Facialist Yelena Royzen’s Caviar Skin Mask has become a sought-after all-in-one beauty product. This week, it lands at Saks online.
, a New York–based beauty brand that’s been building a cult following since its launch in 2011. As of this week, it’s also available on Saks Fifth Avenue’s website, accompanied by a selection of other items from the line, including targeted serums and a rich, retinol-infused night cream. Roezen is in talks with Saks to bring its products—along with mini fridges to store the masks, which need to stay cold—into select physical stores as well.
The development of the Caviar Skin Mask—and the brand’s name, a nod to its star ingredient—was fortuitous. Royzen’s son was a caviar exporter when she began working on creating a product that could tackle multiple skin issues; a glance at a laboratory breakdown of the food’s ingredients, including omegas and vitamins E and A, convinced her it would be ideal for skin care. “I was like, Why would we need to use chemicals to copy all this if I already have it in my hands?” she recalls.
Royzen still does facials in three New York City locations: a sleek Midtown space on Fifth Avenue, a discreet atelier in Nolita, and in a spare room in her Brighton Beach apartment, where town cars frequently idle outside while clients come upstairs for their treatments, often accompanied by a taste of homemade borscht fresh off the stove.
Her clientele, which she won’t name, includes well-known fashion and beauty executives, models, and actresses. Her most popular offering is the Billionaires’ Roe, a treatment that starts at $350, for which she’s already booked into December. It includes a toxin-busting body wrap as well as attention to the décolleté and upward. As she puts it, “How can you treat just the skin on your face and not treat the whole body? My approach to my facial is the whole universe.
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