The New Medspa Client: Embracing Diversity in Self-Care

How medspas are evolving to welcome a broader range of clients

Have you spotted new faces in your medspa? You aren’t alone. The diversity of clients seeking medspa services is expanding, with increasing engagement from men, people of color, and transgender individuals. Aesthetic services clients are becoming more diverse as men, people of color, and transgender folks find new ways to engage with them. Medspa owners who have welcomed these clients are creating healthier spaces for themselves and their clients. But if you want to follow suit, “business as usual” may not be enough to get new clients in the chair. Let’s talk about how medspa clients are changing and what it takes to meet their needs.

The evolution of the medspa client

Medspa services were once only thought to be available to those who had the time, status, and disposable income to access expensive plastic surgeons or dermatologists in wealthy areas where treatments were kept secret and or only discussed in hushed tones.

Things are changing. The number of men getting facial injections like Botox has tripled since 2001, and Black-owned beauty brands are filling the product gaps created by older, larger companies that have traditionally focused on white audiences. Meanwhile, transgender people are using medspa services to assist with their transition. Medspas are even bridging economic gaps, as cash-strapped Millennials and Gen Z prioritize medspa appointments over other experiences, like eating out.

These changes mark a significant cultural shift, as cosmetic procedures have become more socially acceptable in recent years. There’s no single reason for the change, but many underlying factors stem from the coronavirus pandemic. For example, people spent a lot of time staring at their faces on Zoom calls, making them more aware of every line and pore. There are other factors, too, such as differences in how cosmetics are marketed to men and louder calls for cosmetics that suit more skin tones, all of which have contributed to these changes. In short, a wider array of people are thinking more about self-care than ever before.

New patients, new services

Creating service portfolios for a broad audience requires some legwork. Still, you can ease the transition by considering what your new target demographic wants to achieve rather than focusing on the procedures themselves. By catering to these needs with service packages, targeted marketing materials, and membership discounts, you can attract clients and make a positive impact.

Gender-neutral services

Modern medspas already offer a variety of gender-neutral services, though they may not be marketing them that way. Body treatments like massages and detox wraps are designed to relax and rejuvenate, irrespective of gender. By avoiding gendered marketing, medspas can create an environment where clients feel comfortable seeking the treatments they need without societal pressures. 

Men's skincare and grooming

Recognizing the growing demand, many medspas have introduced services specifically tailored for men like beard care and back facials. Men also use laser hair and scalp treatments to combat hair loss. The increase in male clientele reflects a broader acceptance of men's grooming and self-care, supported by media and cultural shifts encouraging men to take pride in their appearance.

LGBTQ+ friendly spaces

Modern medspas are redefining inclusivity, ensuring that everyone, regardless of gender identity or sexual orientation, feels welcomed and respected. Many establishments are creating safe and welcoming environments for LGBTQ+ clients. This includes training staff on sensitivity and inclusivity, using gender-neutral language, and providing services like hormone therapy and body contouring that cater to the unique needs of transgender and non-binary individuals.

Treatments for more skin tones

Many medspas now offer specialized packages to cater to the unique skincare and aesthetic needs of people of color. These packages include personalized skin analysis and consultation, customized facials targeting hyperpigmentation and hydration, gentle chemical peels, and laser treatments safe for darker skin tones. If you want to go the extra mile, consider running educational workshops focused on enhancing the holistic self-care approach.

Medspas leading the charge

Medspa owners are meeting the industry’s changes head-on, implementing new strategies that attract clients and grow their businesses. The most successful spas have baked their diversity and inclusion efforts into their DNA, altering their strategies to better serve the cosmetic world’s minority groups. 

Veda Medspa

Veda Med Spa offers non-surgical transgender aesthetic treatments, including injectables like Botox and dermal fillers, as well as services like facial contouring. These procedures aim to help transgender individuals align their appearance with their gender identity, enhancing their confidence and reducing gender dysphoria. The spa emphasizes personalized care and affordability, creating a supportive environment for clients on their gender affirmation journey.

Serenity Aesthetics and Wellness

Serenity Aesthetics and Wellness, led by Dr. Gina Charles, a board-certified family and aesthetic physician, specializes in aesthetic treatments and wellness solutions in Philadelphia. The spa focuses on ethnic skincare and offers chemical peels, micro-needling, laser treatments, and more services. 

Le Meuiller Beauty & Wellness

Le Meuiller Beauty & Wellness based in Norco, CA, offers personalized aesthetic and wellness services focusing on diversity and inclusivity. The spa provides minimally invasive treatments and prioritizes a supportive environment for women of color and marginalized communities.

What comes next?

The future of the medspa industry is bright, with reports estimating that the market will grow by $29 billion between now and 2030. Changing perceptions about medspas are doubtlessly linked to this rapid growth; the greater the number of people sitting in chairs, the more revenue the more valuable the industry becomes.