This year, the oldest children of Generation Z (Gen Z) will turn 24, and these young people are well informed of the latest trends in fashion and beauty. Moreover, they are already no strangers to cosmetic procedures such as facial fillers and body contouring. With thousands of YouTubers, Instagram influencers, and TikTokers handing out beauty advice on their platforms, it is easy to see how masking and cosmetic injections have become the status quo for this young generation.

Dasha Saian Marchese is the co-founder and current CEO of Saian and has over 21 years of experience in the spa industry. In addition to her business and marketing degree, she is a licensed aesthetician, certified nutrition and wellness consultant, official ambassador of the Aesthetics International Association (AIA), and certified family herbalist. Marchese is on the Editorial Advisory Board of DERMASCOPE Magazine; she gives lectures and classes internationally and regularly contributes to global trade publications.