How The Millennial Founder Of Cool-Girl Med Spa GoodSkin Bootstrapped An Industry-Changing Clinic

Lisa Goodman is a former physician’s assistant to celebrity-dermatologist Ava Shamban, and now millennial-founder of GoodSkin medical spa (med spa), with locations in Los Angeles and New York. Wanting to offer a more holistic and subtle approach to medical aesthetics than what she was seeing, Goodman became the first on this side of the Atlantic to open a European-style med spa, offering patients her signature ‘Untouched Look’ (the ‘no-makeup-makeup’ look of the aesthetics world), inspired by the work of top medical professionals in France.  

Bootstrapping her business with savings originally meant for a house downpayment, Goodman grew GoodSkin from renting a small space on the upper east side to building out a design-forward flagship in the tony LA enclave of Brentwood, complete with secret VIP entrance. Here is how Goodman built LA and New York’s cool-girl medspa for the non-medspa-crowd.

How did you get your start in the world of medical aesthetics? Where did the concept for GoodSkin start?

I started my career at age 23 in Los Angeles working under celebrity dermatologist Dr. Ava Shamban. At 31,  I had the chance to shadow Paris-based plastic surgeon Dr. Pierre-Alain Mayeux and Dr. Claude Ahaharoni, where my perspective on injectables completely changed. I was really inspired by the unique approach and technique that Europeans took to the cosmetic industry and wanted to deliver these types of results to clients in America. 

What haven’t LA’s existing medspas gotten right? Where did you see room in the market for a new kind of skin clinic?

I think for a lot of existing medspas, the treatments tend to be consumer-driven and not based on a diagnostic or consultative approach, and often medspas also follow beauty trends. One takeaway from my time in Europe is that our trademarked Untouched Look results must first be based on expert diagnosis and then a bespoke plan is made for the client. By combining treatment planning with advanced techniques, which includes advanced photo-taking capabilities, we are able to have no two clients look alike over time but rather look like a more rested, youthful and healthy version of themself. To elaborate on our advanced photo taking process, in addition to Vectra which I go into detail about below, patients are photographed in our in-house photo room that is designed to mimic natural light versus a standard medical office. Therefore patients are able to get the most realistic perspective during their consultation. On a separate note…our Brentwood office is… an intimate setting that feels warm, inviting, and elegant so you don’t feel like you’re in a typical clinical setting. 

From a technical and product point-of-view, when I studied in Europe I noticed that in comparison to the cosmetic enhancement industry in the US, Europe was following their own path that was quite different. With that in my mind, I went through a process of almost re-learning what I knew and researching ways I could bring these results stateside. Now, I have developed the trademarked Untouched Look, which is a completely personalized approach to anti-aging. When it comes to cosmetic procedures, especially, I believe that clients who are invested in anti-aging were ready to make a shift from the “quick fix” approach in the US to one that was tailored to them. Additionally, pre-COVID myself and my staff would take frequent trips to Paris and Monaco to attend cosmetic conferences to ensure we were staying up to date on the latest techniques and maintained that international influence at GoodSkin. 

How did you determine which market to open in, and what were the biggest challenges as a first-time business owner?

I grew up in Los Angeles and started my career here, so it was never a consideration to open elsewhere. New York came about because I was engaged for five years to a wonderful French man and made the monthly trip with my dear dog Henry. To break up the trip for Henry, we stopped in New York and offered to see some of our East Coast clients during the trip. We were renting space from someone else on the Upper East Side but clients started to refer other clients and soon we ran out of space. We had 10 suitcases full of products and tools on our last trip to New York before we made the decision to open the NYC office. My sister basically said if I ever made her pack like that again she would kill me, so the short answer is we let the market drive our location and buildout. Staffing clinics has always been a process that we take very seriously. We hire people that firmly believe and support the GoodSkin culture and aesthetic. 

What can patients expect, results-wise that might be different than a traditional MedSpa or dermatology clinic?

