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As more aesthetics clinics add a wellness element to their offering, Lollie Hancock investigates why the lines between medicine and holistic wellness are becoming increasingly blurred
It feels as though going to an aesthetics clinic for an advanced procedure is not enough for clients in 2024, with more consumers seeking wellness experiences rather than just a treatment. As a result, many clinics are either adding holistic therapies to their offering or adding elements into existing treatments, while, on the flipside, spas are increasingly embracing resultsdriven aesthetic treatments.
“Many aesthetic clinics are indeed incorporating holistic and wellness services into their portfolio,” agrees Remedi London co-founder Dr Nima Mahmoodi.
“Studies have shown that 70% of women prefer a more holistic approach to their aesthetic treatments and therefore often seek a comprehensive method, finding benefits in addressing both physical appearance and overall wellbeing.”
Tracey Dennison, consultant nurse practitioner at East Riding Aesthetics and Wellness in Hull, agrees that the movement towards a more rounded wellness experience in clinics is growing, adding, “I think the vast majority of clinics are now moving towards a more holistic perspective.”
The shift doesn’t have to be a complete treatment menu and training overhaul, as Dennison explains: “It can be starting really small with specialist skincare and being knowledgeable about how all of the active ingredients work together or introducing supplements as an option within clinic.”
At One Aesthetic Studio in Manchester, there is a self-development space where patients can attend yoga, reiki and sound healing classes with different practitioners, which ties in with the wider aesthetic clinical offering. “We all want to be the best version of ourselves where possible, whether that be aesthetically or in how we feel,” explains the clinic’s aesthetic therapist William Foley.
“For a long time, my focus was on aesthetic clinical outcomes but then I thought to myself ‘What if I incorporate both worlds in clinic and in treatment?’ What if I combine, for instance, a relaxing or invigorating Indian head massage and then lead into a deep skin cleansing treatment?
“This way, I’m working on both skin health and internal wellness from a clinical perspective, using clinical devices but also leaving my patient feeling good on the inside.”
The right team
If you’re unsure whether to grow your clinic with a new wellness aspect, it’s important to consider whether it is right for you and your clientele. “Clinics can attract a broader clientele and enhance customer satisfaction by offering a holistic experience,” explains Dr Mahmoodi. “The positives include diversified revenue streams and increased client loyalty.
“However, managing diverse services may pose challenges for some clinics, as a deep understanding of overall health (including mental health) is required, which may be challenging to implement if the sole focus has been on the external appearance of an individual.”
If you do choose to grow the holistic side of your business, Dennison stresses the importance of working with qualified practitioners in every area, not just for medical procedures.
“I think the most important thing is making sure patients are getting the best care from the right person, which may mean growing your network and referral processes rather than developing new services in-house,” she adds.
Case study: The HVN, Knightsbridge
London’s latest hotspot for all things health and wellness, The HVN, marries medical aesthetics with wellness practices and self-care in ways that go beyond the treatment room. The team at The HVN is comprised of industry leaders in aesthetics, functional medicine, osteopathy, holistic therapy and more, headed up by chief executive Muriel Zingraff, chief operations officer Jo Harris and medical director Dr Tanja Phillips.
The HVN aims to empower its clients to be their best selves as Zingraff, who was formerly chief executive of spa brand Aromatherapy Associates, explains, “We believe that everyone can be the architect of their own wellbeing, and here, in this unique space, we provide the knowledge and services to achieve it.”
Treatments on offer include everything from nonsurgical laser facials, fillers and threads to Indian head massage, the UK’s only Hydro Bed, acupuncture and even hyperbaric oxygen therapy.
The holistic approach goes beyond the treatment menu and is evident from the minute you walk through the door, when you are transported from London’s busy Knightsbridge into a world of calm for all five senses, from taste with the clinic’s signature tea blend to sound thanks to natural soundscaping throughout The HVN’s common spaces, and the location’s forest bathing experience.
“Having been in the industry for many years, myself, Tanja and Muriel all know that often these spaces can feel very clinical, and this is not what we wanted our clients to experience at The HVN,” explains Harris, former general manager at Urban Retreat. “We wanted each guest to feel the benefits from the moment you walk through the door and before your treatments even start.”
