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Holliston - Local Town Pages

Purely You Aesthetic Boutique pairs relaxation with results

Jun 27, 2022 03:18PM ● By Chuck Tashjian

Owner and licensed aesthetician Alicia Nichols has been in the aesthetic industry for nearly 20 years.

By Christie Vogt


Pampered, refreshed, glowing — that’s how Alicia Nichols envisions clients as they exit Purely You Aesthetic Boutique. Since opening in April, the facial and body spa in downtown Holliston has served a multitude of clients looking for a self-care experience where “relaxation meets results — where it’s all about you,” Nichols says.


Purely You offers nearly 10 different facials to suit a range of skin types. It also provides specialized treatments like dermaplaning (removal of dead skin, vellus hair and oil), LED light therapy and microneedling (a minimally invasive rejuvenation procedure). The boutique also offers full-body waxing services and, at its Boston location, Coolsculpting treatments for non-invasive fat reduction.
Nichols entered the industry in 2004 as a medical aesthetics sales representative working with dermatologists and plastic surgeons. “It was eye-opening to see how much you can really change one’s appearance without surgery and by using clinical-grade skincare instead,” Nichols says. 
Eager to give hands-on skincare a whirl, Nichols became a licensed aesthetician in 2012. After working at several med spas, Nichols felt prepared to launch her own business in Holliston, where she has lived for four years. “I love this community,” she says. “I feel so blessed to come to work every day in this gorgeous farmhouse space; it truly set the stage for bringing my vision to life.”
Many medical spas fail to promote relaxation and can come across as intimidating to some consumers, Nichols reflects. “With Purely You, I wanted to create a peaceful space, marrying a traditional spa atmosphere with results-driven services,” she says. 
Also on Nichols’ team is Andrea Boardo, a Holliston native and aesthetician with over 30 years of experience. Boardo has specialized training in European techniques, and one of her most sought-after treatments is an anti-aging deep tissue facial massage that eases stress lines and tension. Clients are also delighted to receive a honey glaze foot treatment with all her services.
Nichols says one of her clients’ favorite treatments is the HydraFacial, a multi-step process that includes deep cleansing, exfoliation, hydration, product infusion and LED light therapy.
In addition to its spa services, Purely You has a retail shop featuring curated skincare and self-care items. “ So many consumers don’t realize that typical over-the-counter products likely won’t be as effective as using customized, clinical-grade products,” Nichols explains. “We, as licensed aestheticians, can recommend the ideal products that will offer more correction than your typical drugstore or over-the-counter beauty item.”
Purely You has treatments and products for “all seasons of life,” Nichols says. The team can make specific recommendations for those who are pregnant, for example, or for clients with conditions such as acne or rosacea. Nichols also notes that prospective clients might assume spa treatments are out of their price range, but some services start as low as $50.
“We’re approachable,” Nichols says. “Our doors are open to all, including those who just want gentle skincare pampering.”
After just three months in business, Nichols is grateful to have a blooming clientele. “I love seeing clients feel so comfortable, even in the waiting area as they relax with a cup of tea or coffee. Afterward, it’s wonderful to see them leave with happy, glowing faces.”

Purely You Aesthetic Boutique is located at 755 Washington St., Holliston. For more information, visit or call 774-233-6005.