Beauty investment: Long-term treatments to boost big-day confidence

Makeup, hair, nails — these services have become standard for most wedding parties. But what about options to enhance your appearance on your wedding day, and beyond? Confidence boosters that aren’t whisked away with the swipe of a washcloth at midnight?

A wide range of aesthetic services and cosmetic procedures are available for brides, grooms and guests to smooth skin, address asymmetry, highlight and emphasize favorite features and soften the fine lines that creep in no matter how many serums you use.

According to the nonprofit Global Wellness Institute, the worldwide wellness market comprises a $4.5 trillion annual economy. About a trillion of that covers personal care, beauty and anti-aging — much more than on physical activity, nutrition and even preventive medicine.

We get it.

Couples in Vermont spent an average of $34,500 on weddings in 2019, according to The Wedding Report. This includes combined hair, makeup and manicure expenses of nearly $200 per person, plus photography and videography costs averaging $3,800.

Maria Gould, co-owner and licensed esthetician at Glowaesthetics Medical Spa & Beauty Boutique in South Burlington, offers minimally invasive treatments ranging from day-spa favorites like facials, airbrush tanning, massages, eyelash lifting and tinting to practices requiring a little more commitment — eyelash extensions, eyebrow microblading, chemical peels or laser hair removal.

Also available are “cosmedical” services like injectable facial fillers that can add or replace soft-tissue volume or fill in lines and indentations, or neuromodulators that are injected into specific muscle groups to weaken the muscle and soften lines in the skin.

Assurance to those on the fence, care can be taken to prevent the stereotypical “frozen” face once associated with Botox and similar products..

“There actually is a fear — people don’t want to have that frozen look, they don’t want to look like ‘Real Housewives,’” said Christine Keelan, Glow co-owner and licensed esthetician.

The group’s medical director, Ashely DiMeola, said for her it’s about function — not Instagram trends.

Beauty is completely subjective and intensely personal — and follows the individuals’ own style.

“We have the bride or the client that comes in that really doesn’t wear any makeup and maybe we’re getting them just on some preventative skincare,” DiMeola said. “It’s about really empowering people to feel comfortable in their own skin, and empowering them to be able to make choices for themselves that make them feel beautiful, no matter what way that is.”

Tailor-made treatments

“We focus on skin health,” Keelan said. She loves treatments like the hydrafacial, a treatment that deep cleans, exfoliates and hydrates using a water- and suction-powered device. First-timers can see amazing results, Keelan said, but over time the skin improvement is even more significant.

“There’s a lot of people who come in and say, ‘The last time I had a facial was a year ago,’ or ‘I’ve never had a facial.’ And it surprises me every time because they go to the dentist — health-wise, they’re like, I know I have to clean my teeth.”

The smile is certainly important, Keelan said, “but you know, it’s face first.”

The Glow team said most spouses-to-be come in around six months before the wedding, but a year is even better for a consultation to discuss desired results, timing and expectations.

Some choose to lock down their look before the trial run of the makeup so they can see the full results before the big day.

“We want not only for them to consider the photos and the angles, but how their makeup looks when the texture and tone has changed,” DiMeola said. Gradual changes over months or years “have a pretty significant impact if the time is given to do that.”

Chemical peels can be used to address skin conditions, including hyperpigmentation, acne, scarring and signs of aging.

A treatment called Kybella, an injectable acid that destroys fat cells, can be used under the chin and jawline area; off-label uses that are popular with brides include pockets of fat under armpits.

DiMeola said clients can achieve results in one to six months, and treatments must be spaced a month apart. Think of it like tailoring a dress — “you have to give it time.”

The team suggests a minimum of a month out for any kind of treatment, and not trying anything new for at least two to four weeks before the wedding — even a new moisturizer or foundation — that could cause an unknown reaction.

“Whether they’re starting on a new skincare routine or adding a few products here and there, it does take a good 12 weeks to see the best results with home-care products. It’s best to give it time,” DiMeola said.

Return on investment

Eyelash extensions are a popular option for those wanting fuller, darker, longer lashes without adding mascara or falsies. They require a professional application process that takes between 90 minutes and two hours. With home care they last for weeks and will stand up to tears of joy or even a dip in the lake without sending black streaks running down your face.

Keelan recommends getting a full set about two to three months before an event to make sure you’re comfortable with how they feel and look. Then, they can be touched up every two or three weeks — the last fill a few days before the wedding. Lash extensions are also great for a low-maintenance honeymoon.

Cost is certainly a factor in elective and cosmetic treatments — it’s important to plan out a budget. Eyelash extensions can cost $100-$300 for the initial application, and $50 and up for a fill, depending on the provider and package.

A single hydrafacial treatment costs on average $150-$300; chemical peels and exfoliating treatments can run you into the hundreds as well.

Laser hair removal depends on the body part, but consider the results and the longevity — a single underarm waxing session might cost $25, and last three or four weeks; a full course of laser treatment for the area might cost $400, and last for years.

“It’s like lifestyle prep and you can continue long after,” DiMeola said. Someone may get a facial or filler with a special event in mind, but become a regular client after they realize, “this is how I want to look and feel after the day.”

Who’s doing it?

“I wish I was a little bit more preventative in my younger years with getting injections and Botox and whatnot,” Keelan said. “Most estheticians will tell you they’ve probably started on their journey in aesthetics because they’ve probably had problems with their skin. When I was a teenager, I didn’t know what I was doing. I’m like, I’ll just take this bottle of alcohol and that’ll get rid of my acne … and so it’s been a long journey. You try all these at-home remedies.”

Services can benefit everyone, too.

“We have a variety of male clients, and they’re coming for all different reasons,” DiMeola said.

She said men often choose to treat fine lines around the eyes, enhance their jawline, or get facials or microneedling to improve skin tone and texture.

Safety first

DiMeola is the sole injector at Glow. She’s a licensed osteopathic physician who began her medical career in the U.S. Navy, where she worked as a senior flight surgeon and occupational medicine director for a large military training facility.

She said having a physician in her role isn’t unique to Vermont though it is relatively unique to the industry, as there are other providers like nurses, nurse practitioners and physician assistants who can provide good and safe treatments.

Other local providers include Radiance Medical Spa in Williston, with owner and leading physician Dr. Colleen Parker; and Lumina Med Spa, founded and owned by physician Dr. Nancy Carlson, with locations in South Burlington and Estero, Fla.

“There’s a lot of fabulous providers, and as long as they’re well educated and keeping up on their education … then you’re probably in a good spot,” DiMeola said.

DiMeola said the best compliment she received was from a client who she treated with filler and Botox.

“When she went back to work, people asked her if she got a facial, or her hair done. … All people noticed was that she was more beautiful, more refreshed, more youthful looking.”

This article is intended for informational purposes only. It is not intended and should not be construed as medical advice. Prices are given as examples only and are not indicative of any specific provider.