What if that endorsement for lip filler isnโ€™t an ad but an opinion? And what if that opinion doesnโ€™t come from an โ€œinfluencerโ€ but a medical professional? One who just happens to have tens or even hundreds of thousands of followers?

This is the yet-unsettled and somewhat unsettling territory occupied by medical influencers in the beauty industryโ€”dermatologists, nurse practitioners, naturopaths, chemists, aestheticiansโ€”many of whom hesitate to use the term medical influencer, but influence nonetheless.