Embracing Intentionality | Lux MedSpa Brickell Retrospective
Beyond the Glow: A Retrospective on Heart, Science, and the Art of Listening
By Alan Araujo | Founder, Lux MedSpa Brickell
Time has a curious way of clarifying our intentions. As I sit down to write this retrospective—my first formal look back at the journey of Lux MedSpa Brickell—I am struck by how much our mission has evolved. What began as a personal desire to create the kind of space I wanted to visit, quickly transformed into a healthy obsession to serve others. It wasn't just about building a spa; it was about curating a feeling.
I realized early on that a true sanctuary isn't just about aesthetics, lighting, or the scent of eucalyptus in the air; it is about permission. I wanted to build a universe where you are allowed to be yourself, to be heard, and to express exactly what you feel regarding your self-care. In a world that often rushes us, I wanted Lux to be the place where time slows down, where you feel truly at home, embraced, and heard.
This year, more than any other, has been a testament to that philosophy. We didn't just grow; we deepened our roots. We didn't just perform treatments; we changed lives. And as I look at the numbers, the awards, and the faces of our guests, I realize that our success wasn't accidental. It was intentional.
The Secret Sauce: Intention Over Perfection
Being an enthusiast and a person with the temper and attitude to lead teams, especially in adversity, I started to see a common denominator in every leader that has created successful brands. The secret is simple: Service. No matter what field you are in, you must be able to put the word "service" at the end of your title. If you don’t—and maybe your company is technically a service-oriented company—you will fail if you do not understand the intention behind that word.
This understanding was my "secret sauce." It kept me going through the most intense adversities. It reminded me that the elephant in the room is always customer service. Making sure that what you are offering is indeed giving the experience and fulfilling the main objective of your existence as a human being. I never tried to be perfect, but I did my absolute best to be valuable. In moments that were essential, I always decided with my heart and my guts. I studied like I have never done before because I knew that knowledge is necessary in any field, especially when you are dealing with others, creating protocols, and leading a team of extremely capable professionals.
The Science of the Silhouette: A Deep Dive into Body Contouring
One of my proudest achievements this year has been the relentless refinement of our body protocols. In the aesthetic world, it is easy to follow trends. It is much harder to follow science. We chose the latter. We moved away from standard, cookie-cutter massages and leaned into the cellular science of wellness, specifically with our Lymphatic Drainage Massage.
We developed a unique protocol that includes infrared therapy. This wasn't an arbitrary decision to add a "fancy" machine; it was about outcomes. We know that infrared therapy works at the mitochondrial level, activating and renewing your cells from the inside out. When you combine that cellular activation with our specific manual drainage technique designed to move toxins and waste from your body, the results are exponential.
The beauty of this approach is that the aesthetic result—that sculpted, contoured look our clients love—is actually a "collateral effect" of creating a healthy, detoxified body. We focused on health, and beauty followed. This intentionality is exactly why we are recognized as a top aesthetic destination in Miami.
The market has responded to this depth of care. Our Lymphatic Drainage service, specifically for Post-Surgery recovery, has grown by 300% this year. This is a staggering number, but it reflects trust. We work directly with your doctor’s instructions to tailor protocols that address your specific recovery needs. Everyone is different; "one size fits all" was never our philosophy and will never be. Whether it is reducing fibrosis, managing swelling, or accelerating healing, we are there as partners in your recovery journey.
The Truth About Skin: Clean, Clinical, and Correct
When we look at the face, our philosophy is equally uncompromising. Being the first Spa in Miami with a 100% clean and clinical protocol for facials, we have been leading this transformation for years. We do not agree that the most expensive skincare is necessarily the most accurate, but we definitely know that clean, clinical cosmetics will transform your skin.
That’s why I mandated that even our entry-level facials are performed using Cosmedix. This line is known for being clean and clinical since 1998, using cutting-edge "Chiral Correct" technology. This ensures the molecules in the products are perfectly aligned with your skin's receptors, eliminating the irritation often caused by harsh ingredients. It is potent, but it is kind.
This year, our AI and Detox Facials grew by 50% year-over-year. This huge milestone proves a vital point: skin health is not a trend; it is a reality. Marketing never lies because customers vote with their feet. Clients are realizing that 20-minute "express" facials simply do not address skin texture, cell turnover, or deep skin conditions. You cannot rush biology.
