Ojas

What Ojas does

Ojas Wellness Center is a privately held, founder-owned massage therapy and skincare center founded in 2003 by Kelly Wilkes, a licensed massage therapist and certified yoga instructor. The company operates four physical locations across the Baltimore metropolitan area — Bare Hills, Cockeysville, Columbia, and Stevenson — delivering in-person spa services including customized massage therapy (Swedish, therapeutic, pregnancy, cupping, reflexology, Reiki), a three-tier facial program (Essential, Advanced, Ultimate), HydraFacial using patented Vortex-Fusion technology, and 20+ waxing services using the Nufree botanical system. It also retails Hylunia and Circadia skincare product lines.

The business model combines transactional service revenue with a recurring subscription layer through the WellPass membership ($99.99/month) that includes 6-month service rollover, 10% waxing discounts, and HydraFacial member pricing, plus Family WellPass and 3-month gift membership variants. Go-to-market is direct-to-consumer via website booking, phone reservations, and walk-ins, with marketing concentrated on email/newsletter, SEO, and Baltimore Magazine "Best of" PR (9 awards, 2008–2018). Customer base is 100% SMB/individual consumer with no disclosed enterprise contracts.

Ojas has grown organically from a single location in 2003 to four Maryland locations by 2015 with no external funding, no parent company, and no disclosed revenue. Service delivery is staff-intensive (51–100 employees firmographic band), with reported therapist compensation of $50–$65 per service including gratuity supporting above-industry pay positioning. The company has no disclosed AI/ML capability, no patents, no M&A activity, and no operations outside the Baltimore metro.

Name

Ojas

Legal name

Ojas Wellness

Website

https://ojaswellness.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

51–100 employees

Short description

Ojas is a founder-owned Baltimore-area wellness center operating four Maryland locations delivering massage therapy, facials, HydraFacial treatments, and waxing services, plus skincare retail and a $99.99/month WellPass subscription membership, serving individual consumers in the Baltimore metropolitan area.

Ownership category

akta.pro rank

Product category

Day Spa and Wellness Services

NAICS

Hair, Nail, and Skin Care Services (81211), Personal Care Services (8121)

SIC

Services-Amusement & Recreation Services (7900), Services-Health Services (8000)

akta.pro primary industry

Day Spas (Facials, Body Treatments & Packages) (HSADAKAA)

akta.pro secondary industries

Aromatherapy Massage (HSALAEAM), Spa Packages & Ritual Experiences (HSALAFAN), Spa Body Treatments & Massage (Oils, Scrubs, Wraps) (CRABALAG)

Keywords

• Massage therapy services
• Skincare facial treatments
• HydraFacial spa services
• Waxing hair removal
• Wellness center membership

Headquarters

HQ city

Cockeysville

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Massage Therapy Services: One-time service fees for customized massage sessions including Swedish, therapeutic, pregnancy, cupping, and reflexology treatments. Priced at $120 for 60-min and $160 for 90-min standard services.
2. Facial and Skincare Services: Facial services ranging from Essential ($130-$140) to Advanced ($150-$160) to Ultimate ($180) levels. Includes specialized treatments like HydraFacial, SWiCH, Oxygen Rx, and Dermaplane.
3. WellPass Membership: Monthly subscription membership at $99.99 providing discounted services including 60-min massage or 45-min facial monthly, with 10% off waxing and exclusive member pricing on HydraFacials.
4. Waxing Services: Hair removal services using Nufree botanical system, priced from $16-$97 depending on body area. Members receive 10% discount.
5. Gift Cards and Packages: Prepaid gift cards and bundled service packages including massage/facial combinations and 3-month gift memberships.
6. Skincare Products: Retail sales of Hylunia and Circadia skincare products used in treatments and recommended for home care.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Ojas delivers in-person massage therapy, facial skincare, HydraFacial, and waxing services at four Maryland wellness centers targeting individual consumers. Offerings are customized per client using a Pressure Scale system, premium product lines (Hylunia, Circadia), and the patented HydraFacial Vortex-Fusion platform, with a recurring WellPass monthly membership program providing discounted recurring access.

Product overview

Ojas Wellness Center is a Baltimore-based spa and wellness center offering a unified suite of massage therapy, skincare, and hair removal services. The core offerings include Custom Wellness Massage (with variants like Pregnancy Massage, Cupping Massage, Reflexology, and Reiki Energy Healing) and Facial Services structured in three tiers: Essential, Advanced, and Ultimate, spanning categories for Age Defying, Detoxifying & Clarifying, Brightening & Repairing, and Soothing & Calming treatments. Additional services include HydraFacial (Signature and Deluxe options) and Waxing Services using Nufree botanical products. The WellPass Membership is a subscription program that provides discounted access to all services, with services rolling over for up to 6 months.

