Georgia’s aesthetic medicine sector is experiencing rapid and steady growth, driven by strong consumer demand and the industry’s financial and marketing potential. However, according to Baia Kondratieva, founder of the aesthetic center Entourage, the fast expansion also brings significant challenges.
Speaking on BMG’s Business Morning, Kondratieva said one of the sector’s biggest problems is the lack of clear regulations and professional standards. Currently, there are no clearly defined rules specifying which medical specialists are qualified to perform certain aesthetic procedures, creating uncertainty and potential risks for patients.
She also highlighted concerns about uncontrolled training programs, where various institutions offer courses for aesthetic specialists without ensuring proper qualifications or medical competence. The situation is further complicated by social media, where anyone can promote themselves as a doctor, making it difficult for consumers to distinguish qualified professionals from unverified practitioners.
Kondratieva advises patients to ask doctors about their qualifications and request proof of certification before undergoing procedures. She also pointed to an initiative by the Georgian Aesthetic Association (GAIA), which has created an online portal listing certified specialists and their credentials. According to her, while Georgia has many highly qualified professionals, the industry needs stronger regulations and safety protocols to ensure safe and sustainable development.
