Key Takeaways:
She doesn’t have a crystal ball, but Beverly Hills–based aesthetic nurse practitioner Lauren Juliana Goodman owns something much more effective at divining how our faces will age: a proprietary diagnostic analysis, developed over nearly a decade, and tested on an estimated thousands of patients.
The process is supported by “Face Equity,” which Goodman describes as both a trademarked philosophy and the guiding principle behind her entire practice.
“The concept is rooted in the idea that aesthetic treatments should compound positively over time and continue to wear well as a patient ages,” Goodman told BeautyMatter. “It’s about making thoughtful, anatomy-driven investments in the face rather than chasing trends or short-term correction.”
Goodman’s next-level look-see takes a deep dive into a client’s bone, muscle, fascia, fat, and skin. Juliana Clinics uses Aura 3D facial imaging technology, which utilizes multiple cameras and specialized lighting, setting the diagnostic apart from the rest of the aesthetics pack.
“In less than 10 seconds, we can look at a face and identify not just where aging is showing up, but why it’s happening,” Goodman said. “We assess not only how each layer is aging independently, but also how they interact together.”
For Goodman’s clients, this in-depth analysis costs $500, which is typically applied toward treatments like her signature, trademarked HaloLift. For clients seeing nurse practitioner Denise Rahman, who figures prominently on Juliana Clinics’ 56K-strong Instagram account and has trained extensively under Goodman, the consultation is $350.
“That level of analysis changes everything,” said Goodman. “Most aesthetic treatments today are concentrated on isolated correction. We approach the face as a dynamic anatomical system. The goal is not simply to fill or tighten something. It’s to preserve structure, maintain balance, and support how the face ages over time.”
A fundamental aspect of Goodman’s graceful aging support system is HaloLift, a proprietary treatment unveiled in 2025 available to clients who are willing to drop from $2,300 to $2,500 per treatment.
The buzz around Goodman, specifically HaloLift, dovetails with overall growth in the global medspa market. According to Grand View Research, the global medspa market has been growing at a CAGR of 15.77% since 2025. It’s expected to climb to $78.23 billion by 2033, up from just $21.21 billion in 2024.
Although body shaping and contouring are experiencing the fastest growth, the facial treatment category currently dominates the market, accounting for a 2024 revenue share of 53.81%, according to Grand View Research.
Back to Goodman, and HaloLift…
Born from an in-depth analysis of what she describes as “scalp volume loss,” facial support, and tissue descent, HaloLift involves injecting biostimulators Radiesse and Sculptra directly into the scalp. This, in turn, activates a lifting effect on sagging facial skin.
“Much of aesthetic medicine focuses directly on the face itself,” said Goodman. “But we became increasingly interested in how aging of the scalp and upper sculptural support system contributes to what patients perceive as facial sagging.”
Goodman says her clients may undergo between one and three treatments in the first year under her care “to establish sculptural support,” followed by maintenance treatments every one to two years depending on their specific anatomy, aging trajectory, and overall tissue response.
While not proprietary like HaloLift, AuraLux laser treatments, which were added to the treatment menu this year, are another key source of revenue for Juliana Clinics.
“AuraLux represents a shift away from traditional single-mechanism resurfacing,” said Goodman. “Most resurfacing lasers on the market today are built around older technologies developed in the 1980s and 1990s. While effective, they’re often limited by inflammation, downtime, and safety concerns across darker skin tones.”
Conversely, as Goodman pointed out, AuraLux enables practitioners to customize treatment depth and delivery while significantly reducing heat and inflammation within the skin. Results of the procedure, which range from $750 to $1,500 per treatment, include improved texture and reduced appearance of pores, pigmentation, and scars. The procedure also often improves overall skin quality and, in Goodman’s opinion, is safer across a broader range of skin types.
Now servicing between 30 and 35 patients per day and generating an annual revenue estimated between $2 million to $6 million, the Juliana Clinics outpost located in a suite on Wilshire Boulevard in LA is about to undergo a substantial upgrade of its own.
“We’re currently in the middle of a major expansion due to rapid growth,” said Goodman. “Our current clinic footprint is approximately 1,750 square feet with three treatment rooms, and by fall 2026, we’ll expand to more than 3,500 square feet with six treatment rooms and a dedicated facial suite.”
The expansion will also include a new provider, who has undergone extensive training in Goodman’s unique, nursing-informed protocols. Trained in aesthetics in Europe, specifically Amsterdam and Monaco, Goodman said the “European philosophy” around aesthetics aligns closely with her own.
“There’s a much stronger emphasis on preservation versus transformation,” Goodman noted. “The goal is not to change the face or chase youth at all costs, but to maintain harmony, structure, and identity over time. The practitioners and physicians who influenced me most approached aesthetics with restraint and anatomical respect, and that became foundational to how we practice at Juliana Clinics.”
At the same time, in no way does Goodman want to be associated with any type of “anti-surgery” stance, even in this era of ever-younger cosmetic interventions and celebrated celebrity facelifts.
“We don’t believe aesthetic medicine replaces a facelift,” said Goodman. “In many cases, surgery is the right decision. What we do believe is that the tissue itself needs to be optimized before or after surgery for results to age well.”
Which all circles back to Face Equity, the driving force behind the independently built and entirely privately owned Juliana Clinics. While there are no immediate plans to do so, Goodman said Face Equity “could eventually” evolve into educational platforms, practitioner training, and treatment methodologies.
“Face Equity was intentionally developed as intellectual property with long-term scalability in mind,” said Goodman. “That said, growth for us is very intentional. We’re more focused on protecting the integrity of the philosophy than scaling it quickly.”