Los Angeles wellness lovers will be familiar with The Now, a collection of massage studios whose soothing interiors—think exposed beams, wood surfaces, milky textures, lanterns, and cactus galleries—have exploded on Instagram. Now, founder and former fashion designer Amy Krofchick is on to her next venture with a concept called Lifehood, which offers elevated, affordable express massages—but with a “social purpose.”
Similar to how The Now was a response to healing from loss—Krofchick’s husband passed away in 2011, and her cofounder’s father passed in 2009—Lifehood aims to bring higher meaning to the wellness industry, delivering a complete healing experience that engages mind, body, and soul.
“We are a social purpose company based on the principles of kindness, gratitude, and paying it forward,” says Lifehood founder Amy Krofchick. A circular design motif—evident in round lights, rugs, mirrors, and an archway—represents how kindness spreads.
“Among the incredibly valuable life lessons learned from my personal tragedy was that along with the hard knocks, there is a trove of kindness out there, and when one person receives a kind act—big or small—there is a therapeutic effect, a nurturing that should be at the core of modern wellness,” says Krofchick. “After further investigation, I came to learn that there is a similar positive benefit for those who initiated those kind acts. Kindness benefits those who give and those who receive.”
The primary color palette, which privileges red, blue, green, and yellow tones, “is rooted in the childlike, human instinct to be kind and open,” says Krofchick. “The color also reflects our love of everything California—ocean, sun, foliage, sunsets, and sunrises.”
Located in the Culver City shopping center Platform, the 1,600-square-foot Lifehood balances sophistication with whimsy with circular entryways, indigo rugs, canary-toned tile, and low boucle chairs. Inspired by California in the ’70s, the interiors were overseen by designer Brigette Romanek, who has worked with the likes of Beyonce, Jay Z, and Gwyneth Paltrow. Circular design details represent an ecosystem of kindness, while vivid, primary colors evoke a childlike sense of openness.
Krofchick describes the look as “Cali chic” with an infusion of ’70s spirit.
Shop the Look
Inspired by the beauty and logic of mathematics, the Tom Dixon Etch Pendant is a delicate, airy geode.
Blowin’ in the wind. All we need in this world to cue sheer happiness is a cool breeze sweeping over the patio, a glass of lemonade, and the gentle clinking of wind chimes.
Material research primarily determines all of Hella Jongerius’ designs. Her extensive portfolio includes single pieces exhibited at galleries, mass-produced items sold at retail stores, design of airliner interiors and even the redesign of the North Delegates’ Lounge at UN Headquarters in New York.
The space references and showcases Californian designers, from R.M. Schindler Sling massage chairs to Douglas fir walls inspired by Frank Gehry. There’s a canvas tent designed by RTH as well as pillows, mugs, and bowls from Gjusta Goods. Custom rugs and chairs were sourced from Los Angeles makers. From uniforms by The Great to CBD add-ons by Lord Jones, and custom body oils by Jiva Apoha to natural candles by Barratt Riley, the space is an homage to the Golden State.
Douglas fir walls are inspired by the work of Frank Gehry.
Lifehood offers a “love it forward” sales model that allows clients to purchase a discounted massage for a friend. That gift is delivered anonymously via email to the recipient. When they arrive for their treatment, the giver is revealed through a personalized, handwritten message. The hope is that recipients, in turn, will continue the cycle to create a ripple effect of kindness and healing.
The “kindness mirror” represents how love spreads.
The store features products from California makers and designers.
The space holds four treatment rooms for table massages; six chairs are available for 25-minute, seated services. Honing in on intentional bodywork and energy exchange, ritual-focused treatments are created by Ojai-based healing arts practitioner Amber Lee and pro athlete bodywork expert Bryan Grijalva.
Chair massages—in R.M. Schindler Sling Chairs, no less—are held in a bright, airy space with floor-to-ceiling windows.
Four minimalist treatment rooms are carved out for table massages.
Clients can also listen to custom audio meditations created in collaboration with meditation and yoga teacher Kevin Courtney. For a more immersive experience, there’s the Justin Bishop–filmed VR experience where users can traverse iconic California landscapes with 360-degree views and sounds.
“We decided to offer VR as a part of our experience so that our clients could take themselves away from the stress of everyday life and experience the meditative healing that nature brings,” says Krofchick.
There’s no wellness space without an array of healing tools like stones.
Clients can write handwritten notes to those that they “love it forward” to.
Plant life surrounds the Lifehood entrance.