Navigating Layoffs, lack of open jobs and terminations in Aesthetic Sales: Understanding the Market Shifts

I get asked about what is happening in this industry almost daily, as this is the worst it has ever been. I figured I would share a professional, well-written explanation about why there are so many layoffs, struggling companies and unavailable jobs selling aesthetic products right now.

Now, I do want to say, “Don’t shoot the messenger.” You are welcome to disagree with me. However, since I have viewed myself at times as an Aesthetic industry therapist, I am telling you what I am hearing from reps across three separate divisions of this industry: device sales reps, Injectable sales reps, and skincare sales reps.

If you feel attacked while reading this and think I am secretly talking about you or your company, well, I am not, and maybe that’s something you should discuss with a support group to help you feel better.

Why is there such high turnover? Why are Territory Managers hired and fired within 4 months? Why are the expectations so insane to get hired as an Area Sales Manager? Why can’t these aesthetic device companies see that just because a candidate has not sold a device priced over $50,000 does not mean they can’t sell? Why can’t a pharma rep be considered for a skincare sales rep? Why aren’t laser reps making over $300k annually anymore? Why are injectables reps no longer making in the $300,000’s and why are their damn quotas so high now!? Device Reps are not making the money they used to make, and I have had more reps this week tell me they think they want to leave the industry than keep playing the game.

The aesthetics sales industry, particularly within medical device and pharmaceutical companies, is undergoing significant layoffs. While these shifts can feel abrupt, they are often driven by broader economic trends, market evolution, and company-specific restructuring efforts.

To understand the current landscape, here’s a breakdown of key factors influencing these workforce reductions:

Economic Factors- Professional answer

High interest rates, an overall economic slowdown, and decreased consumer spending are impacting discretionary purchases, including aesthetic treatments. As patients and providers navigate financial uncertainty, sales teams often feel the ripple effect.

Economic Factors- real gritty, hard to swallow answer

Practices have too many device reps coming at them, forcing devices down their throats and sometimes feeling bullied into taking out a loan. Selling these doctors on the ROI and telling them how much money they will make if they have that device in their office. They get sent to a financing company or their bank and get rejected due to a poor credit score, or are approved but given a ridiculously high interest rate. If they do get the device, many times they are not doing the amount of treatments they were told they would be doing, which means they are not making the money to pay for the device. The device gets pushed into the corner, and they swear they won’t repeat that mistake anymore or get tricked into buying another device or putting one more skincare line on their back bar..

This happens over and over. So now the device reps aren’t selling like they were in the past, and their company fires them and tries replacing them with the rep who can sell more devices. None of the economic factors have changed, just a different rep, different face, different person convincing the hiring manager he/she can do better than the rep they just fired – guess what?- the rep doesn’t do any better, and the vicious cycle happens all over again. The new rep has lasted less than a year and gets fired.

Market Shifts – Professional answer

Consumer preferences are evolving, and new technologies continue to reshape the industry. Companies adjusting to these changes often restructure their sales strategies and workforce to remain competitive.

Market Shifts -real gritty, hard to swallow answer

Patients are impatient. Patients like to follow trends. Patients do not like to have too many choices or options. When I first started recruiting, to have a new skincare company come out was a BIG DEAL. Now, there is a new skincare company launching every quarter. Reps quit their current skincare job or laser job to jump on board this new, shiny company, and the product doesn’t sell as projected to the investors and before you know it, lay-offs! Patients went through phases of being told you need skin tightening, you need Hyaluronic Acid, you need CO2, you need a peel, you need IPL, you need a glo infused hydra treatment, you need hair removal, you need micro coring, micro needling, micro everything, you need cellulite band cutting, you need RF under your skin, over your skin, in your genitals, on your hair, longer hair, less hair, CBD infused treatment, Vitamin- C, science backed skincare, SPF in your skincare, scar revision, skin revision, smaller thighs, bigger butts, breast implants, (no, wait… now that’s bad, take them ou)t, tummy tucks, non invasive ab sculpting, eye lid lift, laser eye lid lift treatment and the list goes on and on. There are too many options, and consumer preferences are constantly changing. Your product may be hot today, but it’s no longer wanted tomorrow. If you are the rep selling it, your company expects you to sell the exact amount you did when it first launched and when you do not, because it is not the hot new trend- guess what…..you get fired!

Company-Specific Challenges: Professional answer

Layoffs can stem from unsuccessful product launches, loyalty program modifications, or internal restructuring efforts. When these challenges affect revenue streams, businesses may be forced to reassess their staffing needs.

