“Opportunities do not happen. You create them”

Pete Richardson examines the rise and rise of Cosmetic Couture and looks at how its students are given the tools to be the leading lights across UK high streets in aesthetics

For the past seven years Cosmetic Couture has been trailblazing and leading the way in the UK aesthetics industry.

It’s innovative and enigmatic CEO Maxine Hopley is constantly pushing the training academy forward, developing new courses and making sure her students are world leaders in new techniques and treatments.

The world of aesthetics has developed at a screamingly fast pace over the past few years – particularly since 2015 when social media goddess Kylie Jenner famously admitted that her plumped lips were the result of fillers, after intense media and fan speculation.

BOOM – the lip filler market exploded after an episode of Keeping Up With The Kardashians, when Jenner said: “I have temporary lip fillers. It’s just an insecurity of mine, and it’s what I wanted to do.” She also said: “I want to admit to [having my lips filled], but people are so quick to judge me on everything.”

Judge her – people wanted to look like her.

But there are a select few visionaries in business are ahead of the curve, and I would argue Maxine Hopley is one of those.

While Jenner was admitting to having lip fillers in 2015, a year earlier, in 2014, Maxine and Cosmetic Couture developed her trademarked signature styles of lips – Doll Lips, B-Stung, Golden Lip, and HD Lips which gives more of a 3D rounded effect – taking its name from the TV clarity of vision.

Clarity of vision is maybe Maxine’s greatest strength. She instinctively knows what’s going to work for the training academy and more importantly for the students who study there.

So, when Jenner basically made lips the next big thing, Maxine had already trademarked the four styles and was ready to teach students how to deliver these to their clients.

When she launched Golden Lip, it joined Jenner as an internet sensation with more than 200,000 views.

Today Lip Masterclasses still teach students how to develop all these styles – helping Cosmetic Couture students to stand out from their competitors – students who have trained with Cosmetic Couture can often be identified by the famous signature styles they perform for their clients.

It’s the Cosmetic Couture trademark – to trademark and protect their unique and innovative market-leading brands and share this branding knowledge and marketing expertise with their students.

Their current list of trademarks include: Golden Lip, B-Stung, Cryoglow PRP, VIPeel, Doll Lips, Nytox Vampire Treatment and the very latest The Nytox Vampire Pen.

As the beauty and aesthetics industry continues to grow at a staggering rate innovators and leaders like Maxine will continue to set the standards that others need to try and follow.