10 Minutes with April Jones

By Louise May

In the ever-evolving world of aesthetics, few industry experts possess the depth of experience and insight that April Jones brings to the table. With a career spanning three decades, she has navigated the transformation of beauty therapy into the high-tech, highly regulated field of medical aesthetics. From her early days in a bustling boutique salon in northern England to her current role in guiding clinics and product companies through growth, compliance, and innovation, April’s journey is nothing short of inspiring.

Her expertise extends beyond treatments and technology— she helps aesthetic businesses thrive by balancing regulatory demands with cutting-edge advancements, ensuring they remain both compliant and competitive in an increasingly saturated market.

Louise May, Editor of Mocha Hair, recently had the pleasure of sitting down with April for a deep dive into the challenges, opportunities, and future of the aesthetics industry. In just ten minutes, she shared invaluable insights on the business of beauty, the trends shaping the future, and the key factors that separate thriving clinics from those that merely survive.

Let’s get into it.

Can you share a bit about yourself and what inspired you to join the beauty industry? What was your first role, and how has your journey evolved since then?

Growing up in northern England, I always wanted to do beauty therapy and aesthetics. My friend’s mum was a beauty consultant for Elizabeth Arden; to me, she was the most glamorous person in the world! That’s where my journey began…

My first job after beauty college was at a gorgeous boutique salon that took three buses to reach. It was nestled on the coldest, windiest street I can remember. Despite that, it was the warmest, busiest place I’ve ever worked—where multitasking meant applying a face mask before running downstairs for a bikini wax!

Fast-forward 30 years, my focus shifted from traditional beauty therapy to medical aesthetics. Today, I specialise in supporting product companies and medically based businesses, helping them grow, innovate, and enhance their service delivery in this everevolving industry.

Can you tell us what you do today in the industry—what does that look like in practice?

Medical aesthetics is a relatively new and rapidly growing sector within the Australian beauty industry, bringing a complex landscape of regulations, compliance, and ethical considerations. A significant part of my work involves ensuring that businesses operate safely and within legal frameworks, whether through AHPRA, the TGA, or local governing bodies—all of which come with extensive (and often tedious) paperwork.

However, my role isn’t just about compliance. I have the privilege of working on the exciting side of the industry, helping to launch new aesthetic brands, develop growth strategies, and support businesses in scaling successfully. Balancing regulatory requirements with innovation is key, and I thrive on guiding clinics and companies through this evolving landscape—ensuring compliance and sustainable success in the competitive world of medical aesthetics.

What do you think are the biggest challenges facing aesthetic clinics today? And what are some things you feel can be done to navigate these challenges?

Aesthetic clinics face growing challenges, from market saturation and regulatory hurdles to staffing shortages and rising client expectations. With increasing competition, differentiation is key. To stand out, clinics should focus on niche treatments, AI-driven consultations, and personalised patient experiences.

Regulatory compliance remains a challenge with evolving AHPRA and TGA guidelines. Investing in ongoing staff training and strong documentation processes ensures ethical and legal operations. Finding skilled practitioners is also tricky, making professional development and workplace incentives essential for retention.

Client expectations are rising, so loyalty programs, membership models, and AI-powered skin analysis can enhance retention. Offering strategic upsells and treatment packages to maintain profitability can manage pricing pressures. Technology, particularly AI, is crucial in streamlining operations and improving customer experience. Clinics can thrive in a competitive industry by embracing innovation, prioritising compliance, and enhancing client relationships.

Conversely, what do you think is thriving in the industry right now?

Despite challenges, the aesthetics industry is experiencing rapid growth in key areas, driven by innovation and shifting consumer preferences.

• Noninvasive and Preventative Treatments—For long–term skin health, Clients increasingly choose injectables, skin boosters, and regenerative treatments like exosome therapy.

• Personalised and AI-Driven Skincare – AI-powered skin analysis, datadriven product recommendations, and customised treatment plans improve patient outcomes and retention.

• Men’s Aesthetics: More men invest in injectables, laser treatments, and hair restoration, creating a fast-growing market segment.

