The Midlands owner of the Simple Skincare brand, Accantia, has announced the launch of its own day spa chain.
The health and beauty company's first spa - in Neal Street, Covent Garden - will open to the public this Friday.
Accantia, which has ploughed £750,000 into the project, hopes in the medium term to have between 25 to 30 spas nationwide.
Although other locations have not yet been announced, chief executive Geoff Percy confirmed the second was also likely to be in London.
The health and beauty spa market is estimated to be worth a total of £1.5 billion a year as consumers become increasingly image conscious.
Accantia said it hoped to entice new customers by offering those with sensitive skin spa treatments using perfume and colour-free Simple products.
"The spa industry in the UK is growing in double digits and it is driven by customers looking for 'me time'," Mr Percy said.
"But for people with sensitive skin they are put off using spas, because they are uncertain about the ingredients in the products that are being used."
The company will also be launching a new range called Simple Therapy, for consumers to buy at the spa and through its website.
The business, which has a annual turnover of around £85 million, has doubled in size over the past five years, helped by product launches that have included sun creams, bath and shower oils and a baby skincare range.
Mr Percy said there was still room for further products, although he denied reports the firm was considering launching its own washing powder. "There are already big brands within the washing detergent market, so we wouldn't be considering that at this stage," he said.
"However, there is scope for further products in the health and beauty sector and we have a number of developments in the pipeline."
Accantia, based in Solihull, was formed five years ago after a management buy out.