Face It Spa

When owner Giovanni Finocchiaro picked up the phone at Face It Spa, he heard one of his clients sobbing. She had been preparing for a presentation at work, and in the process, her skin had broken out so badly that Finocchiaro recalls her lamenting, "I just can't do it. I have to see you." Finocchiaro, who once dreamed of being a counselor, told her to come in immediately. "When you help people look better on the outside, it really does make them feel better inward, too," he says. When his distraught client arrived, he tailored a peel for her sensitive skin that helped kill bacteria and calm inflammation. Within a few days, he says, "she couldn't believe … how [her complexion] was already turning around."

Inside his recently remodeled boutique, Finocchiaro caters to each of his clients in the same way. He offers them complimentary water or tea before leading them across dark hardwood floors to a candlelit treatment room. After cleansing their face, he uses a lighted magnifier to analyze their skin type, then employs PCA products and a wide arsenal of customizable facial treatments to help them reach specific beauty goals or the center of the Earth.