A diagnostic and scientific approach is really at the heart of everything we do at GoodSkin. We start by consulting with the client on what their aging/skin concerns are and utilize Vectra, a state of art 3D imaging system, to map a client’s bone, muscle, fat, skin and fascia (what we have coined the five signs of aging) to develop an extensive Healthy Aging Plan with treatments targeted to the client’s needs. This technology shows the exact results clients can expect to receive before any procedure takes place, allowing them to explore possible outcomes and understand any limitations. 

How did you transition from working for others to opening the first GoodSkin clinic? 

I made the leap because once I had seen the way other countries were utilizing this field I couldn't “unsee” it, so it felt as if it was just something that I had to take the risk to do. The process was scary actually. I was not unhappy working for someone else and rather became an entrepreneur out of sheer force and belief, but it was not my first choice. I sometimes even miss the benefits of being an employee but like I said, I can't unsee what I learned. I consulted with my parents who gave me the confidence I needed in myself to make the leap. 

You made the decision not to raise money in order to start the GoodSkin concept. How did you bootstrap the business and how did you come to the decision to bootstrap? 

I had been saving for many years to put towards a house. Instead of buying a house, I started a business and have always insisted on self-funding as we retain control over our brand and even the client experience. It took eight months from concept to open doors. 

What advice would you have for others looking to do something big and different either in a clinical or beauty setting? 

Find that something “big and different” that you wholeheartedly believe in. Even in the few first months when it was a small business with fewer clients, I still had no regrets even though I was still unsure of the upcoming success. I had no regrets because like I said, I could not physically go back to practicing the “standard American” way and so, for better or worse, it was the truth I had to follow. I was prepared to take on a second job if this one failed and although none of us ever want to fail, I was mentally ready because it was worth it to me to take this big risk and start my own clinic. 

There are some that may read this with a more business background and feel entirely different about the whole process. This is simply my viewpoint from someone who never took a single business class but rather had my head in all medical studies. 

What does the future of GoodSkin look like?

We recently launched the GoodSkin App so we can connect with patients all over the world who can apply our techniques to their own face and learn their own individual Healthy Aging Plan.

The Best Vegan Restaurants For Busy People, According To Spoke & Weal's Founders

I recently visited the new, expanded Spoke & Weal salon on LA’s West 3rd Street. It reminded me why we are not planning any salon pages for our VitalGuide series. In the eight cities where Spoke & Weal operates, the list would have only one pick. After years of in-the-field research as a wellness reporter, trialing notable salons throughout the west coast, I’ve become a full-on Spoke & Weal devotee. In addition to offering a cutting-edge and client-first technique, a very cool company culture (perhaps a future blog post) and a low-key vibe, founders Jon Reyman and Christine Thompson are both totally plant-based. And since they’re jetsetting each week between their network of best-in-class salons, you bet they’ve become experts on the best spots to dine. So we asked them for their favorites:

Congrats on the new LA expansion of Spoke & Weal! What can you share about it?

JR: The L.A. expansion was dramatic. We doubled in size (from 2000 square feet to 4000 square feet) and renovated the entire space from the floors to the ceiling in about two weeks! The result is the best lighting we’ve ever experienced in a salon anywhere, an incredibly open and airy luxury experience, and acoustics that keep the salon relaxed and warm. Gone are any echos and much of the buzzing sounds of hair dryers.

What are your favorite spots to grab lunch when you're on your feet all day seeing clients at the LA location?

CT: You will find us in or ordering from these L.A. favorites: Kreation Organic, Erewhon, Gracias Madre, Sweet Greens, Cafe Gratitude. 

How do you survive fashion week/s with standard American style catering?

JR: New York Fashion Week is fairly vegan-friendly because the city is filled with veg options at every level of dining. Juice Press is a go-to all fashion week. The grab-and-go is filled with fresh and raw juices and vegan snack options that pack easily and fuel the team very well. We do not depend on catering—we are too busy back stage to find provisions!

Eating during the day is minimal but we do plan great dinners. I'm at ABCV every week and in-between take out from JaJaJa, Double Zero 00, or the fake tuna salad from Le Botaniste—and the vegan Caesar from Scarrs Pizza is insanely good.

How often are you on the road each month and where? Where are your favorite vegan restaurants in those cities?

