Integrate, Don’t Upsell: Retail Skincare is Driving Patient Results and Medspa Revenue

While some medspas may position skincare as an optional add-on at checkout, perceiving these products as a lower-ticket item with less immediate return, recent reports indicate that skincare adds up to 45% more revenue to skin rejuvenation visits and is often the only reason patients are now visiting aesthetic practices. One-and-done, high-impact treatments may be big-ticket items, but more patients are looking to invest in proactive care and protection post-op. Skincare experts advise clinicians to strategically integrate skincare into visit workflows through package bundles and education in consultations to streamline after-care and pre-care in the onset of successful treatment results. 

Guidepoint Qsight data [1] reports that skincare sales generate an additional $160–$170 per visit for regenerative treatments like neurotoxins, micorneedling and filler. Though $160 looks less than investments like filler, which starts at $1,384 and energy-based devices at $976, retail skincare can add 30–45% of total visit revenue, especially as this data also shows many patients are coming in solely for skincare [1]. 

Skincare has become not only a valuable asset to patients’ results, but also an opportunity for medspas and practices to use at its advantage. Skincare is emerging as its own category with standalone value but also shows signs of being integrated into treatment planning, says Erika Sheyn, SVP of aesthetics at Guidepoint Qsight.

"The way patients are purchasing suggests it's moving beyond the role of an optional add-on, especially as we see a growing willingness to invest in regenerative skincare offerings," she says.

Closing the Skincare Gap: Why Post-Treatment Care Is Essential—Not Optional

There is still hesitation among patients to invest in skincare in addition to high-impact treatments that they believe might mend their concerns immediately—a shortcut to on-going skincare. Independent practices often deal with juggling multiple suppliers and platforms just to stock retail skincare, Praveen Ramineni, CEO of Portrait says. That friction alone is enough to keep retail on the back burner, he adds. 

Ramineni and his counterpart, Patrick Blake, MD, FAAD, board-certified dermatologist and co-founder of Portrait, say skincare should be a non-negotiable for the after-care of treatments like neurotoxins and microneedling to nurture results and extend outcomes between visits, instead of a checkout decision. 

“Skincare is still too often viewed as a separate discussion when it should be part of the continuum of care,” Blake says. “A patient’s investment doesn’t end when they leave the chair—it extends to how they care for their skin in the days and weeks after treatment.”

Bridging that gap between treatment and skincare not only improves outcomes, he says, but also reinforces trust and long-term loyalty.

While Esthetician Trina Renea hasn’t seen a decline in the skincare market as the owner of Facial Bungalow and Esthetic Concierge, the question is whether patients are buying from providers in-office or elsewhere. Due to the price of these treatment investments and the idea that energy-based devices and fillers will address concerns instantly—patients tend to skip the skincare step or use what they already have. 

Skincare, experts say, should be integrated into treatment plans, not treated as an optional upsell.Courtesy of speed300 at Adobe StockSkincare Misinformation Is Undermining Results: The Post-Treatment Education Gap

With the rise in online influencers, Esthetician Terri Wojak says viral skincare trends, and easily accessible products flood patients with options and leads to miseducation. The products they use could sensitize the skin or interrupt the healing process for aesthetic treatments specifically. She often hears patients say “I already have stuff at home” or “I only have the budget for a treatment.”  

“They don’t understand that post-treatment skin has different needs, and some products could be potentially irritating,” Wojak says. 

In 2025, people are highly skeptical of product ingredients, and instead of buying products next to the promise of minimally invasive treatments, they’re resorting to low-risk beef tallow and castor oil, Blake says. Practitioners and dermatologists, he adds, have to take the time to inform decisions, especially since recommended skincare on social media might not be compatible with diverse skin types after aesthetic procedures.

When Skincare Comes With the Treatment: A Seamless Path to Better Results

“Here's the most innovative way to integrate retail without feeling pushy: Bundle products into your procedure cost,” Renea says. “When patients receive products as part of their treatment, it feels like a thoughtful gift rather than an upsell.”

Since they're already investing significantly in the procedure, patients are naturally motivated to follow through with the aftercare, she explains. The real issue isn't market demand—it's focus and execution, and most practices chase high-ticket treatments while overlooking retail because staff don't have time to explain "low-ticket" items, Renea adds. 

“Patients buy skincare products every month or two; That $167 becomes $2,004 per year, per patient, [and] that's more than most single treatments bring in,” she says. “Your neurotoxin patients come every 3-4 months, filler patients annually and laser patients occasionally—but skincare? That's monthly recurring revenue that keeps flowing.”

Blake says most providers already know which products complement their treatments, and education starts in the chair. While there’s a challenge to push skincare because they assume patients won’t follow through due to preconceived notions or misinformation, many practitioners can relieve some of that uncertainty around whether products will actually work or not through education that starts at the consultation, framing skincare as part of the main treatment and the necessity that it is. 

In Wojak’s experience, most patients do not fully understand the importance of post-care products in their treatment outcomes. While they may follow instructions initially, the “why” behind the regimen is often lost unless it is clearly explained. Many view skincare as cosmetic rather than therapeutic, she says. 

“Patients are more understanding when we take the time to explain how post-care products reduce inflammation, support the skin barrier, prevent infections and PIH, and extend the benefits of the treatment itself,” Wojak says. “Without a thorough explanation, patients may skip steps, use the wrong products, or stop care too soon, potentially compromising their results.”

Positioning Skincare as a Core Part of Care, Not a Side Note

Time can be a major barrier, especially for medical aesthetic providers. In fast-paced offices, it can be challenging to have the time to thoroughly explain the importance of the products recommended. All staff, including the receptionist, should be trained on the products used in the practice, Wojak says, to reiterate the importance of using the right support products to get the most from their treatment.

The most effective strategy for integrating skincare retail is simple, Renea says: Focus on the patient’s journey. Start with pre-care products that prepare the skin for better treatment results—exfoliating and hydrating products that enhance procedures. Then, offer post-care kits with healing and hydrating products, along with clear instructions, she explains. 

With margins being high in medspas, the upfront cost of high-quality skincare for smaller practices comes down to affordability and promise of return, Ramineni says, but skincare should act as a strategic part of the business and not just an afterthought. The best practices don’t save the skincare conversation for checkout—they start during the consultation and carry it through every touchpoint, he adds. 

“The goal is to position skincare as part of the care plan, not a checkout upsell,” Ramineni says. “It builds trust, drives repeat purchases, creates loyalty with longer-lasting outcomes and ultimately adds meaningful revenue without adding chair time.”

References:

1- https://qsight.guidepoint.com/products/sales-measurement/#download-report