KNESKO Skin
“ There’ s always new science, new technologies. I try to start each day by asking, What can I learn today, and how might that help others?”
SPA INDUSTRY FOUNDERS BY JAMISON STOIKE
LEJLA CAS
KNESKO Skin
IF ASKED TO IMAGINE a luxury face mask, chances are you’ d picture the minimalist, sleek packaging of a KNESKO Skin mask. Few products have become as synonymous with a brand as ultra-premium masks have with KNESKO Skin, launched in 2012 as a“ a high-vibrational skincare brand that bridged science and spirituality,” says Founder Lejla Cas, via cutting-edge skin science and the healing power of gems and Reiki.
The desire to heal others has motivated Cas throughout her career, first as an esthetician in Australia and later in the United States, where she worked in training, sales and product development. Though she loved the work, she began to feel burned out:“ I traveled to 40 states in a year, worked 90-hour weeks and lived out of a suitcase,” says Cas. She took a yearlong sabbatical, during which she conceived the idea of KNESKO. Its first product, the Gold Repair Collagen Face Mask, came from her own experience: She often purchased masks while traveling, but she struggled to find one that felt like a truly premium product. Cas and her husband, Sean Nezhad, launched KNESKO using money originally intended for their wedding, opting to elope on Santa Monica Beach instead.
For several years, the company focused exclusively on masks.“ Choosing to specialize in a product that I had an extensive passion for was the greatest business decision I made,” says Cas, who also chose to target spas rather
“ There’ s always new science, new technologies. I try to start each day by asking, What can I learn today, and how might that help others?”
than retail stores. She grew the brand organically, going in-person to local Los Angeles spas to pitch her product.“ I went straight to Beverly Hills and my first account was, believe or not, a Four Seasons spa,” laughs Cas.“ That’ s the mix of boldness and naiveté you only have in the early days.”
KNESKO has since developed a full line of masks, serums, body care and beauty tools, all of which are built upon Cas’ s expertise as an esthetician and Reiki practitioner. Its first full skincare line will debut at the 2026 ISPA Conference, marking the company’ s 14th anniversary.“ There’ s always new science, new technologies,” says Cas.“ I try to start each day by asking, What can I learn today, and how might that help others?”
FOUNDER’ S PLAYBOOK l ADVICE FOR YOUR YOUNGER SELF:“ Believe in yourself.” l PERSONAL MOTTO:“ Follow what’ s next— if there’ s resistance, it’ s probably not the right time.” l BIGGEST MENTOR:“ My mother-in-law is a very successful businessperson and has also done an incredible job as a mother and wife.” l ALTERNATE CAREER:“ I would be a gemologist, or someone in the mountains digging up gemstones.”
The spa community is fortunate to have leaders who have elevated the spa experience and shaped the industry ' s evolution.
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