Company-Specific Challenges – real gritty, hard to swallow answer

Let’s talk about poor product launches. Let’s talk about too many product launches. Let’s talk about keeping up with the Joneses. Let’s talk about, “well, they created a device for women’s wellness, so we should.” “They created a device for vision, so now we should.” “They created a device for cellulite reduction, so now we should.” “They created a micro needling device, so now let’s create a better one.” “They created a longer lasting filler, so now we should” “They created a device that sells to dental owned medspas, so now we should” “They created a device for erectile dysfunction, so now we should” “They created a skincare with HA, so now we should” “They created a skintightening device with cooling technology, so now we should” All of this is acceptable and competitive. But……when multiple companies launch products that are similar to competitors’ products and expect their sales teams to go out and sell, sell, sell, it works, but not for the long term. Before you know it, the market has three or more of the same types of devices or products being pushed on these practices, and the owners of the practices simply aren’t buying another version of something they already bought in the last 12 months.

A good rep will find a way to convince the doctor that they need their device and not the competitor’s. Once the launch of that product fades, you go back to selling what you have in your bag, which is similar to what every other competitor is selling. So, the only thing that helps is a company that consistently launches new technology and keeps its products in its portfolio fresh and new. If you aren’t doing this often, you will struggle.

Internal restructuring almost always causes problems, but at times, it can not be avoided. Whether it is promotions or restructures, meaning you now report to a new leader, not everyone will be happy. This can cause resignations and terminations.

Industry Consolidation – Professional answer

Mergers and acquisitions in the aesthetics sector frequently lead to integration efforts, which can result in job losses as companies streamline operations.

Industry Consolidation – real gritty, hard to swallow answer

The most complaints I get from reps are the internal restructuring. MERGERS- Everyone complains about the MERGERS. Let me tell you what I am seeing and hearing. Company A has no business buying Company B. But it does. Company A thinks they know best and changes EVERYTHING that was going great for Company B. Company A promises Company B that everything will be better now that they have taken over. Within a few months, BOOM! Mass lay-offs, leadership changes, quota changes, territory changes, products you are required to sell change, and products you used to sell are taken from you. Breast implant reps sell injectables, wound care reps sell cellulite treatments, capital reps sell skincare, skincare reps sell small handheld devices, and the changes keep coming.

This is when reps quit or get fired. The company tries to save money by reducing the workforce and combining the two companies into one. My phone starts ringing. “Heidi, my new manager is awful.” “Heidi, my new manager knows nothing about this part of the industry.” “Heidi, they fired my manager and put someone from Company A in charge, and I can’t work under that person.” “Heidi, Company A just increased our quota and now I won’t make commissions, or at least nothing like I did last year.” It goes on and on.

Marketing & Sales Disconnect – Professional answer

A misalignment between marketing initiatives and sales execution can create inefficiencies, leading to reduced sales performance and subsequent workforce reductions.

Regulatory Pressures- Professional answer

As compliance standards evolve, companies face additional financial burdens in meeting new regulations. When balancing operational costs, layoffs may become part of cost-cutting strategies.

What’s Next for Aesthetic Sales?

I get asked every day what is happening in this industry? Is it failing?

Is the aesthetic laser industry dying?

Is it even worth it to be an injectables rep anymore?

What’s trending?

Should I get out of aesthetics?

Do you recruit for anything other than aesthetics?

Is skincare sales something I should even try to be a part of anymore?

Nobody is making the $300k+ salaries anymore are they?

All I can say is I will ride this wave to the end of the earth. I will not give up. I will fight for the talent and fight to keep these companies alive. I will do everything I can to be honest and go with the changes. I have seen the highs and I have seen the lows. I have companies come into this space and companies die in this space. I have seen leaders made in this space and I have seen leaders destroy themselves in this space. I have seen up-and-comers and I have see leaders retire. I have seen mergers and I have seen bankruptcies. I can’t say the same things to candidates I did back in 2018 because things have changed. The comp has changed, the base salaries have changed, and the products have changed. All I can hope for is that these companies will hold on to the talent that they have and stop thinking there is a better player at another company who will do better than what they have right in front of them. If the rep stops selling, then that is one thing, but if you are always looking for that P-Club rep that is going to sell $4M a year in devices……guess what folks?, Those days seem to be gone. The days of making $400k at plan are gone.

What trends are you seeing in aesthetic sales? Let’s discuss.