TECH & touch

Facial sculpting is booming as clients seek alternatives to invasive procedures. Ellen Cummings explores how professionals can tap into the trend through devices and hands-on techniques

Facial sculpting’s star continues to rise in the beauty industry, with a growing number of clients gravitating towards “natural”, non-invasive treatments to achieve a lifted and contoured look. Andrea Simpson, who runs the PB Awardwinning Andrea Simpson Facialist clinic in Derbyshire, notes a “huge increase” in client interest for facial sculpting treatments. “Clients are moving away from aesthetic injectable treatments and fillers to contour and shape,” she explains.

“They want what I call ‘positive, elegant ageing’ facials. These combine scienceled devices with an intrinsic skin health approach and holistic influence.” Simpson attributes this shift to increased awareness driven by social media and articles spotlighting combination treatments. “Clients are increasingly concerned about the long-term effects of fillers and Botox and are seeking preventative treatments,” she adds.

Similarly, Abi Oleck, founder of BeauSkin London and a PB Awards 2025 Therapist of the Year finalist, says that “people are looking for immediate results, but they’re also drawn to the overall wellness experience – a treatment that combines efficacy with relaxation”.

The power of touch

At the heart of facial sculpting lies the power of touch. Simpson believes that no device can replicate the instant feedback a therapist receives through their hands. “Touch is a powerful human sense,” she says. “It calms the nervous system, lowers blood pressure and reduces cortisol levels. Hands-on massage enhances blood flow, oxygenates the skin and makes it look luminous while optimising skin function.”

Manual techniques like gua sha, cryoballs and facial yoga can also improve muscle tone and reduce puffiness. “These tools are fabulous layers that can enhance results with little or no additional cost,” Simpson says. She adds that encouraging clients to use these tools at home amplifies treatment outcomes, as “muscles have a memory, and regular facial massage improves results”.

The science of devices

While touch is invaluable, technological advancements can bring extra precision and depth to facial sculpting. Simpson integrates devices like CACI microcurrent and A-Lift micro/nanocurrent into her treatments. “Muscle stimulation devices work deeper and at a cellular level, meaning you can often achieve better results in less time,” she explains.

Simpson adds that devices with dynamic muscle activation (DMA) technology target the superficial musculoaponeurotic system (SMAS) layer muscles, providing significant sculpting benefits. Oleck agrees, noting that “muscle-stimulating devices offer visible lifting and tightening, which manual techniques alone might not achieve”. For both Simpson and Oleck, the magic lies in blending these technologies with hands-on techniques.

The art of layering

“The fusion of tech and touch elevates the treatment experience,” says Simpson. In her signature Autograph Facials, she layers different methods to achieve comprehensive results.

“After cleansing, I introduce light connective touch to calm the client and relax the facial muscles. Then, I use devices like CACI for lifting. The hands-on massage acts as a vehicle for product application and confirms the achieved tightening.”

Oleck’s Lumière Sculpt treatments follow a similar philosophy. “I often start with LED light therapy to stimulate collagen and elastin production before incorporating manual massage and cryotherapy for added lift and drainage,” she shares. “Each layer complements the others, delivering both immediate and long-term results.”

Meeting client expectations

Clients today are more discerning, looking for treatments that deliver relaxation, immediate results and long-term benefits all at once. Luckily, Simpson says that her clients often arrive with complete trust in her expertise. “They say, ‘I’m loving the result; just do what you need to do’,” she explains. This trust is built on the layered, bespoke approach that targets individual concerns while providing a holistic experience.

Oleck highlights the importance of educating clients about the benefits of combined treatments. “When clients understand the science and artistry behind the methods, they’re more invested in their treatment plans and the results,” she explains.

Professional advice

For facialists looking to integrate devices into their practice, Simpson’s first piece of advice is to get educated. “Learn the science of the technology,” she advises. “When you understand how it works, you’ll know the right questions to ask when investing in equipment. Always check for clinical evidence and safety parameters.”

It’s also vital to use devices progressively. “Just like exercising, you can do too much too quickly. Overstimulation can fatigue the muscles and skin,” she warns.

Understanding clients’ lifestyles and health is equally important. “Medications with muscle-relaxant effects can impact results,” she adds.

Oleck emphasises the need to balance technology and touch for a holistic experience. “Consultation is key,” she says. “Each visit should consider the client’s stress levels, hydration and other factors. The balance between tech and touch will shift accordingly.”

Pricing and marketing strategies

Pricing these treatments can be challenging, given the costs associated with aesthetic devices. Simpson uses a tiered pricing model for her Autograph Facials. “Each tier’s cost allows me to use specific devices,” she explains. “Knowing the exact cost of each device’s treatment is critical to avoid giving too much within a tier.” Marketing is another crucial aspect. Simpson finds that visual marketing works best. “Videos and images start conversations,” she says. While many clients consent to share their before-andafter results in the clinic, she also hosts “treatment discovery” evenings. “These invite-only events generate interest and often lead to bookings, she says.” Oleck echoes this, adding that demonstrating treatments on social media helps build trust and attract new clients.

The future of facial sculpting

As clients continue to seek non-invasive solutions for their skin concerns, the demand for sculpting treatments combining tech and touch is set to grow. “Clients want treatments with little to no downtime but significant results,” says Simpson. “They’re also investing in tools like gua sha and LED masks for at-home care.”

Oleck foresees an evolution in the technology available to professionals. “We’re likely to see even more advanced devices that work synergistically with manual techniques, enhancing results further,” she predicts.