The skin care products lining the shelves and the devices filling a treatment room say a lot about the type of skin care professional offering them. The brands they align themselves with communicates their values to clients and the integrity of the practice. Clients look to the professional for solutions to their skin health concerns. They want to know that the products and brands being recommended are worth the money and will yield the results they want to achieve.

Professionals need to ask themselves whether they carry brands that are well known in the industry and have a reputation as the most effective at what they treat. Are they brands that clients recognize and want to experience? And, perhaps the most important question, do these brands work with the professional to understand their needs and help them grow their business? Does the brand take the time to get to know the professionals who carry them, understand their current reality, and their desired goals? How one answers these questions can be pivotal to if and how quickly an aesthetics business expands. 

Choosing the right brand partners is one of the most important decisions a skin professional makes as they build their practice. The sheer number of options can be overwhelming when trying to determine how to set up a practice and what brands are the right fit to meet business goals. One helpful way to look at this is to think about brands as true business partners; the professional and brand are investing in each other for mutual success. The products are more than just products on the shelf. They are tools, and the right ones can help increase one’s bottom line in a variety of ways. 

Denise Ryan has more than 30 years’ sales, marketing, and product management experience in dental and medical device manufacturing. Ryan’s secret weapon is her unique ability to uncover what is truly special about a product or service and then passionately enroll others in that belief. She has been with BioPhotas since January 2012 as Celluma’s product manager, director of sales, VP of brand management, and currently serves as the chief clinical affairs officer. Ryan regularly writes and speaks internationally on the science and benefits of low-level light therapy.