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Purely You Aesthetic Boutique pairs relaxation with results

By Christie Vogt
Pampered, refreshed, glowing — that’s how Alicia Nichols envisions clients as they exit Purely You Aesthetic Boutique. Since opening in April, the facial and massage therapy spa in downtown Holliston has served a multitude of clients looking for a self-care experience where “relaxation meets results — where it’s all about you,” Nichols says.
Purely You offers a variety of different facials to suit a range of skin types, including the popular HydraFacial, a multi-step process that includes deep cleansing, exfoliation, hydration, product infusion and LED light therapy. The boutique also offers treatments like dermaplaning (removal of dead skin, vellus hair and oil), microneedling (a minimally invasive rejuvenation procedure), full-body waxing, and, at its Boston location, Coolsculpting treatments for non-invasive fat reduction.


Massage services include the following options in 60- or 90-minute sessions: relaxation massage, deep tissue massage, hot stone massage, Himalayan salt stone massage and pregnancy massage. Seasonal organic body scrubs and reiki sessions can also be added to massages, which are performed by Rachel Kelly, a licensed massage therapist and certified Usui Reiki Master Practitioner. Kelly’s approach with clients is to focus not only on their physical well-being but also on their emotional wellness.


Nichols entered the industry in 2004 as a medical aesthetics sales representative working with dermatologists and plastic surgeons. “It was eye-opening to see how much you can really change one’s appearance by using a combination of clinical-grade skincare and in-office treatments, giving clients more affordable, non-invasive options with less downtime compared to traditional cosmetic surgery,” Nichols says. 
Eager to give hands-on skincare a whirl, Nichols became a licensed aesthetician in 2012. After working at several med spas, Nichols felt prepared to launch her own business. “I love this community and the surrounding area,” she says. “I feel so blessed to come to work every day in this gorgeous farmhouse space; it truly set the stage for bringing my vision to life.”
Many medical spas fail to promote relaxation and can come across as intimidating to some consumers, Nichols reflects. “With Purely You, I wanted to create a peaceful space, marrying a traditional spa atmosphere with results-driven services,” she says. 
Purely You’s growing team currently has three aestheticians on board, including Andrea Boardo with more than 30 years of experience. Boardo has specialized training in European techniques, and one of her most sought-after treatments is an anti-aging deep tissue facial massage.
In addition to its spa services, Purely You has a shop featuring curated skincare and self-care items. “So many consumers don’t realize that typical over-the-counter products likely won’t be as effective as using customized, clinical-grade products,” Nichols explains. “We, as licensed aestheticians, can recommend the ideal products that will offer more correction than your typical drugstore or over-the-counter beauty item.”
Purely You has treatments and products for “all seasons of life,” Nichols says. The team can make recommendations for those who are pregnant, for example, or for clients with conditions such as acne or rosacea. Nichols also notes that prospective clients might assume spa treatments are out of their price range, but some services start as low as $50.
“We’re approachable,” Nichols says. “Our doors are open to all, including those who just want gentle skincare pampering.”
After six months in business, Nichols is grateful to have a blooming clientele. “I love seeing clients feel so comfortable, even in the waiting area as they relax with a cup of tea or coffee. Afterward, it’s wonderful to see them leave with happy, glowing faces and visibly less tense bodies.”
Purely You Aesthetic Boutique is located at 755 Washington St., Holliston. For more information, visit or call 774-233-6005.