After eight years as an attending at UCLA's dermatology residency program, Dr. Ito wanted a private practice that took the medicine as seriously as the aesthetics. In her clinical experience the two were not in tension. The best cosmetic outcomes always came from good dermatology first. But the West Hollywood medspa market was structured around the opposite premise. Rooms full of laser machines. A single physician who signed off remotely on treatments performed by rotating juniors. Aggressive membership contracts with cancellation traps.
The Vale opened on Beverly Boulevard in 2013 with the practice she wanted to work in. Every treatment, without exception, is performed by a board-certified physician or a Vale-trained nurse practitioner under direct supervision. Membership is month-to-month with a thirty-day cancellation. Consultations include an actual skin assessment. And we say no to patients whose concerns are not something we can help with. We send them to dermatology, to plastic surgery, or home, depending on what they actually need.
Twelve years in, most of our patients came from a friend's recommendation and stay for years. Our retention rate is above ninety percent annually. The practice runs on repeat visits from patients who trust the outcome, not on aggressive acquisition. That is the model.