Image Credit: Mariam Shalikiani
Skincare can become exhausting when every few weeks brings another ingredient to buy or a new treatment to try. Ekaterine “Eka” Mindadze wanted Lunavé Beauty to give clients room to build a relationship with their skin over time. Her Georgian background, esthetics education, and years of client work shaped the Hasbrouck Heights, New Jersey, studio around individual attention and thoughtful care.
Building Lunavé From Experience
Mindadze’s professional background reaches across several areas of beauty. She’s a licensed esthetician and cosmetologist as well as a certified permanent makeup artist. Her years working directly with clients became especially important as she developed Lunavé, giving Mindadze firsthand insight into the different concerns and expectations people bring to an appointment.
Opening Lunavé meant translating that experience into an entire brand. Mindadze made decisions about the physical space and treatment menu, along with the less visible systems needed to run a business. She approached the process carefully, keeping the client experience central as the studio took shape.
Personalized Skincare Shapes the Experience
Lunavé opened its first studio in Hasbrouck Heights in 2026, with an official grand-opening celebration in April. Its treatment menu includes HydraFacials, oxygenation and brightening facials, microcurrent, chemical peels, nano microneedling, and acne-focused care.
Image Credit: Mariam Shalikiani
The menu gives Mindadze an array of options, with each appointment beginning with the individual. She considers the client's skin and goals before developing a treatment plan, rooted in her belief that consistency plays a bigger role in skin health than chasing whatever is fashionable.
“The goal is not to make someone look like someone else,” Mindadze says. “It is to help her feel like the healthiest, most confident version of herself.”
That philosophy also shapes how Mindadze thinks about recommendations. Education and honest guidance can give clients a clearer understanding of their skin, allowing the relationship to develop over multiple appointments.
Quiet Luxury Becomes Personal Care
Lunavé's version of quiet luxury centers on how clients feel during the experience. Warmth and understated design set the physical scene, while personal attention carries the idea through the appointment itself.
For Mindadze, skincare also has an emotional dimension. Time spent caring for skin can become a ritual that gives someone space to slow down and reconnect with herself. Confidence grows from feeling understood and from the treatment experience itself.
That human element gives Lunavé an identity beyond its equipment or menu. Trust develops appointment by appointment, particularly when recommendations reflect what a client actually wants from her skincare routine.
Growing Lunavé With Intention
Mindadze sees Lunavé becoming a trusted skincare destination across New Jersey and the greater New York metropolitan area. Plans include growing the team, developing signature treatment protocols, adding structured skincare programs, and creating educational content.
She is also interested in future collaborations with beauty and wellness professionals, additional locations, and eventually a curated Lunavé skincare collection. Any expansion would carry forward the personal experience established in Hasbrouck Heights.
Mindadze learned through building Lunavé that ambition works best when quality has room to grow alongside it. Her studio now reflects that lesson in each client relationship, where thoughtful care builds over time and confidence begins with feeling seen.
Disclaimer: Written in partnership with APG.
