Stories of Success: Lydia Sarfati

Founder and CEO of the first company to bring seaweed-based skincare treatments and cosmetics to fruition in the U.S market, Lydia Sarfati is an international industry leader. She is the developer of the world-renowned Repêchage^® Four Layer Facial^®, offered in over 40 countries, and today, she presides over a 50,000 square foot manufacturing, research and development and training facility in Secaucus, NJ. Sarfati opened the first day spa in Manhattan in 1977, the Repêchage Spa de Beauté in 1986 on Third Ave and later in the Galleria building on 57th Street. She innovated spa services with the creation of the Facial Bar concept which allows salons and spas to incorporate express facial treatments with instant, visible results.

Sarfati was one of the pioneers in the field of esthetics in the U.S. setting the professional and business standard for the industry. Her skincare method is practiced by top estheticians around the world and is taught in over 200 schools in the US and globally; the Lydia Sarfati Post-Graduate Skin Care Academy located in Secaucus, NJ offers master courses taught by Lydia twice per year in addition to the advanced education classes available at the Academy on a monthly basis.

She appears nationally and internationally at esthetic trade shows, and her overseas conferences include Asia, Europe, the Middle East, Central America, and South Africa. She has produced 17 step-by-step instructional videos as well as published The Repêchage Professional Skin Care Methods and Protocols and The Lydia Sarfati Book of Skin Science, comprehensive works of skin conditions, skincare and body treatments, and medical esthetics including pre and post operative care protocols. She is a prolific writer, a contributing editor for Les Nouvelles Esthetique and Skin Inc. Magazine and European publications, and author of “Success at Your Fingertips.” Written to help salon and spa professionals achieve professional success, it was published in the US in 2005, in Poland in 2014 and in Romania in the Fall, 2015.

Mrs. Sarfati was a founding President of the EMDA (Esthetics Manufacturer and Distributor Alliance), Vice President of American Beauty Association—now a part of Professional Beauty Association, a member of CEW (Cosmetic Executive Women), FGI (Fashion Group International), ICMAD and is the honorary chairman of EstheticsAmerica/CIDESCO USA.

Mrs. Sarfati was also the recipient of both LNE’s Crystal Award and Dermascope’s Legend Award. Lydia Sarfati was granted the ICMAD’s Cosmetic Entrepreneur Award for Leadership and the NCA Pillar Award for Education Leadership. She was the first honoree from a skincare company to be recognized at the 19th Annual American Beauty Ball and Charity Gala benefitting The Make A Wish Foundation^®. Lydia was honored at 2009’s Seventh Annual “Top Women in Business” Networking Awards Dinner presented by the Queens Courier, Queens Business Today and American Airlines. In September 2009, Lydia was presented with the prestigious Chevalerie “Knight Award” by Intercoiffure Mondial as the first and only skin care professional to be recognized by the organization for outstanding contributions to the industry. Mrs. Sarfati continues to promote education to professionals through-out the globe.

Although there is record that Native Americans participated in bathing rituals call “sweat lodges” for healing a spirituality, the spa industry in the United States truly wasn’t born until the 1970s. The concept of spas and esthetics, like many things in the melting pot that is the United States, was championed largely by immigrants bringing their traditions and cultures stateside. One of those pioneers was a young woman from Legnica, Poland, who immigrated to the U.S. in 1970 with dreams of beauty that began much earlier… in her mother’s kitchen. That woman is Lydia Sarfati, who decades after beginning in beauty in 1971, has become an educator, mother, spa owner, author, speaker and founder and CEO of her own skin care line. Though she may have had humble beginnings, Sarfati never let challenges stand in her way, and she hopes to inspire the next spa generation to do the same.

How were you introduced to esthetics?

It was something that I was privileged to see every Friday, when our kitchen was turned into a beauty salon. My mother and sister would have a cosmetician come for manicures, brow tinting, facials and more. I remember her being like a magician. She was cooking her own cream, and the aromas and everything was magical. My aunt in Russia was a dermatol­ogist. As a child, I was exposed to beauty, and it was natural for me to explore it. The moment I could do it, I would lure all my classmates to my home and lie them down on the floor. I would play a chemist in my kitchen. Whatever I could find, guess what, it would end up on their face… even caviar.

When did you first enter the beauty industry?

I came to the U.S. in 1970 and moved to New York City in 1971, where I got my first job at Lamê Cosmetics on Madison Avenue, an Austrian cosmetic company. We did custom blending of powders. For me, it was a candy shop. For me, it is a passion, and I always felt like I was not working.

When was your first spa job?

I wanted to develop spa and treatment services, and I got a job at a skin care salon/spa in 1975 called Anne Keane Skincare. We had 18 treatment rooms at that time, if you can believe it. I became the head esthetician and trainer, and I helped her develop her skin care line. We developed an amazing business. The spa really took off when I was interviewed by a publication. They were interested in deep pore cleansing. He took a picture of the magnifying glass before and after blackhead extraction. You can’t believe what happened to that business…it exploded. I decided it was time to open my own salon. I opened Klisar Skin Care Center in 1977. By 1978, I was named the best esthetician in America. I was on TV, in newspapers and in magazines. Everyone predicted that we would be out of business in a few business because the economy was bad.

