The NOW reinvents the way people think about and experience massages by creating a luxury service in an accessible and affordable manner in an inspiring environment.

The NOW design aesthetic incorporates raw elements and natural materials that conjure nostalgic smells and scenes from remote and exotic hideaways. Natural wood surfaces, cement, exposed beams coupled with sheep skins and rawhides – everything aligns with nature, allowing guests to be transported. An oasis in the middle of the city, the boutique is a blend of bohemian chic and tranquility, evoking a soothing environment to unwind in and take a moment for you.

The NOW is designed to feel like a luxurious spa destination and a sanctuary from the bustling city. Whether someone comes in for a 25-minute massage after a long day on their feet or an 80-minute massage to nourish their soul, The NOW strives to ensure all guests leave feeling rested and recharged.

With a carefully curated menu consisting of aromatherapy and add-on options, there is truly something for everyone – including kids. Pricing starts at $35 for a 25-minute massage. Services are available in two separate areas – The Journey Room is communal where we focus on the head and feet during seated massage. The Moment Room is our private yet communal room where we provide relaxing full-body table massage.

The NOW- Beverly Boulevard,  The NOW Santa Monica, and The NOW Silverlake are currently available. With expansion plans on the horizon, it will soon be available to a wider audience who will have the opportunity to experience what the buzz is all about.

The NOW was conceptualized by Amy Krofchick, Erica Malbon and Gara Post. Today, the entire team is working to spread the brand’s core values and mission to uplift as many people as possible though massage.

Restore Your Body. Reset Your Soul.



Massage helps bring us back to ourselves. Massage can ease not only the tension in muscles, but the tension from negative energy and messaging from society. Massage nurtures the mind and soul


We offer a luxury experience delivered at an express convenience. Every moment matters.


We have offered a new way people think and experience massage by offering a luxury service in an approachable and affordable manner.


Beyond massage, we offer a safe sanctuary to interact, create meaningful connections and authentic relationships.


The interiors are inspired by nature, marrying organic materials with simplistic elegance, elevating the harmony of the boutique’s aesthetic. Each element takes the ordinary and amplifies it to extraordinary.


The NOW is a place for guests to escape the daily pressure of work and city life and recharge their energy and spirit.