Chasing Beauty: The Art, Science, and Business of Aesthetics

The pursuit of beauty is as old as humanity itself. From the Ancient Egyptians using kohl to line their eyes to Europeans in the Middle Ages plucking their hairlines to achieve higher foreheads, people have always strived to look and feel their best.

Today, we are entering an unprecedented era where beauty meets science. With advances in technology, we have numerous treatment modalities and products to enhance the exact areas people want to target. That's why the aesthetics industry is currently valued in the billions globally-and growing exponentially. But with promise come growing pains.

Lycia Thornburg M.D. is a board-certified dermatologist who has been practicing both traditional and aesthetic medicine for more than 20 years. She has seen the unprecedented transformation of the aesthetics space and what it means for both patients and practitioners. As seen in virtually all emerging industries, innovation in aesthetics is outpacing regulation, and we find ourselves operating in the "Wild West." With the absence of formal oversight, laws, and safety measures, both patients and practitioners have become increasingly vulnerable. But it doesn't have to be this way.

This book is a call to action for all practitioners in the industry to level up their knowledge and skills and take a more patient-centered approach. With collaboration, we can rise together for the benefit of our patients.

Whether you have a role in the aesthetics space or are simply intrigued by the mysteries of the industry, this book is your indispensable guide. Come on a journey where innovation meets responsibility, and where beauty finds its rightful place in the realm of science.