James Vivian on What’s Broken in The Aesthetic Industry (and How to Fix It)
Image Credit: James Vivan
Social media has made a lasting impact on how we view ourselves, celebrities, and even the very concept of beauty.
Short form platforms like Instagram and TikTok have compressed trend cycles that once took years into mere months, and sometimes weeks.
Many are feeling the whiplash of fast changing fads. One week viewers are told to “slug” their skin with thick layers of moisturiser, and the next are encouraged to skip moisturising all together- often at the peril of skin health.
Read: Please Stop Wasting Your Time and Money on Junk.
But this cultural shift isn’t something we can disconnect from when we lock our phones- it follows us everywhere, including into clinics and treatment rooms.
Skin therapists and aesthetic professionals now find their conversations with clients are often driven by the latest online trends, shaping not just what’s popular, but also how we approach ageing, self-care, and cosmetic treatments.
In this relentless cycle, it’s worth asking: has the beauty industry- especially the medical and cosmetic side- kept up ethically with the pace of change?
A recent article in The Age “the new beauty standard isn’t about rewinding the clock—it’s about having no age at all” addressed parts of this issue.
Author Bunny Banyai shared that the bar for “natural beauty” is rising thanks to high-quality aesthetic work, leaving many feeling worse about their natural ageing process.
James Vivian recently shared his thoughts on The Age article- watch his commentary here:
James Vivian is a nationally recognised Dermal Therapist and founder of both James Vivian clinic and cosmeceutical skincare brand Viviology Skin.
Known for his thoughtful approach to skin health and advocacy for higher industry standards, James has continued to lead difficult conversations in his industry, speaking about the changing face of aesthetic care.
Inspired by his public commentary, we spoke with James about the ethical dilemmas emerging in the aesthetics space, the impact of social media on consumer expectations, and what a more empathetic future in skincare could look like.
Image: James Vivian. Credit: James Vivian Clinic
Questions for James:
Q: There’s often a fine line between marketing that empowers and marketing that pressures.
How do you approach branding and messaging at your clinic?
“I think it all comes back to intention. A lot of people find themselves working in both this industry and others to make a lot of money.
Whilst there is always a commercial interest in what we do as we have to feed ourselves, pay our staff, invest in equipment etc., for us, the focus is always on the client first.
Whether we are in a treatment room, posting a video online, or talking to journalists, we ensure that the language we use and the way we promote ourselves is relatable, understandable, as free from bias as possible, kind and done with a slight sense of not taking ourselves too seriously. This allows like-minded people to find us and for us to work with like-minded people.”
Q: There’s been lots of change in this industry- Are there legacy mindsets in the aesthetic world you feel are outdated?
“Quite the contrary.
I feel that our industry, once steeped in providing a safe space for people to visit for their beauty needs, or to replenish their favourite cosmetic at the beauty counter, has really lost its way.
Availability, commercialism, social media as well as advances in technology and science means our industry is touching the lives and more people everyday and sadly, the impact isn’t always positive.
Therapists used to train extensively in the art of customer care and the beauty industry used to be a trade vocation, meaning skills would be generated by doing the same thing over and over again.
Nowadays, people can do a short-course and then they are out working with clients, injecting, lasering, educating and recommending.”
Image: A person gets Tixel in clinic, based on their specific skin needs. Credit: James Vivian Clinic
Q: Do you feel there’s a generational shift in how people approach skin and aesthetic care?
If so, what’s driving it, and is it a positive one?
“I’d imagine the desire to care for one's self, look their best, starve off the ageing process is not a new one.
I recall my mother heading off to the beauty salon and returning after with more bottles and pots than I could stick my little fingers into.
Today, however, the constant consumption of content from both qualified and non-qualified people perpetuates both the growing need for cosmetic treatments as well as the spread of misinformation, demonisation and polarising biases that trickles through both consumers and practitioners.
Everyone has a platform now and practitioners do not seem to understand that people are watching, listening and acting on advice given.
New AHPRA guidelines come into effect in September which provide a much needed framework for how practitioners as well as influencers show up on social media and other forms of advertising to help keep their online communities safe.”
Q: You talk about empathy being central to your work.
What does that look like in a practical, day-to-day sense at your clinic?
“At James Vivian, we work in what we call a client-led manner, meaning that we provide the space, the team, the equipment, the education etc. to empower our clients to make the decisions that are right for them.
This extends beyond their skin.
It includes budget, their mood, downtime, discomfort etc. and from there we construct treatments for them in real time.
Image: A person getting a tailored Transform Peel applied to their skin. Credit: James Vivian Clinic
In addition, working so closely with clients over what is often such a long period of both their and our lives, the importance of the client/therapist relationship is never lost on us.
We understand that visiting a skincare clinic is not just for the skin, it can be for the soul too.”
Q: What do you think the future of aesthetic care looks like, and what do you hope it becomes?
“I believe we’re at a crossroads and my list of concerns is long and it’s growing. But so too with the problems grows my list of solutions and areas I hope to focus on.
The future of our industry rests on the people who work in it - the people who provide the services and the people who push out the information to consumers.
It’s time for us to tidy up our language, say ‘no’ more, say less, recognise the psychological impact of what we do and the connection between expectations and treatments and to be able to sit back and acknowledge that something isn’t right here.”
Q: What advice would you give to someone considering an aesthetic / or skin treatment for the first time?
“Clinics that offer thorough and detailed consultations are always a great place to start.
This can allow you to present your needs and concerns to a prospective clinic and for them to arm you with what their approach could look like.
A little patience can also go a long way in regards to the treatment journey as skincare isn’t an exact science and it can take some trial and error to find out exactly what is best for each skin, however, this should be discussed with you during the consultation.
Not being afraid to share your feelings, positive or negative, is also a super important part of the treatment journey as often as little feedback can go a long way in terms of taking the skin where it is that you want it to go.
These sorts of variables that don’t necessarily have anything to do with the skin should be brought up during the consultation.
If they are not, potentially keep searching.”
Final Thoughts
Social media has democratised beauty- but also complicated it.
The aesthetics industry is at a tipping point, with new guidelines and new conversations shaping what comes next.
If we want a future that celebrates beauty without harming wellbeing, we’ll need to move fast, ethically, empathetically, and with intention.
Know any brands doing it really right? Have thoughts on the aesthetic industry and the direction it’s heading?
Share your thoughts in the comments below, we’re all ears.
Where to Find James
You can find James Vivian on Instagram @jamesvivian and on TikTok @jamesvivianskin
Want to visit the James Vivian Clinic, or learn more about what they offer? Check out their website jamesvivian.co for services, thoughtful blog posts, and to even book in a 15min discovery call before visiting.
