We caught up with the brilliant and insightful Maya Bethke a few weeks ago and have shared our conversation below.
Maya, thanks for joining us, excited to have you contributing your stories and insights. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
The idea for Kiwi Spa was deeply rooted in my childhood experiences growing up in Ukraine. My grandmother was a skin healer, and I spent countless hours watching her work with herbs, flowers, roots, and plants to create natural remedies for various skin conditions. She always believed that healthy skin starts from within—a clean gut leads to radiant skin. Her wisdom and passion for holistic healing inspired me, and I carried those lessons with me as I grew older.
As a teenager, I developed a fascination for skincare and dreamed of helping people feel confident in their skin. After formal training in aesthetics in Ukraine, I spent years gaining hands-on experience in countries like Israel, Croatia, Cyprus, and the Dominican Republic. Each place exposed me to diverse skincare techniques and cultures, but I always felt something was missing—many treatments were either too clinical or disconnected from nature.
When I finally settled in California, I realized there was a gap in the market for personalized, holistic skincare that combined modern techniques with natural, organic solutions. Most spas were offering cookie-cutter treatments, but I wanted to create a sanctuary where people could receive customized care with products that were free of toxins, parabens, and sulfates—just as nature intended.
I started Kiwi Spa because I knew I could bring something unique to the table. Our 100% nutrient-rich, organic skincare blends address not only surface-level concerns but also target the root causes of skin issues. The most exciting part for me was the opportunity to combine science with the natural wisdom I learned from my grandmother. The idea wasn’t just about treating skin but helping people feel good from the inside out, with glowing skin and glowing thoughts.
I knew this would work because people were craving authenticity and results. Skincare is deeply personal, and I wanted to solve problems that others weren’t addressing, such as providing effective treatments tailored to individual needs in a way that was also holistic. The overwhelming positive feedback from clients and their transformations validated my vision. The emotions, excitement, and deep connection with my grandmother’s legacy made this endeavor feel not just worthwhile but necessary.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
About Me and How I Got Into the Industry
My name is Maya, and I’ve been a licensed esthetician for over 23 years. My journey into the world of skincare began in my childhood in Ukraine, where I grew up learning about the healing properties of herbs, flowers, roots, and plants from my grandmother, who was a renowned skin healer. She believed that true beauty starts from within and that healthy skin is a reflection of a healthy gut and body. Her passion for natural remedies and personalized care became the foundation of my lifelong love for skincare.
As I grew older, I formalized my knowledge by studying aesthetics in Ukraine and later traveled extensively, working in Israel, Croatia, Cyprus, and the Dominican Republic. These experiences gave me the opportunity to learn different skincare techniques and cultures. Eventually, I fulfilled a lifelong dream of moving to California, where I established Kiwi Spa—a place where I could blend the natural remedies from my roots with modern skincare science.
What We Do at Kiwi Spa
Kiwi Spa is a sanctuary for personalized, holistic skincare. We focus on solving our clients’ skin concerns, whether it’s acne, aging, blackheads, dullness, or sensitive skin, by offering 100% organic, nutrient-rich, hand-crafted skincare treatments. We also create our own skincare products in-house, ensuring they are free from environmental toxins, parabens, sulfates, and carcinogens.
Our treatments go beyond just addressing the symptoms. We target the root causes of skin issues, combining modern technology with natural solutions to provide visible, long-lasting results. Whether it’s a customized facial, blackhead removal, or advanced skin rejuvenation, every service is tailored to the unique needs of the client.
We also take pride in creating a calming, uplifting environment for our clients, where body, mind, and spirit can find peace and harmony. Skincare isn’t just about how you look; it’s about how you feel, and we aim to help people leave not only with glowing skin but also with glowing confidence and positivity.
What Sets Us Apart
Kiwi Spa stands out because of our commitment to personalization and natural solutions. While many spas offer one-size-fits-all treatments, we create customized skincare plans for each individual. Our products are hand-crafted using organic ingredients, and we’re proud to use techniques inspired by my grandmother’s wisdom, combined with cutting-edge tools and technology.
Our clients also love the holistic approach we bring. Skincare is not just about treating the surface—it’s about nurturing the whole person. We believe in creating a connection with our clients, empowering them with knowledge, and guiding them to healthier skin and a healthier lifestyle.
What I’m Most Proud Of
I’m most proud of the transformations we’ve been able to achieve for our clients. Seeing someone walk in with low confidence and leave with a glowing smile is the most rewarding part of my work. It’s not just about the skin—it’s about helping people feel beautiful inside and out.
I’m also proud of how far Kiwi Spa has come. From being a dream rooted in my grandmother’s teachings to now being a thriving business, we’ve stayed true to our mission of offering natural, effective, and personalized skincare.
