Balancing passion and business, how Dr. Kirshni Appanna built Jeunesse MedSpa

Q: What inspired you to start Jeunesse MedSpa?

Dr K: My journey into starting my own cosmetic medicine business was inspired by my love for the arts, beauty, fashion, and medicine – a unique blend of passions that I’ve always held close. While living in South Africa, I came across a newly launched cosmetic medical clinic and thought, “Wow, this is fascinating.” That seed of inspiration stayed with me for years.

Fast forward six years, and I was living in New Zealand when I saw an advertisement in a NZ Doctor for an appearance medicine conference. At the time was practicing as a GP and had just had my second child, but something pushed me to attend. So, with my family in tow, I travelled to Napier, attended the conference, and signed up for training.

That was the beginning of what started as a one-hour-a-week cosmetic medicine hobby. I carved out a small slot on Friday afternoons to see patients. That one hour quickly turned into a full Friday afternoon, and two years later, I took the leap to establish Jeunesse MedSpa.

For about 10 years, I balanced running the MedSpa in the afternoons while continuing my GP practice. Eventually, as demand grew, I shifted my focus to cosmetic medicine for three full days a week while continuing to practice as a GP for two days.

Jeunesse MedSpa has since grown into a space where we help patients not only look but also feel their absolute best, specialising in skin rejuvenation and empowering people at every stage of their journey to confidence.

Q: What were some of the initial challenges you faced when starting your business and how did you overcome them? 

Dr K: Starting out in cosmetic medicine had its fair share of challenges. At the time, the field was often dismissed as vain, and many of my medical colleagues saw it as venturing into the “dark side” of medicine. Cosmetic treatments were still shrouded in secrecy, reserved mostly for celebrities and the wealthy, and carried a stigma that was hard to shake.

But I was passionate about changing that narrative. I wanted to make cosmetic medicine accessible to everyday people and help de-stigmatise the field. I even remember presenting to my Entrepreneurs’ Organization (EO) forum – a room full of men – on how to bring cosmetic medicine into the mainstream.

It wasn’t easy, but with perseverance and a clear vision, I worked to shift perceptions, and over time, attitudes began to change. I have to say the Kardashians (albeit begrudgingly) did help! 

Cosmetic medicine is very different from other areas of medicine. Setting up a clinic came with significant costs – expensive equipment and décor – while also requiring a completely different approach to attracting patients. Unlike general practice, where patients seek you out, in cosmetic medicine, you need to actively build trust and draw people in, all while maintaining high ethical standards.

At the time, advertising restrictions made this even more challenging, so I had to think creatively to get my name out there. These early hurdles taught me the importance of innovation and connection, which became the foundation for growing my business.

Q: How did you fund your business initially, and what advice would you give to others looking to secure funding? 

Dr K: Thankfully, I was in a good position financially as a GP, and I had the support of my husband, who was also a GP. Together, we were able to self-fund the setup of the business.

If I were starting today, securing funding would be much easier, as banks are now more open to supporting businesses in the cosmetic medicine field. My advice to others would be to ensure you have a solid business plan and demonstrate the potential for growth in your industry – this will make funding conversations much smoother.

Q: What strategies have you used to grow your business, and which ones have been the most effective? 

Dr K: Growing my business required a combination of strategies, but the most effective ones have been building trust, staying innovative, and connecting with my target audience.

Education has been key – I’ve focused on educating patients about the benefits of cosmetic medicine and breaking down stigmas through honest conversations. Word-of-mouth referrals have also been invaluable; when patients feel confident and cared for, they naturally share their experiences.

In more recent years, embracing social media has been a game-changer. By creating informative and engaging content, I’ve been able to connect directly with people and build a community that values both the science and artistry of what we do.

Ultimately, staying true to my values – helping people feel confident and beautiful – has been the foundation for long-term growth.

Q: How do you balance the demands of running a business with your personal life? 

Dr K: This has always been a fine juggling act. As a full-time working mum, wife, and daughter, prioritising family has been key.

There were times when it felt like I never stopped, but I’ve always been an early riser and someone who doesn’t need much sleep. Many mornings started at 4am, which allowed me to get a lot of work done before the day officially began. It’s not always easy, but staying organised, setting priorities, and carving out quality time for my family have helped me manage both roles successfully.

