Thirteen years ago, Joanna Czech left Manhattan and the star spa in which she officiates, to join her lover in Dallas. When she decides to return to New York in 2019, she imagines that the top floor of the multibrand The Webster would be large enough to accommodate her. "If I am remembered," she said at the time, the wait for an appointment with the famous beautician is six months!
Joanna Czech, 57, has never really stopped going to Big Apple, even after the opening of her flagship of the same name in Texas. "I sent my equipment from Dallas every month," recalls the small woman who was also making the trip. In New York, she saw regular customers, such as Amber Valletta and Laura Kim (designer of Oscar de la Renta). In Los Angeles, she spent time with the Kardashians. She estimates that she drove nearly 50,000 kilometers by plane every month, until the beginning of the pandemic. Confinement, which forced him to immobility, also allowed him to rethink his business. Conclusion: need more space and better products to take in your suitcase.
Products adapted to each climate
"My customers travel non-stop. They tell me, for example: 'We go to Colorado and then to Cabo', or 'We will climb Everest and then to India'. I started thinking about products that could work between different climates," she says about her first collection, "The Kit". This line of seven products, inspired by her chemistry studies, is packaged in a navy blue metallic pouch with a seat belt-like clasp ("The concept was to make a kind of 'Nylon Prada'", she remembers, but the result looks more like a Moncler down jacket!"). On the program, facial wipes and moisturizing mask in bio-cellulose, essential on a plane, a unifying astringent, two serums (one based on hyaluronic acid to soothe the skin, the other with stabilized vitamin C to lighten the complexion) and two moisturizers - an aqueous cream and a nourish.
"The Kit" is now available for sale in Joanna Czech's new 200 m2 space in SoHo, where she offers a selection of fashion and lifestyle products in addition to the famous treatments she provides in an all-wooden decor and moldings. "I hate poorly decorated spas," exclaims her friend Laura Kim, with whom Johanna Czech has worked on a line of cashmere socks and blankets, which will be presented among other basics by James Perse and Phillip Lim. There is also the presence of a bed of LED therapy - "a work of art", according to the facialist - whose light promotes the production of collagen and elastin.
"At first, I was panicked because no one could travel when the studio opened and launched the products," explains Joanna Czech. But the formulas are just as effective at home as on the go. "What she recommends works systematically. She knows my skin, she knows everyone's skin," says Kim Kardashian, whose support may increase the waiting list to receive these indisputable treatments.