“More and more of the top tier facialists are somebody you can relate to,” Ms. Larkworthy said.

When she posted a podcast, he began following her on Twitter as well. Intrigued, she followed him back. She “liked” a video he had made.

Twelve minutes later, a bald muscular man named Manny, dressed in navy blue workman's clothes, arrived bearing my two specialty pillows.

High praise from a man who makes Prada toilets from cardboard.