TikTok -viral beauty products are a dime a dozen.

A viral facial massage, though — let alone one that creates a bustling business — is much rarer.

“I started Instagram advertisements, and I started collaborating with influencers. One collaboration went so well that the video got 1 million views in one night, and I got booked six months in advance,” said Katya Durova, founder of Katya Young Studios. “I have a team now, but it’s still very limited availability.”

To rewind, Durova started massage school in 2014 in her native Russia, and then went to aesthetician school. “I met a woman who was probably 40 years old and looked amazing, and everything she did was about facial massage,” Durova said. Durova took many different jobs after moving to New York in 2020, and “I gained more experienc

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