In this extract from her article for International Therapist, winner of Professional Beauty Therapist of the Year 2026 Kelly Edges offers some insights about the evolving Beauty industry.
After nearly three decades in the beauty industry, I have been lucky enough to witness not only how treatments and technologies have evolved, but how the role of the therapist has changed. I began my journey in 1997, fresh out of college, working alongside experienced professionals and learning the foundations of skin health, anatomy, and client care. Back then, the industry felt simpler, being focused on hands-on treatments and working at a much slower pace.
Today’s beauty industry feels almost unrecognisable compared with when I started out. Everything moves much faster now and is heavily influenced by digital culture. While there have been some amazing advancements in skincare and treatments, it’s also brought new challenges, especially when it comes to client expectations and the amount of misinformation out there.
AN INDUSTRY SHIFT
One of the biggest changes I’ve noticed is the shift away from genuine wellbeing towards a more results-focused view of beauty. Social media has played a big part in that. Clients are constantly seeing filtered images, quick-fix treatments, and trending procedures that promise instant results. It’s definitely made people more interested in their skin, which is a positive, but it’s also created a lot of unrealistic expectations. You can see how this builds pressure, not just for clients, but for therapists as well. There’s often an expectation to deliver quick results, when in reality, good skin takes time and consistency. It can be a challenge to manage that in a way that still feels honest and supportive.
As therapists, we are often faced with the task of gently re-educating clients, helping them understand that real skin health takes time, consistency, and a personalised plan. The pressure to deliver immediate, visible results can sometimes overshadow what truly matters: long-term skin integrity and overall wellbeing.
This is where I really feel holistic practice matters more than ever. Every client I see is more than just their skin. Their lifestyle, stress levels, hormones, and even how they’re feeling emotionally, all play a part. You can’t separate those things, and I think sometimes the industry forgets that. I’ve found that when you take that more holistic approach, clients start to understand their skin on a deeper level. It becomes less about quick fixes and more about long-term care, which always leads to better results in the end.
MY APPROACH
Over the years, my approach has changed a lot. It’s not just about doing a treatment anymore. It’s about listening properly, paying attention, and building trust. Some of the best results I’ve seen haven’t come from just one appointment, but from working with someone over a period of time. Keeping things consistent, educating them, and genuinely caring about their progress makes all the difference.
There’s definitely a contrast now between quick, transactional beauty and a more long-term, thoughtful approach. For me, it’s always about the bigger picture. Not just what’s trending, but what’s actually right for that client. I also feel a strong sense of responsibility in this role. We see our clients regularly, and we notice things. Sometimes, things they haven’t picked up on themselves. It’s not about overstepping, but about being aware and looking out for them. A good example is subungual melanoma. It’s not something everyone knows about, and it can be easy to miss or mistake for something harmless. That’s why awareness is so important. If we notice something unusual and encourage someone to get it checked, that could make a real difference. Those conversations aren’t always easy, but they’re important. It comes down to trust, and knowing how to approach things in a calm and professional way.
STAYING EDUCATED
Another big challenge now is the amount of information out there. Clients often come in having seen information online or on social media, and while it’s great that they are more interested in their skin, it can also lead to confusion or unrealistic expectations. In some cases it can even result in damage from using the wrong products or treatments.
That’s why ongoing education is so important. The industry is always changing, and we have to keep up. But it’s not just about learning new treatments, it’s about understanding that we have to use that knowledge properly and honestly.
There’s definitely a growing pressure to offer treatments just because they’re popular, but that doesn’t always mean they are going to be right for the client. Being able to say no when something isn’t suitable is really important, even if it’s not always the easiest thing to do.
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This is an extract from the article Beyond the Surface, published in International Therapist magazine, Summer 2026. To read more, you can find Kelly’s article on page 38 of the magazine.
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