• Wellness and longevity Clinics—The industry is evolving to include hormonal therapy, regenerative medicine, and nutrition-based treatments, merging aesthetics with overall health.

• Subscription and Membership Models: Clinics are shifting to loyalty programs and treatment plans, which ensure consistent revenue and longterm client engagement. By embracing these trends, clinics can stay ahead in an evolving market.

How do you see the business of aesthetics evolving in the next five years?

The aesthetics industry will significantly advance in the next five years, with technology, consumer preferences, and regulations shaping its evolution.

• AI and Technology Integration – AI-driven skin analysis, personalised treatment planning, and virtual consultations will enhance efficiency and patient outcomes.

• Non-Invasive and Regenerative Treatments – Demand will grow for injectables, bio-remodeling fillers, skin boosters, exosome therapy, and stem cell treatments, shifting the focus to preventative and natural-looking results.

• Aesthetic Wellness and Longevity Clinics – The industry will blend aesthetics with hormonal therapy, regenerative medicine, and nutrition-based treatments, offering a holistic approach to beauty and aging.

• Stricter Regulations—Clinics must comply more with AHPRA, the TGA, and ethical marketing standards. Clinics that embrace innovation, compliance, and personalisation will lead the industry’s future.

From your experience, what separates a clinic that survives from one that thrives?

The difference between a thriving clinic and one that survives lies in strategy, client experience, and innovation.

• Strong Brand Identity – Thriving clinics have a clear brand and unique offerings that set them apart in a competitive market.

• Exceptional Client Experience – Success is about client retention. Clinics that thrive provide personalised care maintain ongoing relationships, and offer loyalty programs, ensuring clients return.

• Innovative Pricing and Profitability—Successful clinics implement strategic pricing, treatment packages, and membership models, boosting revenue while maintaining client trust.

• Investment in Technology – Utilizing AI, advanced treatments, and data-driven marketing keeps clinics ahead of the competition.

• Leadership and Team Development – Thriving clinics invest in staff training, a positive company culture, and effective leadership, ensuring consistent quality and motivation across the team. Clinics embracing these strategies will flourish and maintain sustainable growth.

Many clinic owners focus on treatments and technology, but what business fundamentals should they prioritise for long-term success?

To ensure long-term success, clinic owners should focus on core business fundamentals alongside treatments and technology:

• Financial Management – Proper cash flow management, budgeting, and financial forecasting help maintain the clinic’s economic health and profitability.

• Client Retention – Building loyalty programs and offering personalised care ensures clients keep returning, reducing the need for constant new client acquisition.

• Marketing Strategy – Strong marketing, including social media engagement, SEO, and email marketing, helps attract and retain the right clientele.

• Staff Development and Leadership – Investing in training and leadership cultivates a motivated, skilled team, ensuring consistent high-quality service and client satisfaction.

• Compliance and Legal Framework – Adhering to industry regulations and legal standards keeps the clinic safe and trustworthy for clients and staff.

Clinicians can build a solid foundation for growth and sustained profitability by prioritising these areas.

What’s your ultimate piece of advice for aesthetic business owners who want to build not just a profitable business but a sustainable and respected brand in the industry?

To build a profitable, sustainable, respected aesthetic brand, focus on long-term vision and consistent execution.

• Prioritise Client Trust and Experience—A respected brand is built on trust. To drive loyalty and positive referrals, offer personalised care, follow up on results, and consistently exceed client expectations.

• Invest in Education and Compliance – Keep up with staff training, adhere to regulations, and stay current with industry trends. A skilled, knowledgeable team ensures both safety and innovation.

• Create a Strong Brand Identity – Your brand should reflect your clinic’s values, culture, and expertise. Build an identity based on authenticity, professionalism, and consistent quality, aligning your marketing with these values.

• Plan for Long-Term Growth: Build sustainability through thoughtful financial planning, diverse revenue streams (such as memberships), and adapting to client needs.

By balancing client care, innovation, and financial strategy, you’ll create a clinic that thrives now and in the future.