We also innovated our protocols to include Hydrafacial in every single treatment. In a city like Miami—humid, hot, and prone to pollution—manual extractions can sometimes cause trauma or hyperpigmentation. By utilizing Hydrafacial’s mechanical extraction, we remove congestion, dead cells, and impurities while simultaneously infusing antioxidants into clean pores. It is a game-changer for skin texture.
Furthermore, we integrated facial lymphatic drainage into these protocols. The lymphatic system starts in the face; flushing these toxins creates a contoured, "snatched" look that leaves many of our guests speechless. It isn't magic; it's anatomy.
Accessibility as a Core Value
In the luxury wellness industry, there is a misconception that "exclusive" must mean "inaccessible." I disagree. Wellness should be a shared experience.
We have seen our Spa Month Specials growth more than double this year. For me, this isn’t just a metric of sales; it is a metric of accessibility. It was an intentional attempt to make high-end self-care available to everyone. I always encourage our guests to check our specials before booking—it is our way of welcoming you into our family, regardless of your budget.
A Crown for Every Guest: The Birthday Queen Phenomenon
Perhaps the most heartwarming success of the year has been our Birthday Queen Package. With almost 100 services performed, this has become our most sought-after experience.
It started as a seasonal offering, but due to overwhelming demand, it is now a permanent fixture on our menu. It represents the joy of our brand. Whether you are gifting it to a partner, a mother, or deciding to make your own "Queen Day," we make it happen. We roll out the red carpet—metaphorically and emotionally—to ensure that for that day, the world revolves around you.
A Crowning Achievement: Gold Recognition
Lux MedSpa Brickell became the talk of the town not because we keep doing ordinary things, but because we aim to be extraordinary to our guests. We think about every person that crosses the door and exactly what experience we want them to take from our place.
To crown a year of solid and intentional work, we received the ultimate validation from the people who matter most: our community. This December, we were voted by The Best of Miami Dade and honored with Gold Recognition in three prestigious categories:
- 🏆 Best Spa Day
- 🏆 Best Med Spa
- 🏆 Best Hotel Spa
Additionally, we were awarded as a Silver Winner for Best Massage in Miami. And let us not forget the honor from CEO Times, nominating us as the Best Facial Spa in Miami for 2025.
To be recognized not just for our technology, but for the quality of our touch and the atmosphere of our space, is a huge closing to this chapter. It confirms that when you build with heart, people notice. It is an honor when we are compared with the big corporate spas because, while we are a boutique spa, we have a huge heart. The level of preparation of each team member and the care in our protocols reflect the best practices from every institution where I have studied, including Harvard.
Looking Ahead to 2026: Refinement
I invite you to make 2026 a year that you do not think about LUX MedSpa Brickell only as a place for you to visit, but as a partner in your journey. Make sure that your self-care and self-love are intentional and in sync with what you want for your life.
In this coming year, our compromise will not fall short. It is not about reinvention anymore, but about refinement. We will continue to listen, to study, and to serve.
Thank you for allowing us to care for you. I hope to see you all here.
Frequently Asked Questions
If you are looking for results without the fluff, Lux MedSpa Brickell is your destination. Named "Best Facial" by CEO Times, we are known for our strictly clean and clinical approach. Our transformational facials are designed to deeply decongest your skin from daily environmental stress while improving texture and firmness. We don't just pamper; we perform.
In Miami, costs can vary wildly, but at Lux, we believe in transparency and value. Instead of paying separate fees for add-ons that spiral out of control, our Custom Facial starts at $249 and is all-inclusive. This includes the best facialist in Miami, the Hydrafacial technology, and premium Cosmedix skincare. At other spas, adding these elements separately would cost significantly more.
We do not believe that one size fits all. The "most effective" facial is the one tailored to your specific skin barrier. Whether you are dealing with acne, oiliness, or aging, our approach is to decongest the skin without stripping it. At Lux, it is all about you. We are a results-driven spa, meaning we customize the protocol to match your exact goals for that day.
For us, a "Miami Facial" is a treatment specifically designed to combat the local climate. Miami's humidity, heat, and sun—especially after travel—demand a face rich in hydration but free from heavy, clogging ingredients. Our Miami Facial focuses on deep decongestion and hydration using sulfate-free products to prevent irritation or reactions. It is the perfect reset for your skin in this tropical environment.
