Ojas
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.
- Company typePrivate
- Founded2003
- HeadquartersCockeysville, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
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.
Ojas firmographics
Firmographics- 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
Ojas industry classification
Industry- 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
Where Ojas is headquartered
LocationHeadquarters
- HQ city
- Cockeysville
- HQ country
- United States
- HQ region
- North America
Offices4 records
Markets served
Ojas business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain
Revenue model
- 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.
- 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.
- 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.
- Waxing Services: Hair removal services using Nufree botanical system, priced from $16-$97 depending on body area. Members receive 10% discount.
- Gift Cards and Packages: Prepaid gift cards and bundled service packages including massage/facial combinations and 3-month gift memberships.
- Skincare Products: Retail sales of Hylunia and Circadia skincare products used in treatments and recommended for home care.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | WellPass Monthly Membership - $99.99/month |
| Unit Pricing | Pay-as-you-go | Massage Services - $120-$160 |
| Unit Pricing | Pay-as-you-go | Facial Services - $130-$180 |
| Unit Pricing | Pay-as-you-go | HydraFacial Services - $170-$295 |
| Unit Pricing | Pay-as-you-go | Waxing Services - $16-$97 |
| Freemium | Pay-as-you-go | New Client Special - $99.99-$139.99 |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Ojas product offering
Product offeringCore 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
Companies that use Ojas
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles3 records
Ojas technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Ojas partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- HydraFacialcoreLicensed 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
Ojas competitors and assessment
Company assessmentEmerging 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
Ojas social profiles
Digital presenceOjas financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ojas leadership team
Management profileNumber of profiles
Profiles1 record
Ojas funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ojas M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Ojas
What does Ojas do?
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.
Is Ojas a public or private company?
Ojas is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Ojas founded?
Ojas was founded in 2003. It employs 51 to 100 people.
Where is Ojas based?
Ojas is headquartered in Cockeysville, United States, in the North America region.
How does Ojas make money?
Six revenue lines are on record. Massage Therapy Services are the primary driver. The others are facial and Skincare Services, wellPass Membership, waxing Services, gift Cards and Packages and skincare Products.
Who are Ojas's main competitors?
Emerging players on record are The Now Massage, Heyday Skincare, Zeel and Soothe Inc.. Direct peers are European Wax Center, Hand & Stone Massage and Facial Spa and Massage Envy. Broad incumbents are Woodhouse Spa, Burke Williams Spa and Equinox Spa / Spa at Equinox Hotels.
Does Ojas have an API?
No public API is recorded for Ojas.
What industry is Ojas in?
Ojas's product category is Day Spa and Wellness Services. Its primary akta.pro industry code is HSADAKAA, Day Spas (Facials, Body Treatments & Packages), with a secondary code of HSALAEAM, Aromatherapy Massage. Its NAICS code is 81211 and its SIC code is 7900.