The Rise of Preventative Aesthetics: How Medspas Should Market to the Under-40 Set

In the realm of aesthetics, a shift is underway. The focus is no longer just about correcting visible signs of aging, but also preventing them in the first place. Preventative aesthetics, or “prejuvenation,” are becoming a dominant trend among the under-40 demographic. Medspas looking to attract this growing audience must understand their motivations, offer targeted treatments and effectively communicate their value.

We spoke to leading experts in the field—to explore how medspas can position themselves as go-to destinations for this younger clientele. 

Early Action, Better Results 

According to Bruce Katz, MD, founder of Juva Skin and Laser Center, preventative treatments offer a strategic advantage.

 “Starting early minimizes the need for more aggressive interventions later; for example, Botox can prevent deep lines from forming, and treatments like platelet-rich fibrin matrix therapy can stimulate hair growth and rejuvenate skin,” Katz says. 

He emphasizes education: “Younger clients often think once sun damage is treated, they’re protected forever [and] that’s a misconception,” he says. “Preventative aesthetics work best alongside diligent sun protection and a good skin care routine, and younger clients need to know there’s no silver bullet to protect against sun damage, and consistent sun protection is critical for long-term skin health.” 

The Preventative Mindset 

“Younger clients are increasingly interested in maintenance, hydration and prevention,” says Michael Suzman, MD, co-founder of RescueMD and a board-certified plastic surgeon. “For this demographic, it’s about creating the perfect environment for the skin to thrive.” 

His approach emphasizes antioxidant-rich products, SPF, a high-quality cleanser and mild moisturizers to lay the foundation for long-term skin health. 

Suzman warns against over-treating too early: “If clients start too aggressively, they risk looking overdone by the time they hit 30; instead, we should guide them toward age-appropriate skin care and gentle treatments like facials and mild chemical exfoliants.” 

Marketing to the Under-40 Demographic 

For medspas, attracting younger clients requires a tailored approach. Francis X. Acunzo, co-founder of Acara Partners, highlights the importance of peer-driven marketing: “You need to communicate through patient stories–let younger clients hear from their peers why they should visit your medspa.” 

Acunzo also stresses the importance of technology: “Your website needs to be up to date and mobile-friendly. A slow, outdated website can frustrate younger audiences and drive them away.” 

Videos are a powerful tool for engaging this demographic. Short, visually appealing clips showcasing real patient experiences, behind-the-scenes looks at procedures, or expert tips on skin care can captivate younger audiences. Platforms like Instagram, TikTok and YouTube are essential for distributing this content and creating a sense of community. 

To build trust and credibility, medspas should focus on education and transparency. Acunzo advises against overpromising results, instead opting to “under-promise and over-deliver.” 

The New Essentials Popular treatments for individuals under 40 include Botox, which is sought after for both achieving a smooth, glossy look and reducing underarm sweating, particularly in warmer climates.Pixel-Shot at Adobe Stock

Popular treatments for individuals under 40 include Botox, which is sought after for both achieving a smooth, glossy look and reducing underarm sweating, particularly in warmer climates. Lip enhancements, primarily using hyaluronic acid fillers, are also in demand. Office-based micro-liposuction and facials—such as hydra facials and photo facials—provide a rejuvenated glow without lasers, while photo facials effectively address redness and pigmentation. 

“We have recently seen an increase in the amount of non-invasive topical in-house treatments like Radio Frequency Microneedling, as well as BBL, IPL, renuvion therapy and laser treatments for the body,” added Suzman. “Anti-aging no longer is just for the skin on the face.”

Preventative aesthetics goes beyond moisturizer. Today’s younger clients invest in high-quality skin care products, often incorporating antioxidants, retinoids and advanced facials into their routines. Suzman notes that products like RescueMD’s DNA Repair Complex can complement treatments by reducing redness and enhancing skin recovery. 

Hydrafacials, mild chemical peels and non-invasive treatments like radiofrequency microneedling are also in high demand. 

“These procedures provide immediate results with minimal downtime,” says Katz. 

Tattoo Removal: Not as Big as Expected

Despite initial predictions, tattoo removal has not become as significant a concern as once thought. According to Katz, interest in tattoo removal remains minimal. Similarly, Acunzo notes that while the industry did anticipate high demand for tattoo removal, the reality has not lived up to expectations. Instead, younger generations, particularly those under 40, show deep appreciation for their tattoos, often choosing to invest in enhancing or expanding their designs rather than removing them.

