AUSTIN, Texas – In a small spare room of her small Austin, Texas, apartment, Josie Rushing charged $35 per session and provided a service few Americans had ever heard of five years ago. Now, that service, the Brazilian Lymphatic Massage – has become a world sensation offered in 22 nations and 45 states within the U.S. Its creator is Rushing herself, a seven award-winning celebrity massage therapist, Shark Tank BR graduate, and developer of the Brazilian Beauty Formula®, a system that combines heritage, technique, and empowerment.
“I began with near zero except a profound faith in what I was getting,” Rushing remembers. “People were not just losing water weight, they were letting go of tension, remembering confidence, and redefining their relationship with their bodies. That’s what got me through it.”
Roots in Brazil: The Heart of Healing
Rushing’s philosophy of beauty and wellness is rooted in her childhood. “I got my very first lymphatic massage when I was 12 years old, on my mom’s bed,” she recounts. “It’s part of the culture in Brazil to take care of your body from the inside out. Beauty is balance and ritual that cares for body and soul.”
That epiphany became the launching pad for the Brazilian Beauty Formula, Rushing’s groundbreaking method that has transformed the manner in which individuals perceive massage therapy. “Beauty isn’t about appearing good,” she asserts. “It’s intimately tied to well-being, equilibrium, and day-to-day rituals.”
The Moment Everything Clicked
The moment of reckoning arrived when a new mother walked in for a massage. “She was swollen and fatigued, depleted physically and emotionally. She left an hour later in tears of thanks,” Rushing recalls. “That was when I really saw this technique was not just cosmetic. It was profoundly transformational, an offer for people to heal from the inside out.”
Rushing rapidly honed the method, combining old school Brazilian lymphatic therapy with evidence-based principles focusing on intention, accuracy, and training. A service that began grew into an international brand, being introduced to 22 countries and 45 states in the U.S.
“I wanted to teach therapists, to provide them with tools in order not only to expand their practice but also to respect their profession,” she says. “That’s how the Brazilian Beauty Formula was created. It’s founded on empowerment, integrity, and excellence because those are the principles that have defined my path.”
A New Definition of Beauty and Healing
At its essence, Rushing’s method is designed to recreate the way we think about beauty and well-being. “The lymphatic system influences everything: immunity, hormone balance, emotional health,” she says. “People tend to approach it as an afterthought or an ‘add-on’ after surgery. But for me, this is everyday care. Like brushing your teeth.”
That philosophy has echoed across borders and across generations. The method doesn’t merely deflate bloating or trim the silhouette, it empowers women to engage with their bodies in a more profound, more accepting manner. “It’s about understanding and honoring what your body does for you every day. The shift is profound.”
Building a Global Movement Against the Odds
Having been a Latina immigrant who worked in the wellness and beauty industries, Rushing had her dose of adversity and doubt. “There were times when I entered rooms where there was no one like me, and it was intimidating. But it fueled me. It gave me strength to remain centered in my ‘why.'”
Today, Josie Rushing is a teacher and guide, educating massage therapists worldwide on how to become proficient in this skill and cultivate a mindset of empathy, excellence, and integrity.
“I didn’t wait for the fear to dissipate. I worked through it,” she recalls. “Each time doubt began to creep in, I asked myself, ‘What if this works?’ and then I worked again.”
The Healing Legacy Josie Rushing Wants to Leave
With awards that range from seven industry awards, a worldwide student population, and increasing online presence, Rushing’s focus is set squarely on the future. But when questioned about her legacy, she doesn’t speak of awards or expansion figures. She speaks instead about healing.
“Healing isn’t a trend, it’s a need. The individuals who practice this work aren’t ‘just’ massage therapists. We are wellness leaders. We should be seen, respected, and paid accordingly.”
Rushing describes beauty as “alignment”: a place where internal health, state of mind, and energy all work together. “To me, beauty is how you walk through the world. It’s presence, authenticity, and well-being.”
A Final Message to Aspiring Wellness Entrepreneurs
To anyone who wishes to take their craft and make it a worldwide phenomenon, Rushing’s advice is: “Start small, but think big. Stay true to your craft, stay grounded in integrity, and remember that you don’t have to be perfect. You have to be intentional.”
“If it was put in your heart,” she says, “it’s already yours. You just have to do the work to claim it.”
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