Carlotta Dove, Consumer Experience Director at IA, returns in Part 2 of her VMSD series to explore four emerging archetypes reshaping the medical aesthetics space—from the wellness-focused Somatic Sage to the travel-loving Wanderlush. Backed by HumanX by IA Retail’s research, the findings reveal a powerful shift: today’s consumers seek holistic, personalized, and emotionally resonant experiences—not just beauty, but meaning.