Flying the Flag and Raising Standards

Pete Richardson takes a look at the way Cosmetic Couture CEO Maxine Hopley has made headlines and trailblazed her way in the aesthetics industry.

“A leader takes people where they want to go. A great leader takes people where they don’t necessarily want to go, but ought to be.”  So said Rosalynn Carter, wife of former US President Jimmy Carter.

For the past seven or eight years, Maxine Hopley has been making waves in the aesthetics industry.

She’s bold and belligerent, but boy does she know what she wants and where her industry needs to be.

Maxine desperately wants to be seen to be raising the standards for non-medics when it would be far easier to sit back and watch the medical profession take over and monopolise the headlines.

Those headlines are often weighted against non-medics, so-called horror stories of this or that treatment gone wrong as the medical establishment seeks to sway public opinion.

But Maxine is not afraid to challenge the norm or widely held beliefs in her quest to fight for what she believes to be right.

In 2014 she fought for the right for non-medics to be able to hold insurance for the use of hyaluronidase with clinical oversight, her persistence eventually making them realise it is a public safety issue and non-medics must be able to be trained, proficient and recognise where it is necessary.

Maxine has extended the training time for her students and introduced continuous professional development (CPD) to ensure best practice is implemented as well as preached.

She was also was the first training provider to cover complications in depth, adverse effects teaching for non-medics and to include first aid anaphylaxis.

Her very public profile has opened her up to criticism as she has attempted to raise standards, appearing as the voice of non-medics on numerous high-profile TV shows including This Morning with Piers Morgan, The Kyle Files, ITV News and on Channel 5 news.

In 2015 she made headlines almost worldwide as she organised to be one of the first non-medical students to participate in a cadaver dissection with her students to increase their knowledge in anatomy and physiology.

And she was one of the first to contribute to the Health Education England and the JCCP consultations on the way forward for the industry- but predicted it would fail non-medics in their quest for acceptance and equality in their industry – and has so far been proved to be correct.

As a founder of the no-for-profit Association of Cosmetic Practitioners Britain, Maxine is passionate about supporting aesthetic practitioners as she continues to battle to promote best practice, public safety, higher standards and to fight for educational pathways and recognition for those able to achieve those standards.

There are likely to be more headlines along the way as Maxine’s fighting spirit adopts more causes and develops more strategies and business opportunities that are the hallmark of this aesthetic industry heavyweight pugilist.