In our latest episode of the Aesthetics Today Podcast, host Tabs sits down with Dr Ascari Townsend. With nearly two decades of experience in the aesthetics industry and a solid background in surgery, Dr Ascari brings a unique perspective to the world of non-surgical treatments.
Throughout his career, he has worked closely with leading brands, serving as the Lead UK Trainer and Medical Consultant for Sculptra, as well as the UK Trainer for Ellansé. For several years, he has been helping other doctors and nurses improve their techniques, in addition to speaking at conferences across the UK and Europe. He is also the creator of Collums.
It is an inspiring and insightful conversation for anyone interested in the future of aesthetic medicine. And as he puts it:
“The person with the most glamorous Instagram account isn’t necessarily the best injector.”
Building A Practice, From The NHS To An Award-Winning Clinic
Dr Townshend’s foray into aesthetics began after 6 years as an NHS surgical trainee. He opened his first aesthetic clinic in 2008, a bold move that eventually led him to join SK:N, the UK’s largest chain of laser and aesthetic clinics. There, he honed his business acumen as Director of Medical Services, overseeing medical practice across 40+ clinics and 100 practitioners. In 2015, armed with this experience, he launched Askinology in the City of London, envisioning a new kind of clinic that blends advanced medical aesthetics with a high-end beauty boutique vibe.
Askinology quickly garnered recognition, winning Best New Clinic UK & Ireland at the 2016 Aesthetics Awards, a testament to the hard work he and his team invested in its first 18 months.
“It has been hard work for the last 18 months, but it has finally paid off,” Dr Townshend remarked upon receiving the award, highlighting the challenges of building a practice from the ground up. As Dr Ascari explains, transitioning into private practice was not without its challenges.
“I always think the transition for anyone trying to move from a stable, well-paying job into something that is not always guaranteed is going to be difficult. You get used to a steady income that is a good income, and you’ve got costs. Perhaps you have a mortgage to pay or a family to look after, so making that leap, I think, is always difficult for everyone.”
— Dr Ascari Townsend
Indeed, from securing funding and premises to assembling a skilled team and patient base, his journey underscores that success in aesthetics is never overnight. It requires perseverance, strategic planning, and often a willingness to innovate beyond traditional clinic models. He also credits his decision to leave the NHS as the driving force behind his journey. Once he made that decision, it became the biggest turning point for him.
One of Askinology’s distinguishing features is its focus on approachability and modern service. Dr Townshend deliberately set out to reinvent the patient journey by creating a welcoming space free of the intimidation or clinical coldness that patients sometimes associate with medical environments.
This integrated model was over a year in the making and also aimed at making high-quality skin treatments accessible to busy professionals who might pop in during a lunch break. The facial bar, for example, offers express 30- to 60-minute treatments that deliver results without lengthy downtime.
Upholding Training Standards In A Crowded Market
Having entered aesthetics well before its recent boom, Dr Townshend has witnessed first-hand the explosion of new practitioners and clinics in the sector. Now, with nearly 20 years in the aesthetics field, Dr Ascari has witnessed the industry undergo significant change. From the introduction of more advanced training programmes to a wider selection of products and technologies, not to mention a noticeable increase in competition. He has seen aesthetics evolve into a more sophisticated and fast-paced space than ever before. To put it into perspective, the UK aesthetics market has seen meteoric growth, reaching an estimated £3.6 billion in value.
Dr Ascari shared a memorable example that highlights just how far training in aesthetics has come. When he attended his first Botox course, the entire session lasted no more than a day. There was only one model available to practice on, and after that, participants were more or less expected to go out and start injecting friends and family. It was very much a learn-on-the-go experience. In contrast, today’s training is far more comprehensive, structured, and hands-on, and the difference is truly remarkable.
As an experienced trainer himself, his stance aligns with broader industry reforms underway: bodies like the Joint Council for Cosmetic Practitioners (JCCP) are now strongly calling for standardised education and mandatory practitioner licensing to enforce minimum competencies. In the podcast, Dr Townshend highlighted that raising the qualification bar and being honest about training histories is key to weeding out unqualified providers and elevating the field’s reputation.
As a trainer, Dr Askari is genuinely passionate about sharing all the tips and techniques he had gathered throughout his years of experience. His goal was always to provide a supportive learning environment where students felt equipped, confident, and inspired to reach their full potential. That commitment is what guided everything he shared with those who came to learn from him.
