How Soveral Became the Indie Beauty Brand Main Stream Spas Wanted to Feature

The Spa at Four Seasons Hotel New York Downtown is a welcoming retreat in lower Manhattan.

Indie beauty brands seem to be everywhere these days, and it’s no surprise when you consider how effective they’ve been at filling a variety of niches. Giving new meaning to the idea of conscious skincare with a focus on green, cruelty-free, and vegan options, indie brands are venturing into the spa arena with exclusive protocols, savvy promotional ideas, and more. Here are three brands that are forging their own paths.

Founded in 2005, the indie beauty brand Soveral was created by aromatherapist and facialist Alexandra Soveral and her partner, Jorj Aleem. The iconic UK skincare line, which relies on cutting-edge science and natural raw ingredients that vary from season to season, takes center stage at the Soveral Clinic (London), which boasts a celeb clientele. It is also a popular offering at Agua Spa at Sea Containers London. The brand recently partnered with The Spa at Four Seasons Hotel New York Downtown, making it the exclusive North American provider of both the line and Soveral’s Signature Treatment ($225, 50 minutes; $305, 80 minutes).  Here, discover what makes the brand so successful in its partnerships.

The downtown spa is now the exclusive North American provider of treatments.

What prompted the collaboration with The Spa at Four Seasons Hotel New York Downtown?

“Jorj and I spent a weekend at the hotel last spring, and we loved the spa so much that we got in touch and suggested it become the home of Soveral. Luckily, they were receptive. For quite a while, we had been looking for a place to showcase our brand in New York City but hadn’t found quite the right fit. With Four Seasons Hotel Downtown, it was not just about the spa or the highly regarded reputation of the brand. Of course, that also helps. It’s all to do with the level of service and quality of the treatments, and that we found in abundance at the spa. In fact, I had one of the best massages I have ever had, and it takes a lot to impress me when it comes to body treatments.”—Alexandra Soveral, founder, Soveral 


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What are some of the unique ways you’ll be working with the Soveral brand?
“We are extremely excited to launch a bespoke blend bar in each treatment room for fall. Our trained professionals will combine essential oils, sourced by Alexandra from her personal farm, to create a custom blend for each guest on the spot to experience a true personalized custom aromatherapy massage.”—Tara Cruz, director of spa, The Spa at Four Seasons Hotel New York Downtown 

Alexandra Soveral

What are some benefits of working with a spa?
“Spas do not always do a brand justice, as they can enhance or damage a brand’s reputation. However, working with a spa that understands, believes, and respects your brand is not only a benefit, it’s also essential. You never want your brand to be diluted. Therefore, enormous efforts are necessary from both parties in terms of training and ongoing education of all spa staff.”—Soveral

What are some of the benefits of working with an indie brand, such as Soveral?
“The authenticity, brand integrity, and connection they have with our spa professionals and guests are inspiring. The moment we agreed to partner with Soveral, Alexandra personally invested weeks of training with our team so we were able to perfect her signature technique and understand how each product was created and why. She has really nurtured a special relationship with us. I believe the culture of Soveral and Four Seasons pair perfectly.”—Cruz


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