The Faces of Aesthetics: Understanding Today’s and Tomorrow’s Consumers

IN THE FIRST PART of this series, we looked at the rapid growth of the medical aesthetics market and how evolving perceptions of beauty and medical aesthetics are creating a new generation of consumers. Let’s take a closer look at this new and growing demographic.

A study of medical aesthetics consumers, conducted by HumanX by IA Retail, included social listening and surveying 485 U.S. participants to gather direct feedback on preferences and behaviors. This data identified four core archetypes that speak to the changing attitudes of consumers toward medical aesthetics.
The two major groupings were The Somatic Sage (49 percent) and The Elite Escapist (34 percent), with The Worried Well (12 percent) and The Wanderlush (5 percent) making up smaller portions of the population.

Evolving Archetypes

The Somatic Sage

The Somatic Sage is a regular at aesthetic centers, with nearly half (46 percent) visiting multiple times a month. This group is drawn to non-invasive treatments that offer expert care in an environment that feels more like a sanctuary than a clinical space.

For the Somatic Sage, beauty is deeply tied to overall well-being. They value natural results and practices that nurture both the mind and body. Fifty-nine percent prefer a warm, private and calming atmosphere and tend to avoid cold, sterile spaces. Instead, they seek out settings that feel welcoming and restorative.

The Elite Escapist

The Elite Escapist sees beauty treatments as a special form of “me-time,” often sharing the experience with friends. Experienced with aesthetic services, they gravitate toward brands offering top-notch, innovative treatments in environments that combine relaxation with a sense of rejuvenation and community.

For them, self-care is a celebration. More than half (51 percent) enjoy taking their time, savoring perks like cafes and lounges and connecting with others while investing in themselves. They love personalized, immersive experiences, including digitally enhanced treatments with customizable lighting, music and scents. And they expect brands to understand their preferences before walking through the door.

The Worried Well

The Worried Well is curious about aesthetic treatments but concerned about their clinical safety and long-term benefits. With limited experience and some uncertainty, they need expert guidance to feel confident and address any concerns. Fifty-five percent of this group has never tried aesthetic treatments, and when they do, they prefer quick, efficient sessions that fit into their busy lives.

This cohort needs a calm, private and clinically safe environment with a strong focus on long-term benefits. About 42 percent are interested in using digital tools to track progress and show measurable results, helping them feel sure their investment is worth it in the long run.

The Wanderlush

The Wanderlush is someone who enjoys combining travel with rejuvenation, seeking unique aesthetic experiences that align with their journey of self-growth and exploration. They typically indulge in treatments one to two times a year, preferring clear and transparent pricing and services to ensure their visits feel authentic and safe.

For them, a welcoming and easy-to-navigate space is key, along with expert guidance to ease any concerns. This group, which is 53 percent male, appreciates straightforward offerings like packages, in-person consultations and discounts.

Common Threads

Though all four archetypes have different preferences and experiences, they all share a desire for brands that take a holistic approach to their needs in a welcoming space.
Trust is crucial – whether it’s through transparent treatments, comprehensive pre- and post-care, or personalized support that helps ease anxiety, boosts confidence and fosters a sense of celebratory self-care.

In the coming weeks, stay tuned to vmsd.com for the final installment of this series to understand how to translate these insights into experience drivers and design strategies.