Day 1 at Octane Aesthetics Tech Forum: A Physician’s Take on Where Health & Aesthetics Are Headed in 2026
I’m attending the Octane Aesthetics Tech Forum today in Newport Beach, CA (yay for driving 10 minutes to conferences I usual take a plane, train, and automobile to!) not just as someone in aesthetics, but as a physician who straddles multiple worlds: aesthetics, wellness, general health, and evidence-based medicine for the total body. Whats crystalizing is that aesthetics is now a “skin and total body wellness” experience spreading globally.
Day 1 offered a clear signal: 2026 will reward brands, clinicians, and platforms that combine innovation with integrity, online and in the treatment room.
Opening Keynote: Scaling Science, Not Just Products
The morning opened with a keynote interview between Michael Brousset, CEO of Waldencast, and Humberto Antunes, Partner at GORE Range Capital. The conversation centered on taking Obagi Skin global, a masterclass in disciplined brand building rooted in clinical credibility, and Waldencast’s current expansion into the neurotoxin and dermal filler space (what?! I had no idea this was in the works and neither did any of my network. Surprising since fillers are on the decline and neurotoxin is more competitive than ever).
The takeaway for clinicians and founders alike? The winners in 2026 will be those who can scale systems and standards, not just SKUs.
Creating a Clinic Controlled Eco-System
The vendor room was stacked with platforms promising to help clinicians and brands manage multiple clinics, quickly train and deploy a sales force, and the big question for everyone: how can we use AI to help us? How would that even look like? One such company, Eversana uses AI to help sales reps (looks like they came from pharma and expanding into beauty brands) understand their healthcare providers better through recognizing patterns and opportunities via linking their CRM. Another company is Corraldata which allows a central system to link to external EMRs and analyze patient trends specific to each clinic and overall, using AI and open box capabilities.
One of the quieter but most consequential themes I noticed among the vendor conversations was the shift toward platforms that allow clinics to build and own their own systems such as rewards, memberships, marketing automation, and performance analytics, rather than relying solely on manufacturer-driven programs like Alle points. Companies like RepeatMD exemplify this movement by enabling clinic-specific, white-labeled ecosystems that preserve the direct patient relationship. This is most exciting because as a spa owner I feel tied to one company for rewards, and it seems this may be slowly losing its chokehold on providers.
The Social Media Panel That Changed My Thinking
One of the most impactful sessions of the day was the social media panel featuring Minoi Clark, CEO of RealSelf, alongside marketing and legal experts deeply embedded in the aesthetics industry. One of the best ways for docs and nurses to grow their influence is to lead with education online, right? What are the legalities around this?
Here are the points I felt compelled to share immediately:
- Do not enhance your before-and-after photos. Not subtly. Not “just lighting.” Not filters. The line is clearer than many realize, and enforcement is tightening. A patient can say false claims were made. (In the aesthetic community we all know who enhances their before/afters, just don't do it!)
- If you post about a product and have a financial relationship, disclose it clearly. FDA disclosure requirements aren’t optional and they are very clear about making claims or endorsing products mentioned in videos without a disclosure.
- Influencer partnerships are high-risk if without structure. The panel strongly recommended contracts that clearly define expectations, claims, and compliance responsibilities. Transparency protects everyone. The reviews on working with influencers was mixed. From my personal experience, do it to show credibility, gain exposure, but do so carefully and be sure your brand is strong to help convert the quality patient.
- My favorite! If you’re unsure, or there’s no solid evidence, just say that! This was perhaps the most refreshing point. In an era of overconfident claims, humility and honesty are becoming differentiators. For example we can say microneedling is backed by science to improve collagen formation but when you pair with aftercare of your choice can you really make a claim you would defend in court? Do you have a study?
The overarching message? Social media is no longer a casual marketing channel. It’s regulated communication, and physicians especially are being held to a higher standard.
Market Trends: What the Data Is Actually Showing
The market trends session provided grounding data amid all the buzz:
- Brand loyalty among neurotoxin patients is declining. The tox market is increasingly competitive, and patients are more willing to switch based on price, availability, and perceived value. Keep your brand, experience and safety strong and demonstrate your credibility in several ways online and in person.
- Average medspa metrics (2025): $1,576 average annual patient spend + 426 new patients acquired per practice
- Growth is still happening, but it’s harder won and more operationally complex.
- Weight loss spending in medspas has plateaued in 2025. My interpretation: this isn’t lack of demand, it’s market saturation and manufacturer strategy. As GLP-1 shortages resolve, we’re entering a new frontier where pharmaceutical companies are aggressively pursuing total market share through direct-to-consumer pricing and partnerships with large retail chains (Costco being one example).
Medspas will need to evolve beyond simply dispensing medication. Integration, medical oversight, personalization, and long-term metabolic care will matter more than ever. Or mindset needs to shift to “how can we care for GLPs patients, for their skin, muscle and hair loss” rather than how to do we manage weight loss? As med spas we are being edged out.
So, What Can We Expect in Tech for Health Heading Into 2026?
From Day 1 alone, a few themes are crystal clear:
- Regulation is catching up to innovation, especially in digital marketing.
- Trust is the new currency, not hype.
- Aesthetics, wellness, and general health are merging - I personally LOVE this and say bring it on!
- Technology will favor platforms and practices that support transparency, outcomes, and continuity of care at the clinic level >> conglomerate.
Day 1 set the tone. I’m looking forward to seeing how the rest of the forum builds on this momentum. More to come!