Read the Conversation
Conversation highlights:
- Aesthetic Culture in Colombia trends: Reduction in stigma and taboo around aesthetic treatments, leading to a steady, significant double-digit market growth.
- Merz Aesthetics Purpose and Product Philosophy: Offering the best products and protocols for people to look, feel, and live better.
- Innovating with products that focus on regenerative aesthetic medicine, focusing on stimulating the body to regenerate skin elements lost.
- Strategy focusing on the education of physicians and Consumer campaigns through local ambassadors such as Carolina Gomez, to build trust and encourage patients to seek professional consultations.
- Merz Aesthetics is collaborating closely with aesthetic physicians, dermatologists, and plastic surgeons, educating them on the science behind products and procedures through workshops targeted to different experience levels.
- Data-Driven Management: Juan's financial background influences a structured, data-driven decision-making culture at Merz Colombia, using dashboards and KPIs to empower sales teams to act as general managers in their territories.
- Market Growth and Profitability: Despite the post - COVID market slowing from the boom years, Merz has maintained a compound annual growth rate of 22% over the last three years and substantially improved profitability by over 10 points.
- Leadership and Talent Culture: Juan emphasizes creating a winning team culture focused on leadership, innovation, and forward-thinking.
- Future Goals and Achievements: By the end of 2025, Merz Colombia aims to reach $20 million in revenue, potentially becoming the largest injectable aesthetic company in Colombia, consolidating market leadership both in sales and units sold.
- Final Message: Merz Aesthetics is fully committed to advancing responsible aesthetic medicine in Colombia and worldwide, supporting patients and professionals to live better through innovation, science, and wellness.
EF: Colombia has one of the highest Aesthetic awareness in Latin America. Could you elaborate on how Merz Aesthetics’ footprint has evolved during these past years?
JR: Aesthetic awareness has always been present in Colombia. What has changed in recent years is the growing number of patients actively seeking treatment. Barriers and taboos surrounding aesthetic procedures—often shaped by stereotypes such as the “Hollywood overfilled syndrome”—have steadily diminished. Once people realize that these stigmas do not reflect the reality of aesthetic medicine, they become more open to pursuing it.
The culture of aesthetics has therefore not only remained strong but is also expanding, resulting in consistent, significant double-digit growth in the market over the past several years. At Merz Aesthetics, our focus is to help people look, feel, and live better by offering the most advanced products and protocols in regenerative aesthetic medicine. We work closely with experts such as dermatologists and plastic surgeons and invest heavily in education, using social media to share the science behind our products and demystify aesthetic treatments.
We believe aesthetics today is about supporting individuals in feeling comfortable and confident in their own skin, rather than promoting unattainable stereotypes. Our approach centers on stimulating the body’s natural regenerative processes, allowing for gradual, natural-looking results.
In addition to partnerships with healthcare professionals, we run impactful direct-to-consumer campaigns. For example, Carolina Gómez, an acclaimed Colombian actress who has authentically used Radiesse for over a decade, has helped us communicate the benefits of healthy, natural aging. Salma Hayek, serving as ambassador for Ultherapy, further illustrates our commitment by championing our non-invasive, regenerative solutions.
To ensure safe and effective outcomes, all our initiatives encourage people to consult with trained professionals. Our “Find a Doctor” platform, accessible through QR codes on public campaigns, makes this guidance easier to access. Through these efforts, and with campaigns like Be Yourself, we aim to empower individuals to define their own beauty, inspiring confidence and positivity in their everyday lives.
EF: How did Merz Aesthetics establish its unique position in the aesthetics industry, and what distinguishes its products, philosophy, and communication strategies from competitors?
JR: Merz stands out in the aesthetics industry because it took a distinctive approach. While aesthetics as a field has existed for decades with many established players, Merz only became a true leader in this space a little over ten years ago by focusing on injectables and energy-based devices. Since early 2020, Merz Aesthetics has operated as an independent company fully dedicated to advancing aesthetics.
We were the first to shift the conversation in aesthetics toward a more natural look. Our philosophy has always been about helping people discover the best version of themselves rather than aspiring to stereotypes or imitating others. The goal is not to look like a public figure, but to feel authentic and confident through subtle enhancements that reflect individual identity.
This message is now widely recognized across the industry as the right direction for aesthetics. What makes Merz unique is that we were the first to embrace and embody this vision, and that focus is clearly visible in our products.
Our product portfolio is designed to deliver natural aesthetic outcomes through minimally invasive approaches. Our products assist the skin in restoring elements diminished over time, with results that never appear artificial.
We also have a regenerative procedure that utilizes micro-focused ultrasound to target specific layers of the skin with real-time visualization. This technology enables physicians to adjust treatment depth for each patient, offering unparalleled personalization and safety.
