Inside the New Era of Aesthetics Rx

There are rebrands that polish a logo and call it a day — and then there are the ones that go deeper. The kind that ask, “Does the outside truly reflect what we stand for on the inside?”

When Aesthetics Rx hit its ten-year milestone, that was the question the team asked themselves. Not about their formulas (those remain untouched — biotech-based and clinically sound), but about the story their packaging and identity were telling. It wasn’t about changing what they do — it was about changing how it shows up in the world.

“We wanted the exterior to match the ambition and clinical credibility of what’s inside,” says Nicola Kropach, Brand Director of Aesthetics Rx and General Manager of Product at Wesfarmers Health. “And we wanted packaging that aligns with APCO guidelines.”

The result is a rebrand that honours the brand’s scientific foundation while embracing a more sustainable, design-conscious future. Visually elevated, environmentally progressive and deeply considered — it’s the kind of shift that signals to clinics, consumers and the industry at large that Aesthetics Rx isn’t just keeping up. It’s leading with intention.

What stands out most in this next chapter is the dual focus on minimalism and sustainability — not as an afterthought, but as a guiding principle from day one. Nicola shares that these values weren’t just about aesthetics, but about meeting the expectations of a new generation of skincare users who want transparency and alignment in every purchase.

Nicola Kropach, Brand Director of Aesthetics Rx and General Manager of Product at Wesfarmers Health

“Gen Z doesn’t just buy a product — they buy into its purpose,” Nicola explains. “They want aesthetic appeal, but also products that reflect their environmental values.”

This shift inspired a full packaging overhaul — one that prioritised recyclability, reduced complexity, and improved the user experience. Gone are the multi-part airless pumps with non-recyclable components. In their place: mono-material formats, kerbside-recyclable glass, and re-engineered vessels that honour both design and functionality. Every product now features Australasian Recycling Labels (ARLs) to help guide responsible disposal — a small but powerful nod to reducing consumer confusion in a very crowded space.

And it wasn’t a surface-level fix. Aesthetics Rx applied serious pressure to its upstream suppliers, working tirelessly to rework traditional components like springs and pistons to make sure the entire packaging system could be authentically aligned with the brand’s values.

At first glance, the rebrand feels sleek and premium — soft tones, clean typography, glass bottles and jars that feel luxe in the hand and instantly elevate the shelf. But behind the aesthetics is something even more meaningful: integrity. Nicola is clear — this wasn’t about ‘going pretty.’ It was about building an exterior that matched the brand’s internal DNA.

Clinics and consumers alike played a key role in that process. Their feedback helped shape the new direction — not just in what it should look like, but how it should feel. Many professionals expressed that the previous packaging, while effective, leaned a little too clinical. Others highlighted a disconnect between the brand’s values and the environmental footprint of its materials.

That insight became the backbone of the rebrand — maintaining scientific credibility while softening the experience, and wrapping serious skincare in packaging that feels as thoughtful as the formulations themselves. The result is a brand that still communicates “clinically credible” — but now it also says “considered, current and conscious.”

Importantly, nothing has changed about what’s inside. The biotech-based efficacy, the Australian-made status, the cruelty-free promise — all remain untouched. For clinic partners, that consistency is key. They can confidently recommend the range knowing the performance is exactly as it always was. But now, with the refreshed visual identity, it’s even easier to sell-through at retail. It looks aspirational on shelf. It feels aligned with what today’s clients are asking for. And it reflects the values they care about — from transparency to sustainability to design-led skincare that still works.

Nicola makes it clear that this is more than just a new look. It’s a repositioning. “We are a brand that is clinically sound, with biotechnology at the core, but now combines aesthetic and sustainable integrity,” she says.

“We’re not just a brand for clinic use — we’re presenting luxury cosmeceutical skincare that’s ethical, clinically rigorous, and also absolutely beautiful.”

That positioning is increasingly rare — and increasingly valuable. In a market where brands often choose between professional-grade credibility or consumer-focused branding, Aesthetics Rx is proving that you don’t have to compromise. You can speak to both audiences. You can design for the shelf and the treatment room. You can lead with science and still delight the senses.

The response from the industry reflects that. Clinics are not only embracing the rebrand — they’re celebrating it. Nicola notes a surge in social engagement and brand conversation, along with renewed enthusiasm from professional partners who are proud to stock a brand that is both high-performing and forward-thinking.

But the rollout doesn’t stop here. Over the next six months, the team will continue updating packaging across 30 retail and 30 back-bar SKUs, all while investing in new product development behind the scenes.

One of the most exciting projects in the pipeline is Biofemage® — a soon-to-launch skincare system designed to support skin as it naturally evolves around the age of 45. With a focus on life-stage hormonal changes, the range uses advanced actives to support smoother, more radiant-looking skin through perimenopause and beyond.

“It’s a range that’s been thoughtfully developed in response to a growing conversation in professional beauty,” Nicola shares. “We’re creating products that meet our clients where they are — and support them through every phase of their skin journey.”

It’s a fitting next move for a brand that’s consistently chosen purpose over performative trend. Aesthetics Rx has never been about the flashiest campaign or the loudest launch. It’s been about staying quietly excellent — and now, looking the part.

This isn’t a rebrand built on buzzwords. It’s a brand realignment. One that fuses form and function, science and style, beauty and belief — without compromise.

Or, as Nicola puts it: “Driven through innovation. Beautiful by design. Ethical to the core.”

And in an industry that’s overflowing with claims but short on conviction — that’s the kind of brand evolution worth paying attention to.