Gen Z Isn’t ‘Breaking’ the Med Spa Market. They’re Rewriting the Rules.

There’s been a lot of conversation lately about Gen Z “breaking” the traditional marketing funnel. Vogue Business put a sharp point on it in their recent piece, “Gen Z Broke the Marketing Funnel—What Now?” And while that framing is catchy, what’s more important for med spa leaders is this: Gen Z hasn’t stopped spending. They’ve simply changed how and why they spend, especially in non-surgical aesthetics.

For med spas, plastic surgery practices, and dermatology groups, this is less about chasing trends and more about understanding a new decision-making model — one that is social, intentional, wellness-oriented, and deeply influenced by trust and transparency.

Gen Z Doesn’t Move Through Funnels — They Move Through Communities

Traditional patient-acquisition models assume a neat progression: awareness → consultation → conversion. Gen Z (born between 1996 and 2012) doesn’t operate that way. Instead, discovery, validation, and decision-making happen simultaneously, often long before a practice ever knows they’re being considered. They discover treatments through creators, peers, and clinicians on social platforms. They validate through comments, DMs, reviews, and before/after content. They decide once confidence, alignment, and trust are already established.

By the time a Gen Z patient books a consultation, they are often highly informed and highly intentional.

This is an educated consumer who knows what they’re looking for, and they arrive with clear expectations.

For med spas, this means marketing and operations can no longer be siloed. Your digital presence, education strategy, front-desk experience, and clinical messaging all need to reinforce the same story — clearly and consistently.

Yes, Gen Z Is Spending on Aesthetics (Just Not the Way You Expect)

One of the biggest misconceptions I hear is that Gen Z is “price-sensitive” or unwilling to invest in aesthetics.

The data tells a different story.

Gen Z is:

• Spending earlier on preventative and non-surgical treatments
• Favoring low-downtime, high-education procedures like injectables, microneedling, skin health regimens, and energy-based treatments
• Willing to invest when the value is clear, not just the price

This generation sees aesthetics as part of a long-term wellness strategy that calls for more than a once-a-year splurge. That shifts how practices should think about treatment planning, memberships, and longitudinal care — not just transactional visits.

Aesthetics = Wellness (In Gen Z’s Mind)

For Gen Z, the line between “cosmetic” and “wellness” is blurred and in many cases, erased entirely.

Non-surgical aesthetics is viewed as:

• Preventative care
• Confidence management
• Skin health optimization
• A form of self-maintenance, not vanity

This matters because Gen Z responds far more to outcomes tied to confidence, control, and longevity than to “before and after” perfection.

Practices that position treatments as part of an ongoing care journey – not a one-off procedure – are far better aligned with how Gen Z thinks, plans, and spends.

Transparency Isn’t a Bonus — It’s the Baseline

Gen Z expects:

• Clear pricing
• Clear outcomes
• Clear education
• Clear boundaries

They will research your providers. They will compare your messaging. They will notice inconsistencies between what’s said online and what happens in-practice.

This generation rewards practices that are:

• Clinician-led in education
• Honest about limitations and risks
• Consistent across digital, front desk, and clinical touchpoints

From a technology perspective, this elevates the importance of clean data, consistent documentation, and unified patient communication. Trust is built through repetition and reliability because Gen Z will see through the hype.

What Does This Mean for Med Spa Operators?

Gen Z is looking for practices that feel more intentional, polished, and mature. So, a complete reinvention of your practice may not be necessary.

Here’s the shift in plain terms:

Practices that align their operations, education, and technology to support this reality will not only attract Gen Z, but retain them.

The Bottom Line: Gen Z Is Redefining Expectations

Gen Z’s influence is not a fleeting trend in aesthetics. They are establishing a new baseline for how non-surgical care is researched, purchased, and experienced.

They are:

• Intentional
• Educated
• Digitally fluent
• Wellness-oriented
• Community-driven

For med spas and aesthetic practices, the opportunity is about more than just growth — it’s also about durability. Those who adapt now will be better positioned for Gen Z today and later when they evolve into the surgical patient, as well as for the next evolution of patient expectations across all generations.

At Nextech, this is exactly why we continue to focus on connected systems, better data integrity, and tools that support longitudinal patient relationships.

Because the future of aesthetics is built on smarter, more meaningful engagement.

About the Author

Robin Ntoh is VP of Aesthetics at Nextech. A recognized expert in the business of elective healthcare and aesthetics, Robin has seen success in the launch of both her own consulting company and the addition of consulting services for Nextech — serving more than 400 clients. Her 35+ years include small- to mid-business management as well as executive leadership for one of the leading aesthetic HCPs, Nextech.