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We Are Living in Med Spa Nation—Here’s How to Navigate It

6 months ago 124

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Cheaper, easier, faster—med spas have a lot going for them. Enough, for many, to trump the outsized headlines about very serious complications that have occurred at some. (“Counterfeit Botox Leads to Hospitalizations” is a much more compelling headline than “Suburban Mom Is Happy With Her Botox From Local Med Spa.”) In the last couple of years, there has been likely HIV transmission from “vampire facials” in New Mexico, disfiguring burns from peels and lasers in Massachusetts and Florida, and the very rare but very real deaths—in Texas, one woman experienced sudden cardiac death after receiving an IV drip at a med spa, and in Los Angeles, a woman died after getting liposuction from a pediatrician at a med spa.

While dermatologists and plastic surgeons can give the side-eye to med spas, they, too, make money from injectables and laser treatments, which they may delegate to non-physician employees. More than a few own med spas themselves. “There can be some claim of hypocrisy,” says Dr. Williams. In his own med spa, simply named The Med Spa, one registered nurse and two physician assistants do injectables, lasers (for hair removal or facial resurfacing), microneedling, and more under his supervision—as in, his direct supervision—or that of his plastic surgeon partner. Because the med spa is right next door, its three practitioners can pop into his office to ask questions when needed, and “We’re on call for both our surgical patients and med spa patients 24/7. If a patient says, ‘My Botox wore off a little quicker than I’d like’ or ‘I have more activity on one side than the other,’ we consider those things complications and we’ll get the patient to the aesthetic look they want. That’s what you want from a high-quality practice,” says Dr. Williams. “We would argue that the supervision and the training and the ability to manage complications make all the difference. I have a profit incentive, but health care and patient care have to come first.”

Med spas started out much heavier on the “med” than the “spa.” The first ones were the invention of dermatologists and plastic surgeons, who saw them as extensions to their practice. Epi Center MedSpa, which opened in 1998 in San Francisco, is thought to be the first med spa, founded by Patrick Bitter, Sr., MD, a board-certified dermatologist. Juva Skin & Laser Center, founded by board-certified dermatologist Bruce Katz, MD, followed in 1999 in New York City. Kaplan founded her med spa (alongside her husband, a board-certified otolaryngologist) the same year in Redding, California. “We didn’t turn a profit for five years because back then everybody was afraid of lasers,” she says.

At Tiev, which describes itself as a “Design Haus for Medical Aesthetics,” Taylor can enjoy tea and dot essential oils on her wrists before a treatment. If you get a HydraFacial, “they give you a neck and shoulder massage at the end," she says. “It's very luxurious.” And like a high-end resort stay or business-class seat, the 2025 med spa experience may start before you even arrive. You can scope out “treatment menus” online with minimalist fonts that seem borrowed from the cool coffee shop in your town. At the end of your appointment, an injector might hand you a preprinted injectable after-care card (these are available on Amazon, by the way, along with hot pink “Let’s Tox About It” neon med spa signs). Instead of “Neuromodulators” or “Neurotoxins,” these services may be billed as “Wrinkle Reducers.” And perhaps you’re no longer a “patient” but a “client” or a “customer.”

“Language is everything, right? It frames the expectation, the perception of benefit and risk,” says Adam Friedman, MD, a board-certified dermatologist in Washington, DC. His hypothesis: “When you start referring to someone as a client, you’re trying to undercut the [medical] significance of these procedures.”

To many, that’s the appeal. Ever/Body, for instance, has “a very beautiful vibe,” says Katie, 32, who goes there for neuromodulator injections. “Millennial chic,” she describes it. And the vibe, it could be argued, serves an important purpose: to support the public opinion that the treatments offered in these spaces are luxurious and enjoyable, like a mani-pedi or a massage.

That approachability may also start with the injector. Stef Brower discovered Maeve founder Adriana Culling on TikTok, where the Austin, Texas, injector (a registered nurse) has over 70,000 followers. “One of the first videos I saw from her was breaking down a celebrity's injections, and it was like, ‘Look, everyone's going in for X, Y, Z filler that is not for every single face.’ And she talked about the reasons why and the structure of your face,” says Brower. “I gained pretty deep trust in her.” She booked a consultation and got filler in her mid-face as well as a neuromodulator and has been “very, very pleased” with the results thus far.

Source: AmSpa 2024 Medical Spa State of the Industry Report

Not everyone is so lucky. In the same state, Adrienne*, met an injector through her friends, first getting neuromodulators for a year before going for filler, and she was happy with the results. But after her second time getting undereye filler at the injector’s med spa, she had such bad bruising that it looked like she had two black eyes. The injector, an aesthetician, “dissolved it, waited 10 days, and then put filler back in,” Adrienne says. This time, her eyes became puffy and swollen, so the injector then dissolved that filler over the course of multiple appointments for the next few weeks. “I actually got sent home from work one time because my eyes were still swollen,” she says. “My boss was like, ‘We have investors coming in today. I can't have you like this.’”

Four months after that filler injection, Adrienne went to a dermatologist, who told her that her only option was to wait it out while her undereyes healed from the repeated injections. The silver lining, sort of? “It became a medical trauma issue, so I could use my health insurance to cover some of [the cost], like the doctor appointments,” she says.

But you can’t assume an injector has a certain skill level just because they have taken pharma-hosted training. Meredith De Lello, a CANS-certified nurse practitioner who works with Kaplan at Disappearing Act, has attended numerous training sessions hosted by pharmaceutical companies over the years. She couldn’t have learned to inject based purely on this training, though, says De Lello, who shadowed Kaplan for six months before touching a patient herself. “The reps are going to cherry-pick the information that makes them look best; it’s a competitive market,” she adds. “I’m close with our reps and I do take their advice, but I take it with a grain of salt. A good example is a new neuromodulator that came out that was supposed to last six months, and I told all my patients, ‘I cannot speak to that yet.’”

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