The med spa boom has arrived in Southern Georgian Bay.
by Jessica Wortsman // photography By Jessica Crandlemire
If it feels like medical spas are popping up everywhere, you’re not imagining it.
Botox, fillers, laser treatments and a range of other non-surgical aesthetic services have become big business, even in our region of small towns. In fact, there are nearly as many med spas as cannabis shops, which says a lot! And before you get all judgy, remember—most of us indulge in a little vanity, whether it’s covering greys, whitening our teeth, or even just a little swipe of makeup.
So why the boom? Well, there are a number of reasons, starting with our aging population. Every day, more people wake up to new wrinkles, many of whom aren’t thrilled about them. And the growing cultural focus on overall self-care has extended to investing in caring for appearance too.
Another reason is how normalized cosmetic procedures have become. Many social media influencers and celebrities, like Chrissy Teigan, Joe Jonas and every single Kardashian, now openly share the work they do to maintain their looks, which has minimized the stigma—particularly among generation Z and younger millennials.
Botox is the most popular non-surgical procedure for both men and women across all age groups with close to nine million injections performed worldwide. Dermal fillers follow closely with 5.5 million treatments globally—and both figures continue to rise each year.
The evolution of regenerative medicine—treatments that harness the body’s natural healing abilities—has further expanded aesthetic possibilities, through stem cells, growth factors and collagen-boosting therapies. The technology just keeps improving, bringing more options and better results. Today, there’s a non-surgical treatment for nearly every skin and body concern, as well as solutions to suit different preferences—whether you want to avoid injectables, skip downtime, or opt for a one-and-done procedure.
Consumer Beware
The lure of a booming market can also breed questionable business practices as providers compete for profit. Upselling is common. And these technologies aren’t cheap, with some devices costing upwards of $100,000, meaning clinics need a return on their investment. So, trust in your provider is key.
The medical aesthetics industry still has a bit of a Wild West feel—fast-growing, competitive, and loosely regulated, even in Canada. With no unified governing body, enforcement is lax—so while only licensed medical professionals can inject Botox and fillers, bootleg and “back alley” treatments are still a reality.
Meanwhile, training standards for laser and energy-based treatments vary by province, adding to the confusion. This means you need to do your homework—check credentials, ask about training and seek referrals to ensure you’re in safe hands.
Here’s an inside look at several regional med spas—what they offer, who they serve, and what their owners think about the industry’s rapid growth.
“It’s almost like Botox is the new Prozac. It just makes them feel better. And once you feel better on the inside, you project it on the outside.”
Georgian Bay Cosmetic Clinic
Founded in 2009 by registered nurse Joanne Weisbrod, Georgian Bay Cosmetic Clinic is Collingwood’s longest-running medical aesthetic practice. An Allergan (makers of Botox) faculty member and staff injector, Weisbrod has extensive training. Her clinic offers laser and photo rejuvenation, laser hair removal, injectables, Vivier pharmaceutical-grade skin care and the Emsella chair for pelvic health (to treat urinary incontinence and sexual dysfunction). Her husband, Dr. Matthew Weisbrod, serves as medical advisor and owns The Lean Sculpt Lab, specializing in EmSculpt Neo for fat loss and muscle building.
One of her many long-standing clients is 75-year-old Colleen, who has been getting Botox and filler for more than a decade. Fed up with being told she looked tired, Colleen says injectables have given her renewed confidence, “because you look in the mirror and your face isn’t sagging. It’s where it used to be, and it makes you feel good.”
This boost of client self-confidence is something Weisbrod sees often. “It’s almost like Botox is the new Prozac. It just makes them feel better. And once you feel better on the inside, you project it on the outside,” she says.
Treatment to try
Weisbrod is excited about the new injectable skincare product SkinVive by Allergan. Unlike traditional fillers that add volume, SkinVive uses hyaluronic acid—a naturally occurring substance in the skin—to hydrate, plump and improve its overall quality. Think of it more as a skin booster. And bonus—it’s about half the price of traditional filler: $400 per syringe.
What makes Lyft unique isn’t just its one-stop-shop approach—it’s also its ethos, “everybody, every body,” which reflects Mills’ commitment to creating a safe, inclusive space where all clients feel acceptance.
Lyft Medical Aesthetics
Born and raised in Collingwood, registered practical nurse Ashley Mills first pursued psychiatric nursing, but then shifted her focus to aesthetics in 2019. She opened Lyft Medical Aesthetics a year later, carrying her passion for mental health into her aesthetic practice. Along with injectables, microneedling, radiofrequency and laser treatments, Lyft also offers cosmetic services like spray tan, lash and brow treatments, facials, massages and manicures.
What makes Lyft unique isn’t just its one-stop-shop approach—it’s also its ethos, “everybody, every body,” which reflects Mills’ commitment to creating a safe, inclusive space where all clients feel acceptance. “There’s no judgement,” Mills says. “Everyone is welcome.”
