Perspectives: A celebrity skin care expert on knowing when to skip or invest in the latest beauty trends
By Sofie PavittApril 23 2025, Published 4:19 p.m. ET
People seeking skin care treatments are bombarded with beauty information and misinformation online. When they see a new trend pop up, it may give them hope—Maybe this is what I've been looking for all along. Or it may foster doubts—Oh no, have I been doing this all wrong? Either way, they seek guidance. And that's where beauty professionals can provide invaluable help. Square asked Sofie Pavitt, owner of Sofie Pavitt Skincare Studio, to share insights to help other aestheticians and their customers distinguish passing fads from effective new treatments that will provide lasting benefits.
A lot of clients feel confused. There's so much information out there, and customers are looking for guidance in terms of what products to use, what routines work best, what lifestyle changes can help, and more. I listen to customers with empathy and guide them to great results.
Expose yourself to new ideas.
You have to keep your mind open to new skin care ideas. You also need to make sure you hear about trends. This means you need to engage with social media and listen when clients ask about something they saw on Instagram or TikTok. Instead of dismissing them I say, "I'll look into it and get back to you with my thoughts." At the end of each day, my team and I get together to recap any trends that clients mentioned, ensuring that we're learning together.
Stay up on the latest research.
I tell people who are starting out, "Your education is just beginning when you leave beauty school." You need to keep up with the latest industry research and developments. To do that I work with dermatologists in a med spa, attend trade shows, and talk to other aestheticians. Recently I earned my nutrition certificate to deepen my knowledge of gut health's connection to acne. When you're always learning, you stay up on trends and know how to assess them.
Give it time.
So many beauty trends come and go that I like to give them a few months to see whether they stick around. If they do I'll do a deep dive into them. I like to look at clinicals to make sure there's meat behind the hype. In skin care some trends have proven their effectiveness, such as microcurrent facials, liquid microneedling, and products developed with a growth factor extracted from salmon sperm. But lots of other trends faded away because they weren't effective. Patience allows you to spot the trends with staying power.
Test, test, and test again.
Even after I do my research, I don't roll out a product or treatment at the studio without testing it. First, I try it myself to make sure it's effective and safe. Then I enlist a small group of trusted clients to try it for a month and give me their feedback. Their honest opinions help me determine whether to incorporate the trend into our client offerings.
Know your customers.
To know whether a beauty trend is right for your business, you need to understand your customers. For example, a certain product or treatment that's popular and effective may not bring much benefit to the demographic you serve. Sometimes taking a gradual approach is the smart move. I wouldn't run out and spend $30,000 on a device without gauging client interest through simpler treatments. I'd also need to figure out what people would be willing to spend for that treatment.
Take an objective look at your offerings.
Although I don't jump on trends immediately, I know my clients appreciate access to new products and services. So it's important for me to stay up with the latest. When I consider a new product or treatment for the studio, I ask: "Does it fulfill a need for clients? Is it better than something we already have? Does it fill a gap in our offerings?" I also look at what competitors provide and how they price their offerings. That doesn't mean I simply copy them. Our studio has succeeded by staking out what makes us different: our focus on problematic skin.
When you take a balanced approach—staying informed, testing thoroughly, prioritizing your clients' needs, and focusing on what sets you apart from the competition—you can keep your offerings at the industry forefront without chasing every trend that comes up online.
Sofie Pavitt is an aesthetician and founder/owner of Sofie Pavitt Skincare Studio and Sofie Pavitt Face who was dubbed "The Beyoncé of blemishes" by Nylon for her work with celebrity clients. She also has been featured in Women's Wear Daily, BeautyCon, Cosmopolitan, Oprah Beauty O-Wards, TheSkimm, Byrdie, and The Bottom Line, Square's publication for entrepreneurs.
