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Rosewood São Paulo Debuts Asaya Spa by Guerlain, the First Asaya Outpost in South America

Discover how this new Asaya spa embraces São Paulo’s multicultural identity

In São Paulo, a new beacon of wellness has emerged—the Asaya Spa by Guerlain at Rosewood São Paulo. As the first Asaya outpost in the southern hemisphere, this urban sanctuary marks a milestone for the renowned Rosewood Hotels & Resorts brand. Nestled within the bustling metropolis, the spa celebrates Brazil’s rich cultural tapestry through a thoughtfully curated experience that seamlessly blends local traditions with Guerlain’s prestigious skincare expertise and regenerative therapies.

Impressive By Design

Designed by the legendary Philippe Starck, Asaya Spa is a testament to the diversity and vibrancy of Brazilian culture. Every corner of the spa reflects the eclectic influences of the Brazilian people, symbolizing not only Rosewood’s commitment to uplifting local communities but also a broader societal shift towards embracing beauty and wellbeing in all its forms.

Upon stepping into the spa, guests find themselves embraced by design elements that pay homage to Brazilian craftsmanship, showcasing locally sourced furniture and meticulously selected art pieces. Renowned São Paulo-based painter, Fabiano Senk, contributed an exclusive artwork for the spa, drawing inspiration from the kaleidoscope of skintones found among the Brazilian populace. His creation captures the vivacious spirit and cultural richness of the nation, adding an extra layer of authenticity to the space. With seven luxurious treatment rooms and an exclusive state-of-the-art fitness studio complete with locker rooms featuring sauna and steam room facilities, the spa caters to every aspect of wellness. The fitness studio encompasses various zones for private and group activities, including dedicated areas for practices like yoga, Pilates, and sound healing.

For wellness-driven Paulistas (meaning from San Paulo), the spa offers a unique fitness membership program, providing access to state-of-the-art facilities and personalized training sessions tailored to individual goals. Meanwhile, the Crystal Room offers a truly immersive escape, where the fusion of mirrors, Brazilian-sourced crystals, and holistic practices creates an enchanting environment for guided meditations, Reiki, head massages, and more.

At Asaya Spa by Guerlain, guests are invited to embark on a transformative journey of self-discovery and rejuvenation. From signature Guerlain treatments to meticulously curated spa journeys inspired by the nearby Mata Atlantica rainforest, every experience is crafted to channel the natural energy and vitality of Brazil’s lush landscapes.

“We are honored to introduce São Paulo to a new transformative journey and are incredibly proud of the unique synergy between the spirit of Brazil and cutting-edge wellbeing that one will find at Asaya Spa by Guerlain,” says managing director Edouard Grosmangin. “This launch not only elevates the wellness landscape of our global city but also marks a key moment in the global growth of the Asaya Spa concept. Created by Rosewood to deliver integrative offerings for both guests and local communities, this milestone unveiling firmly establishes Asaya’s presence in South America.”

Exclusive Wellness Experiences

In addition to its extensive menu, Guerlain offers artfully crafted exclusive experiences inspired by the vibrant essence of the destination, integrating locally and sustainably sourced ingredients. Among these bespoke offerings is the Forest Energy treatment, an immersive journey that transports guests into the heart of the Mata Atlântica rainforest. Through a 90-minute muscular body massage, this multisensory experience releases tension with a fusion of dynamic movements, stretches, and joint mobilization, allowing guests to tune into the rhythmic vibrations of the forest as it springs to life, leaving them feeling revitalized and in harmony with nature.

The Art of Sculpt massage offers an unparalleled two-hour experience exclusively designed by Guerlain for Rosewood São Paulo. This transformative massage technique, characterized by precise movements such as pumping, sharp effleurage, and friction, delivers immediate results, sculpting the face and body with precision and finesse.

Another exclusive offering from Guerlain is the Brazilian Feathers treatment. This 90-minute multisensory body massage incorporates the sparkling notes of Guerlain’s Aqua Allegoria collection, with long and intense strokes complemented by a delicate ballet of brushes. This indulgent experience brings a sense of peace and joy, offering guests a pure moment of relaxation and bliss.

Sustainability Matters

As a leader in social impact, Rosewood São Paulo remains committed to sustainability and the authentic celebration of Brazil’s culture through the spa’s operations and programming. The entire property operates on 100 percent renewable energy and employs responsible waste and water management practices. Moreover, meticulous efforts are made to source materials with minimal environmental footprint. Every aspect of the spa’s programming is thoughtfully crafted to preserve and promote Brazilian craftsmanship and culture. This holistic approach is evident in every detail of Asaya Spa, from its physical construction and design to the development of its experiential offerings, ensuring a truly immersive and culturally enriching wellness experience for guests.

Asaya Spa by Guerlain at Rosewood São Paulo is more than just a wellness destination—it’s a celebration of Brazil’s rich cultural heritage, a sanctuary for self-care and rejuvenation, and a testament to the transformative power of holistic wellbeing. Whether seeking relaxation, renewal, or a deeper connection to oneself, guests are invited to embark on a journey of wellness and discovery unlike any other.

About The Author

Heather, co-founder of Well Defined and the former editor-in-chief of American Spa, is an award-winning journalist and content strategist, skilled in writing, copyediting, and media relations. She is also a freelance writer and has contributed to Elite Traveler, Islands, Kiwi, Luxury Travel Advisor, Organic Spa, Porthole Cruise, Travel Agent,,,, and, in addition to various custom publications. She is frequently called upon to comment on various spa and wellness trends for various media outlets.