Differentiator

Problem solved

Functional benefit

Products and services

• Custom Wellness Massage Fully customized massage session using Swedish techniques, therapeutic deeper pressure, or a combination, delivered for health and wellness benefits. Includes free aromatherapy, warm stone therapy, and hot towel treatments. Priced at $120 for 60-min and $160 for 90-min standard (WellPass members pay $99.99 and $139.99 respectively).
• Pregnancy Massage Soothing massage safe and effective in easing common discomforts of pregnancy while promoting maternal and fetal well-being, available for moms-to-be in second and third trimesters.
• Cupping Massage Treatment combining massage with cupping therapy that reaches deep into muscles to release toxins, promote circulation, and activate the immune system.
• Reiki Energy Healing Ancient alternative medicine technique that reduces stress, clears negativity, and promotes mental and emotional well-being by balancing the body's energy.
• Reflexology Foot or hand massage therapy focusing on pressure points to promote overall wellness and relaxation.
• Essential Facials Entry-level 45-minute facial treatments including cleansing, exfoliation, extractions, facial massage, targeted treatment, moisturizer, and sun protection. Categories include Age Defying, Detoxifying & Clarifying, Brightening & Repairing, and Soothing & Calming. Priced at $130 standard / included in WellPass.
• Advanced Facials 60-minute facial treatments building on Essential Facials with more powerful products, additional targeted treatments, ingredients, and technologies for quicker and more effective results. Priced at $140 standard / +$20 WellPass upgrade.
• Ultimate Facials 90-minute most comprehensive facial treatments including all benefits of Essential and Advanced Facials plus enzyme exfoliation, peptide antioxidant masks, resurfacing treatments, and LED light therapy. Priced at $180 standard / +$50 WellPass upgrade.
• HydraFacial Non-invasive skin treatment using patented HydraFacial Vortex-Fusion technology to cleanse, extract, and hydrate skin with no downtime. Available as Signature (30 min) at $170 member / $225 non-member or Deluxe (45 min with personalized Booster and LED Light Therapy) at $295 non-member.
• Waxing Services Hair removal services using Nufree botanical wax, an antimicrobial, non-wax product safe for the entire body. Includes over 20 facial, body, and Brazilian waxing options priced from $16-$97 depending on area. Members receive 10% discount.
• WellPass Membership Monthly no-commitment subscription membership at $99.99/month offering choice of 60-min Custom Wellness Massage OR 45-min Essential Facial monthly, plus 10% off all waxing services and exclusive discounts on HydraFacial. Services roll over for up to 6 months. Family WellPass option available.

Quantifiable outcome

• Services roll over for up to 6 months, differentiating from typical 'use or lose' membership models
• +1 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• HydraFacialcoreTechnology or IntegrationLicensed operator of HydraFacial patented technology. Uses HydraFacial's Vortex-Fusion delivery system for non-invasive skin treatments. Offers Signature and Deluxe HydraFacial services at all locations.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• The Now Massage: Modern boutique massage studio chain focused on walk-in and short-format services with premium design aesthetic; comparable on custom massage offerings and target demographic of wellness-focused urban/suburban consumers.
• Heyday Skincare: Boutique facial studio chain with membership pricing and custom protocols targeting urban millennials; comparable on facial-focused service mix, membership model, and custom-treatment positioning, though narrower scope (no massage).
• Zeel: Tech-enabled massage therapy platform offering in-home and on-site bookings plus corporate wellness programs; comparable on therapeutic massage service mix and wellness consumer, though operating a marketplace model rather than owned locations.
• Soothe Inc. On-demand mobile massage platform connecting consumers to licensed therapists for in-home and corporate services; comparable on massage service offering and target wellness consumer, but differs through at-home delivery model.

Direct peers

• European Wax Center: National waxing-focused franchise with membership model (~$25-40/month) and complementary facial/skincare services; comparable on subscription program structure, waxing as core offering, and unit economics of a multi-location spa operator.
• Hand & Stone Massage and Facial Spa: National franchise offering massage, facial, and skincare memberships across 500+ locations; competes on identical service categories (custom massage, facials, HydraFacial partnership, waxing) and similar monthly subscription pricing model.
• Massage Envy: Largest U.S. massage and facial membership franchise with hundreds of locations; directly comparable on membership model (~$60-70/month), service mix (massage, facials, custom protocols), and target consumer, though at significantly larger scale.

Broad incumbents

• Woodhouse Spa: Multi-location day spa operator offering massage, facials, body treatments, and wellness packages; directly comparable on full-service spa positioning, package pricing, and target affluent wellness consumer, though broader in scope.
• Burke Williams Spa: Established full-service urban day spa with massage, facials, and body treatments at premium price points; comparable on multi-treatment menu, custom protocols, and upper-tier consumer segment, though larger and West Coast focused.
• Equinox Spa / Spa at Equinox Hotels: Premium wellness operator with spa services inside Equinox fitness clubs and hotels; comparable on premium-priced massage, facials, and integrated wellness positioning targeting affluent health-conscious consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/iloveojas
• Facebookfacebook.com/OjasMassageAndSkinCare
• LinkedInlinkedin.com/company/ojas-wellness-center

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Ojas