Mills encourages clients to find the right fit when it comes to injector and clinic. “Know your injector and know that it’s OK to walk away from a place because you don’t feel comfortable. That’s OK. You’re not obligated to ever receive treatment if you have any sort of doubt.”
Treatment to try
The InMode Plus 90 vaginal rejuvenation wand is Mills’ favourite treatment. The device uses radiofrequency energy to increase blood flow as well as tighten and tone vaginal and vulvar tissue and muscles. While it can be used to target aesthetic concerns, it’s also effective in improving dryness, incontinence, irritation and sexual enjoyment. It does require some internal application, but the treatment itself is very comfortable. Optimal results are seen with a series of three treatments at $1,000 each, along with one annual maintenance session.
“Nobody enjoys watching their face sort of melting. It’s hard. I mean it’s better than the alternative, but it’s hard. Aging is hard.”
Thornbury Laser Clinic
The move into medical aesthetics for registered nurse Stephanie Henderson was at an unusual time—March 2020, the onset of COVID shutdowns. She bought Thornbury Laser Clinic and, despite the unfortunate timing, was able to build on its existing client base. Her clinic now offers a wide range of services, including laser hair removal, laser skin rejuvenation, injectables, Platelet Rich Plasma (PRP) therapy, and IV wellness therapies.
Her client base is mostly loyal locals but has grown in recent years to add many newcomers from the city as well. What they all have in common, Henderson notes, is a shared focus on health and self-care, seeing cosmetic enhancements as a natural extension of that mindset.
One of those clients is Tracy, a 53-year-old fitness enthusiast who gets laser treatments, Botox and filler to keep her face in sync with her body—and mind. “I just feel if I’m going to work this hard and keep my body in such good shape, I want my face to be in as good shape as well,” she says. “I don’t feel 53. I feel 30.”
Treatment to try
The Cutera Laser Genesis uses micro-pulsed laser energy to gently heat deeper layers of the skin to stimulate collagen production. It can reduce pore size, fine lines and redness and improve overall skin tone. Henderson calls it a “lunchtime treatment” because it’s quick and requires zero downtime. Better still, the treatment itself is very tolerable and suitable for all skin tones. Best results are seen over time and with a series of treatments. Cost: $1,350 for six treatments.
Botox Fun fact
The cosmetic use of Botox was pioneered by the Canadian doctors Alastair and Jean Carruthers. When a patient being treated with Botox for uncontrollable blinking remarked on her “beautiful, untroubled expression,” ophthalmologist Dr. Jean mentioned it to her dermatologist husband, Dr. Alastair. The pair immediately began to research the use of Botox as a treatment for wrinkles, releasing the first study on the topic in 1991.
“People just want to look healthy. They want to look vital.”
Thornbury Leg Vein & Medical Rejuvenation Clinic
Registered nurse Kathy de Langley has been specializing in medical aesthetics since 1998, working and training alongside leading physicians in the field. She opened Thornbury Leg Vein & Medical Rejuvenation Clinic in 2013, first offering sclerotherapy, and eventually expanding to include a wider range of services including injectables, laser hair removal, laser skin rejuvenation, plasma fractional resurfacing, as well as the B-Shape and B-Pulse devices.
“The whole thing with this industry is it’s very much about trust and people trusting that you’re capable, that you care about them, that you’re providing the best treatments and services,” says de Langley, who credits lasting client relationships for her success.
Client attitudes have also changed, says de Langley, noting that many now view cosmetic tweaks as the norm and most aren’t chasing youth. “People just want to look healthy. They want to look vital,” she says. “They’re active longer, especially in this area where people are skiing and golfing and travelling and living a really full life. They don’t want to look young; they just want to look great.”
Treatment to try
The B-Pulse Chair is a non-invasive treatment that strengthens pelvic floor muscles using electromagnetic energy. Each 30-minute session is done fully clothed while the chair stimulates powerful muscle contractions—like thousands of supercharged Kegel exercises without any effort. Stronger pelvic floor muscles can improve incontinence, core strength and sexual function. Optimal results require a series of six for $1,200 followed by one $250 maintenance session every three months.
Treatments 101
What is Botox and why is it so beloved?
Well, Botox is actually just a brand name for a neuromodulator—a substance made from botulinum toxin A that temporarily blocks nerve signals to muscles, preventing them from contracting. It’s been used medically since 1992 to treat conditions like chronic migraines, excessive sweating, jaw clenching and muscle spasms. In 2001, Botox was approved for cosmetic use to treat wrinkles. Since then, other neuromodulators—Dysport, Xeomin and Nuceiva—have also been introduced, each with slight differences in spread, onset and duration. However, Botox remains the gold standard because of its extensive clinical research and decades-long track record of safety and consistent results. For those seeking a quick, non-invasive way to smooth wrinkles, it’s a low-commitment option.
