An expat entrepreneur brings a healing L.A. facial to Prague

The original Face Place is beloved by Hollywood A-listers like Selena Gomez and Tom Cruise, but for Ladana Edwards beauty isn't just skin deep.

Julie O'Shea

Written by Julie O'Shea Published on 02.03.2024 10:00:00 (updated on 01.03.2024) Reading time: 4 minutes

The secret to clean, clear, rejuvenated skin is simpler than you think, regardless of your age. Having a good moisturizer and sunscreen in your arsenal are important, but just as paramount is establishing an effective skincare regime – and sticking to it.

That’s it. No botox. No surgery. No magic potion. Just natural products and lots of dedication. Too good to be true? It’s not. Just ask Ladana Edwards, who has been following this no-fuss philosophy for three decades on her own journey towards healthier skin and swears by it. 

Her dedication led her to open the Prague offshoot of Face Place – a storied Hollywood institution whose proven skincare techniques have developed a cult-like following among the celebrity jetset and film community for more than 50 years. 

Over the last 18 months, Edwards has steadily been building up business. The Vinohrady boutique, a short walk from Jiřího z Poděbrad, attracts a mixed clientele. Face Place’s mainstay clients – actors and crews working on location for big-budget projects tied to Netflix and other production companies – are regulars, as are a growing number of locals looking for alternative treatments than what’s typically on offer in the city.

“When I would go to facials here, I would start to break out,” says Edwards. “They would use a lot of creams and smells, stacked onto your skin, which is a beautiful sensual experience, but I needed something super effective, and I wasn’t getting that at these places.”

Ladana Edwards with her husband Doug. Photo: Face Place/Facebook
Ladana Edwards with her husband Doug. Photo: Face Place/Facebook

Face Place does things differently. The focus is skin health. The products used are natural, without added fragrances. The staff are skin coaches, trained on proven methods to revitalize skin tone and texture, leading to fewer lines and a clearer complexion.    

“We’re doing various things for skin health,” Edwards says. “We do a little massage, and give your visit a little more of a spa feel, but it’s really more clinical.”  

Edwards spent years trying to get rid of severe hormonal acne. A native of Texas who has been living in Prague since the late ‘90s, Edwards tried every treatment and skin cream recommended to her, but nothing worked until she discovered iDerm – a deep cleanse that helps tighten and firm up skin tissue naturally using a Vitamin C and zinc mixture. The facial is one of Face Place’s signature treatments.  

“I did a series of six. I had really bad skin,” Edwards says. “And after those six weeks, my acne went away.” 

The technique, pioneered in the 1930s by Dermaculture (which merged with Face Place four years ago), uses a galvanic current to stimulate collagen, rehydrate and heal imperfections. Edwards suggests getting the iDerm facial three to four times a week to begin with and then once a month for upkeep.   

Photo: Face Place/Facebook
Photo: Face Place/Facebook

“This treatment is just about clean healthy skin – super, super simple. It’s not like surgery. It’s not like botox or anything like that. It’s very natural, and that’s what I really love about it,” says Edwards. “You can do whatever other procedures you want, but for us it’s about foundational skin health, really pumping the skin with Vitamin C without needles. It’s a way to get the solutions deep into the skin without breaking the skin barrier. I had great success with it.”

After 25 years with Deloitte, Edwards describes moving into the entrepreneurial sector as transformative; her next chapter. In addition to overseeing Face Place, she’s also pursuing a Ph.D. and working as a leadership coach. She sees so many overlaps with her new endeavors.     

“As a leadership coach, I can see if people feel good about themselves, they do a better job,” Edwards says. “Face Place is a very powerful way to help transform yourself. You need to be healthy. You need sleep. You need nutrition. And when you have really beautiful, healthy skin, you feel good about yourself, and feeling good about yourself will help you connect with people.” 

Photo: Face Place/Facebook
Photo: Face Place/Facebook

Face Place draws a lot of people in their prime of their careers as well as older clients who don’t want to do botox but want to feel good, hydrated and healthy. More surprisingly is the surge of teenage boys making appointments, a segment that’s near and dear to Edwards. 

“We want to go to schools and be part of acne protocols,” she says. Her own teen son’s severe bout with acne and his success with iDerm is what pushed her to bring Face Place and its approach to skin health to Central Europe. Prague is only its second location outside the US.      

“We are skin care coaches, and we want to be honest about where you are, so if you have extreme acute acne, you might also need medication,” Edwards says. “We partner with Elite Medical, which is a really great clinic and is all about prevention and health. But we still take care of your monthly treatments and your regime.”

Edwards’ ultimate goal, however, is to have her clients leave feeling good about themselves. 

“When you have a beautiful relationship with yourself, when you understand yourself, you are much more compassionate and kind to others in the world,” Edwards says.

Would you like us to write about your business? Find out more