The Big Interview

A touch of Harley Street... in Herne Hill

Sean White founded Sean White Aesthetics,

in Herne Hill, London in 2020. He had spent over 10 years in the NHS as a life support provider in adult and paediatric critical care. During this period, he was also trained how to administer Botox, dermal fillers and undertake hair loss treatments. He reduced his NHS hours over time as he began to build up his aesthetic treatment work. In December 2020, he decided to go full time.

Covid clearly affected

volumes of business at the start, but Sean still managed to build up a good database of patients during this time and is pleased to say that it is full steam ahead now.

How long business will remain this buoyant given the current cost of living crisis is open to question. Even those with larger salaries may decide to cut back on what might be deemed ‘non-essentials’.

Sean is fairly phlegmatic: “The busy period for us is in the run up to Christmas and we have been very busy. Any impact of the cost-of-living crisis is likely to be in the months after Christmas – particularly January, February and March which are typically quieter months. But all in all, this is quite a robust industry”.

Harley St standards in South East London

Being located in Herne Hill and near to Dulwich, Sean White Aesthetics is close to a large affluent local population – with no shortage of lawyers, actors and other professionals who want to look good as they get older.

Sean believes one of the key selling points of his clinic is that it offers Harley Street standards of facial rejuvenation and aesthetic expertise, in the heart of South-East London.

Sean White Aesthetics is looking to expand in the near future too. “We may be launching a clinic in the Midlands next year. I currently take on freelance work there, but we could possibly set up another clinic in that area.” In terms of his growing client base, is it predominantly female? “Not really, says Sean, “about a third of our patients are men. And in terms of age (for both male and female clients) there is a broad age range – from late 20s upwards. Those in the lower age bracket we tend to treat with caution – asking the question ‘do you really need it?’”

Indeed, being both approachable and honest with patients is what Sean puts at the heart of his business.

“The entire focus is on ensuring people look natural and not ‘done’. They need to benefit from the treatment and we want to guide our clients so that they spend on things they know are going to work. As a team we are very approachable which means clients are not afraid to ask questions”.

Educating people on what can and cannot be achieved by aesthetic treatment (in each individual’s case) is crucially important and this is why transparency between clinic and patient is so important.

Professionals v cowboys

Of course, with the internet filled with adverts promising instant and dramatic results from a simple spray or cream (for instance ‘a full head of hair in just a month for £40.99!’) there is a feeling that the professionals within this sector are being undermined by the cowboys.

“I think there is a case of many ‘treatment providers’ over-promising and underdelivering,” says Sean. “These companies make claims with little or no clinical evidence to back it up. This does create a lot of confusion which goes back to the earlier point about trained professionals educating people on what realistically can be achieved and how.” For Sean White Aesthetics bringing in new clients is largely due to word-of-mouth recommendations. Essentially, those who have benefited from treatment at the clinic provide the perfect endorsement for those who otherwise might be a little reticent about visiting a clinic.

Reassurances that patients are not on some sort of conveyor belt system but are treated sensitively and as individuals, is important.

“When you visit us for injectable treatments, a whole-patient approach is taken, to harmonise the face with combinations of techniques, rather than a one size fits all approach.

“It has taken years of dedication, constant training and mentoring to develop, and we continue to do so for the benefit of our patients”.

As Sean explains, the aim is to offer tailored aesthetic treatments that deliver a great feeling on the inside, as well as the outside.

And a patient that feels great and confident post treatment is a win for everyone. Since seeing the visible improvements in the appearance of friend or relative is a very effective marketing tool in itself.

This does not mean Sean is dismissing active marketing campaigns all together.

“Being visible is important and that includes via the Chamber of Commerce. After all the people reading Business Connexions might be an ideal target audience!”

“The entire focus is on ensuring people look natural and not ‘done’. They need to benefit from the treatment and we want to guide our clients so that they spend on things they know are going to work. As a team we are very approachable which means clients are not afraid to ask questions.”