Surya Spa

What Surya Spa does

Surya Spa (operating as Surya, Surya Ayurvedic Spa, and Surya Wellness) is a single-location Ayurvedic wellness and natural skincare brand founded by Martha Soffer, anchored by a flagship spa inside the Santa Monica Proper Hotel in Los Angeles and a direct-to-consumer Shopify storefront at suryawellness.com. The company sells 100% natural, botanical-based skincare SKUs across Face, Body, and Soul collections (with hero products such as Balancing Collagen Cream at $195 and Balancing Face Oil at $185) and delivers in-person Ayurvedic treatments including Abhyanga, Shirodhara, and Panchakarma retreats, alongside Mother Baby postpartum care and one-on-one consultations.

Revenue is generated across four streams: one-time e-commerce skincare sales ($98–$195 per SKU), bookable in-person spa services and multi-day Panchakarma retreats, online education through the Modern Ayurveda Online Course and the Ayurvedic Postpartum Doula Training certification (delivered via suryajourney.com), and digital gift cards fulfilled through the Book4Time platform. Pricing is publicly disclosed for retail SKUs; spa and retreat pricing is quote/booking-based. Free US shipping is offered on orders over $200 to the 48 contiguous states, with global reach achieved only via the online course platform.

Customer acquisition is content-and-PR-led, relying on tier-1 earned media (Allure, NYT, Forbes, Vogue, Vanity Fair, goop, Elle, InStyle), an owned editorial hub (Journal, Podcasts, Recipes, Botanicals blog), and active Instagram and Facebook channels under @suryabymartha. The company is privately held, founder-led, and operates without disclosed institutional investors, parent entities, or public listing.

Name

Surya Spa

Legal name

Surya

Website

https://suryaspa.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

Surya Spa is a Los Angeles-based Ayurvedic wellness brand, founded by Martha Soffer, operating a single flagship spa inside the Santa Monica Proper Hotel alongside a direct-to-consumer botanical skincare storefront, in-person Panchakarma retreats, and online Ayurveda courses and doula certification programs.

Ownership category

akta.pro rank

Product category

Ayurvedic Wellness Spa & Skincare

NAICS

Hair, Nail, and Skin Care Services (81211), Personal Care Services (8121), Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro industry

PRIMARYTHAGAMAF

Ayurveda & Traditional Medicine Retreats

Travel & Hospitality/Lodging & Accommodation/Wellness, Spa & Health Retreats

SECONDARYHSALAFAC

Destination Spas & Spa Resorts

Home & Personal Services/Personal Care & Beauty Services/Spa & Body Treatment Services

SECONDARYTHAJAHAC

Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages)

Travel & Hospitality/Tours, Attractions & Experiences/Wellness & Spa Experiences (Retreats, Thermal Baths, Yoga)

SECONDARYCRABALAG

Spa Body Treatments & Massage (Oils, Scrubs, Wraps)

Consumer Products & Retail/Beauty & Personal Care/Professional Salon & Spa Products

Keywords

• Ayurvedic skincare products
• Wellness spa services
• Botanical body care
• Panchakarma cleansing
• Postpartum doula training

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Skincare product sales (one-time): Direct e-commerce sales of botanical skincare (face oils, collagen creams, body oils, discovery sets, yoni care, herbalized pulling oil) through the company's own Shopify storefront. Prices range from $98 to $195 per SKU.
2. Spa treatments and Panchakarma retreats: Bookable in-person Ayurvedic services at the Santa Monica Proper Hotel spa, including single-day treatments, wellness packages, Panchakarma retreats, Mother Baby care, and personalized consultations.
3. Online education and training programs: Paid digital courses delivered via suryajourney.com (Modern Ayurveda Online Course) and certification programs such as the Ayurvedic Postpartum Doula Training.
4. Gift cards and treatment gifting: Sale of digital gift cards and bookable spa treatment gifts via the Book4Time-powered gift portal.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Surya Spa operates an integrated Ayurvedic wellness brand offering 100% natural botanical skincare products (face oils, collagen creams, body oils, discovery sets, yoni care, herbalized pulling oil) through its own e-commerce storefront, in-person spa treatments (Abhyanga, Shirodhara, Panchakarma), Mother Baby postpartum care, wellness consultations, and structured online education including a Modern Ayurveda Online Course and an Ayurvedic Postpartum Doula Training and Certification program. The flagship spa is housed inside the Santa Monica Proper Hotel in Los Angeles, with skincare shipped within the contiguous United States.

Product overview

Surya Spa (Surya Ayurvedic Spa, Los Angeles) operates a single integrated wellness brand under one storefront and one spa location, combining an Ayurvedic skincare e-commerce shop with in-person spa services, retreats, and educational programs. The product portfolio has three consumer pillars: (1) skincare and body products organized into For The Face, For The Body, and For The Soul collections; (2) spa treatments, Panchakarma retreats, and Mother Baby care delivered at the spa; and (3) training and courses such as the Ayurvedic Doula Training and the Modern Ayurveda Online Course. Hero SKUs include the Balancing Collagen Cream, Balancing Face Oil, Rose Petal Body Oil, and the Skincare Discovery Set, while signature services include Abhyanga + Shirodhara and Panchakarma cleansing, all developed around Dr. Martha Soffer's Ayurvedic formulations.