Another popular injectable, commonly referred to simply as “filler,” is hyaluronic acid (HA) dermal filler. Brands approved for use in Canada include Juvederm, Restylane, Revanesse, Belotero and Teosyal. While the bigger-is-better trend of recent years has made lips a top spot for filler, it’s also often used to plump up areas of the face that lose volume with age, like the cheeks, under-eyes and laugh lines. Certain fillers are also used to build up areas for symmetry and balance, like the chin and jawline.
Some treatments, like laser resurfacing and microneedling, stimulate the body’s natural healing response by creating controlled micro-injuries to the skin. Regenerative medicine takes this further with biological therapies, like PRP/PRF, stem cells and exosomes (tiny cell messengers packed with growth factors) that actively repair and regenerate tissue. Originally used to treat injuries, chronic joint pain and certain neurological and autoimmune conditions, these innovations are now transforming aesthetics.
PRP (platelet-rich plasma) and PRF (platelet-rich fibrin) treatments start with drawing a small amount of the client’s blood which is then spun via centrifuge to separate out the healing platelets. Those are then injected back into the skin or scalp to boost collagen, repair tissue and promote growth. A popular and powerful treatment combo is PRP and microneedling. Dubbed the “Vampire Facial” for its blood-speckled look, it’s definitely not for the squeamish.
Beautox Studio
This home-based Wasaga studio was opened in 2022 by registered nurse Karolina Tkacz who, after years working in other med spas, wanted the autonomy to expand the products and services she could offer clients.
is clear on what sets her apart. “I think versatility. I try to cater to a variety of clients—the young, the old, males—and having a variety of treatments.” She’s always on the lookout for new, less-invasive options because she knows injectables aren’t for everyone.
Tkacz also credits her location for her success. Operating one of the only med spas in Wasaga offering a full range of non-surgical medical aesthetic services, she says many clients prefer staying local over driving all the way to Collingwood. She thinks the influx of city dwellers to the region and ongoing housing developments are signs that the potential for new clients isn’t slowing down anytime soon.
Treatment to try
Tkacz suggests a HIFU (high intensity focused ultrasound) treatment. It uses ultrasound waves to stimulate collagen production deep within the skin for tightening and lifting. Bonus—there’s no downtime. Results are seen over time and up to six months after treatment. Cost: $400 for lower face (price is area-dependent and can be used on face and body).
Med Spas
Some Other Southern Georgian Bay Med Spas
Sarah Lee Beauty
Remedy Medica
North Medical Spa
Georgian Bay Vein Clinic
Revive Medical Aesthetics
SLB Medical Aesthetics
Quaintrelle Medical Aesthetics
The Best You Medical Cosmetics
& Aesthetics Clinic
Revitalift Clinic
Dr. Stephanie Cote Dermatology & Aesthetics
Vibrance Medical Rejuvenation Centre
After 20 years in emergency medicine, Dr. Darryl D’Costa transitioned to aesthetics in 2015. He was Canada’s first to introduce NeoGen plasma skin resurfacing and among the first to offer Plexr soft surgery. Last year, he brought this technology to his Collingwood clinic, Vibrance Medical Rejuvenation, which specializes in “age management medicine.” Vibrance offers other regenerative treatments like exosomes, platelet-rich plasma (PRP) and platelet-rich fibrin (PRF), as well as injectables and intimacy enhancement treatments for both men and women.
While plasma energy treatments have long been used in Europe, they are new to North America. “They work completely differently from anything else that the aesthetics industry has ever used, and they are safer, more effective, [with] less downtime, easier to tolerate, and completely natural,” says D’Costa. He’s also excited about these treatments’ wider medical applications and potential in treating and preventing certain cancers, including skin.
D’Costa believes his first-to-market advantage and years of specialized training set him apart. “I do think it is practice- and practitioner-dependent,” he says. “I know what I do here is different. Nobody else can get results like this.”
Intrigued by those results and tired of the permanent bags under her eyes, 56-year-old Julie opted for a full Plexr blepharoplasty (tightening of the upper and lower eyelids). As a cosmetic minimalist, Julie was drawn to the one-and-done nature of the treatment. Her results? “I just took a selfie the other day and went, ‘Wow, what a huge difference!’”
Treatment to try
For improved skin texture, tone, firmness, and reduced wrinkles and pigmentation, try NeoGen. Treatment involves passing a handheld device over the skin’s surface, where it emits a quick burst of nitrogen plasma energy, triggering collagen and elastin production for up to 24 months. It is safe for all skin types, but expect anywhere from an hour to a week of redness with some peeling, depending on the intensity of your treatment. Cost: $300 to $2,600.
