You can finally replace that weekly Costco chair massage with relaxation that feels like an actual escape from reality. Tulum-inspired sanctuary The Now has scored the OK to reopen its boutiques, and you can finally book a safe massage at all four of its L.A. locations. There's one catch: It'll need to be on the orders of your MD or another healthcare pro. [Update 10/27: Starting Thursday, Oct. 29, you won't need a doctor's referral.]
The bohemian-cool massage mecca developed a safety plan with health experts and advisors to ensure their spaces abide by California and L.A. County healthcare mandates. Clients will need a recommendation by a physician or medical professional that outlines a need for massage therapy services (think your chiropractor, nurse or general practitioner, or physical therapist, to name a few) and provide their name and contact number upon booking.
Save for the actual rubdown, it'll be a no-touch process: You'll check in and out via The Now's app, there'll be a temperature check, and all guests and staff will need to wear masks and abide by social distancing rules. Hand sanitizers, gloves, and face masks will also be available, and the space will be regularly sanitized before and after treatments. To keep everything clean and well-ventilated per state and local guidelines, The Now is also using UVC-light (for disinfecting) and HEPA air purification (for capturing any potential airborne particles) systems.
The 'grammable wellness wonderland's locations in Santa Monica, Silver Lake, Studio City, and West Hollywood are open daily from 10 a.m. to 10 p.m., and appointments are at reduced capacity so that staff has enough time to clean. On offer is its full menu of massages, including the signature Swedish treatment, the energy-balancing Healer, and the athlete-friendly Stretch alongside enhancements such as deep tissue, gua sha, scalp renewal, and other add-ons.
For those not yet comfortable leaving the house, consider instead picking up the self-care shop's newest multi-tasking Nourish by The Now Calm Balm ($42). The coconut oil-based salve contains carrot seed and apricot oils, antioxidant-rich capsicum, camu-camu berry, ashwagandha, and peppermint, all of which work together to soothe, moisturize, and rejuvenate the skin and achy muscles.
The L.A. massage haven opened its first location on Beverly Boulevard (just a stone's throw from The Grove) five years ago, followed by the Westside, the non-Eastside (a.k.a. Silver Lake), and the Valley. The Now is also slated to open 50 new spots across the U.S., including in Atlanta, Chicago, Dallas, Denver, Nashville, and beyond, with many more to come as part of its relaxation-happy expansion.
Need some photogenic R&R? Book your next appointment at The Now here.