What I Want You to Know
Kiwi Spa isn’t just a place to get a facial; it’s a place where your skin’s story is heard, understood, and transformed. We use nature’s gifts to create powerful, toxin-free solutions that deliver real results. At the heart of our brand is a desire to help people embrace their natural beauty and find harmony in their skin, their thoughts, and their lives.
Whether you’re looking for a transformative skincare experience or simply want to indulge in a relaxing treatment, we’re here to support your journey. We invite you to visit Kiwi Spa and discover the difference that personalized, organic skincare can make.
Let’s talk about resilience next – do you have a story you can share with us?
One story that truly illustrates my resilience took place before Kiwi Spa became what it is today. My journey to owning a business in California was anything but easy—it was a dream I had since I was 16 years old, growing up in Ukraine. I vividly remember creating a vision board with a Photoshopped green card on it. Watching the TV series Santa Barbara, I dreamed of California’s sunny beaches and opportunities. But coming from a modest background, achieving this dream felt almost impossible.
Before settling in California, I worked in over 30 countries, often starting over in unfamiliar environments with no network, little money, and a language barrier. Each new country brought challenges—adapting to different skincare techniques, learning new systems, and rebuilding my client base. In Israel, I slept on a couch for months while working tirelessly to save enough money for my next move. In Croatia and Cyprus, I faced cultural and professional challenges but stayed determined to perfect my craft.
When I finally made it to California, I didn’t have much except for my skills and the unwavering belief that I could build something meaningful. Starting Kiwi Spa was not easy. There were days when I doubted myself, times when money was tight, and moments when balancing work and life felt overwhelming. But every challenge reminded me why I started—to create a space where people could experience the transformative power of natural, personalized skincare.
One of the most difficult moments came when I faced financial struggles in the early days of Kiwi Spa. I didn’t have the resources to hire a large team or advertise my services widely, so I relied on word of mouth and the relationships I built with my clients. I stayed up late creating hand-crafted skincare products, sometimes doubting if I was doing enough. But I never gave up. I meditated, visualized success, and leaned on the belief that my work would speak for itself.
Slowly but surely, clients started coming back—and bringing their friends. The incredible feedback, the results they were seeing, and the relationships I built became my motivation to keep pushing forward. Today, Kiwi Spa is thriving, and I owe that to the resilience I developed during those years of struggle.
This journey taught me that resilience isn’t just about enduring hardships; it’s about maintaining faith in your vision even when the path ahead is unclear. Every challenge I’ve faced has shaped me and Kiwi Spa into what we are today—a place built on passion, hard work, and the belief that anything is possible if you don’t give up.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
One of the biggest lessons I had to unlearn was the idea that success is a solo journey. For much of my early career, I believed that if I wanted something done right, I had to do it myself. This mindset came from my upbringing in Ukraine, where self-reliance was highly valued. Watching my grandmother work tirelessly to create remedies and help people taught me the value of hard work and independence. While these traits served me well in many ways, they also made me hesitant to ask for help or delegate when I needed it most.
When I started Kiwi Spa, I poured my heart and soul into every aspect of the business. From creating products and managing client relationships to marketing and handling finances, I was doing it all. While this approach worked initially, I quickly realized it wasn’t sustainable. As the spa grew, the demands became overwhelming, and I found myself burning out. I felt stuck—unable to grow the business further because I was holding on to the belief that no one could match my standards or share my vision.
The turning point came when I began attracting team members who not only understood my vision but added value to it in ways I couldn’t have imagined. They brought fresh ideas, skills, and perspectives that elevated the spa. I learned that letting go wasn’t a sign of weakness but a necessary step toward growth. Trusting others to take ownership of their roles allowed me to focus on what I do best—creating personalized skincare solutions and connecting with clients.
Unlearning this belief taught me that collaboration is the foundation of success. Kiwi Spa wouldn’t be what it is today without the incredible team I’ve built. Delegating and trusting others doesn’t dilute your vision—it amplifies it. By allowing my team to shine, I’ve not only created a better work-life balance for myself but also fostered an environment where everyone feels empowered to contribute their best.
This lesson reminds me daily that success is not about doing everything alone; it’s about building a strong community of people who share your passion and are committed to helping your vision thrive.
Contact Info:
- Website: https://kiwi-spa.com
- Instagram: https://www.instagram.com/kiwi.spa.san.diego/profilecard/?igsh=NTc4MTIwNjQ2YQ==
- Facebook: https://www.facebook.com/share/Krw4sVWSLuL3n6ta/?mibextid=wwXIfr
- Linkedin: https://www.linkedin.com/in/maya-bethke-b2b40331a/
- Twitter: @kiwispa_
- Youtube: https://youtube.com/@kiwispa?si=YD-u_VGfeWBP7MkE
- Yelp: https://www.yelp.com/biz/kiwi-spa-san-diego-3
