Former actress Amaliya Mordvinova has opened a spa studio called Reforme in New York City, designed to challenge the mindset that transformation requires extreme measures.

The 2,000sq ft studio will be a place for guests to experience luxury hospitality and treatments away from a “no pain, no gain” attitude Mordinova has personally found prevalent within the beauty industry.

“I’ve seen how the industry often conditions people to equate transformation with sacrifice – fasting, overexertion or enduring discomfort,” Mordvinova told Spa Business.“Reforme exists to rewrite that story. We want people to feel replenished and empowered during their transformation, not diminished.”

The concept is based on Mordinova’s five years of spiritual study in India and focuses on a three-pillar approach to treat guests’ minds, physical bodies and emotions using a mixture of holistic practices and cutting-edge technology.

There are five treatment rooms for massage and other holistic therapies, delivered using skincare products by Biologique Recherche exclusively.

Spa operations have been led by EK Aesthetic Consulting, which specialises in integrating technology into luxury wellness environments. EK Aesthetic’s scope included optimising the layout, treatment room flow and guest journey to accommodate Reforme’s diverse technologies while preserving a seamless and restorative experience.

In a separate open wellness technology area, clients can also take advantage of:

• Lymphatic compression therapy by BallancerPro

• Infrared sauna treatments using a sauna by Iyashi Dôme• Novothor’s red light therapy and collagen stimulation beds

• The electromagnetic pelvic floor stimulation seated device for pelvic health, called Emsella, by BTL Aesthetics• The lymphatic drainage and muscle-toning device Endospheres Evolution by Endospheres

• A hyperbaric oxygen therapy system has also been sourced from a certified US medical supplier

There is also a relaxation zone and a lounge area where guests are offered tea ahead of their treatments. There are plans to offer an oxygen cocktail too, in the near future, the details of which have yet to be revealed.

The space was designed by Murat Mutlu, a New York–based architect and former student of the late Zaha Hadid.

Reforme’s neutral palette, custom wooden features and organic curves combine to create a sense of calm and separation from the city outside.

The business

Mordvinova spent the years between 2022 and 2024 operating Reforme as a private wellness practice, offering bespoke trial treatments on a one-to-one basis.

During this phase, she was able to integrate advanced technologies with traditional healing practices to produce a comprehensive service menu.

The launch of the studio in New York City is the culmination of that process and the plan to expand is already underway.

“Our goal is to make Reforme the benchmark for integrated wellness in urban environments,” added Mordvinova. “Over the next two years, we plan to expand our concept to other key cities, introduce a membership model for ongoing care and collaborate with medical experts to bring measurable wellness outcomes to a broader audience. We’re not here to be a trend – we’re here to be a movement.”