JR: As we see guests and train our teams together in most cities, much of our meals are together on the road. In San Francisco, we love Burma Love—veggie soups and Laphet-Tea Leaf Salad are delish. Also, bon, nene, Gracias Madre, NoJo ramen (the vegan ramen should not be missed), Beloved and Al’s Place. In Chicago, you can often find us at Althea or Veggie Grill. Whole Foods recently opened one block away from our Lakeview salon, the smoothie bar and salad bar always work.

Further south, our Nashville Spoke & Weal is located right above True Foods Kitchen which delivers the goods every time! We are newer to Nashville so looking forward to exploring more. In Boston, Juice Press is around the corner and always hits the spot. Falafel Salad with Green Goddess dressing will fill you up for many hours.

In London, we like Yautacha for veggie dim sum and Detox Kitchen.

Any favorite airport restaurants or handy tips for plant-based road warriors?

CT: Traveling through many airports has become easier on the snacks end of things—meals are not on our agenda. If the flight justifies more than snacks we will do grab and go from Juice Press or many of the places above. Most often snacks suffice and below is our short list and most options are available at Cibo Express, Hudson News, or other airport snack and gift shops.

The GFB gluten free bites in the PBJ favor

Banana Bites - PB flavor

Chrunchsters - Sea Salt 

Smart Sweets - someone figured out how to make vegan gummies sweetened with stevia and monkfruit and they actually taste perfect! 

Louisville Vegan Jerky

Dried Mango (unsweetened)

Any other vegan and/or healthy travel trips you can share?

Travel tip: we each have a pair of bamboo utensils and water bottles. The utensils come in a narrow nylon pouch and include a spoon, straw, chopsticks, a fork and knife. We do our best to avoid using disposable goods. Traveling already takes a large amount of resources. The straws - metal or bamboo are great. Yes, a couple extra steps in rinsing and washing but this easily becomes routine. Single use plastic is insane—and very difficult to avoid. Bamboo utensils and reusable straws is a no brainer.

SoulCycle's New HIIT Class is Murder, in the best way

Right after our first set of intervals, as I gasped for air amid encouragement from instructor Laura Crago, I thought well, gym cycling classes are toast. After more than a year in a development by a team of master instructors, SoulCycle launched its new SoulActivate class on Tuesday, February 27. And it is a bitch (but in that I DID IT AND NOW I CAN DO ANYTHING kind of way).

Less about the sweaty playfulness and clubby choreography that put SoulCycle on the map, the hour-long, HIIT-style Activate class is the answer to critics who say Soul rides aren't scientifically optimal training for the cardiac system—a number of competing gyms and cycling studios have long focused on "smarter" programming that centers on increasing heart rate and strength training. Now, with an aggressive studio expansion and a following of veteran riders who could complete the traditional SoulCycle class in their sleep, the company is upping its game with the addition of this endurance-building class in studios throughout the Bay Area, New York, and Los Angeles.

The class begins as usual, with a warm-up song and a series of climbs and sprints with the brand's signature tap-back and push-up movements. At about minute 20, though, things took a more serious turn.

An extended weight-training session gave our legs a break but worked our arms using multiple, heavier weights than Soul's traditional rides. And then our instructor sprang it on us that we were in for some gnarly HIIT.

"This is how Olympic athletes train!" Crago shouted, pumping us up. "Pushing your heart rate as hard as you can, followed by real rest, is proven to make you a stronger rider, make you faster, make you better."

At what would have been halfway through a standard SoulCycle ride, we began a series of six intervals, turning up the resistance on our bikes until it felt like pedaling in quicksand. We spun as hard as we could for 20 seconds, then took a one-minute rest, our legs completely still, our chests heaving. After each run, Crago marked the number of sprints we'd completed on a whiteboard behind her; after the first, my legs felt thoroughly worked, my lungs like they were going to explode; after the sixth and final run, I felt like someone really should be handing me a medal.

After a brief reprieve sprinting on a lighter load, we rolled into a second set of intervals. I think I laughed as Crago announced what was coming—I'd barely finished that last set alive. (At this point in the class, a normal 45-minute ride would be over and I would be halfway down the street grabbing protein waffles at Project Juice.) But she wasn't joking, and we instead embarked on a series of eight sprints, 20 seconds each with just 10 seconds off. I honestly don't know how I made it through, but once we moved onto our final sprint song, I was high on my own oxygen and would do whatever she asked.

