This article is written from the perspective of Irina Schwarzburg, co-owner and brand curator of Skinly Aesthetics, who shares her personal vision for what makes a medspa experience truly exceptional—from the details that define the space to the philosophy that guides every decision.
At Skinly Aesthetics, my vision for the medspa experience is rooted in a seamless blend of clinical excellence, modern luxury, and emotional resonance. When people think of a medspa, they often imagine it as just a place for aesthetic treatments — Botox, fillers, lasers. But for me, it’s so much more. It’s an immersive environment where science meets style, where patients feel empowered, heard, and truly cared for. My goal is to create a space that delivers not only cutting-edge results but also a sense of connection, confidence, and clarity for every person who walks through our doors.
Photo Credit: Jason Malihan
As the co-owner and brand curator, I am deeply involved in crafting every aspect of that experience. While Dr. Schwarzburg — my business partner and our medical director — is focused on precision treatments and medical results, my role is to make sure everything else supports and elevates that clinical excellence. From the aesthetic of our office design to the way a front desk coordinator greets you, to the playlists we choose and the way our Instagram feed feels — each element is intentional and carefully considered.
Our space in Manhattan was designed with the belief that aesthetic care should feel like a modern lifestyle ritual, not a sterile doctor’s visit. I personally sourced furniture, curated art, and worked with architects to ensure that Skinly reflects who we are: progressive, clean, stylish, and aspirational — but never pretentious. The environment is a visual extension of the quality and integrity we offer in our services.
When it comes to building the brand, I pay close attention to how our voice comes across — both online and in person. We don’t follow trends for the sake of being trendy. Instead, we invest in what works, based on real results and patient trust. I’m constantly researching emerging technology and techniques, making sure we are ahead of the curve, but only adopt what is truly safe, effective, and aligned with our ethos. I take pride in selecting the medical equipment we invest in — like Ellacor, Fraxel, or Cooltone — and pairing these innovations with messaging that’s educational and accessible.
Social media and public relations are also essential parts of my vision. Our online presence is not about pushing promotions or creating filters over reality. It’s about storytelling — showcasing real journeys, real results, and real people. I believe in building a digital identity that feels human. I work with our marketing team and content creators to ensure our tone is elevated, approachable, and visually captivating. This strategy has helped us not only grow but cultivate a loyal, educated clientele who resonate with our transparency and taste level.
Another key part of my vision is curated curation — meaning, I don’t believe in overwhelming clients with dozens of options. I believe in offering a well-edited menu of treatments that reflect our standards. Patients come to Skinly because they trust that we’ve done the work to filter out the noise. We provide what works — and we stand behind it.
From a hiring and culture standpoint, I aim to build a team that reflects our values. Administrative staff, patient coordinators, and assistants are trained not only for efficiency, but also emotional intelligence. I want our patients to feel genuinely cared for and supported. There’s a level of hospitality and attention to detail we bring that’s more in line with a boutique hotel than a typical clinic.
As a woman and non-physician co-owner, I bring a consumer-centric lens to the business. I understand what clients feel, fear, and aspire to when they consider cosmetic procedures. I take that insight and use it to shape every decision, from service offerings to lighting in our treatment rooms. I advocate for our patients by making sure their journey feels graceful and empowering, not clinical or transactional.
Ultimately, my vision is to redefine what a medspa experience can be. It’s not just about looking better — it’s about feeling elevated in the process. Skinly Aesthetics is a reflection of a new standard: one where expertise, environment, and empathy intersect. I’m incredibly proud of what we’ve built, and I’m even more excited about where we’re headed.
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