| Success stories
Skin Rituals: When Conscious Touch Meets Neuroscience and Business Strategy
From craft to inner mission
Michaela Matejčiková's journey to her own business began with a classical cosmetology education, but the real turning point came during maternity leave. Together with her husband, she founded the family business BellyBoo, where they learned the basics of brand building and e-commerce. It was this experience, gained also thanks to her previous participation in a business incubator for startups, that became the springboard for the creation of Skin Rituals. This sign represents a return to caring for others, but on a much deeper, somatic level.
Michaela's practice today draws on insights from neuroscience and breath therapy, giving rituals a professional dimension that goes beyond conventional beauty services. It is a professionally designed process that uses somatic stimulation for deep psychophysical renewal. For the modern client facing chronic overload, this approach represents an effective way to restore inner balance and prevent burnout.
Challenge: The way out of the "ezo bag"„
A crucial milestone in the company's development was the need for professionalization and a clear definition of the brand. In order for Michaela to pass on her know-how and reach out to experts from the ranks of doctors, psychologists and coaches, it was necessary to move the brand towards greater professionalism. To peel it off the label of 'weird esotericism' and show that her approach has solid foundations, results and respect.
"I needed to get out of the imaginary "ezo bag" and show that my service has a real, scientifically based impact on the nervous system and psychological well-being.,"," Michaela recalls of the beginnings of the transformation. It was at this stage that she decided to fully utilize the support of the Innovation Center of the Ústí nad Labem Region.
Strategic restart with ICUK and the Platinn program
The turning point for Skin Rituals was the entry into the program Platinum, which ICUK offers to established companies to develop their business and innovation potential. The program is unique in that it provides companies with 40 hours of individual consultations with top experts, who bring the missing "outside view" and professional know-how to the business and help eliminate operational blindness.
At Platinn, Michaela began working with a mentor who helped the company define a new marketing strategy and website concept. It wasn't just a visual change, but a complete redesign of the way the brand communicates with its ideal client.
"The mentor helped me build the whole idea of the brand and opened my eyes to how to effectively handle marketing. This collaboration helped the brand gain credibility, which is crucial for the academy.,"," Michaela Matejčiková evaluates the cooperation. The results came quickly - The Academy of Conscious Touch Over 300 students from all over the Czech Republic have already completed the course, and they are spreading the new methodology in their own practices.
Social Overlap: The Grandma Project
The Skin Rituals ecosystem also includes a charity Grandma's Project, which Michaela sees as a form of her company's social responsibility. Within its framework, the academy's students transfer their know-how to the environment of senior homes and hospitals.
In this context, it is not about „therapy“ in the esoteric sense of the word, but about important non-pharmacological support. The project shows how professionally managed physical contact and proximity can improve the quality of life of seniors and help, for example, in palliative care. It is a practical example of how a professionally managed business can have a profound human impact where it is needed most.
Future outlook: Development and sustainability
Skin Rituals has the ambition to continue growing and strengthening its position in the field of somatic care. Cooperation with ICUK helps Michaela to remain firmly anchored in business reality while maintaining authenticity. She especially appreciates the opportunity to share, professional guidance and space for feedback.
„"What I value most is having someone to consult with. Not only when it comes to strategy, but also when I need to find direction again or look at things from a different perspective. I would recommend ICUK and specifically the Platinn program to anyone who wants to move their project forward, regardless of the field they are in,"“ adds to the program of the Michaela Innovation Center.
