New Qsight data on the popularity of neurotoxins like Botox suggests that the trend is far from slowing down.
According to new new transaction data, a third of all new medical aesthetics clients seeking non-surgical ways to improve their appearance start by having Botox, Daxxify and Letybo.
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But while neurotoxins remain a dominant entry point, the broader story emerging from Qsight’s analysis is how these patients behave after their first visit. The data suggests that neurotoxin clients not only return for follow-up appointments, but also expand into other aesthetic services and retail skincare—signaling a more integrated treatment journey across practices.
Qsight’s cross-purchasing data reveals return purchasing trends, distinct pairings, and a granular view of the consumer journey within medical aesthetics practices.
According to Erika Sheyn, SVP of Aesthetics at Guidepoint Qsight, “Professional-grade skincare cross-purchasing has remained consistently strong for several years, particularly alongside skin rejuvenation treatments. The data suggests this growth is primarily driven by provider recommendation at the point of care, where skincare is increasingly positioned as part of a comprehensive treatment plan rather than a standalone retail purchase.”
She adds that continued innovation in professional-grade skincare is also shaping demand. “Emerging categories such as exosome-based topical products are fueling patient interest and adoption. Together, these trends reflect a more clinically integrated approach to skincare within aesthetic practices.”
For neurotoxins, this includes:
- 40% of first-time neurotoxin clients return within 6 months
- 50% of first-time neurotoxin clients return within 12 months
- Neurotoxin procedures are responsible for 34% of all first-time non-surgical client visits
- The pairing of neurotoxin treatments with dermal fillers has declined since 2018
- Use cases for cross-purchasing
While neurotoxins remain a key gateway treatment, retention and cross-purchasing patterns suggest the patient journey extends well beyond the initial injection.
Sheyn notes that this extended engagement is closely tied to outcomes beyond procedure volume. “Qsight transaction data indicates a strong relationship between professional-grade skincare purchasing and patient retention. Patients who purchased professional-grade skincare in 2024 were over 10% more likely to return for another visit in 2025 compared to non-skincare purchasers. These patients also demonstrated significantly higher visit frequency overall.”
Although the data reflects correlation rather than causation, Sheyn adds that the pattern is consistent. “It suggests that integrating skincare into the patient journey may strengthen ongoing engagement and continuity of care.”
That integration appears to vary slightly by practice type. “Professional-grade skincare cross-purchasing during skin rejuvenation visits is strong across both physician practices and medspas,” Sheyn says. “However, physician practices recorded a slightly higher cross-purchase rate at 28%, compared to 23% for medspas.”
She attributes this gap to differences in clinical structure. “This likely reflects a more provider-led and clinically integrated approach within physician practices, where skincare products are more frequently incorporated into the overall treatment protocol and long-term patient care strategy.”
Education also plays a defining role in whether patients convert to retail skincare after a procedure. “Education appears to play a critical role in professional-grade skincare conversion,” Sheyn explains. “Provider guidance helps patients better understand how skincare supports treatment outcomes, maintenance, and long-term skin health.”
As aesthetics practices evolve, skincare is increasingly positioned as part of the treatment itself rather than an optional add-on. In some cases, it is becoming a standalone entry point into the practice.
“Yes,” Sheyn says. “In approximately half of all cases where patients purchase professional-grade skincare, there is no concurrent treatment or procedure performed. This indicates that aesthetic practices are increasingly becoming destinations for professional-grade skincare itself, not solely procedural services.”
As a result, she adds, skincare is shifting from ancillary revenue to a structural pillar of practice growth, patient engagement, and long-term treatment planning.
