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Editor Kezia Parkins takes the hot seat to reveal what it’s really like behind the scenes of a leading UK aesthetics magazine

As an end-of-year twist, the Evolus team and their top KOLs turn the tables on Kezia Parkins, the new editor of Aesthetic Medicine. Known for her straight-talking views on performance beauty, precision-led practice, and evidence over hype, Kezia opens up about what really drives her editorial vision. From her intolerance for sloppy data and AI shortcuts to the chaos, pressure, and humour of print deadline day, she shares what it takes to steer a leading aesthetics title in one of the fastest-evolving sectors in medicine.

What does Performance Beauty mean to you, and what excites you about the future of performance beauty??

Suse Alexander, Exec. Director, GM UK & IE

Performance beauty means results. It means treatments and products that genuinely work and deliver excellence. We are all so much wiser to ingredients, treatments and the transformation possible and products need to impress that educated consumer. This sector is fascinating. I’m excited by innovation, by regenerative and longevity medicine, and the rise of natural, undetectable results. What will be possible soon is going to be mind-blowing. I also love treatment stacking - combining tech, injectables, and skincare to achieve better outcomes is so exciting.

What’s your pet peeve that we should all know about?

Janet Kettels, Evolus PR & Comms Consultant

I’m getting really tired of having to re-edit and fact-check experts’ ChatGPT submissions. I now say “no ChatGPT, please,” but some people still think they can pull the wool over my eyes. And negativity among peers. We’re all in this together so we should be supporting each other.

What actually happens on deadline day?

Dr Kam Lally, Aestheticology Clinics, UK

Screaming, crying, throwing up. Just kidding! But seriously… It’s stressful. It’s the day that you let go of everything you’ve been working towards for the past month. There’s a lot of checking, last-minute scrambling, and pushing that big red button.

Our company philosophy is ‘evolve with us.’ I invite you to evolve something about the magazine for a day. What would that be?

Julia Hart, Evolus Medical Affairs Clinician

I’d evolve AM’s resources. We’re a small but mighty team, and I’m so proud of what we’re achieving. I hope we continue to grow our reach and take over the world.

Precision is increasingly important in aesthetic practices. What role does the media play in educating about the importance of precision-led treatments?

Dr Shirin Lakhani, Elite Aesthetics, Greenhithe, Kent

The media shapes consumer interest in aesthetics, so it should do more to educate and less to influence insecurities.

There’s a lot of noise out there for both patients and practitioners. If I were a medic, I would want data, strong clinical research, and brands that support precise, evidence-based treatments.

What’s one evolving trend you are watching for in 2026?

Dr David Ecclestone, Medizen, Sutton Coldfield, Birmingham

Unfortunately, very young people opting for invasive surgeries like facelifts. We can’t allow that to be normalised when there are so many effective non-invasive options. I’d love to see more body positivity make a comeback… something that seems to have faded in the age of GLP-1s.

How do you select contributors to the magazine?

Dr Sabika Karim, Skin Medical Clinic, Northwood, London

I’m creepy, I stalk people. I watch what they’re doing, how they communicate, and what topics they champion. If I see someone passionately ranting on Instagram, I’m like, they need to write for us. I love passionate people. If that’s you, you’re probably already on my radar… or will be soon.

This is a dynamic sector. How do you stay up to date?

Dr Alexander Hopff, Evolus Director, Professional Education

I’m out and about at a lot of events (maybe too many), which keeps me on the pulse of new launches and shifting trends. My incredible network of doctors, dentists, and nurses keeps me in the know. I’m also a bit of a hypebeast and a nerd… I follow trend forecasters and binge podcasts.

If you could interview any historical figure about beauty, who would it be and why?

Frances Turner Traill, FTT Skin Clinics, Scotland

Cleopatra! I want to hear about those milk baths, and she absolutely slayed that eyeliner. Also Marilyn Monroe, as she was an early adopter of many aesthetic treatments, and I’d love to hear the stories firsthand.

Congresses. Love them or loathe them?

Dallas Waltham, Evolus, Marketing Lead, UKI

I love our conferences, of course. Everyone else’s? Hmm… I am really into women’s health events at the moment, though.

If you were to summarise the medical aesthetics industry in one headline, what would it be?

Amy Bird, BAMAN chair and KAST Aesthetics, Sandbach, Cheshire

Nips, Needles and No Sign of Slowing Down!

Water, wine, or coffee. What gets you through the day?

Dr Steven Land, Novellus Aesthetics, Jesmond, Newcastle upon Tyne

It’s terrible, but I have an app to remind me to drink water. Coffee needs no reminder, I’m two cups in by 10am. And red wine is a must on press day… after we go to print!

What’s the funniest pitch you’ve ever received?

Elaine O’Reilly, National Sales Manager, IE

When I worked at the Royal College of Surgeons, we would get a surprising number of submissions explaining techniques to remove peculiar objects from private places… those were always entertaining.

As someone who sees every new product launch come across your desk, what differentiates a compelling, credible innovation from one that’s clever marketing?

Dr Olha Vorodyukhina, Angels Twelve, Nottingham

Clinical research. I worked in drug development and clinical trials journalism, so a well-designed study with a meaningful number of diverse participants really gets me going. That said, great branding and marketing always catch my eye.

The views and opinions expressed in this article are those of the individual contributors and do not necessarily reflect or constitute endorsement by Evolus.