• Daisies floating on a textured beige fabric with a small clear glass bowl in the center, creating ripples in the water.

    27 East Wellness Boutique

A smiling woman stands in a massage therapy room with her hand on her hip. The room has a massage bed, a small table with a Himalayan salt lamp, and a wall sign that reads '27 East Massage and Skincare' along with a logo featuring a sunrise or sunset over a road.
A white towel, white flower, and two small bottles of essential oils on a wooden surface.

Our Story

27 East Wellness Boutique is inspired by the serene beauty and effortless charm of Montauk. Founded by Sue Lupia, a dually licensed skincare specialist and therapeutic massage therapist, the boutique is the result of years spent cultivating deep client relationships and honing her craft on the East End of Long Island.

A pivotal opportunity arose when a longtime friend and former employer invited Sue to create her own pop-up experience at Hero Beach Club in Montauk. In that moment, her vision came to life. What began as a seasonal offering soon transformed into something far deeper, a true calling inspired by holistic care and genuine connection.

That journey ultimately led to the creation of 27 East Wellness Boutique located in Huntington Village, NY. It is designed to bring Montauk’s relaxed, restorative energy to the North Shore of Long Island. Every service is thoughtfully designed to nourish both body and skin. Skincare treatments, from pore cleansing facials to advanced techniques like chemical peels and dermaplaning, these treatments are tailored to help prevent premature aging, even skin tone, and restore balance; while promoting long-term skin health. The boutique also offers massage therapy, to relieve tension, improve mobility, and support overall wellness through improved muscle function and by managing chronic pain. At 27 East Wellness Boutique, every detail from technique to atmosphere is intended to leave clients feeling renewed, grounded, and truly cared for. It’s a space where beauty, wellness, and self-care come together in effortless harmony.

Woman sitting on a patio chair near a large black flowerpot with pink and purple flowers, white railing, and green plants in the background.

Where it all began:

Sue Lupia at her first pop-up at Hero Beach Club, MTK

A young woman with blonde hair in a blue button-up shirt tied at the waist, standing in a brightly decorated room with white walls and shelves, smiling at the camera.

“What began as a seasonal offering soon transformed into something far deeper, a true calling inspired by holistic care and genuine connection.”

What sets us apart isn’t just our process, it’s our purpose. We take the time to truly understand you, explore every aspect of your needs, and create a personalized plan with intention. Here, you’re never just a number. Our focused, individualized care treats the whole issue, not just the pain, so you can feel better, faster, and with lasting results.