Client care
The HVN is keen to support clients beyond the treatment room, which is why having a focus on wellness was key when building the business. “We invite our clients to become the architects of their own health,” explains Zingraff, adding, “We have curated a new category in wellness that empowers its clients to take control of their wellbeing with evidence-based, tailored programmes that are designed for each client based on their individual needs and desires.”
“The HVN approach focuses on three pillars of wellbeing: Look Healthier, Feel Healthier and Live Healthier,” explains Harris. “We have brought both elements [wellness and aesthetics] together as we understand that a tailored approach is the only way forward. Everyone has different stresses and needs in their lives for physical, mental and emotional wellbeing, and there is never going to be a one-size-fits-all approach. Only by looking at everyone as an individual can overall health and wellbeing be optimised, but this approach requires the right team.”
Dr Phillips adds, “Our decision to fuse wellness and aesthetics at The HVN stems from our holistic approach to client care. The offering is personal; from the first consultation the practitioners get to know the client so that they can offer tailormade programmes of treatments that marry ancient therapies with modern evidence-based practices.”
Business benefits
So, how has merging aesthetics and advanced treatments with holistic wellness worked for The HVN? “For our clients, it enables them to step through our door and be looked after. We have created a space where our clients can become part of our HVN family,” explains Harris. “They come for the efficacy, trust in our team, services and outcomes. We get to know them; they bring their families, and we build a community that we believe has been lost with the disbanding of multi-disciplinary businesses.”
As for how it impacts the bottom line, Harris adds, “It means we retain our clients, build loyalty and build our loyal clients in to our brand, and we can grow our brand, enabling us to become the go-to location for effective conscious wellbeing.”
Case study: Remedi London, Nine Elms
With a treatment menu that covers everything from reiki and two forms of yoga to cryotherapy, dermal fillers, and even tools and treatments to help tackle a low libido, Remedi clinic really is a one-stop shop for beauty, wellness and beyond.
Situated in the Nine Elms area of London, Remedi was co-founded by Dr Nima Mahmoodi and nurse Yasmin Shirazi, who wanted to provide a 360 approach, with Dr Mahmoodi sharing, “We believe that by taking care of all the wellness aspects of your life, including the physical, emotional, social, spiritual and intellectual, you will ultimately live the most fulfilled life.”
He adds, “Our ethos is also based on the notion of time, so whether that be looking to turn back the effects of time on our physical appearance through various cosmetic treatments, or by dealing with emotional blocks and being more present in the now through meditation and mindfulness classes, as well as cellular health through biohacking treatments, Remedi London covers it all.”
Treatment time
The time theme continues beyond the treatments, with the clinic’s range of services saving their clients time in their day-to-day lives. “We live in a generation where we are time poor,” explains Dr Mahmoodi. “With the added pressure of being online and perfect at all times, this is what is appealing and convenient – that one location can offer medical holistic wellbeing and an integrated approach.” As for why clients are looking for a one-stopshop from their wellness and beauty location of choice? Dr Mahmoodi says it’s simple: “Ease – all in one place means they do not need to find multiple locations to visit and can get more than one thing done at a time, and also it is a much more enjoyable experience to step into one space and have your complete needs addressed with a team that you trust.”
This approach can also be great for building up your return clients, as multiple visits to a single location help to cement client relationships and trust.
Package deal
Remedi’s wellness offering is best discovered through one of the clinic’s packages, ranging from monthly memberships to get the best out of the treatment menu to more involved treatment journeys such as the Weight Loss and Wellness package.
This package includes Emerald Laser – which is a fat loss and biohacking device – intravenous nutritional therapy, cryotherapy, plus Body Ballancer, and an infrared sauna to optimise cellular function, boost lymphatic drainage and reduce heavy metals.
The clinic encourages clients to understand that a full journey, rather than a single treatment, is needed to get results. “Clients who come in for weight loss need to understand that it is not a simple act of sitting under a device, having a treatment that provides the result but rather there are many factors that occur internally that need to be addressed. For example, stress, nutrition, hormones, and other factors all play a role in keeping weight off,” explains Dr Mahmoodi.
“We are trying to kickstart an individual into living a healthier lifestyle. We focus on helping patients feel better as opposed to just looking better, as when they feel better internally, they tend to look at themselves differently and this gives them more motivation.”