Pulse March/April 2025 | Page 34

WHEN ALISSA BAYER , founder of milk + honey , graduated with her MBA from the University of Texas — Austin in 2004 , she knew she wanted to build something that would positively impact people ’ s lives . At the time , Austin ’ s spa scene wasn ’ t much of a scene at all , says Bayer , but rather “ a lot of hair salons or gyms with a treatment room or two tucked in the back corner .” Bayer borrowed money from friends , family and the SBA to open the first milk + honey spa in 2006 with five treatment rooms and two nail stations .

“ I think what resonated with people was our focus on providing our guests not just with a massage or facial , but rather an experience ,” notes Bayer . That focus on experience , not transaction , has helped milk + honey grow from a local Austin day spa to one with locations across Texas and in Los Angeles and Chicago .“ I knew early on that I wanted milk + honey to be a national brand ,” Bayer says . As with any expansion , challenges have emerged — branding strategy , quality control — but those challenges have also provided valuable insights for Bayer .

FOUNDER ’ S PLAYBOOK l ADVICE FOR YOUR YOUNGER SELF : “ I would encourage my younger self to relax a little and go with the flow .” l PERSONAL MOTTO : “‘ Business can be a win-winwin-win scenario .’” l BIGGEST MENTOR : “ I have not really had any mentors in business , but I have been very lucky to have many friends and casual advisors over the years .” l ALTERNATE CAREER : “ I know whatever I do , I would want to be doing something that contributes to people ’ s lives in a positive way .”

Of course , milk + honey is perhaps more well-known nationally for its product line , which is stocked at retailers like Ulta and Erewhon . As spa-goers increasingly prize holistic experiences in which every aspect of a spa , including product , exudes its unique brand , Bayer ’ s foresight in creating milk + honey ’ s own product line ( developed with a local manufacturer ) created synergies that helped it grow . “ The products and the spa support one another ,” comments Bayer . Now that Bayer has built milk + honey into a spa brand with national reach , what comes next ? Bayer remains focused on her guiding principle : building a business that makes a positive impact . “ I want milk + honey to be an example of a business where customers , employees , vendors and the community are all enriched ,” she says . “ Business does not have to be a zero-sum game — everyone can win .” n

The spa community is fortunate to have leaders who have elevated the spa experience and shaped the industry ' s evolution .

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