The rise in women's health and intimacy treatments has emerged as a significant trend within the aesthetics industry, reflecting a broader societal shift towards openly addressing issues of women's sexual health and well-being. Treatments such as vaginal rejuvenation, hormone therapies, pelvic floor strengthening, and non-surgical cosmetic procedures designed specifically for intimate areas have seen considerable growth, driven by greater patient awareness, reduced stigma, and increased demand for holistic approaches to wellness. As women increasingly prioritise their overall health, treatments once considered taboo have become mainstream, highlighting the importance of comprehensive wellness that integrates physical, psychological, and emotional aspects.

Ethical considerations and best practices are paramount in this evolving area. Medical professionals providing these treatments must navigate sensitive patient concerns with discretion, empathy, and professionalism. Transparent patient consultations that include thorough discussions of potential risks, realistic outcomes, and treatment alternatives are essential. Healthcare practitioners (HCPs) must ensure informed consent, a cornerstone of patient safety and ethical practice. Additionally, ongoing communication and follow-up care are critical in managing patient expectations, enhancing satisfaction, and ensuring safety throughout treatment.

Crucially, qualified medical professionals administering these treatments should be a prerequisite. Given the sensitive and complex nature of women's intimate health, a practitioners' clinical expertise directly influences both treatment efficacy and patient safety. The role of medical practitioners in delivering these services safely and effectively cannot be overstated, highlighting the necessity for rigorous professional standards and consistent training. HCPs must possess technical competence and demonstrate a nuanced understanding of not only the anatomical, hormonal and pathological factors impacting women’s health, but also appreciate the psychosocial aspects, ensuring compassionate and comprehensive care.

The introduction of the proposed licensing scheme for non-surgical cosmetic procedures by the Joint Council for Cosmetic Practitioners (JCCP) is timely and vital. The licensing scheme aims to enhance patient safety by establishing clear competencies, enforcing clinical standards, and ensuring that only adequately trained certified professionals administer treatments. This will give patients, and HCPs increased confidence in the

safety and quality of treatments offered. By establishing uniform benchmarks for practice, the licensing scheme also reduces ambiguity within the industry, creating a clear framework that practitioners can follow to ensure optimal patient outcomes.

However, this proposed regulatory landscape brings potential challenges. HCPs must adapt to stricter regulations and mandatory training requirements, necessitating adjustments in practice management and possibly influencing treatment costs. Yet, these challenges are far outweighed by the benefits of improved patient safety, reduction in treatment-related complications, and an enhanced public perception of the aesthetics industry, bringing it under the field of medicine where it belongs and away from the umbrella of the beauty sector. Furthermore, standardizing practices can potentially reduce liability and enhance the professional credibility of practitioners, making adherence to regulations a beneficial strategic investment. The UK remains as one of the only countries in the world where aesthetic medicine is unregulated and despite the Keogh report in 2013 that highlighted the many dangers of non-surgical cosmetic procedures, 12 years on, we are still fighting for change.

The licensing scheme is also likely to profoundly impact patients. The public will benefit from increased transparency and higher standards of care, fostering greater trust and assurance in the treatments they seek. These regulations promise to safeguard patient interests, ensuring HCPs provide aesthetic treatments that are responsibly aligned with healthcare and clinical safety protocols. Moreover, empowered with reliable information and more explicit guidance, patients will be better positioned to make informed decisions about their health.

The trajectory for women's health treatments within the aesthetics industry is undoubtedly promising. With continued technological advancements and evolving societal attitudes towards women's intimate health, we can anticipate sustained growth and innovation in this area. The inclusion of intimate procedures within a ‘Red’ restricted category of cosmetic licensing, being performed only in CQC registered premises by appropriately qualified medical professionals, will ensure the continued safety of these therapies. I hope treatments will become increasingly effective and continue to be underpinned by rigorous scientific research and evidence-based practice, enhancing quality of life within a safe, ethical, and regulated environment.

However, with growth comes the critical responsibility to uphold rigorous patient welfare standards. The JCCP plays a pivotal role in shaping this future, remaining committed to advocating for regulation. HCP’s and clinics are encouraged to register with the JCCP, subscribe to its updates, and actively engage with initiatives that will ultimately benefit the public and practitioners alike.

 

Article by Dr Selena Langdon

Dr Selena Langdon is an Aesthetic Physician with 15 years of experience in Aesthetic Medicine. She is the founder and medical director of Berkshire Aesthetics which she established 10 years ago. Her award-winning CQC clinic remains focussed on patient safety, offering a wide scope of medical, surgical, and aesthetic services. Dr Langdon won Aesthetic Doctor of the year in 2021, and serves on several advisory boards, as well as KOL roles for various pharmaceutical and device companies, alongside the JCCP.