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"Providers love it because it’s one of the few treatments they can offer to almost every client, it’s highly personalized, and clinically proven to improve skin quality."
Carrie Caulkins is the Chief Marketing Officer of Hydrafacial®. A seasoned leader in the aesthetics industry, she brings a rare blend of scientific expertise and strategic marketing acumen to drive brand growth and innovation.
With over two decades of experience, she has held senior leadership roles at Galderma and Allergan, shaping the global aesthetics market through product development, commercialization, and business strategy. Her deep understanding of both the science and market dynamics of aesthetics sets her apart as a visionary in the field.
Carrie’s educational background includes a PhD in Biomedical Engineering from the University of California, Los Angeles (UCLA), and an MBA in Strategy from the University of California, Irvine - The Paul Merage School of Business.
This is a really interesting time to be in medical aesthetics thanks to advancements in science, increased access to and acceptance of treatments, and savvier consumers who deeply care about holistic results.
Globally, the proliferation of GLP-1s is shaping our industry, but we are still very early in our understanding of how weight loss drugs impact overall skin health. We need more research on how we can address the skin rejuvenation needs of these patients, including skin laxity and volume loss.
At the same time, consumers are trading the obvious augmentation trends of the past for a skin health-first approach. This shift towards “skinimalism” focuses on a more natural, effortless look by embracing fewer, high-quality products or treatments that promote glowing, healthy skin.
I anticipate a growing presence of combination protocols in aesthetics, driven by the increasing consumer demand for enhanced efficacy and holistic results. A majority of Gen Z and millennial aesthetic consumers already purchase combination treatments, and I think we’ve only begun to scratch the surface of treatment stacking as there is no single cure-all for achieving skin rejuvenation.
Hydrafacial® is uniquely positioned at the heart of these trends.
My vision for modern beauty is rooted in authenticity, inclusivity, and innovation. As evidenced by the trending terminology, modern beauty emphasizes minimalism and elegance. It is shifting away from rigid standards to a more holistic, inclusive, and empowering experience where beauty is defined by the person, not the product. Individuality is celebrated over perfection, and I believe it aligns seamlessly to the “French touch,” which is admired across the globe for its simplicity and effortlessly chic aesthetic. The doctors in France have a lot of credibility on the world’s stage for pioneering this approach.
Hydrafacial® has become a treatment that consumers ask for by name because it is non-invasive and painless with instant, glowing results and no downtime. Providers love it because it’s one of the few treatments they can offer to almost every client, it’s highly personalized, and clinically proven to improve skin quality.
To elevate what is already so beloved by providers and consumers alike, our innovation efforts center on addressing unmet consumer needs, backed by science.
For example, we know hair loss is a big concern for men and women alike, including women going through menopause. We introduced the Keravive® treatment to infuse the scalp with microbiome-balancing ingredients, creating an optimal environment for natural hair growth. In a clinical study, 75% of participants saw visibly improved hair fullness.1
To help providers address acne – one of the most common skin conditions, especially in teens – we introduced Clarifying Hydrafacial® treatments, giving providers an alternative prescription medication. In a clinical study, 85% of participants saw fewer blemishes and less inflammation after a series of 5 or more Clarifying Hydrafacial® treatments.2
Our new HydraFillic with Pep9™ Booster helps providers address the signs of aging with a proprietary combination of dynamic peptides and deep hydrators formulated to plump the skin and restore volume. It launches as there is a growing movement of consumers looking for anti-aging alternatives to injectables.
Going forward, we will continue to introduce science-backed innovations that help providers better address the individual needs of their clients.
There are so many opportunities for AI in skin health and with Hydrafacial® treatments. Our future innovations will be enhanced to support our providers with AI-powered diagnostics and treatment optimizations. Imagine combining the expertise of the world’s leading dermatologists, plastic surgeons, and estheticians to recommend hyper-personalized protocols, increasing speed and efficiency in the treatment room and enhancing results for clients. It is all very exciting!
Hydrafacial® should be the foundational skin health treatment for every patient in your practice. As one of the few aesthetic treatments that patients can get monthly, Hydrafacial® helps practitioners build long-term, lasting relationships by bringing patients back to your practice time and again. Hydrafacial® is often the first aesthetic treatments a patient will try before exploring more invasive options. Additionally, Hydrafacial® treatments pair well with other modalities to improve skin quality and deliver the results providers and consumers want to see. For example, providing Hydrafacial® treatments before and after lasers can help prep the skin with a deep cleanse and accelerate with recovery through gentle exfoliation and delivery of active ingredients. Today’s consumers are making skin health and aging well a priority, and in-office Hydrafacial treatments play a critical role.
