5 Things Only 25 Years in Aesthetics Can Teach You
With over two decades of experience, our columnist, Katie Hughes-Dawkins is a highly respected figure in the aesthetic industry, known for her technical expertise and strategic leadership. From her beginnings as a dental nurse and aesthetic practitioner, running a chain of skin clinics, to becoming a dynamic sales leader, Katie has consistently driven business growth and elevated brand profiles on a global scale. Leveraging her extensive industry knowledge and global connections, she helps brands and clinics achieve remarkable success. A sought-after industry contributor, Katie brings her deep understanding of skin health, clinic operations, and the latest aesthetic industry trends to the forefront.
When I started out in aesthetics, the field looked nothing like it does today. Clinical skincare was niche, devices were rudimentary, and social media didn’t exist. Over the years, I’ve worked with some of the most respected names in the industry, trained teams across the globe, and helped build brands from the ground up.
What’s stayed with me isn’t the buzz of new trends or the rush of product launches. It’s the fundamentals. The lessons that still hold true, whether you’re starting a clinic or scaling a global brand. Here are five of them.
1. Growth that lasts always beats quick wins.
I’ve seen brands sell out in a weekend, only to vanish just as fast. A viral moment might spark excitement, but it’s not a growth plan.
The ones that stick around are built on something real: proven formulas, trusted partners, meaningful education, and clear messaging. Longevity comes when patients and professionals know they can rely on what you’re offering. That kind of trust isn’t glamorous, but it’s powerful.
2. A great product isn’t enough.
I’ve watched brilliant formulations gather dust because no one knew who they were for, how they worked, or why they mattered.
What makes a product succeed? Precision. You need to nail the message, train the team, and have a distribution plan that aligns with your values. It only works when marketing, training, sales, and ops move together with purpose.
3. You can’t copy-paste success across markets.
Having worked in London, LA, Dubai, and across Europe, one thing’s clear: what resonates in one place can flop in another.
Culture, language, regulation, pricing. It all plays a role. Growth needs local strategy and people on the ground who truly understand their audience. Global doesn’t mean everywhere all at once. It means knowing where to go deep and who to go with.
4. Your team is everything.
A product can’t speak for itself; your people do that. The brands I’ve seen thrive are the ones that invest in their teams and create cultures where belief is shared.
When people believe in what they’re doing, it shows. Not because they’re told to, but because they’ve seen the impact. They’ve felt the results. Leadership matters too. Show people where they’re headed and why it matters. That’s what builds loyalty.
5. Your brand is a living thing. Treat it like one.
Brand equity can erode faster than you think. I’ve seen premium brands dilute their image overnight with the wrong partners, poor pricing strategy, or a careless campaign.
Every decision sends a message. Price lists, packaging, promotions. They all shape perception. If you’re aiming for premium, your touchpoints need to reflect that. Once a brand loses its footing, it’s a long road back.
Looking back and forward
I’ve been in this space for 25 years, and I’m still learning every day. Trends shift. Platforms evolve. But the foundations of this industry haven’t changed. Relationships matter. Reputation matters. Consistency matters.
If you’re building something in aesthetics, don’t get distracted by noise. Think long term. Think smart. And don’t forget: trust is the real currency here.
