A smooth introduction to facial aesthetics

Cosmetic practice is an interesting and potentially lucrative career option for young dental professionals. But while your skills and knowledge could give you a head start, you need to think about how to uphold your professional standards in an unregulated sector which has been likened to the ‘wild west.’

We sought advice from the experts: Dento-legal adviser, Jo-Anne Taylor is the DDU’s lead on cosmetic practice while Andrew Rankin is a registered nurse and trustee of the Joint Council for Cosmetic Practitioners (JCCP). 

Why is cosmetic practice growing?

Andrew Rankin: The cosmetic sector has evolved dramatically in recent years because of a combination of factors. Social media, especially Instagram, has fuelled interest in beauty treatments and people are becoming more conscious about how they look thanks to selfies, video calls and online meetings. Cosmetic surgery might not be an option but they know that impressive results can be achieved with non-surgical procedures.

On the supply side, we’ve seen a lot of new providers enter the market which has driven down costs, making cosmetic treatments a more attractive option for consumers. It’s also a highly innovative sector with advances in formulas and technology being made all the time which is also driving demand. However, it’s quite clear that regulation of the sector hasn’t kept up with the pace of development.

Why are more dental professionals getting involved?

Jo-Anne Taylor: It’s a multi-million-pound industry and dental professionals are especially well-placed to provide facial aesthetics services because they are already experts in facial anatomy and in giving injections. In my experience, colleagues also enjoy expanding their skills and knowledge and having plenty of variety in their work.

Overall, it’s an interesting and potentially rewarding area to get into but of course it's about doing it safely.

What are the risks?

AR: There’s a perception that an aesthetic clinic on the high street will be properly regulated and legitimate but nothing could be further from the truth. In fact, we see a lack of uniformity across the sector in terms of competence and standards and we’re starting to see people taking greater risks with patient safety under competitive pressure.

JT: The risks should be lower with registered and trained dental professionals, as you’d expect them to uphold standards of practice in terms of clinical knowledge, having a clean surgical field and so on. But as with any clinical procedure, there’s always a risk that something might go wrong so practitioners must be properly trained to deal with any complications that arise.

Are cosmetic patients more likely to complain than those having dental treatment?

JT: The DDU hasn’t seen an increase in complaints notifications related to this work but I think case selection is critical for any elective cosmetic treatment, from veneers to injectable fillers.

Patients seeking cosmetic procedures will often have very fixed views about what they want to achieve which can lead to dissatisfaction if their expectations can’t be met. It’s important that the clinician understands the patient’s motivation and is clear about what can realistically be achieved, especially in the age of social media. A client who is striving for some sort of beauty ideal they’ve seen online is quite different to one who wants to reduce the appearance of wrinkles and the stakes can be much higher in their mind.

How can you reduce the risk of dissatisfied patients?

AR: That initial consultation is critical because the whole purpose is to discuss the risks, the benefits, the different treatment options and the patient’s expectations so you can reach a shared understanding. With that, you’re less likely to encounter problems and if you do, they are easier to address. Empathy is also important – being aware of how an unhappy patient perceives the situation can help you resolve a complaint.

JT: The consent discussion needs to cover all the options, including doing nothing. Dental professionals might agree to a procedure when they aren’t confident because they want to please patients, but it is just as important to say no if you don't think something is appropriate or in their best interest.

What should dental professionals consider when prescribing cosmetic products?

AR: This is an area where people can get into difficulties. If products are Prescription Only Medicines (POMS) they can only be administered to a specific patient after a clinical assessment by the prescriber. However, the JCCP has seen cases where prescriptions have been issued for amounts that would be inappropriate for an individual with the implicit understanding that the product is then available to be administered by a non-prescriber, such as a beauty therapist. That’s a serious patient safety concern and potentially fraudulent. Many cosmetic procedures are prescribed for off-label indications, and this can present its own risks. Prescribers should give careful thought to the clinical and evidence-based justification to prescribe in these circumstances.

JT: Prescribing dentists are responsible for the decision to prescribe and should be appropriately trained and assess the patient, including taking their medical history before deciding whether the prescription is appropriate.

