Patient Advocacy and The Future of Medical Aesthetics: A Conversation with Urban You CEO and Founder, Nicole Gregory

As the medical aesthetics industry faces a shifting landscape, we sat down with Nicole Gregory—CEO and Founder of Urban You, and President of MISPA (Michigan’s Medical Spa Association)—to discuss market changes, regulatory challenges, and what it all means for consumers.

Q: The medical aesthetics industry has seen tremendous growth in recent years. What’s happening now?

Nicole: Over the past decade, we’ve witnessed an explosion of new businesses offering cutting-edge beauty and wellness services—everything from laser treatments to injectables. While this has made aesthetic care more accessible, we’re now approaching a market correction. Oversaturation and economic pressures are forcing smaller clinics to either close or merge with larger players. This kind of consolidation is a natural cycle in industries that experience rapid, loosely regulated growth.

Q: What does this shift mean for consumers?

Nicole: Unfortunately, consumers may be the most affected, especially in states where regulations haven’t kept pace with industry expansion. While some states have taken steps to implement safety laws, the overall regulatory landscape is inconsistent. This leaves clients vulnerable to varying standards of care, and in some cases, subpar safety practices. The real question is: How do we ensure that patient safety and quality care don’t get lost in the shuffle?

Q: What steps can med spas take to navigate these regulatory shifts?

Nicole: Staying ahead of regulatory changes is key. New treatments, devices, and rules are introduced constantly, and med spas that aren’t closely monitoring these updates risk falling behind. The best approach is to build strong relationships with regulatory bodies and industry associations like MISPA—Michigan's Medical Spa Association. MISPA provides real-time updates on compliance and best practices, helping med spa owners pivot quickly and maintain high standards of care.

Q: Medical oversight seems to vary widely between providers. What’s the ideal approach?

Nicole: There’s no question that medical direction in aesthetic clinics needs to be crystal clear. Without standardized oversight, there’s confusion about who is responsible for approving treatments, managing complications, and setting clinical protocols. The best practice is to have a qualified medical director who is deeply involved in daily operations. We advocate for physician-led oversight to ensure consistency, establish a clear chain of command, and build patient trust. Having a strong medical leadership structure reduces liability and ensures that every procedure meets the highest standards.

Q: With so many treatments on the market, how can consumers make informed decisions?

Nicole: Education is everything. Consumers are bombarded with aesthetic trends—some are science-backed, while others are pure hype. The problem is that many patients don’t know how to distinguish between credible providers and risky treatments. Worse, if they experience complications, they may have limited options for reporting issues, depending on the state they’re in. That’s why we partner with patient advocacy groups like MISPA to promote transparency, host educational events, and provide clear, science-based resources on treatment protocols and risks.

Q: Safety is a big concern. What are the most critical steps med spas should take?

Nicole: Cutting corners on safety is never an option, yet we’ve seen cases where providers rush services or minimize sanitation protocols to reduce costs. This is unacceptable. Med spas must take a “no compromises” approach—implementing ongoing staff training, detailed standard operating procedures, and routine audits. Partnering with state and national associations helps ensure compliance with sterilization guidelines, infection control, and overall patient safety. At the end of the day, high standards should be the industry norm, not the exception.

Q: What’s your vision for the future of medical aesthetics?

Nicole: The industry is evolving, and while change can be challenging, it’s also an opportunity. By proactively addressing regulatory shifts, strengthening medical oversight, prioritizing patient education, and enforcing rigorous safety standards, we can ensure that medical aesthetics remains a trusted, high-quality space. Collaboration with organizations like MISPA, along with a strong commitment to patient advocacy, will shape a future where aesthetic care is not just more accessible, but also safer and more effective for everyone.

Nicole will be joining industry leaders on a panel at AMSpa (American Med Spa Association) on April 11 to dive deeper into these critical topics. As a leader in safety, regulations, and patient advocacy, Urban You is setting the standard for excellence in medical aesthetics. Stay ahead of the curve—follow along for insights!