Opinion: Beyond the mirror and the psychology of self image

This shift has opened the doors of aesthetics to a much broader audience. Treatments that were once viewed as indulgent or reserved for the elite are now an integrated part of self-care routines for many. The idea of enhancing or preserving one’s appearance has moved from taboo to trend, reflecting not only personal empowerment but also the growing influence of social media on our perception of self.

Platforms like Instagram, TikTok and Snapchat have become digital mirrors, shaping how people perceive their own reflections. The curated, filtered images of flawless skin and symmetrical features have become ubiquitous—and persuasive. Even the most self-assured can find themselves questioning their appearance when faced with a constant stream of idealised imagery.

Of course, the distortion of beauty ideals predates social media. For decades, glossy magazines airbrushed away “imperfections,” offering a narrow standard of beauty that few could ever naturally achieve. Today, the same dynamic plays out via facial filters that can completely alter a person’s look in real time—tools now widely accessible to children and teens. It’s no surprise that the psychological impact has been profound, especially among younger generations.

And yet, amid these challenges, a quiet but powerful movement is growing. Representation is broadening. Advertising campaigns, influencers, and brands are beginning to showcase a wider spectrum of beauty—celebrating diversity in skin tone, body shape, age, and ability. It’s a cultural shift that many of us working in the industry have long hoped for. When people see themselves reflected authentically in the world around them, healthier relationships with self-image begin to emerge.

Still, the scars of unrealistic ideals run deep. Is the industry’s new embrace of inclusivity enough to repair the damage of decades past?

In clinical practice, I’ve observed a significant change in what clients are seeking. Increasingly, the goal is not to transform but to refine—to feel fresher, more energised, more confident. The demand is shifting from dramatic results to enhancements that look and feel natural. It’s an encouraging trend, and one that echoes the ethos of many progressive clinics: supporting the individual, not reshaping them.

The pandemic years further reshaped this landscape. As lives moved online and video calls became our primary means of connection, a phenomenon known as the “Zoom Effect” took hold. Suddenly, people were seeing their own faces more often—and more critically—than ever before. The AAFPRS reported that over 70% of facial aesthetic surgeons saw an increase in treatment enquiries during this time, with more than 80% linking the rise directly to video conferencing. In short, self-awareness skyrocketed.

But here’s the thing: self-reflection isn’t inherently negative. Wanting to look well-rested or refreshed is valid. Striving to feel confident in your own skin is powerful. The key is intention. When aesthetic treatments are chosen with care and aligned with an individual’s goals—rather than societal pressure—they can be incredibly empowering.

The most progressive practitioners today are not simply offering procedures; they’re facilitating transformation in the truest sense. That transformation isn’t about chasing trends or perfection, but about aligning how people feel on the inside with how they present on the outside. For many clients, the journey begins with skin health or hormonal balance—areas where a deeper, more integrated approach makes all the difference.

That’s why some clinics are beginning to blend disciplines, weaving functional wellness, nutrition, hormone care, and advanced aesthetics into a single, client-centred offering. And while this holistic approach may still feel new to some, it’s already becoming the standard in forward-thinking spaces—those driven by integrity, evidence, and care.

It’s important to remember that while aesthetic treatments can be a valuable part of personal wellness, they are not a cure-all. The most meaningful results come from choosing the right treatments at the right time, guided by experienced, qualified practitioners who understand both the science and the emotional journey involved.

In an industry that continues to expand at lightning speed, doing your research has never been more vital. Treatments should never be chosen lightly or based on price alone. Instead, seek out professionals who value ongoing education, who treat holistically, and who place your long-term wellbeing above all else. When you do, the results—inside and out—can be truly life-changing.

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Sam Amey is an award-winning skin specialist, hormone health practitioner, and entrepreneur with nearly 30 years of experience in the health and wellness sector. She is the founder of the Ever After Vitality Centre and S.A.M.Clinics UK, where a pioneering, client-led model of integrated care is redefining the aesthetic and wellness experience.