You can now get a discount on your Botox or Brow lift at… Erewhon? The latest partnership between Erewhon and med spa startup Ject isn’t just a publicity stunt. It’s a bigger signal: medical aesthetics has gone fully mainstream. In this episode, Sammi unpacks how Botox went from cosmetic approval by the U.S. Food and Drug Administration just 14 years ago to a $17B industry with more than 10,000 med spas across the U.S. She breaks down the forces behind the boom like loosened regulations, cash-pay margins, social media normalization, and why private equity is racing to roll up the space. But when the product is commoditized, what’s the real moat? Sammi’s takeaway: the brand is not the competitive advantage, it’s something else hiding in plain sight.  Follow Sammi Cohen on Instagram  Subscribe to the Social Currency newsletter  Here’s what Sammi covers today: 00:00 Grocery Store Botox  01:15 How Med Spas Took Off  02:04 Insane Growth By The Numbers  02:55 Regulatory Changes  03:36 Social Media’s Impact on the Landscape 04:28 Private Equity Moves In  05:43 The Rollup Playbook  06:48 HIV Outbreaks, Safety And Oversight Risks  08:24 The Real Differentiator  10:55 Who Wins Next Decade  11:11 How to Show Social Currency Some Love Learn more about your ad choices. Visit megaphone.fm/adchoices