Q: What role has mentorship or networking played in your journey? 

Dr K: Mentorship and networking have been instrumental in my journey. Being part of networks like EO and the New Zealand Society of Cosmetic Medicine has provided invaluable support and guidance. The feedback and encouragement I received through these networks helped shape my strategies and gave me the confidence to navigate what was, at the time, a highly stigmatised field.

Surrounding myself with like-minded professionals and tapping into the collective expertise of these networks has been key to staying inspired and growing both personally and professionally.

Q: How do you stay motivated and focused, especially during tough times? 

Dr K: That  comes down to a combination of purpose, mindset, and self-discipline. I remind myself of my why. Why I started – helping people feel confident and beautiful – which keeps me grounded and driven.

I’m naturally a solutions–driven person rather than problem–driven and have developed a strong mindset over the years. Being an early riser helps too; starting the day early gives me quiet time to plan and stay on track.

During challenging periods, I lean on my support network, whether it’s my family, colleagues, or professional networks. Surrounding myself with positivity and staying adaptable has been essential for staying focused and pushing through adversity.

Q: What are the most important lessons you’ve learned about leadership and managing a team? 

Dr K: The most important lessons I’ve learned about leadership are to lead by example, understand my own strengths and weaknesses, and surround myself with a team who are better than me. Communication and empathy are key, listening to your team fosters trust and collaboration.

I’ve also learned the value of staying adaptable and solution-focused, delegating effectively to empower my team, and investing in their growth. These principles have helped me build a motivated and cohesive group while allowing me to focus on the bigger picture.

Q: How do you approach innovation and staying competitive in your industry? 

Dr K: Cosmetic medicine is an emerging field and new clinics are popping up all over. In the past five years about 18 new injectors opened up in the Hamilton area.

Innovation and staying competitive are essential in cosmetic medicine, as it’s a constantly evolving field. I stay ahead by actively engaging in the industry – speaking at conferences as a Key Opinion Leader (KOL), attending global events to stay updated on the latest advancements, and serving on the executive board of NZSCM.

I’m also deeply involved in training the next generation of cosmetic doctors in New Zealand, which not only keeps me at the forefront of new developments but also allows me to contribute to the growth and standards of the industry.

Q: Was there a turning point or pivotal moment in your business that significantly impacted its trajectory? 

Dr K: Transitioning from being a solo injector to building a team by first employing a dermal therapist and later a nurse injector. It was a huge step for me. This shift allowed us to expand our treatment offerings and provide a more comprehensive approach to patient care.

Adding a dermal therapist meant we could address skin health holistically, while bringing on a nurse injector increased our capacity and enhanced the clinic’s expertise. This change not only freed up my time to focus on growing the business but also helped establish Jeunesse MedSpa as a trusted, multi-disciplinary clinic, significantly impacting its growth and reputation.

Q: What strategies do you use for customer acquisition and retention? 

Dr K: Education and trust-building is key. In the age of digital technology, having a strong online presence is essential. A well-designed website, a targeted social media strategy, and the use of Google Ads have been powerful tools for reaching new patients and showcasing the clinic’s expertise.

Word-of-mouth referrals remain invaluable too. When patients feel confident and cared for, they naturally recommend the clinic to others.

For retention, personalised care is at the heart of what we do. Our patients walk in as strangers and leave as friends. Building strong relationships with patients, understanding their needs, and creating tailored treatment plans ensures they feel valued. Regular follow-ups, consistent communication, and offering the latest treatments also play a big role in keeping patients loyal.

Q: How do you measure success, both personally and for your business? 

Dr K: I measure success through a combination of factors: Happy patients who feel confident and cared for, a motivated and satisfied team, and a strong financial performance that sustains the business.

On a personal level, success means still loving what I do while maintaining a happy and balanced family life. For me, it’s about creating a fulfilling career without compromising the things that matter most.

Q: What advice would you give to someone who is considering starting their own business? 

Dr K: Starting my own business as a doctor was daunting because I was not trained in business management. My advice would be to prioritise learning about business, develop a strong business plan, and understand your own strengths and weaknesses. Surround yourself with people who complement your skills and can help fill the gaps, whether it’s in finance, marketing, or operations. This will set you up for long-term success and help you navigate the challenges of running a business.

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