For those who pursue tattoo reduction, Suzman emphasizes that complete removal is rarely feasible, and the process can be harsh on the skin. 

“Tattoo reduction is more common than full removal, and it can be aggressive on the skin,” he says. 

Products like RescueMD play a crucial role in aiding recovery, minimizing potential scarring and speeding up healing. Medspas can help clients navigate their options by setting realistic expectations and focusing on achieving the best possible results.

The Role of Fascia in Preventative Aesthetics: A New Frontier for Medspas

Structural integration, a transformative bodywork method pioneered by fascia expert Daniel Bienenfeld, is gaining traction as a natural, non-invasive approach to preventative aesthetics. Bienenfeld, the founder of Embody365 and author of ‘Align for Life: Journey to Structural Integration,’ emphasizes that sculpting the fascia—the connective tissue that shapes and supports our bodies—can deliver profound aesthetic and functional benefits. 

“Fascia is the fabric that gives us our shape, and it can be adjusted to create a longer, leaner and more confident appearance,” he explains.

For the under-40 set, structural integration offers a pathway to looking and feeling taller, sleeker and even achieving the coveted "bubble butt." Unlike quick fixes or cosmetic procedures, this method enhances natural body mechanics, promoting fluidity, grace and an authentic sense of sexiness. 

“Sexy isn’t just about appearance; it’s about freedom of movement and personal expression,” says Bienenfeld. 

By releasing rigidity in the fascia, structural integration not only takes years off one’s appearance, but also unlocks a vibrant, confident energy that radiates through every movement. Medspas can seize the opportunity to market structural integration as a cornerstone of preventative aesthetics, appealing to younger clients who prioritize holistic, natural approaches to beauty and wellness.

What Younger Patients Really Need vs. What They Want

When it comes to medical aesthetics, younger patients often approach treatments with priorities and expectations distinct from those over 40. Frank Roesken, an internationally renowned plastic surgeon and the medical and clinical director of research and development for Skin Moderne, emphasizes that meeting the needs of this demographic starts with understanding the difference between what they want and what their skin truly requires.

“...Patients over 40 are more concerned with the visible signs of aging, such as wrinkles or sagging skin,” explains Roesken. “This difference necessitates varied approaches in product composition, treatment intensity, and device-based solutions, such as ultrasound, to deliver the best results.”

For younger patients, the focus is on maintaining healthy skin through preventative care. This includes products designed to enhance skin function, combined with modern technologies that improve the delivery of active ingredients. 

“We’re seeing a rise in high-tech cosmetic products with advanced encapsulation techniques and bio-compatible ingredients, offering effective at-home solutions,” says Roesken.

However, Roesken points out that young people often neglect skin care. 

“They tend to believe in the immortality of their youthfulness, paying little attention to preventive measures,” he notes. “The goal should be to open their minds to prophylaxis, emphasizing prevention over treatment.”

Educational advertising could play a pivotal role in this shift, raising awareness about the benefits of preventive care and addressing misconceptions about aging. 

By tailoring strategies to address both the practical and educational needs of younger patients, the medical aesthetics field can help this group achieve and maintain healthy, resilient skin while laying a foundation for long-term care.

The Road Ahead 

Preventative aesthetics represent a significant opportunity for medspas to engage a younger, more proactive audience. By offering the right mix of treatments, educating clients on their benefits and using modern marketing strategies, medspas can position themselves as essential partners in long-term skin health. 

Preventative aesthetics isn’t about drastic change. It’s about making small, meaningful investments in yourself over time. 

For medspas, the future is preventative—and it’s looking bright.

Nancy Trent (http://www.trentandcompany.com; nancy@trentandcompany) is a writer and speaker, a lifelong wellness activist, a globe-trotting trend watcher, and the founder and president of Trent & Company, the leading wellness PR firm. Trent & Company, which launched many health and beauty brands, grew out of Nancy’s personal and passionate commitment to helping people live longer and healthier lives. A former journalist for New York magazine, Nancy has written seven books on healthy lifestyles, serves on the editorial boards of several magazines and travels around the world speaking at conferences and trade shows on trends in the marketplace. She is a recognized expert in PR with more than 30 years of experience creating and managing highly successful campaigns.