JULIE SCOTT
REDEFINING Success IN AESTHETICS
Independent nurse prescriber, Julie Scott beleives it is time to look at how we are defining success in our aesthetic practice…
THE LANGUAGE OF SUCCESS
Success in aesthetics means different things to different people. For some, it is visibility; for others, it is understated expertise; for many, it lies somewhere in between. Too often, though, success is equated with turnover, waiting lists, or the size of one’s social media following. These numbers may demonstrate activity, but they say very little about integrity, patient safety, or whether a practitioner ends the day with a sense of fulfilment.
When I first entered aesthetics over 23 years ago, success felt quieter. It was found in the patient who felt truly listened to, the one who left the clinic lighter because their concerns had been taken seriously. It was in the calm confidence of saying “No” when a treatment was not safe or appropriate. Success, for me, was measured in trust, in ethical decisions, and in the knowledge that my practice had made a subtle but lasting difference.
SHIFTING LANDSCAPES
The profession has changed over time, shaped not only by advances in treatments but also by the rise of social media. Platforms bring incredible opportunities to educate, connect, and give patients direct access to practitioners. But visibility can sometimes masquerade as credibility. A flawless feed can disguise exhaustion or self-doubt. Projection can be mistaken for reality, and comparison is never far away.
THE WEIGHT OF COMPARISON
Comparison is complex. It can motivate, but it can also be corrosive. It persuades us that everyone else is thriving, their diaries fuller, they are highly skilled injectors, their business more successful. In reality, many who appear to be flourishing are privately struggling. I have spoken with colleagues who admit to anxiety, burnout, or quietly questioning themselves. A full diary does not always equal a fulfilled life. When we measure ourselves against illusions, we risk losing sight of why we entered this field.
DEFINING SUCCESS
From time to time, I am asked, “Julie, what advice would you give me on how to become successful in aesthetics?” It is always the hardest question to answer. How can I possibly define success for someone else? For one practitioner, it may be building a practice while balancing a young family. For another, it may be financial security or the freedom to cut down hours for a healthy life balance. I know colleagues who juggle three jobs, each carving out their own version of success. So, when asked, I usually reply with another question: What does success mean to you?
RECLAIMING SUCCESS
For me, success is about more than a busy diary. It is about practising ethically, having the courage to say no when something is unsafe, and creating a clinic environment where both patients and practitioners can thrive. Success also means surrounding myself with a small tribe of supportive, like-minded colleagues, the people who remind me that I am not alone.
Success can also be found in giving back. Across the profession, countless colleagues contribute in many different ways, whether by treating patient’s pro-bono, committing time to non-profit organisations, speaking or writing for industry platforms, or presenting at conferences. Others give back by offering a listening ear to colleagues, mentoring the next generation, contributing to education, raising awareness of patient safety, or simply sharing knowledge generously with peers. These acts may not generate income, but they enrich the profession as a whole and remind us that true success is measured as much by what we give to others as by our individual achievements.
Of course, none of this dismisses the role of visibility. Social media and marketing have their place, offering valuable tools to connect, educate, and grow. Used purposefully, they can be empowering. But they should never define success. If we let them become the only measure, we risk chasing validation at the expense of the values that give our work meaning.
SUCCESS ON OUR OWN TERMS
Perhaps the better question is not how success looks from the outside, but how it feels from within. If followers disappeared tomorrow, or if turnover halved, what would remain that you could still call success? For some, it will be the quality of their results. For others, the balance between work and family. For many, it is simply knowing they practise with authenticity and integrity, without compromise.
A FINAL REFLECTION
For me, success is not measured in followers, turnover, or outward appearances. It is personal, it is lived, and it is felt. It is the trust of our patients, the integrity of our decisions, the support of colleagues who share our values, and the knowledge that we are contributing something meaningful to the profession.
As Maya Angelou said, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” True success in aesthetics lies in the difference we make to people’s lives, the support we extend to one another, and the legacy of care, compassion, and expertise we leave behind.
JULIE SCOTT
Julie Scott RGN, NIP, PGDip(Aes) is an independent nurse prescriber, Level 7 qualified aesthetic injector and trainer with more than 30 years of experience in the field of plastics and skin rejuvenation. She is an aesthetic mentor and international speaker, who has won the Aesthetics Awards ‘Aesthetic Nurse Practitioner of the Year’ in both 2022 & 2024, and ‘Best Clinic South of England’ 2023 awards. She also sits on the Aesthetics Reviewing Panel for the Aesthetics Journal, is a Board member for DANAI and is an ambassador and KOL for the JCCP and several leading aesthetic brands.