It's important to note that this class is definitely not for noobs: SoulCycle recommends riders take at least 10 standard classes before signing up for Activate. For experienced riders who already incorporate SoulCycle into a weekly fitness regime, the brand advises taking the new class about two times per week. For myself, I think once a week, as a way to really test and push my cardio system, is plenty ambitious.

Prices vary per market, more info at soul-cycle.com.

Parsley Health's $1800 Functional Medicine Membership is SO Worth it!

Parsley Health celebrates its first year of functional medicine in the Bay Area with an educational fete.

Parsley Health SF, the only functional medicine clinic whose offices are located within WeWork, is turning one on December 5. If you're in the Bay Area, everyone's invited to pop by that day to listen to founder Dr. Robin Berzin talk microbiomes (gut bacteria) and biohacking (DIY 'hacks' to optimize your health) while they sip on a bulletproof matcha latte. But what is Parsley? When I heard that the super-buzzy New York-based organization, a pioneering mind-body medical practice, had quietly opened a San Francisco outpost soon after its LA location, I signed right up for a full new-patient intake. As a person who works in the wellness industry, I regularly meditate, run and spend more time than normal in Bay Area boutique-fitness studios. But I haven't had an old-fashioned check up since SoulCycle hit the West Coast (ahem, 2013).

Ahead of my visit, I filled out a mountain of new patient paperwork on personal and family health, using a digital-patient portal. During our hourlong-plus visit, Dr. Tiffany Lester reviewed my medical history (and my family's) in detail, not leaving any mind-body stone unturned, before she performed a basic physical exam. After my visit, she recommended some baseline testing (blood panels, cortisol screening) to get a data-based overview of my health.

Parsley acts as a primary-care office, and you can talk to your doctor in person or online regarding everything from testing questions to prescription refills. On average, traditional doctors' offices write a prescription for 70 percent of visits, while Parsley's doctors only write an Rx 10 percent of the time. Their goal is to treat patients holistically for total mind-body health through regular doctor's visits, dietary recommendations, vitamin supplementation and a robust health-coaching system. Rather than writing prescriptions, Parsley physicians might write a recommendation for a meditation class or acupuncturist, therapist or fitness classes.

This holistic approach to health is available exclusively to Parsley members who fork out $1600 to $1800 per year for membership. Included is an initial 75-minute visit with a doctor like the one I had, followed by biomarker testing that could include in-home tests and blood work to asses a baseline for health, and then a second 60-minute doctor visit and three additional 30-minute visits to assess progress. In practice that lengthy first session felt like a huge departure from my previous annual check-ups. The average traditional doctor spends around 15 minutes with patients, while the average Parsley visit is 50 minutes - they have time to dig into everything. After that biomarker testing, members receive five health coaching sessions over 12 months, in-person or digitally, with a staffer trained in functional nutrition to create a game plan to put into practice what the doctor recommended. Together between the Parsley team, members receive a seven-part health plan to optimize health at every level - diagnostic testing, mental health, fitness, nutrition, coaching, supplementation and coaching support. Beyond the office, members can access Parsley Perks in the patient portal that include discounts on all supplements and protein powders they sell, as well as access to wellness partners including free Headspace and Thrive Market memberships.

Just last month they launched a Parsley Assessment for commitment phobes that, for $500, packs in what would cost around $2,500 at a traditional clinic: a 75-minute intake, biomarker blood tests, a seven-part map to health, a 45-minute meeting with a health coach and access to the members-only perks program. And for those who can't get enough functional medicine support, Parsley has also launched a Premium Membership that includes additional visits with the doctor and nutrition coach, as well as 'priority visits and messaging'.

If you, like me, haven't been to the doctor in ages because you hate waiting rooms and someone throwing prescriptions at you in between the five other patients they need to see in the next ten minutes, Parsley's whole person approach might be for you. // 8am and 5pm, Dec 5th, RSVP for Parsley events at eventbrite.com, parsleyhealth.com