Green beauty and spa brand OTO Wellbeing has unveiled new details to Spa Business about its accelerated global expansion strategy and upcoming innovations.

North America and EMEA in focus

In a move to drive its global growth, OTO has enhanced its leadership team with the appointment of seasoned industry specialist Zoe Williamson as global head of spa and hospitality.

In her new role, Williamson is responsible for overseeing the expansion and development of OTO's spa, hotel, and F&B offerings worldwide.

OTO currently partners with more than 40 five-star spas across the EMEA and US markets and Williamson told Spa Business that the brand is "entering a new era of rapid growth" in both regions.

OTO has recently appointed VashSpa as its exclusive US distributor to support its rollout in the region.

Led by industry veteran Liz Verbruggen, VashSpa has a strong track record of introducing spa brands – including Aromatherapy Associates, Ila and Linda Meredith – to the US market.

“The US is an exciting market for OTO, as CBD is already widely embraced in spas and hotels,” said Williamson.

“Both operators and consumers are looking for something beyond traditional aromatherapy, and OTO’s innovative concepts and formulations are designed to meet this demand while introducing cutting-edge retail products that therapists are eager to promote.”

Additionally, OTO is developing a strategy to expand into the Asian beauty market.

Organic innovationLaunched in 2019 as a premium CBD-focused brand, OTO is now broadening its unique selling proposition (USP) by incorporating other potent natural ingredients.

“We’re expanding our USP to include powerful natural remedies, such as mushrooms, alongside CBD, which OTO is best known for,” Williamson explained. “Globally, hospitality will also be a key growth area, with new amenities, turndown services and F&B ranges being reimagined.”

Mushroom-powered innovation

OTO has recently tapped the healing power of mushrooms to create what it claims is the world’s first mushroom treatment, called Kinoko Ki (meaning; Mushroom life force in Japanese).

This 60- or 90-minute experience is distinguished by a unique mushroom-powered soundscape created by sound artist Justin Wigggan, who captured the vibrations and electrical pulses emitted by mushrooms and paired them with specific notes and frequencies to craft an immersive auditory experience that accompanies the treatment.

Developed by OTO’s senior trainer Carly Chamberlain, the Kinoko Ki journey begins with myofascial release to target tension around the spine, followed by dry body brushing to stimulate lymphatic flow and circulation. The face and body are then gently exfoliated to remove dead skin cells.

OTO’s new Mushroom Ki Oil – which features a blend of maitake, reishi, cordyceps, and chaga mushrooms – is then massaged into the face and body to replenish and rejuvenate the skin. The treatment concludes with a Shiatsu massage, using geothermal mushroom spheres to help realign the body's energy.

The proposed benefits of Kinoko Ki include improved blood circulation, enhanced collagen production, balanced energy, and revitalized skin.

"In addition to Kinoko Ki, 2024 will see OTO’s biggest new product development launch to date," teased Williamson. “It will be another world first, so watch this space.”