The Tweakments Guide is currently raising funds on Crowdcube to accelerate its growth strategy in the rapidly expanding UK aesthetics market.
Combining the power of AI with deep knowledge of the aesthetic treatments and skincare market, The Tweakments Guide is setting about improving the purchasing process for the millions of people in the UK who demand the best treatments and products.
Market opportunity: a £3.6 billion growth story
The UK aesthetics market presents exceptional growth dynamics for The Tweakments Guide and its investors.
Valued at £3.6 billion and expanding at 13% annually, the sector significantly outpaces broader economic growth, with 7.7 million consumers receiving treatments in 2023.
Underpinning the company’s future growth potential, research found that 13.9 million people are considering treatments within the next year.
This growth stems from fundamental demographic shifts. The core market of 25-40 year-olds drives the highest demand, while new emerging segments are likely to be responsible for additional growth.
Interestingly, male consumers represent a growing market segment, and social media platforms such as Instagram, TikTok, and YouTube continue to fuel expansion in core segments.
Adjacent markets amplify the opportunity. Cosmetic surgery adds £273 million in market value, while premium skincare e-commerce contributes £3 billion, growing at 15% annually.
The interconnectiveness of these related sectors has created multiple revenue pathways for The Tweakments Guide and powered their achievements to date.
The Tweakments Guide solutions
Consumer behaviour in aesthetics reveals a critical market inefficiency. Potential customers face an overwhelming choice without reliable guidance, and they struggle to understand treatment options, identify suitable practitioners, and navigate safety concerns in an unregulated market.
The Tweakments Guide addresses this information asymmetry directly.
Consumers demand clear, unbiased advice on treatments, practitioners, and products. Safety, quality, and value concerns drive decision-making, particularly given regulatory gaps in the UK market.
This, coupled with their core market’s purchasing power and propensity to spend, supports the firm’s future growth plans.
Among The Tweakments Guide’s newsletter subscribers and social media followers, 87.3% have received treatments previously, 33.7% plan to spend £1,000+ on treatments annually, and 57.3% report household incomes exceeding £75,000.
Business model: content-driven revenue generation
The Tweakments Guide operates a multi-faceted business model centred on trusted content creation. Founded in 2019 by award-winning journalist Alice Hart-Davis and Matthew Hindhaugh, the platform leverages 25 years of industry expertise to build consumer trust and drive commercial outcomes.
The current revenue structure demonstrates model viability across four primary streams:
Campaigns and Premium Listings: Brand partnerships and practitioner advertising generate consistent revenue through content marketing and website placements.
E-commerce: High-margin skincare and supplement sales leverage content trust to drive product purchases, achieving 45% margins with minimal price competition.
Events: Consumer and industry events create additional revenue while strengthening community engagement.
Lead Generation: Practitioner referrals monetize the platform’s advisory role, though systematic tracking remains underdeveloped.
The company plans to use the funds raised from this round to focus on scalable, recurring revenue sources. The company plans to boost advertising revenues, systematic lead generation, expanded e-commerce, and data monetisation. Each new patient lead represents approximately £1,000 value to practitioners, creating significant monetisation potential at scale.
Technology infrastructure: AI-powered engagement
The platform operates the sector’s only AI generative chatbot, powered by proprietary content databases. This system delivers personalised advice while integrating CRM data, driving both skincare sales and practitioner leads.
The AI chatbot cleanses personally identifiable information, avoids medical inaccuracies, and collects valuable consumer data throughout interactions.
AI technological capabilities enable systematic data collection across multiple touchpoints: website interactions, social media engagement, newsletter subscriptions, and purchase behaviour. This allows the firm to build a deeper picture of the consumer journey and create solutions to assist in this journey.
The company has alluded to data as a possible revenue source. Advanced analytics investment will deepen consumer insights, enabling sophisticated segmentation and personalisation.
The company plans tiered pricing models for data services, targeting aesthetic brands, clinics, and market research firms with anonymised, aggregated consumer intelligence.
Financial projections
The aesthetic treatments and skincare content platform has achieved profitability with minimal capital investment, generating £396k revenue and £118k EBITDA in 2024.
Financial forecasts demonstrate substantial growth potential from current profitability. Revenue projections show acceleration from £396k in 2024 to £5.8 million by 2028, representing compound annual growth exceeding 90%.
Practitioner revenues drive much of this expansion, growing from £1,700 in 2024 to £3.5 million by 2028 as lead generation systems mature and international expansion proceeds. Website revenues increase from £130k to £991k, while campaign revenues grow from £214k to £1.3 million.
Now seeking up to £600k in EIS-eligible equity funding, the company is positioned to scale its proven business model across multiple revenue streams and international markets.