence; they’re nice in theory, but like the furry Miu Miu heels you’ve been eyeing online, they’re not exactly practical. Enter The Now, the affordable massage oasis of your dreams, where drop-ins are encouraged. Inspired by the dreamy boho aesthetic of Tulum’s Coqui Coqui hotel, the canvas-lined, private rooms feel more like you’ve stumbled onto the VIP glamping area of Coachella than a “parlor” of any sorts. Created with the intention of making massage an easy part of your daily routine rather than a once-in-a-blue-moon luxury, The Now will encourage you to take a moment for yourself—all done in the chicest way possible.
Keep scrolling to learn about this Zen new space.
Courtesy of The Now
Upon arrival, you’ll marvel at the foyer, which is the definition of rustic chic, mixing raw elements like wood with rawhides and kilim pillows and just begging to be Instagrammed (which I did, gladly).
From there, you can choose from the menu of massages, which includes The Now’s popular Swedish-inspired massage, a targeted deep-tissue massage called The Traveler, a quick hand massage, and more (there’s even a massage just for soon-to-be moms). Pricing-wise, a 25-minute massage is $35, a 50-minute massage is $60, and an 80-minute massage is $90—all incredibly reasonable prices, considering most spa massages start at $100. You can also choose from a variety of fun add-ons, from aromatherapy oils to eye masks. (I highly recommend adding an aromatherapy oil to your experience.)
Courtesy of The Now
Then, you’re led through a canvas tent flap (yes, for real) to your private room, or rather tent—which, I might add, makes the hustle and bustle of city life feel a million miles away—where one of the masseuses will relieve all your tensions and knots with his or her skilled hands.
It’s hard to describe The Now and do it justice, but I will say this: If you’re in Los Angeles, your body will thank you for scheduling an appointment (lunch break massage session, anyone?). For the rest of the country—well, let’s just hope it follows Drybar’s trajectory and expands… fast.