03/24/2026
A brand lives far beyond its visual identity. It lives in the people who represent it.
I was thinking about that yesterday at after seeing Julie and Lauren. I met Julie about a decade ago when she was a rep in Los Angeles for Alastin. Julie was one of the first people to introduce me to the brand in a meaningful way, and I still think about how early her Instagram handle felt as a signal of where our industry was going. She was part of the blueprint of embodying the brand publicly as a true Aesthetic Influencer of the brand way before that later became much more common, and in many cases expected.
has that same brand-builder energy. She is always thoughtful about sharing new launches, the science of new products, and what is ahead that I can connect to my practices so we can communicate that across social. Those touchpoints matter more than companies sometimes realize. In an industry like ours where there is so much choice between skincare, devices, injectables, medspas . . . your people are often your strongest brand asset.
They create the first impression, and when they do it well, they create a lasting one too. That kind of human impression is hard to measure, but impossible to ignore.
For our industry as a whole, I think there is a real lesson in that. In a crowded market, your next differentiator may not be your packaging, your treatment menu, or your latest launch. It may be the people carrying your message and the consistency with which they make others feel connected to your brand 💜