How did you decide to start a skin care line?

I could not continue doing 21 facials a day. I would not have any neck and fingers. I needed to create a facial concept and method treatment that everyone could do and achieve the same results. No matter who does it, it was the same. The client experience would be the same. The client results would be wow. My whole idea was born out of the need. Repechage, which means second chance in French, was born in July 1980. It is a second chance for a client to have beautiful skin, it was the second chance to the esthetician who was tired and it was a second chance for me. We started with 12 at-home products in three ranges (oily, dry and acneic) and two professional skus (the Four Layer Facial and the Seaweed Treatment).

When you were just starting in esthetics, what was the industry like?

The spa industry in the U.S.A. was non-existent. There was Elizabeth Arden, but you could count the spas in the United States. I was surprised by how little there was. What I learned in Poland gave me the tools and skills to innovate and create spa services and products in the U.S. and to teach them. When I was first starting my line, I was able to reach out to all the spas in the U.S. since there weren’t many. I consulted hotels and told them to bring in spas.

How has the industry changed since then?

Most estheticians are in the day spa, a medical spa or medical centers, since most hotel spas resort spas and destination spas cater more toward massage and wellness offerings. The way I see everything evolving is very different. You are going to have medical centers and the lifestyle/​wellness centers. Unfortun­ately, everyone is doing injectables, which is driven by the medical community and not necessarily dermatol­ogists. The industry will be dominated by massage therapists, with 10 massage therapists to one esthetician. Massage is an affordable luxury like nails. Professional skin care needs to be shaken up and revoluti­onized. It needs to go through an earthquake experience to go to the next level. We need to have a better scientific understanding of what we do. I think it needs to become more professional. In NY, an esthetician must have 640 hours, but a Florida esthetician needs 225 hours. Deep peeling is popular in Florida, but with the lack of training, people don’t know what it is doing. This is where education comes in. The FDA is going to shut us all down if we don’t have better scientific comprehe­nsion.

Was starting a spa or a skin care company more challenging, in your mind?

Everything is challenging. Anyone who tells you it is a piece of cake is lying. You need to have a proper planning in everything that you do. Even if you have planning, things can go wrong. My biggest role is to find a quick solution to everyday challenges. You succeed with quick, active resolutions. If you can’t make up your mind, you are not going to be in business long. There is no such thing as no challenges in business.

Do you think that starting a company is particularly difficult for women?

I have absolutely taken advantage of being a woman every day of my life. I never had an obstacle in business because I am a woman. I love being a woman. If I found an obstacle, I found a way to overcome it. In manufacturing and distribution, it was all men. It never bothered me. For me, it was like a game. I had the two kings in my hand. I had two girls to bring up. I run my house like I run my business. Everyone knew where they were going and what they are doing. I feel like that avoids chaos. That helps you make decisions.

What advice would you give a young esthetician who would like to open her own spa business?

I would always recommend having at least 3-5 years of experience working for a leader in the industry. Even if you have to go and sweep the floor, you want to learn from the best. That is the master class. Never leave school and open your own business. Take classes in smart marketing, finance and accounting. You need to know health science. The fourth business element you need to improve is communic­ation. If you can’t define what you want, where you want it and how you want it, you aren’t going to be successful. You have to have passion. This is hard work. I still work hard. That passion needs to be ignited. When it stops burning, you are burned out. You need to know how to deal with rejection, how to motivate people and how to deal with what you want. Don’t be afraid to say what you want. You have to design the vision, and it is your money on the line. My husband always says, If you don’t risk it, you risk it all.

How does a young spa owner make a name for herself? How does she market her business?

You have to be smart today to know what you don’t know. That has been my gift in my life. Ten years ago, I did not have my own computer. I would not touch a computer. Then you realize that you need to surround yourself in every aspect of what you do. Surround yourself with people that bring to the table things you don’t know. Find the right team. Social media is the way to go. In one way, it is fantastic, but it is a social problem. Co-brand the business with other local business establis­hments. Take your card to hotel concierges and salons. Social media is great, but relationships with local businesses is a key to success.

What is your favorite treatment to perform?

My favorite treatment to perform is still the Four Layer Facial. It is still a wow experience, even for me. It reminds me that I am cooking. When I am mixing everything together and applying it fresh on the skin, I am seeing my mother’s beautician in her kitchen.

Tell us something that we don’t know about you?

I am a fabulous cook, and I love to entertain. My grandchildren say that I am the best meatballs and pasta maker. My grandson adores it. I am an avid swimmer. I love history, opera and good books. I love people, and anybody will tell you that. I really do love teaching. I love sharing my knowledge and helping other estheticians gain the right skills. I want to inspire them.

Katie ANDERSON

Reprinted from Skin Inc.