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Meet Shama Patel of Mud Facial Bar in West Hollywood

Today we’d like to introduce you to Shama Patel.

Thanks for sharing your story with us Shama. So, let’s start at the beginning and we can move on from there.
After founding AIR® Aerial Fitness in 2013 and becoming the leader in that arena, I introduced Mud in 2015. Mud stemmed from the simple idea that routine skincare should be affordable and approachable. Just like AIR®, we focus on one service and become the experts in it. I came up with the facial bar concept and to my knowledge, I was actually the first one to market. Mud’s mission focuses on efficiency and effectiveness, with each facial taking under 30 minutes. With the in-and-out precision you can expect from nail salons and blowout bars, Mud exists to deliver a boutique experience and effective service with quality products in under 30 minutes. More specifically, our mission is to turn facials from a luxury/splurge service to an everyday lifestyle habit. Mud was born in Chicago and is rapidly growing throughout the nation. Currently, we are in Chicago, Boulder, and Charlotte and are opening in Los Angeles this January.

Has it been a smooth road?
Building a brand from thin AIR has been no easy feat (no pun intended). It’s pointless to look back and think about all of the struggles.

The entire entrepreneurship experience has been one, big roller coaster ride but that ride has taught me how to be resilient.

So let’s switch gears a bit and go into the Mud Facial Bar story. Tell us more about the business.
Mud was born in Chicago and designed specifically for today’s modern wo/man with convenience and consistency in mind — you’re in-and-out in 30 minutes. At Mud, we are the leaders in routine skincare (as a matter of fact, we created the facial bar concept). Since Mud focuses on just one service (facials), our Skin Bosses (estheticians) are well-trained to give clients a brief, but significant, experience. Mud is not in place to replace the zen-like experience you get with a spa day full of steam rooms, saunas, and multiple services, but in terms of skincare, it’s the place to visit an esthetician regularly and receive personalized, professional care in a friendly and fun setting.

How do you think the industry will change over the next decade?
As the modern world begins to move faster, individuals are looking for more expert businesses that specialize in one service area only.

More specifically, I foresee individuals wanting to take more of an a la carte approach as it relates to their health/wellness/beauty needs.

Big box gyms have started to become obsolete for that reason – they have been replaced by boutique fitness studios where individuals can go to YogaWorks for the best yoga experience, AIR® for the ultimate aerial fitness class, Soul Cycle for a killer spin experience, and so on.

Similarly, big box spas will start becoming replaced by boutique service brands such as Mud that focus on only one service area.


  • Drop in Facial – $50
  • New Client Special – $115 for 3 facials
  • Black Card Membership – $500 for 1 year of facials

Contact Info:

  • Address: 363 W Erie St,
    Suite 100
    Chicago IL 60654
  • Website:
  • Phone: 312-288-9614
  • Email:
  • Instagram: @cleanyourdirtyface
  • Facebook: /cleanyourdirtyface

Image Credit:
Hallie Duesenberg
Mud Facial Bar

Getting in touch: VoyageLA is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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