The appetite for luxury services is evolving. For today’s global elite, access and exclusivity are no longer measured solely in designer goods or five-star travel. Increasingly, high-net-worth individuals are investing in their appearance and wellbeing as core aspects of lifestyle management. What has changed is not just what they want, but how they want it delivered.
Privacy, convenience, and time-efficiency are now paramount. The pandemic accelerated a shift towards private, at-home experiences that continues to resonate with executives and entrepreneurs whose schedules leave little margin for compromise. In the aesthetic space, this has created a marked rise in demand for discreet, high-level treatments brought directly to the client’s residence or hotel suite.
As founder of ZOBU, a luxury aesthetic concierge service, I have witnessed first-hand how expectations are shifting. Clients who once visited flagship clinics now want the clinic experience to come to them, with no dilution of expertise, technology, or results.
Privacy and Convenience Drive Demand
For senior executives and ultra-high-net-worth families, discretion is not optional. Public clinic visits can feel restrictive, with concerns over visibility, scheduling, and confidentiality. The appeal of concierge aesthetics lies in the ability to deliver cutting-edge procedures behind closed doors.
Equally powerful is the drive for convenience. My clients are frequently balancing international travel, board meetings, and personal commitments. They cannot afford the inefficiency of waiting rooms or fragmented appointments. By layering treatments in a single in-home visit, they maximise results without sacrificing precious time.
Who is Driving This Trend?
While aesthetic treatments have traditionally been female-led, I have seen a sharp rise in male participation. Executives and financiers are requesting advanced facials, skin rejuvenation, and hair restoration as part of their routine self-investment. Importantly, this is not about vanity but about maintaining confidence and energy in high-pressure environments.
Couples are also embracing the model. Scheduling dual appointments allows both partners to invest in their appearance without competing for time. It is becoming common for husbands and wives to book muscle-toning and facial rejuvenation sessions together, creating a shared experience that blends self-care with efficiency.
The Must-Have Procedures
For men, hair restoration has become one of the most requested services. Exosome-based treatments, which stimulate follicle regeneration, are viewed as discreet yet powerful solutions that align with a results-driven mindset.
Advanced facials remain consistently popular, but the demand now extends beyond skin. Time-poor clients are layering therapies: pairing anti-ageing protocols with muscle-toning for abs and legs in a single session. This integrated approach reflects the broader desire for efficiency, a whole-body outcome without the need for multiple separate appointments.
Non-invasive options are also in high demand. Executives favour treatments that deliver visible results but carry minimal downtime, enabling them to move seamlessly between boardroom and social engagements.
The Future of Concierge Aesthetics
Looking ahead, I see this trend deepening. Longevity medicine and biohacking protocols are entering conversations with my clients. The expectation is for a concierge service that combines aesthetics, wellness, and personalisation at the highest level. Whether that means DNA-based skincare solutions, regenerative therapies, or cross-disciplinary medical partnerships, the future lies in holistic and bespoke programmes.
At ZOBU, we are positioning ourselves at the forefront of this movement. By curating a global network of leading practitioners and integrating cutting-edge technologies into the in-home model, we are redefining what luxury aesthetics looks like for a generation of individuals who accept nothing less than excellence.
About the Author: Zoe Budd is the founder of ZOBU, the UK’s premier luxury aesthetic concierge service. She specialises in delivering discreet, cutting-edge treatments to high-net-worth individuals, executives and entrepreneurs seeking exceptional results without compromise.