Founder Melanie Gleeson says though some things have obviously changed since those days, her initial drive has not.
Endota has found success because it meets people of all genders where they are at, offering a moment of calm and enhancement of wellbeing. Whether that’s with a treatment in one of the brand’s many spas or at home, popping a drop of mood-boosting essential oil in a diffuser or applying a transformative moisturiser or serum from the brand’s 220-strong product line-up.
While her customers are 25% male, she finds it’s women in particular she says both need and benefit from that moment she and her wider team of 2000 spa therapists across Australia and 60 in New Zealand aim to provide.
“Women are busy, and tired, exhausted because we’re trying to do everything. Be amazing mums and amazing partners … Endota is a place where men, but mainly women, can go just to regroup and get a bit of time back.”
Caring for the carers
Gleeson talks passionately about caring for the carers. She says with so many of us holding down wider commitments while looking after friends, family, children, parents, pets and others in our lives, it’s imperative we offer ourselves the grace and permission to spend some time on ourselves.
“You need a space where you can let go for a minute. We have people in tears on the [spa treatment] table, because it’s the only time they get to just unburden their head.”
The brand recently moved into New Zealand, acquiring Forme Spa’s nine locations, transforming them to endota with the brand’s popular skin treatments and massage offerings. Staff were kept on and upskilled to provide endota’s signature treatments.
Gleeson was confident about the move because she believes New Zealanders share similar values and desires, both with skin and body care and wellness in general.
Take for example, what she calls endota’s most popular, or sought-after spa offering.
“It’s our ‘Surrender’ treatment, because that has an element of face and body.”
The aromatic 80 minute massage and facial treatment involves a facial with skin-boosting, hydrating botanical actives to nourish and face, scalp and body massage using a sequence of soothing strokes, and warm jade stones to center and ground.
She says in general there has been a shift towards more high performance facials, where endota delivers with the likes of glow-inducing peels and LED light treatments, but the strength of the brand is also in its consideration of people’s need for relaxation and human touch.
“People are looking for results but then on the other hand, the massage, the energy work – people will never not want touch and connection, because it’s so beautiful.“