This commitment to personalization and natural aesthetics sets Merz apart. We introduced the philosophy that appearance is linked to well-being and self-confidence, not vanity; others now follow, but our products continue to reflect this original vision.
To broaden public understanding, we are enhancing our communication strategies. In Colombia, esteemed healthcare professionals are utilizing social media to share studies and clarify the scientific rationale behind our products, empowering patients to make informed decisions based on real benefits.
At Merz, we don’t follow trends; we create the path we believe in. We innovate, challenge the status quo, and prioritize science, safety, and patient well-being.
EF: How do you balance education for different generations of physicians?
JR: Our approach is twofold, with a strong focus on both scientific rigor and structured training. We maintain stringent standards for continuing medical education, offering workshops that blend theoretical knowledge with hands-on practice. For advanced practitioners already experienced with products like Radiesse, we concentrate on refining sophisticated techniques. Beginners, however, receive training in fundamental skills, with progression to more complex procedures only once foundational competencies are firmly established.
Furthermore, we collaborate with universities that offer dermatology and plastic surgery specializations. By integrating injectable training earlier in medical education, we ensure that physicians graduate not only with their specialization credentials but also with a robust understanding of the science and application of injectables. This represents a developmental, rather than generational, progression, tailored educational pathways supporting physicians at every stage of their professional journey.
The second part is business-oriented. Aesthetics is a fully private practice, and physicians in this sector must also be entrepreneurs. We support them with business plans, training in social media, sales, and partnerships with advisors. Younger generations usually manage social media well, while older physicians often need more support there. We adapt our training to their needs.
EF: Coming from your background as CFO for Latin America to General Manager for Colombia, how has this financial background shaped your approach to managing the market in Colombia?
JR: Transitioning from the role of Chief Financial Officer to General Manager was a truly insightful experience. In finance, decisions are often clear-cut, but leading a business requires navigating the many nuances that exist. My financial expertise has proven highly beneficial for Merz Aesthetics Colombia, especially as we emerged from the unique business climate created by the COVID era.
Finance brought greater structure and process to our organization, introducing controls that safeguard shareholders’ investments and ensure consistent performance. I have a strong belief in data-driven leadership, which has become integral to our culture at Merz Colombia.
Over the last three years, we’ve had a compound average growth rate of 22%, and we’ve improved company profitability by over 10 points. It’s growth in a very healthy way from a business perspective.
EF: How do you keep Merz a great place to work while delivering on group expectations?
JR: When I talk to my team about why customers want to work with us, I emphasize that the reason why companies work with Merz is because of the experience we provide. Our products are of the highest quality, but unfortunately, this is not enough.
For talent, it’s the same. We need to create an experience not based only on compensation. First, ensure compensation is not an issue; we must be very competitive. Money matters; we can’t ignore that. If someone gets an outside offer, maybe they offer a bit more, but not significantly more, because we’re competitive. That takes money out of the decision.
A friend who was Merz Colombia’s CFO now works at another amazing company, and he told me, “Merz is great; I miss Merz. It’s a company that cares for the person.” If we’re truly committed to that, caring for the person, and we have those spaces, you create that experience: challenging work where you lead and grow, and spaces to be yourself, make friends, celebrate, and be happy. Balance both.
EF: Besides your 10th anniversary, what would you like to celebrate at the end of this year?
JR: Two things we hope to celebrate at Merz Colombia. First, I’m very confident we will hit $20 million in revenue by the end of 2025. I’ve been here since the beginning; my first project was opening the Colombian bank accounts. Reaching $20 million after early struggles makes us very proud. For a fully aesthetics-dedicated company in Colombia, it’s a very interesting milestone.
Second, we want to consolidate ourselves as leaders in units. From January to June 2025, Merz Aesthetics sold the most injectables in Colombia. We want to consolidate that for the full year, close in 2025 at $20 million, and be the company that sold the most injectables for all 12 months. Coming into a market with companies here for 20–30 years, and in 10 years reaching $20 million and becoming market leaders, plus doing it the way we believe, responsibly, is something to be proud of.
EF: What is your final message to the sector?
JR: From Merz Aesthetics, we see aesthetics as an important part of healthcare. Healthcare is not only life-or-death or purely physical; it’s also about helping you feel good and live better. Whether you’re a cardiologist or ophthalmologist, you work to improve patients’ lives. In aesthetics, we do the same, when done responsibly, helping people meet their desires for how they want to look, improving life, self-confidence, well-being, and mental well-being, so they can live better lives. Aesthetics is part of healthcare, providing positive elements for patients’ lives. Merz Aesthetics is fully committed to being a significant part of that in Colombia and worldwide.
