Williamsport, Pa. — After 12 years of working in cardiac surgery surrounded by death, high-stakes decision-making, and exhausted healthcare workers, Lauren Velkoff says one thing kept her going: purpose.
“There’s a purpose with death and dying. There’s a purpose with the staff, with the nurses that come to you with everything,” she said. “There’s a purpose on rounds to make sure the day is executed well. There’s so much purpose to it.”
Leaving that world was both relief and loss. “I identify with it so much,” she said. “I never thought I wouldn’t be doing that… there’s that whole identity crisis. But then you have to take that away, because you have to realize that your purpose is you — and you only get one you.”
Today, Velkoff channels that purpose into Lanna Beauty, a medically driven aesthetics practice she runs with the same precision she once brought to the operating room, located at 424 William St., Williamsport.
“My experiences helped me hone my skills to develop these wonderful hands that can do a lot of wonderful things,” she said. “They’re not lost — they still do wonderful things every day.”
A science-backed med spa focused entirely on the client
Her approach is deeply rooted in anatomy, physiology and listening.
Clients often arrive overwhelmed by life demands — “perimenopausal… struggling with diabetes… yo-yo dieting your whole life… four kids at home… sacrificing yourself your whole life,” she said. “Nobody listens to you. Nobody understands.”
A few snapshots of Velkoff’s work behind the beauty bar.
Lanna Beauty on Facebook
At Lanna Beauty, Velkoff shifts that experience entirely: “When I meet with these people, my objective is them,” she said. “I keep the conversation focused on them. And that’s odd for people to have that attention.”
But soon, the discomfort melts. “I’m not here to make people feel uncomfortable,” she said. “I really find joy and purpose in helping people.”
She describes the work as life-changing — and not because of vanity. Sometimes it’s something as small as removing the bump someone hides in every photo. “I could take that away from them,” she said. “What better purpose is that? It’s literally life-changing.”
From Botox to thread lifts — always with education first
As a medical provider, Velkoff educates first. Even Botox, one of her most common procedures, is rooted in science.
“People are scared of Botox. They don’t understand Botox,” she said. But she explains its origins, its neurological benefits, and the data behind its impact. “It’s actually scientifically proven that Botox can immediately increase confidence levels… almost immediately, people feel a little smidge happier.”
Her specialty is PDO threading — a minimally invasive lifting technique that uses dissolvable sutures. “I can pull your whole face up, or your neck,” she said. “It can be life-changing… myself included.”
Breaking shame cycles and teaching self-worth
Velkoff spends much of her time dismantling the guilt many women feel for wanting to care for themselves.
Another snapshot of Velkoff interviewing with Inside Success for Women in Power.
Photo provided
“We’re raised to not want to be selfish,” she said. “So it becomes a self-sacrificing path… which inevitably leads to unhappiness and destruction.”
Her mission is to counter that. “Whoever comes in the door, I want them to know they’re valued and appreciated,” she said. “Every single human has value and worth.”
Money isn’t the barrier she worries about. “The top problem is you — getting out of your own way,” she said. “Behavior change is huge.”
The ice cream shop, high school kids, and the heart of Muncy
Velkoff’s definition of care extends far beyond aesthetics.
She recently reopened her mother’s former ice cream shop at 27 S. Main St., Muncy — Sweet Memories — keeping the name with her mother’s blessing. “I asked her if she’d like me to use the name… she said that would be lovely.”
Once owned by Velkoff’s mother, Lois Velkoff, the shop has been revived with a trendy flair.
Sweet Memories on Facebook
She runs it largely for the community. “I don’t really make any money with the ice cream shop, to be quite honest — none,” she said. “But it’s for the community… it gets me involved… it gives me opportunities to donate, to help, to go to the school.”
She mentors the high schoolers she hires. “It gives me an opportunity to kind of give back in that way too,” she said.
A podcast for healthcare workers’ voices, TV show for women’s experiences
In the same building, she is completing a podcast studio for her new show, Vital Echoes.
Healthcare workers, she said, often feel like their pleas disappear into empty hallways. “A lot of these healthcare workers are saying, ‘Help me. I need help. I’m not being treated right. I’m so tired, I’m burnt out.’ It’s just like an echo down a hallway… there’s nothing coming back.”
The podcast will “catch some of those echoes and let people hear.”
Episodes will begin recording in December, aligned with her upcoming Women in Power television feature.
Lights, camera, a whole lot of self-reflection, and ACTION!
Photo provided
Her story of transformation and resilience will be highlighted on the Women in Power series. Velkoff shared, “They saw my stuff. They thought I was interesting. They liked my message…I came off as super relatable and still inspiring.” The episode, which emphasizes her journey from cardiac surgery to entrepreneurship and community engagement, is slated to release soon.
Women in Power is a cinematic docuseries that celebrates visionary women who are rewriting the rules of success. Hosted by Rudy Mawer, the show dives deep into each guest’s story — from struggle to triumph — highlighting the courage and conviction behind their success.
In her episode, Velkoff opens up about the radical act of turning inward, reclaiming her identity, and rebuilding her confidence from the inside out. Her message to women everywhere: you don’t have to shrink to fit someone else’s mold. You get to define success, peace, and power — on your own terms.
A purpose that keeps evolving
Velkoff says she once believed her purpose was fixed inside the OR. Now she sees something else: a widening circle of care.
“Purpose has changed,” she said. “My purpose in cardiac surgery was there… now it’s just changed.”
Today, she says, her purpose might be the med spa — “helping people find their purpose.” Or the ice cream shop. Or the podcast. Or whatever comes next.
“As long as I can pay the bills and keep the doors open, I will,” she said. “There’s so much to do. And you know, as long as I can do it, I will.”