Spa Details: Besu Salon and Day Spa

234 Third Ave.

New York, NY 10003


Established: 2005; the spa was established in 2010

Owner: Rebecca Lieberman

Staff: Seven spa employees: four estheticians and three massage therapists

Hours: Monday–Saturday, 9 am–8 pm; Sunday, 11 am–6 pm

Product lines: Repêchage

Spa philosophy: A luxurious skin care oasis in the middle of the city.

Newest treatment: The Biolight Facial

Most unique spa feature: A soundproof spa area featuring treatment rooms with Jerusalem stone half moon-shaped arches and strategically placed mirrors that give an endless feel and appearance to the rooms.

Business collaborations: The spa barters with businesses in the Grammercy Park neighborhood, trading spa services for business services, such as web development.

Inspiration: To provide a personal, friendly atmosphere where friends can gather in the middle of the city.

Retail philosophy: BeSu skin care professionals don’t force retail, but work with clients to help them understand that if they don’t take care of their skin at home, they are only enjoying half of the benefits they could be getting from their treatment. The team focuses especially on providing products for skin ravaged by the unavoidable environmental damage experienced in New York City.

Best marketing campaign: BeSu and its owner have appeared on a variety of television programs, and with each debut, Lieberman hosts a viewing party with appetizers and cocktails, inviting her entire client list and giving them a booking incentive.

Future plans: Lieberman plans to expand to three additional New York locations in the near future, starting with a facility in the Upper East Side.