Aida Bicaj

The person recommending that serum doesn’t know your skin.

They don’t know your barrier, your sensitivities, your hormones, your history, or your Skin Instant.

What they do know is what they’re being paid to promote.

Social media is an incredible place to discover products and learn skincare vocabulary. But a recommendation is not a prescription. The product that transformed someone else’s complexion may be the exact thing preventing yours from thriving.

Before you buy another trending product, ask yourself:

Is your skin actually improving?
Or are you just accumulating more bottles?

My latest article explores the difference between skincare content and skincare expertise.

Link in bio.

Forbes recently featured Aida’s perspective on one of the most common concerns she sees in the treatment room: compromised skin barriers.

After years of over-exfoliation, acid stacking, and trend-driven routines, many complexions are left reactive, sensitized, and struggling to function as they should.

As Aida shared in the article: “Modern skin is often reactive, tight, and confused.”

She expanded on these thoughts in her latest Substack, including another quote that resonated deeply:

“The more marketing a skincare brand does, the less I trust the products.”

Not because marketing is inherently bad, but because truly exceptional formulas tend to speak for themselves.

Results over trends. Formulation over hype. Healthy skin over quick fixes.

Read the full Forbes feature and our latest Substack at the link in bio. Comment “subscribe” for it to be sent to you directly.

A Forbes feature is always an honor.

Being included among New York’s leading estheticians makes it even more meaningful. ✨

For nearly over three decades, Aida has believed that great skin is never about trends or shortcuts.

It’s about expertise, consistency, and choosing brands that deliver results year after year.

We’re proud to be recognized for the standards we refuse to compromise and the brands we trust with our clients’ skin every day.

Featured in Forbes alongside some of the industry’s most respected names, this recognition reflects the philosophy that has guided us since day one: better skin is built, not bought with the promise of overnight results. 🤍

Thank you to Forbes for the feature and to our incredible clients who continue to trust us with their skin journeys.

June belongs to Colorescience. ☀️

Daily SPF is the most important step in any skincare routine, yet somehow people will invest in every serum imaginable and then negotiate with the sun. A bold strategy.

This month, when you spend $100 or more on Colorescience, you’ll receive your choice of:

• A chic knot bag, perfect for beach days and summer travel or a travel-size Barrier Pro Cleanser with a Colorescience pouch

Great skin starts with protection, and a little summer gift never hurts.

Available throughout June while supplies last.