Inside The Rise Of Portland, Oregon's Luxury Beauty And Wellness Scene

Forbes

23-06-2025

indoor pool relaxation area at Portland, Oregon's CASCADA Thermal Springs + Hotel in the Alberta Arts District Photo courtesy of CASCADA Thermal Springs + Hotel
Is Portland, Oregon on its way to becoming a hub for luxury on the west coast? Well, don't count it out in the Pacific Northwest at least. In just 2025 alone, the Rose City welcomed a sustainable underground wellness retreat called Cascada Thermal Springs + Hotel, with a prestige Credo Beauty to open in August. These developments in Portland luxury follow the December 2024 opening of the European-inspired Wine Spa, which Time called one of the greatest places to visit. And, of course, the city welcomed the region's first Ritz-Carlton hotel in 2023, accompanied by its wellness-driven spa, Cloudbreak on Nineteen.
The latter hotel opening, especially, 'really highlights Portland's emergence as a luxury destination,' says Will Boren, director of spa at The Ritz-Carlton, Portland. 'We're proud to bring a new level of sophistication to the Pacific Northwest. Our wellness offerings reflect Portland's creativity and commitment to sustainability, using local ingredients and experiences that resonate with the community. It's about celebrating what makes Portland special while inviting visitors to indulge in our signature services and amenities.'
The city's moves to attract purveyors of finer things isn't entirely shocking, given a June 5 Wall Street Journal article that points out the relatively high cost of living in town. According to the piece, Portland's median sale price for single-family homes in April 2025 was $550,000, up from $543,000 exactly a year prior. This is more than $100,000 higher than the national median of $420,000.
While the article notes that crime has gone up in the city, it also says, 'The numbers show that there are enough people who can afford and want to live in [the Portland area].'
And having new, desirable properties in the area certainly can't hurt.
The outside of Cascada Thermal Springs + Hotel in Portland, Oregon's Alberta Arts District Photo credit: Jeremy Bittermann, courtesy of LEVER Architecture Accessible Luxury In The City
'While Portland has always been a haven for the health-conscious and nature-driven, Cascada marks a significant evolution in the city's wellness narrative,' says Marc Coluccio, chief operating officer of SolTerra design concepts on behalf of the destination, located in the city's hip Alberta Arts District. 'It reflects a growing appetite for elevated, design-forward experiences that prioritize well-being and sustainability without sacrificing comfort or style.'
The emergence of Portland luxury and elevated wellness follows the lead of Knot Springs, which opened in 2016 as the city's first wellness social club.
'We were inspired by the laidback vibe of [Princeton, Oregon's] Alvord Desert Hot Springs,' says Alli Lurie, director of hospitality at the lush oasis, located in the heart of the city. 'We offer a rejuvenating contrast bathing ritual, set against the Portland skyline, with views of the Willamette River, Downtown and Portland's many bridges. Our mission is to empower individual wellness through real community, so we offer a unique 'third-place' for anyone looking to connect and share their wellness experience. By integrating a diverse array of health and wellness offerings into a single holistic brand, we align with the evolving mindset and generational shift that sees wellness as a lens and not just a trend.'
While Knot Springs memberships are 'thriving,' Lurie says they're not necessary to experience the space, which includes 10 treatment rooms, a foot rub area, an extensive, multipurpose springs area and group fitness classes. Each purchase of a non-members treatment allows for 75 complimentary minutes into the springs. Members, however, have access to an exclusive lounge and a variety of curated lifestyle events that encourage networking and community.
Lurie adds that the 'social spa concept, which prioritizes holistic wellness, socializing and good times,' has set the tone for like-minded businesses to emerge.
'The global pandemic left people burnt out, lonely and unhealthy,' she says. '[We want] to serve a new consumer who wants to rest, recover and train indoors to be their best selves outdoors. They seek experiences that support personal growth and self-actualization, while also building authentic community connections. They're aligned in their wellness goals and open to investing in their well-being, prioritizing experience and connection over material possessions.'
Knot Springs thermal springs social-wellness club in Portland, Oregon Photo courtesy of Knot Springs
Knot Springs' mission coincides with that of Cascada Thermal Springs + Hotel, which boasts four underground pools of varying temperatures, complemented by sauna, steam, and ice therapy to complete a hydrotherapy circuit. This key hotel component accompanies curated fitness and wellness experiences designed to rejuvenate the body and mind. Guests are also encouraged to indulge in a sophisticated Terra Mae restaurant menu of house-made alternatives to processed foods, thanks to renowned chef Megan Sky. All of this is set within a plate-and-panel hybrid mass timber system, sourced from regional forests—a first for any hotel.
'Cascada is ideally situated,' Coluccio says. 'The Alberta Arts District offers a more intimate, grounded alternative for travelers seeking something truly local. Cascada is a reflection of the neighborhood itself: creative, conscious, and unmistakably Portland.' The Arrival Of Credo Beauty
This means great company for Credo Beauty's summer arrival amid the city's famously trendy NW23rd St. The Nob Hill destination already boasts an array of upscale chains, local boutiques and a grandiose Restoration Hardware, which epitomizes Portland luxury.
'It's a city whose values deeply resonate with ours,' Credo's co-founder and CEO Annie Jackson says. 'We're inspired by Portland's commitment to environmental restoration and investing in the well-being of its people. That kind of purpose-driven mindset is exactly what Credo is built on. Our mission is health-forward and rooted in delivering the most effective beauty products.'
Credo—known for carrying thoughtful, high-end beauty brands, including Westman Atelier, Tata Harper, Goop and Nécessaire—is an entity that aligns with Portland's ethos, outside of the products they carry.
'Our customers aren't just consumers, they're changemakers,' Jackson says. 'They're deeply engaged advocates for clean beauty who hold brands accountable and expect more from every product they bring into their lives. We know the Portland customer especially well. It's been one of our top digital markets for over a decade. This community shares our commitment to transparency, sustainability and informed decision-making.'
While the quintessential Credo customer is known for shopping mindfully, Jackson says the Portland consumer, especially, epitomizes what the clean beauty chain represents.
'They prioritize products that reflect their values: clean, effective, ethically produced and consciously packaged,' she explains. 'They're questioning not just what's in the formula, but how it's made, where it comes from, and what impact it has on their health and the planet. This is a well-educated, values-driven audience that doesn't just follow trends, they shape them. And we're proud to serve a community that's as committed to integrity and innovation in beauty as we are.' Elevation Without Devaluation
Cloudbreak on Ninenteen spa at The Ritz-Carlton, Portland in Oregon Photo courtesy of The Ritz-Carlton, Portland
Even in the case of the Ritz-Carlton's Cloudbreak on Nineteen spa, the upscale establishment stays true to the ethos of the city.
'What makes us distinctly Portland is our thoughtful integration of the city's character throughout the guest experience,' Boren explains, referencing the spa's biophilic design and treatments that incorporate local elements, including the Return to Nature CBD Massage. 'We embrace Portland's outdoor ethos with offerings like our Monthly Run Club and treatments featuring seasonal Pacific Northwest ingredients. Our Hidden Mountain Lake infinity pool encapsulates the quintessential Portland experience, merging urban luxury with a visual connection to the stunning natural landscape that defines this region.'
Ultimately, the conscientious Portland consumer is often willing to support high-quality beauty and wellness if it means for the betterment of people and the planet.
The city 'represents a powerful shift in the mainstream consumer,' Jackson says, about what the rise of Portland luxury implies in the bigger picture. 'It's one that's more intentional, more thoughtful, and deeply invested in high-quality products [with purpose]. This city has long been ahead of the curve in driving conscious consumption, and we couldn't be more excited.'