Differentiator

Problem solved

Functional benefit

Products and services

• Balancing Collagen Cream 100% natural, restorative Ayurvedic face cream that nourishes the skin and provides herbal support to help balance skin for inner and outer beauty; priced at $195 and rated 4.7/5 across 75 reviews.
• Balancing Face Oil Signature Ayurvedic facial oil formulated to balance the skin; priced at $185 and rated 4.9/5 across 46 reviews.
• Rose Petal Body Oil Limited-edition rose petal-infused body oil priced at $98 and rated 4.6/5 across 64 reviews.
• Skincare Discovery Set Introductory bundle of three of Surya's most highly regarded skincare essentials plus the Kansa Wand; priced at $155 and rated 4.8/5 across 18 reviews; positioned as 'the perfect introduction to 100% clean Ayurvedic beauty'.
• Kansa Wand Ayurvedic facial tool used in Surya's facial protocols and sold as part of the For The Face collection.
• Herbalized Pulling Oil Ayurvedic oil-pulling product under the For The Soul collection, extending the brand into traditional oral-care rituals.
• Surya Gift Certificate Digital gift card for gifting Surya services and products, fulfilled via the Book4Time gift-certificate portal.
• Surya Spa Treatments Core in-person service line: personalized Ayurvedic spa treatments delivered at the Santa Monica Proper Hotel, including the signature Abhyanga + Shirodhara 'Nourish & Restore' therapy.
• Panchakarma Retreats / Wellness Packages Multi-day Panchakarma cleansing and wellness packages positioned as Surya's deeper whole-body Ayurvedic offering.
• Mother Baby Care Ayurvedic postpartum care services for new mothers, centered on the 'forty days after delivery' healing window, providing sacred, intentional rest and nourishment.
• Ayurvedic Postpartum Doula Training and Certification Program Transformational postpartum care training and certification founded by Martha Soffer with day-to-day instruction by Michelle Wilcox and Rain Gentle; teaches Ayurvedic body therapies, herbal wisdom, and rituals for the postpartum window.
• Modern Ayurveda Online Course Self-paced online course teaching Surya's approach to Modern Ayurveda, with course delivery hosted at suryajourney.com.
• Surya Wellness Consultations One-on-one wellness consultations bookable through the Services menu, providing personalized Ayurvedic guidance to complement retail and spa purchases.
• Surya Wellness Experiences Curated wellness experiences bookable through the Services menu, framing Surya's spa and Panchakarma offerings as a unified experience line beyond individual treatments.

Quantifiable outcome

• Balancing Collagen Cream rated 4.7/5.0 across 75 customer reviews
• +4 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability1 record

Feature4 records

Partnerships

Four partnerships are on record, tiered flagship, core and minor.

• Santa Monica Proper HotelflagshipStrategic or Co-development PartnerSurya Spa is physically hosted inside the Santa Monica Proper Hotel in Los Angeles, with Surya's spa serving as the property's flagship wellness destination. The hotel provides the physical venue and hospitality infrastructure for Surya's treatments, Panchakarma retreats, Mother Baby care, consultations, and Doula training events.
• Book4TimecoreTechnology or IntegrationSurya uses Book4Time's gift-booking platform (susp401.na.book4time.com) to enable gift-a-treatment purchases for its spa services, integrating the booking vendor into the Surya gift-purchase flow.
• Michelle WilcoxminorImplementation/ SI/ Consulting PartnerDay-to-day instructor for Surya's Ayurvedic Postpartum Doula Training program, co-teaching alongside Martha Soffer and Rain Gentle.
• Rain GentleminorImplementation/ SI/ Consulting PartnerDay-to-day instructor for Surya's Ayurvedic Postpartum Doula Training program, co-teaching alongside Martha Soffer and Michelle Wilcox.

Scale indicators8 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Drunk Elephant: Shiseido-owned clean-clinical skincare brand popular with affluent wellness consumers; comparable premium positioning, ingredient-led storytelling, and overlapping target customer base as Surya.
• goop: Celebrity-founded (Gwyneth Paltrow) wellness and beauty brand with a much broader clean-beauty, wellness, and editorial footprint; relevant as Surya's media peer and as an established incumbent in the celebrity-endorsed wellness space.
• Aveda: Estée Lauder-owned botanical, salon-and-spa-channel hair and skincare brand; comparable botanical positioning and spa-channel distribution, though at vastly larger scale and broader portfolio scope than Surya.

Direct peers

• The Well: Membership-based integrative wellness retreat offering spa services, Ayurveda-inspired programming, and wellness experiences; mirrors Surya's premium wellness-retreat model and Panchakarma-style offerings at greater scale.
• Odacité: Los Angeles-based clean-beauty skincare brand selling botanical serums and oils via its own DTC storefront; comparable premium positioning, ingredient-led storytelling, and direct-to-consumer e-commerce model.
• Shankara: Ayurveda-rooted skincare and wellness brand offering natural body oils and treatments; overlaps with Surya's Ayurvedic heritage, botanical formulation philosophy, and spa-adjacent product assortment.
• Sundãri: Premium Ayurvedic-inspired skincare brand with botanical formulations and spa-channel distribution; comparable ingredient philosophy, Indian-medicine heritage, and luxury positioning to Surya.
• Tata Harper: Premium clean-beauty skincare brand built around botanical, non-toxic formulations with a celebrity-celebrity-adjacent founder story; directly comparable to Surya's 100% natural, high-AOV skincare positioning and DTC channel.
• KORA Organics: Celebrity-founded (Miranda Kerr) certified-organic skincare brand with botanical formulations and a global DTC presence; mirrors Surya's celebrity endorsement, natural-ingredient positioning, and premium price points.
• UMA Oils (Uma Ayurveda): Ayurvedic-inspired luxury skincare and wellness oils brand with a comparable botanical, traditional-medicine heritage and premium price architecture that mirrors Surya's positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SuryaByMartha
• Instagraminstagram.com/suryabymartha

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

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 Surya Spa