If you’re delegating administration to another person, you are responsible for that decision and you need to ensure they are also appropriately trained and competent. You need to ensure that appropriate standards are being upheld, such as an emergency drugs kit on the premises, CPR training and protocols for medical emergencies, infection control procedures and waste disposal, including sharps, along with a record management system that meets data protection requirements. That’s why it’s ideal if the person you are delegating to is operating in a clinical setting where these things are already in place.

What about the products themselves?

AR: Another big issue in the sector is the use of unregulated products such as fat dissolving injections.  My advice to dental professionals is to only use licensed and regulated medicines and medical devices, follow the manufacturer’s instructions and report adverse incidents through the MHRA’s Yellow Card Scheme.

JT: While the DDU doesn’t advise members on clinical decision-making, they should ensure that products are approved and they understand how to use them properly, including how long-lasting the effects will be and whether they can be reversed. Again, that goes back to the need for proper training.

You also need to comply with relevant legislation surrounding POMs. For example, providing cosmetic injections to someone under 18 is a criminal offence under the Botulinum Toxin and Cosmetic Fillers (Children) Act 2021.

What are the rules on promoting cosmetic procedures?

AR: First and foremost, you must comply with the law on not advertising POMs and not targeting under-18s. Refer to the MHRA's Blue Guide if you aren’t sure and try to keep up with relevant rulings by the Advertising Standards Authority (ASA) and guidance from the Committee of Advertising Practice (COP).

Overall, I think promotions and competitions to promote cosmetic procedures are very much on the boundary of what is ethical. A dental practice wouldn’t advertise ‘buy one, get one free’ on fillings but these cosmetic procedures are similarly clinical in nature and only appropriate in specific situations.

Are dental professionals answerable to the GDC for their cosmetic work?

JT: The GDC’s remit is dentistry but it expects dental professionals’ conduct to meet its standards in all areas of life and work. That means it would still act if a registrant’s aesthetic practice risked damaging public confidence in the profession, such as concerns about infection control, patient confidentiality or attitude.

Overall, regulation of the cosmetic sector is currently weak and fragmented but that’s about to change! 

What about the JCCP – doesn’t it have regulatory powers?

AR: The JCCP is a voluntary self-regulator which was set up to improve patient safety and promote high standards in the non-surgical cosmetic sector. It doesn’t have legal status although we work closely with organisations like local authority trading standards and environmental health who can take enforcement measures. We also have memoranda of understanding with the GDC and others and we can refer practitioners to their professional regulator if we have serious concerns, such as about their prescribing. 

The JCCP’s searchable register of practitioners is formally accredited by the Professional Standards Authority as part of its voluntary Accredited Register Programme. To join, practitioners need to show evidence of training, indemnity, premises standards etc and agree to abide by our Code of Practice but I think being registered adds a lot of credibility. Part A of the Register is for regulated healthcare professionals, including dentists, doing procedures such as injections while Part B is for unregulated practitioners such as beauty therapists who are doing lower-level procedures such as microneedling. There are over 1000 practitioners on Part A of the Register of which about 10% are GDC registered.

We also have a register of Approved Education and Training Providers and Qualifications in cosmetic practice which helps practitioners make informed choices.

Equally, we try to keep the public informed through our JCCP and Me website which provides guidance on procedures, what questions consumers should ask when they go to a clinic and support with raising concerns.

How is the regulation of cosmetic practice getting tougher and what will this mean for practitioners in the sector? 

AR: The Government wants to protect consumers by introducing a mandatory licensing scheme for non-surgical cosmetic procedures (under Section 180 of the Health and Care Act 2022). This will include standards for things like training and qualifications, competence and premises and there will be a 3-tier system of categorisation for cosmetic procedures (red, amber and green) depending on the risks. The Government’s priority is looking at which procedures will be in the red category: only qualified healthcare professionals will be able to carry these out under the oversight of the CQC.

