What Does 'Professional Skincare' Actually Mean?

Last week, we opened up a conversation about something the professional beauty industry has avoided for years: the reality that more brands will move into the D2C space between now and 2030 — whether we feel ready for it or not.

(If you missed that piece, go back and read it here before continuing on.)

What happened next was huge. The conversation caught fire — across comments, DMs, emails, industry chats, and LinkedIn threads. And out of all the responses, one question kept rising to the surface:

If a skincare brand calls itself a “professional brand”… what actually defines that?

Because right now, professional is doing a lot of heavy lifting.

It’s a positioning statement. A marketing claim. A trust signal. A sales tool. And in some cases… a very loose interpretation of the word.

And as more brands move toward omni-channel visibility and D2C sales, the definition of “professional” is becoming the line where the confusion and tension sits.

The more I listened to your sentiments this week, the more obvious it became:

We don’t have a clear industry definition — and that’s exactly why emotions are running high.

Here are the variations I’ve heard most:

1. “A professional brand has back bar and professional-only treatments.”

This is the traditional definition — the one many of us grew up in. The brand lives in the treatment room first. Retail is secondary. Technique, protocol and therapist expertise lead the way.

2. “A professional brand only supplies to qualified therapists with proof of qualification.”

This definition is rooted in protection. Protecting ingredients. Protecting treatment delivery. Protecting professional titles. It’s the “keep professional knowledge out of the clients hands” idea.

3. “A professional brand can still be professional and sell D2C if clinic support remains core.”

This is the modern interpretation — and the one becoming increasingly common. It suggests omni-channel doesn’t automatically dilute professionalism. Instead, it expands visibility while keeping industry at the centre.

4. “A professional brand can sell online through its stockists behind password protection.”

This hybrid model became popular post-2020. A compromise between accessibility and exclusivity.

And honestly?

Every single definition has merit. Every single one also exposes a blind spot. And every single one reveals why therapists and brands are currently talking in circles.

Because at its core, this isn’t just about definitions. It’s about expectations. What therapists believe a “professional brand” should be. What brands believe they are offering. And where those expectations begin to split.

This question has given me a lot to think about — not just as a consultant, but as someone who sees both sides of this industry every single day.

For now, I’d love to hear your take. What’s your definition of a professional brand?Reply back or drop it in the comments — I’m genuinely curious where you stand.