5 Alarming Trends Every Aesthetician Needs to Know
If you've been feeling like the ground is shifting beneath your business lately, you're not wrong. I've been in this industry for over 20 years, and I’ve never seen such rapid, unsettling changes as I have in the last few. Some of these trends are more than just frustrating—they're downright scary.
Whether you're just starting out or you're a seasoned pro, it's important to be aware of what's happening behind the scenes in the beauty industry. Because the truth is: these changes are impacting our businesses, our clients, and our role as professionals.
Let’s talk about it.
1. The Brands We Built Are Cutting Us Out
Some of the skincare companies that built their reputation through us—licensed aestheticians—are now selling directly to big-box stores and bypassing the professionals who helped them grow.
Even worse? We’re expected to maintain pricing integrity and jump through hoops (like hiring a medical director) just to be allowed to carry these products—while the same companies are running consumer promotions we can’t compete with.
This isn’t just frustrating. It’s a wake-up call. We need to rethink how we partner with product lines and ensure we’re aligning with brands that actually support independent professionals.
2. The Push to Deregulate Aesthetics
Legislation is being proposed across the country that would deregulate parts of our industry. On the surface, this might sound harmless. But what it really does is devalue our training, open the door to unqualified providers, and put consumers at risk.
Large companies see dollar signs in a deregulated market. Less red tape means more people can buy and sell skincare without oversight—and without proper education. The result? A flood of misinformation, damaged skin, and broken trust.
We are the gatekeepers of safe skincare, and we need to speak up, stay informed, and advocate for our role.
3. The Skincare Kids Crisis
Thanks to viral marketing and TikTok influencers, pre-teens are now the hottest skincare demographic. Big brands are actively targeting 9-, 10-, and 11-year-olds with products loaded with actives that were once reserved for mature skin.
As professionals, we know what happens next: sensitized skin, damaged barriers, and chronic issues like acne, eczema, and even rosacea—sometimes before the client has even hit puberty.
We need to be ready to educate both the public and the parents, and we must be crystal clear about the long-term consequences of using the wrong products too early.
4. Invasive Devices Are Being Sold to the Public
Microneedling pens. High-frequency wands. Peels. Tools once reserved for trained professionals are now showing up in people’s mailboxes with zero guidance or safety education.
I don’t say this to gatekeep. I say it because this is how skin gets permanently damaged. These tools require training, evaluation of skin health, understanding of contraindications, and strict hygiene protocols. The average person scrolling Amazon has none of that.
We need to stay visible and vocal about the why behind what we do—and remind our clients that professional care is about more than a device. It’s about experience, safety, and tailored solutions.
5. The Rise of Gimmick Products and Influencer Marketing
Every week, there’s a new “miracle” product on social media. Recently it’s been estrogen cream for the face. Before that? Snail mucin, bee venom, and a rotating cast of hyped-up ingredients.
Here’s the truth:
If there were a miracle product, we’d all be using it.
Most of these gimmicks are rooted in marketing, not science. And they often distract clients from the simple, proven things that actually work—like consistent use of vitamin C, retinol, barrier repair, and sun protection.
As professionals, we need to help our clients cut through the noise and bring them back to what works.
This industry is still one of the most powerful, rewarding, and transformational fields you can be in. But we can’t ignore the trends that threaten to push licensed aestheticians out of the conversation.
If you're building (or rebuilding) your solo aesthetics business, here's my message:
You are needed. Your knowledge is needed. Your voice is needed.
But you’ll need to do things differently than you did even just a few years ago. That means building trust, creating your own brand voice, and getting smart about how you market your services and partner with product companies.
If you’re ready to reclaim your power and build a business that can thrive in this changing landscape, I’d love to support you. My coaching program was built to help aestheticians like you succeed—not just survive.