LONDON, United Kingdom — Pricc, a newly opened wellness space in London is on a mission to become the Drybar of acupuncture.
Inspired by the fast-growing, trendy blow-dry chain, it plans to deliver a similar speedy yet premium approach to the ancient practice to cater to the values and behaviours of the modern, health-conscious consumer.
The brand, founded by former financial journalist Victorine Pot offers a menu of 30 and 60-minute treatments designed to treat everything from pain and stress to collagen production and women’s health.
“I started Pricc after experiencing first-hand the powerful effect acupuncture can have on your health,” Pot tells Welltodo.
“But, I felt that the way it is currently offered to customers can be vastly improved upon. So, after acupuncture helped me recover from my illness, I decided to create a concept that makes the practice more accessible, relatable and fun.”
After falling ill, Pot says she stumbled across acupuncture after visiting several Western clinics and doctors. As she sought to get treatments regularly in London, she soon became frustrated with how hard it was to find a nice customer experience, and how incompatible it was with being a working professional.
Feeling that the way it was currently being offered to consumers could be elevated and modernised, she set about plugging the gap in the market herself.
“For me, the opportunity was huge,” she explains.
“Acupuncture is at the intersection of health, beauty and wellness, and can be done by anyone 12-70 years old. But while yoga and meditation are now everywhere, acupuncture is one of the only practices that has not yet been modernised in the UK. And despite having amazing practitioners, at all price scales, you don’t have one trusted and modern brand that brings them all together and offers customers an easy way of doing it,” she adds.
By addressing those pain points Pot argues that Pricc caters to the growing number of people who are taking a more preventative, natural and holistic approach to their health.
“People who don’t want to spend huge amounts of time and money to feel and look good, but are looking for results, transparency and efficiency.”
With the brand’s first site in Notting Hill now open, Pot says she has already received interest in opening in further locations, including department stores. But for now, she’s focused on educating the market and changing the perception of acupuncture more generally — which she says currently suffers from a branding issue.
“Maybe because there hasn’t been a modern acupuncture brand before, or it is only now becoming more popular, people associate acupuncture as quite foreign and strange,” she argues.
“However, once people come in and have an appointment, they are hooked and become repeat customers — especially when it’s a great customer experience such as Pricc. Through rebranding the practice as an effective, natural and easily accessible treatment, we are confident getting acupuncture will become as normal as going to a workout,” she adds.
As the shift towards more natural and preventative health solutions continues to build momentum Pots has ambitions to establish Pricc as the leading trusted brand for acupuncture and wellness products in the UK and Europe.
By building an acupuncture offering that addresses a clear need in the crowded wellness space, and by delivering a solution that caters to the number one symptom people have coming to acupuncturists; the effects of city stresses — she believes the brand is perfectly primed to do so.