Peg Brody has been getting facials for 15 years, but even she amped it up as she got older. "I find I should go once a month," said Brody, 50, of Dunwoody, who frequents Natural Body Spa and Shoppe. "I think it is the best thing to do, especially as I'm aging."

Apparently, many Atlantans feel the same.

Growth in the U.S. spa industry has slowed a bit in recent years, according to the International Spa Association, but you wouldn't know that living in Atlanta.

Two hotel spas and a specialty spa have landed in metro Atlanta already this year. Increased competition has forced spas to distinguish themselves as they vie for the 26 percent of Americans who actively use their services.

So who are these avid Atlanta spa-goers?

"It's the baby boomers that are aging ... and they don't want to get plastic surgery done so they are looking for an alternative," said Judy van Heiningen, owner of Facelogic in Roswell. A facial-only spa with a membership program, Facelogic appeals to women who want services but can't afford traditional spa prices, van Heiningen said. "We've taken a lot of the markup out of the business. I like to say we don't have waterfalls."

Waterfalls or not, today's Style page provides a peek at some of metro Atlanta's newer spas. M8