Dr Ascari also shared how technology is making aesthetics safer and better than ever. He talked about advanced imaging apps that help practitioners avoid mistakes and achieve great results. It is also this helpful side of technology inspired Columns, the clinic management software he created to make running aesthetic clinics easier and more efficient.
Looking ahead, Dr Ascari believes that injectables will continue to be the most popular treatments in his practice for years to come. His advice to fellow practitioners is to stay up to date with the latest technological innovations and, most importantly, to focus on delivering outstanding patient experiences that build trust and satisfaction.
Patient Experience At Askinology: Putting Ethics And Care First
At the heart of Dr Townshend’s practice philosophy is an unwavering focus on the patient experience and ethical care. He has cultivated a clinic culture where patient comfort, safety, and satisfaction drive every decision. One hallmark of this philosophy is the clinic’s robust aftercare and communication system.
“In over a decade practising cosmetic medicine, my clients still tell me they don’t want to look 10 years younger, just fantastic for their age. I help my clients to grow old a little more gracefully than they already are and do it so subtly that no-one should ever know they’ve been to see me!”
— Dr Ascari Townsend
Dr Townsend also states, “If a client has a question or problem… they should be able to take a photo, send it in and get an answer quickly from their practitioner, this is the level of service that Askinology offers.”
Dr Townshend also stresses ethical practice, including the courage to say “no” to patients when needed. In the interview, he recounted that despite the pressure some clients may feel to chase ever more treatments, he firmly believes in protecting them from going too far. He is always ready to tell patients ‘no’ when he feels that they could go too far, putting their well-being above upselling. This patient-centric ethic ties closely to Askinology’s consultative approach; the goal is not to simply perform procedures, but to guide patients towards choices that serve their long-term interests and natural appearance.
The clinic’s motto could well be “less is more” in many cases. This philosophy of subtle, undetectable results has become increasingly mainstream in modern aesthetics, as more patients seek enhancements that refresh their look without drastically altering their face.
Treatment Trends And The Art Of Subtle Results
During the podcast, Dr Townshend also shared his perspective on current treatment trends shaping the aesthetics industry. One clear trend is the rise of what beauty journalist Alice Hart-Davis famously dubbed “tweakments”, which relates to minor, minimally invasive treatments that offer improvement with little downtime.
Innovating Practice Management: The Story Of Collums Software
Beyond his clinical work, Dr Townshend has also made a mark as a tech innovator by developing Collums, a clinic management software born out of sheer necessity. He recounted in the interview how, over 17 years in aesthetics, he had cycled through half a dozen different practice management systems and “struggled with them all”. Scheduling, patient records, and treatment note-taking, none of the existing platforms quite fit the fast-paced, injector-focused workflow of an aesthetic clinic. In 2018, frustration drove him to take matters into his own hands: he began building a custom solution, which officially launched as Collums at Askinology’s London clinic in January 2021. (For clarity, the software’s name is pronounced like “columns”, a nod perhaps to organising data in pillars, though the project deliberately uses a unique spelling.)
Developing a healthcare SaaS product from scratch while running a clinic was no small feat. Dr Townshend spoke about the challenges of creating and financing the project, candidly sharing that there were moments when its future hung in the balance. In fact, in mid-2023 an investor’s sudden pull-out nearly derailed the project, forcing a temporary pause on new sign-ups. However, the aesthetics community’s support and Dr Townshend’s determination led to a turnaround, within days he secured a new plan to keep Collums alive.
Designed “by an injector, for injectors,” the platform prioritises a smooth, intuitive user experience in the clinic setting. For example, Collums lets practitioners see all of a patient’s previous treatments and facial diagrams on the same screen as they input the current visit’s notes. And since technology is becoming integral to aesthetic practice. Whether it is using AR for patient consultations or optimising clinic operations with a CRM, staying tech-savvy can enhance patient experience and business efficiency.
Leading By Example
Dr Askari Townshend’s insights and experiences, as shared on the Aesthetics Today podcast, paint the picture of a practitioner who seamlessly blends clinical excellence with entrepreneurship. His journey from NHS surgeon to private aesthetic clinician and award-winning clinic owner offers inspiration to those looking to transition or grow in the field.
The challenges he faced, from building a patient base and a trusted brand to developing bespoke software, just once more highlight that success in aesthetics comes from passion, adaptability, and a commitment to doing things better.
For today’s aesthetics professionals, Dr Townshend’s message is clear: focus on quality, ethics, and continuous improvement.
