By Published On: March 15, 20244.8 min read

Navigating Evolving Landscapes: Ensuring Informed Choices in Cosmetic Procedures

As the CEO of Pirk, my commitment has always been to navigate individuals through the cosmetic procedure landscape towards safe, informed decisions. Our mission goes beyond providing services to connect consumers to qualified professionals; it’s about empowering people in an industry that’s growing fast and constantly changing. We’re tackling the tough issues head-on: the misinformation spread over the years online, the confusion about who’s qualified, whether they’re a “Cosmetic or Plastic Surgeon”, with most not even knowing there is a difference and the endless debate over cost versus quality. It’s about making sense of a world where everyone is always comparing, which can be really draining for many and the recent guidelines introduced by the TGA to restrict the promotion of prescription-only medicines in advertisements have triggered a wider discussion. While supporting the purpose of these changes, which in turn is aligning it with medical standards, the main issue is the increasing challenge for consumers to find accurate and trustworthy information about qualified specialists and medical procedures.

A Growing Industry

The cosmetic procedure industry’s 33% annual growth for the past four years mirrors an increasing appetite for enhancement procedures and parallels a rise in misinformation. Social media, while a modern forum, often blurs the lines between expert advice and hearsay, leaving consumers at risk of making ill-informed choices based on unqualified recommendations.

My journey into the heart of online cosmetic communities has revealed a concerning trend: people pursue treatments driven by cost-saving tips from strangers rather than consultations with credentialed professionals. This situation underscores the urgent need for a shift towards transparency and accessibility in cosmetic healthcare information.

In my journey to understand how people research and choose their qualified professionals or surgeons, the misinformation and risky shortcuts have become glaringly apparent, and I have landed in these groups to sit quietly and observe. Whilst the recent changes aim to reduce the “promotion” of procedures, the reality is that people still want to get treatments, know the products and understand the risks. Suppose they can’t easily find the answers through their qualified specialists online. In that case, naturally, they will seek other avenues, such as Facebook Community Pages, WhatsApp groups with “nurses”, community messenger chats offering cheap and low cost services at home, “model searches” for new trainees via telegram and signal, most alarmingly people who have undergone surgery starting pages to “help others” and are only qualified by their experience. This should be a call to action for all of us.

The Real Deterrent: Lack of Information

At the core, our industry needs to pivot towards transparency and accessibility. Information empowers. Yet, when regulations stifle conversation about treatments or products with the right Qualified professional, we risk sidelining the people we aim to protect. Our business, Pirk, represents a start in this landscape, offering a vetted network of surgeons and cosmetic specialists committed to transparency and informed decision-making.

My Journey Through the Cosmetic Landscape

While I don’t claim the title of a clinical or sirgical expert in cosmetic treatments or procedures and their intricacies, my experiences have carved a path of passion and advocacy in this field. As someone who’s navigated the highs and lows of cosmetic procedures—from the unexpected outcomes like a “lazy eye” from Botox to intimidating consultations—I’ve lived the frustrations many face in seeking beauty enhancements. Though challenging, these experiences have enriched my understanding as a consumer and have made me want to learn more by finishing those who are dedicated and passionate about their skill set and qualifications. I’ve grown passionate about advocating for a platform that bridges the gap between seekers of cosmetic enhancements and a network of vetted professionals.

My journey is not about showcasing expertise but sharing discovery, learning, and genuine concern for others navigating similar paths. From this point, I emphasise the value of professional guidance. The decision to undergo treatment should be informed, thoughtful, and supported by a dialogue with qualified professionals who can offer personalised advice tailored to individual needs and realistic outcomes and this should be done in a face to face consultation.

Recognising my role as an enthusiast, my mission is to bridge the gap between those seeking cosmetic procedures and the wealth of professional knowledge within the industry. It’s a commitment to transparency, education, and advocacy, ensuring everyone’s cosmetic journey is safe, informed, and fulfilling.

A Call for Balanced Discourse

To further our conversation we aim for a thoughtful balance that prioritises informed decision-making and safeguards the well-being of those exploring cosmetic enhancements. By fostering transparency and championing the value of expert guidance, Pirk aspires to empower individuals on their cosmetic journey. Working to shape an environment where every decision is made confidently and supported by reliable information and professional qulafied expertise in the cosmetic industry.

While we are just starting out and still have a lot to learn ourselves, our shared journey towards a more informed and transparent cosmetic industry is only beginning. We advocate for a future where choices are informed across all industries, professionals are qualified and passionate about their roles, and individuals are empowered.

The information presented in this blog and on the Pirk’s website is intended for general informational purposes only and should not be considered professional advice. While we collaborate with qualified surgeons, we are not medical specialists, and the content provided is of a general nature. It is strongly recommended to seek personalised professional advice tailored to your specific situation.

If assistance in finding a qualified surgeon is needed, Pirk can offer support. This content does not constitute personal advice, diagnoses, or treatment plans. By reading our blogs, you acknowledge and accept these terms. For further assistance or clarification, please contact us at


About the Author: Chloe Walker

a skilled business leader with over 15 years of start-up experience and management of leading amazing customer experiences, understands the importance of information, access and support. When Chloe explored plastic surgery options, she realised the lack of resources on finding a qualified surgeon, leaving her feeling unprepared and hesitant to take action. Inspired by this gap, Pirk was born—a transparent platform connecting people with qualified plastic surgeons, and providing a “hand to hold” for their clients throughout the journey.

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