There will also be a Government consultation about the training requirements for cosmetic work, hopefully later this year. The JCCP has been closely involved with this aspect, having previously developed an Education and Training Competency Framework which sets different levels of competency for different treatments at education levels 4 through to 7. If this is carried forward, dentists are well placed to be able to meet these future requirements for competency at level 7 that may be needed to carry out injectable procedures, but other registered dental professionals might need to complete further qualifications and work under some form of clinical supervision.

Dental professionals who want to do cosmetic work will need to register for a licence and demonstrate they meet the required standards so it’s a good idea to start thinking about areas like qualifications and training and premises standards, including Infection Prevention Control (IPC). New entrants should also be aware which cosmetic procedures are likely to be restricted in a few months’ time.

Ultimately, better regulation of non-surgical cosmetic procedures will be a good thing for consumers but I think a more professional environment should also give the sector more credibility and create a more level playing field for practitioners who do the right thing.

What training should a dental student or newly qualified dental professionals consider if they want to start cosmetic practice?

JT: You must only carry out a task or a type of treatment if you are appropriately trained, competent, confident and indemnified, in line with GDC standards. For cosmetic procedures, it’s important to complete an accredited training programme with clearly defined learning outcomes like the ones on the JCCP’s Approved list.

While there are plenty of short courses out there which are suitable for maintaining skills, they aren’t suitable for first-line training and you could be criticised if something goes wrong and you can’t produce evidence of suitable training. It’s important to keep your knowledge and skills up to date too with regular CPD.

AR: Do bear in mind that new mandatory education and training standards are likely to be introduced in the near future so you may have to complete further training at that stage.

How does the DDU support dental professionals with cosmetic work?

JT: We provide indemnity to dentist members who notify us that they are doing facial cosmetics work and there’s no additional subscription to pay, provided the annual income from that is below £25,000 a year. However, we don’t indemnify dental care professionals for this.

Dentists can call our advice line, including outside normal business hours, and speak to a fellow dental professional about any dento-legal issues arising from cosmetic work we indemnify them for. They can also seek our support in the usual way if they receive a complaint or claim.

This article  will point you to relevant advice articles on the DDU website about different aspects of cosmetic practice, including relevant legislation, POMs, promoting your practice and consent.

Where else can dental students and dental professionals get more information?

JT: In terms of getting started, looking for a training provider and other FAQs, I will often point members to the JCCP.

AR: The internet is full of extremely misleading information and it can be difficult to know where to look but it is so important to get information from credible authorities. That includes the JCCP, any other PSA approved register such as Save Face and organisations like the British College of Aesthetic Medicine (BCAM) for doctors and dentists or the British Association of Medical Aesthetic Nurses (BAMAN) for nurses.

What’s your take home message for dental students and newly qualified dental professionals?

AR: Regulated healthcare professionals, including dental professionals, can find it difficult moving from a setting where there are robust policies and standard operating procedures, CQC requirements, NICE guidance and NHS policies to one where there simply isn’t that level of regulation and standards. And it's all too easy in a highly pressured, competitive environment like the cosmetic sector to get professionally isolated and begin to lose sight of one’s personal values.

Taking a moment to stop and reflect on your activity will take you a long way towards meeting your own professional standards. I also highly recommend joining a professional organisation and taking up opportunities to attend events and network so you can learn from the experts and from the experience of others. Build relationships with peers and patients that is based on trust and accountability, recognise your limitations and build strong foundations based on the core principles of safe, regulated practice.

JT: There's little to stop anybody from doing cosmetic procedures at the moment but while you are a registered dental professional you must uphold public confidence and trust in all your dealings with the public and you are under greater scrutiny than an unregulated provider.

Cosmetics is an interesting and potentially rewarding area; it's quite good fun and plenty of patients will be delighted to be able to access safe and effective treatment from you. It’s about ensuring that you're appropriately trained and competent, that you’re confident about what you are offering and that you continue to follow professional standards.

This page was correct at publication on 06/02/2026. Any guidance is intended as general guidance for members only. If you are a member and need specific advice relating to your own circumstances, please contact one of our advisers.