Dr.Natasha Shetty:Founder,Skin Series
“Medical Aesthetics as an independent field is relatively new to the country. Consumers are slowly starting to both understand and accept procedures like these. It’s always challenging to break pre-set notions and conventions that have been held on to for generations. However, change is inevitable and the only constant” –says Dr. Natasha Shetty
Dr. Natasha Shetty is a Cosmetic Dermatologist and an Aesthetic and Anti-aging Physician. After almost a decade of medical education and 5 years of practical experience in both Clinical and Cosmetic Dermatology, Dr. Shetty founded Skin Series where she now offers cosmetic treatments along with a wide range of retail products that enhance her practice.
Skin Series is a skincare clinic based in Mumbai, prioritizing patient needs and comfort above anything else. It’s never just about the treatments they do in the clinic but also about the overall experience of consumers from the moment they walk through the door. Her educational background has given her the privilege of experiencing more mature markets and bringing in a new level of practice and care to their consumers.
Skin Series offers minimally invasive treatments that can yield transformative results while bringing out the best in you. Their service menu includes a wide range of treatment options that can either be used alone or in combination with others to help their patients get to their skincare goals, one step at a time. They believe in a holistic approach to skincare and carry a selection of retail products to aid post-treatment care and maintain the results they achieve through their treatments.
Their bespoke treatment plans are carefully curated and customized to every individual and their skincare needs. They start with an in-depth consultation where they consider lifestyle, diet, and hormonal profile and the impact they can all have on not just your health but also your skin. This is followed by a facial assessment and then creating a treatment plan that works on specific concerns. They believe in delivering long-term results over short-term satisfaction.
THE CREATIVE VISIONARY
Upon completing her primary medical education in Mumbai, she got her Diploma in Aesthetic Medicine from an esteemed pioneer in the field, which introduced her to the field of aesthetics. She, then, received her Master's degree in Clinical Dermatology from Wales, UK. After returning to India, she began working with a Corporate Aesthetic Clinic in Mumbai. She also got her Fellowship in Aesthetic and Anti-Aging Medicine from an American Academy, which required her to train partly in Dubai, UAE, and partly in Miami, USA. Her exposure to diverse cultures has given her a better understanding of global standards of practice, which she aims to share with her clients through her organization to meet the rising demand for aesthetic medicine in India.
“THE JOURNEY SO FAR HAS BEEN NOTHING SHORT OF A ROLLER COASTER RIDE”
In an age where social media and digital influencers play such a vital role, perfectly shot and edited images create and give rise to body image issues. India’s obsession with white skin has been a challenge for decades now and part of the problem is a lack of awareness and counseling.
“I’d like to bring to light that being brown is not our weakness; in fact, it is our strength, especially when it comes to our skin”, says Dr. Shetty.
One of the most difficult challenges now is being able to talk about and raise awareness about medical aesthetics in a market like India without causing social stigma or sending the wrong message. Dr. Shetty and her team are extremely mindful of the terms they use. She ensures that each consultation includes not only medical advice but also counseling and discussion of issues that have been ignored for a long time, as well as an attempt to bring a new perspective to beauty as the industry grows here. It appears to her that the time has come to redefine the medical beauty space, and are thrilled and honored to be a part of that journey.
TACKLING CHALLENGES ALONG THE WAY
Growing up, she always knew she wanted to work for herself and have her professional journey. To keep that dream alive, she did take some unconventional routes where education was concerned. Going against convention and not conforming to norms is always a difficult journey but is well worth it if you can make informed choices and decisions. After years of planning on paper, Dr. Shetty finally decided to take the leap of faith and establish Skin Series, a physical space where she could cater to her patients’ skincare needs and have a well-rounded approach to it as opposed to just a prescription. As this chapter began, she realized being just a doctor was not enough anymore. Dr. Natasha Shetty now was the Medical Director and the Chief Operating Officer. She has had to juggle between different roles throughout the day and still deliver the best at each of them. She was always torn for a time no matter what she did. In retrospect, she sees that regardless of the struggles; she was still learning and growing every day. This motivation was enough for her to persevere despite the bad days. Time management has been the biggest lesson among others like picking the right team and setting up a solid foundation for the company to be built on.
‘SERVICE’ -A LEADING BUZZWORD
Medical aesthetics is lifestyle medicine in a sense and is a cross-over between healthcare and hospitality. Until now, dermatology was viewed differently but today, aesthetics brings in newer opportunities and a refreshing perspective to medicine. It is not just about a prescription or a treatment anymore. It is about the overall experience of the consumer from the minute they walk through their doors until they leave.
At Skin Series, they focus on spaced-out appointments to be able to cut down the waiting time for their patients in addition to a calmer and cleaner environment, a service menu to pick from, and assistance with shopping for skincare and whatever else the consumer may need while with them, they’re here to ensure they deliver.
PROSPECTIVE INDUSTRY SCENARIO
Holistic care is more than just treating a concern. It has stepped beyond traditional beauty to tech beauty. People want to not only look good but also feel good. This is the future.
Gone are the days when one would walk out of a consult with a prescription and minimal knowledge of their condition. As awareness grows, the healthcare industry will have to be more inclusive and empathetic. Skin Series sees the shift from retail to e-commerce platforms not just in terms of skincare but also pharmacies. The pandemic brought teleconsultations to them which are now here to stay since working from home is still a lasting concept.
POST COVID-19 STRATEGEM
The pandemic has taken a hit on the medical aesthetics industry. However, the interest in these procedures is rising back up again and is estimated to hit 19.01 billion USD by the year 2027. Work from home is also associated with ‘the zoom boom’ i.e. the rise in video calling has increased the acceptance of these procedures and consumers are more open to downtime since the camera does not catch all details. ‘The Red Lipstick Effect’ is another theory that says that in times of an economic or even a global health crisis like the COVID-19 pandemic, consumers will indulge in small luxury items or services to combat the mental stress and feel a little better about themselves and the situation. With this in mind, they will emphasize aggressive digital marketing campaigns and educating customers through social media platforms.
Sophistication and simplification of the entire process will be their ultimate focus. Through Skin Series, Dr. Shetty is constantly striving to bring newer advances in the global industry to consumers from state-of-the-art technology. They carry use to the retail products they offer to the end consumer through their clinic. This process proffers many advantages over the traditional ones, such as lesser pain, reduction in scarring, and quicker recovery time. The team is also working on integrating an e-commerce platform on their website to simplify and make shopping for skincare more need-based, easy, and convenient.