The medical aesthetics industry has transformed from an exclusive luxury for celebrities and the wealthy into a $20 billion market, growing annually by 8%, driven by the destigmatization of treatments like Botox and the rise of wellness therapies such as IV hydration. Modern consumers now prefer subtle enhancements that integrate seamlessly into their daily lives, reflecting a broader shift in the concept of beauty towards holistic well-being. This evolution presents opportunities for brands to connect with emerging market segments by understanding the behaviors and desires of future medical aesthetic enthusiasts. Carlotta Dove, IA Retail's Consumer Experience Director (HumanX) explores how can brands connect with this next generation of beauty consumers in VMSD.