The streetwear brand that is designing facial treatments as an extension of its aesthetic universe
- Adriana Chiñas
- Mar 24
- 2 min read
Kith , renowned for its streetwear presence, is expanding into skincare through a collaboration with dermatologist Dr. Dhaval Bhanusali. The project has resulted in a facial experience at Kith Treats, where the brand's aesthetic is translated into a treatment protocol. The offering goes beyond simply providing a facial; it integrates design, environment, and brand culture into the overall experience.
This move reflects a trend where brands are beginning to operate beyond their original category. In this case, dermatology becomes a point of contact that allows Kith to extend its reach into personal care, while maintaining consistency with its identity. The collaboration with a specialist validates the clinical component, while the brand contributes the symbolic universe it has already built with its community.
This introduces a relevant insight for the industry: the value of a treatment is no longer defined solely by the technique or the ingredients used, but by the context in which it occurs. The aesthetic experience is beginning to integrate with elements of culture, design, and belonging. The client is not just accessing a service, but a narrative in which they are already involved through other points of contact with the brand.
For spas and professionals, this opens a clear course of action: building experiences that translate a unique identity into each treatment. The space, the language, the service details, and collaborations can all be aligned to create coherence between what the client perceives and what the business represents. It also raises the possibility of partnerships with external professionals—dermatologists, brands, creatives—that expand the scope of the service without losing control over the experience.
Question of the day
How can a spa in Latin America design treatments that not only respond to an aesthetic need, but also reflect a cultural or brand identity with which the client already feels connected?
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