The world of luxury aesthetics is winding and expansive, so how does a beauty, wellness, or medical aesthetics brand stand out? Well, in addition to tapping into a core purpose that serves a blank space in the market, you also need an excellent business strategist, and Robbie Roach has perfected the art.
As a nationally recognized marketing executive and founder of Aesthetiqa Theory—a fractional-CMO studio for luxury medical brands—Robbie is a true disrupter in the space. In his own words, he “builds authority for surgeons and wellness leaders through strategy, storytelling, and high-integrity growth systems.”
It didn’t start out glamorously, of course. (These things seldom do.) He began his career fixing funnels, cleaning data, reworking offers, and turning brand stories into measurable demand. Building off that foundation, Robbie now shapes narratives for leading surgeons, wellness visionaries, and luxury beauty brands to develop campaigns that fuse precision with emotion.
Robbie is a long-time fan of KNESKO, and we couldn’t be more excited to spend some time with him for a Q&A. From being underestimated to fusing AI with humanity to his go-to skincare treatments, we covered it all.
KNESKO: How did you first hear of KNESKO?
Robbie Roach: I first discovered KNESKO through the luxury spa/professional community. Everyone kept talking about the gem-infused, Reiki-charged collagen masks that feel like a ritual and perform like clinical care. That blend of science and spirituality aligned with how I build brands: results with meaning.
Gold Repair Collagen Face Mask
What’s your must-have product?
My on-set and post-shoot go-tos are the Gold Repair Collagen Face Mask—it gives an instant “photo-ready” lift—and the Diamond Radiance Eye Masks, which are clutch for long production days. KNESKO’s GEMCLINICAL® approach (precious gemstones + clean-clinical actives) makes the products both sensorial and serious.
“For me, skincare is about creating a year-round rhythm of treatments that keep the skin performing at its highest level.” — Robbie Roach, Brand Strategist
Along with daily skincare rituals, what in-office treatments do you swear by?
For me, skincare is about creating a year-round rhythm of treatments that keep the skin performing at its highest level. I rotate between microneedling with exosomes or peptides to stimulate repair, injectables done conservatively to maintain natural harmony as the face evolves, and skin resurfacing with the Alma Hybrid—combining the 1570nm laser with CO₂—which is one of the most effective treatments I’ve found for long-term skin quality, texture, and renewal.
What about in terms of wellness?
On the wellness side, I integrate IV therapy, peptide protocols, and biohacking services that support cellular health. I believe radiant skin is always a reflection of internal vitality. I also rely on LED light therapy for recovery and restoration during heavy travel or conference seasons. These aren’t isolated luxuries; they’re part of my philosophy that skin health, wellness, and performance are inseparable.
Diamond Radiance Collagen Eye Mask
What’s the next big trend in skincare you’re most excited about?
The next frontier in skincare is the fusion of biohacking and topical delivery systems. Basically, skincare that doesn’t just sit on the surface but actively communicates with the body at a cellular level. I see peptides leading this wave. They’re no longer just “ingredients.” They’re becoming precision tools that can trigger regeneration, enhance collagen production, improve barrier function, and even mimic the body’s own repair signals.
What excites me is the integration of bioactive peptides with wellness protocols—where your serum or mask isn’t just hydrating you but is part of a bigger, longevity-driven ritual. Imagine products that are layered into a daily routine the same way we think about supplementation or IV therapy, giving the skin cues to heal, rebuild, and perform better over time. This marriage of biohacking principles with luxury rituals is where skincare becomes both experiential and functional. We’re heading into an era where a mask isn’t just beauty—it’s measurable wellness.
Related: Ingredient Spotlight—KNESKO’s Gold Wrapped Peptides
Let’s pivot to career-talk. Have you come up against any hurdles in your path to success?
One of my biggest hurdles was stepping out of environments that didn’t see or support my vision. Early on, I was often underestimated—told that luxury strategy, storytelling, and emotional branding didn’t belong in medical aesthetics, and that marketing should stay transactional. At the same time, I was navigating personal challenges, family dynamics, and the weight of trying to prove myself in spaces that weren’t always inclusive.
“Your hurdles become your leverage. Every time I was told ‘that won’t work,’ it became fuel to prove not only that it would.” — Robbie Roach, Brand Strategist
What moved me past it was resilience and clarity of purpose. I realized my strength was being a disruptor; blending luxury market principles, emotion-driven storytelling, and strategy to create something no one else was doing. I leaned into that uniqueness instead of shrinking from it. I built Aesthetiqa Theory to be the proof: an agency that doesn’t just fill chairs, but elevates practices into brands with legacy.
The lesson: your hurdles become your leverage. Every time I was told “that won’t work,” it became fuel to prove not only that it would.
What’s next for you and Aesthetiqa Theory?
We’re focusing on deepening education and raising the standard of how marketing and patient experience intersect in aesthetics. Too many practices treat marketing as vanity metrics—clicks, likes, reach—when the true power is in a well-architected funnel that connects brand storytelling to patient care coordination.
One of my biggest focuses right now is training teams to bridge that gap by ensuring the energy a patient sees online is carried all the way through to how they’re nurtured, consulted, and cared for in person. At the same time, we’re layering our signature ethos (emotion, value, and luxury storytelling) into the AI era. That means exploring AI tools to optimize funnels, patient targeting, and online presence while staying grounded in ethics.
In an industry where regulations on paid platforms are tightening, brands need smarter, compliant ways to connect with their audiences. I’m committed to helping practices use AI responsibly, not as a replacement for humanity but as a way to extend it, ensuring the digital touchpoints reflect the same compassion, precision, and excellence as the in-office experience.
How has energy healing positively impacted your well-being?
Energy healing has been quietly revolutionary for me. It’s not mystical fluff, but a disciplined practice that keeps my centre steady in the chaos of building brands, running conferences, and carrying family legacy. When I lean into breathwork, guided Reiki sessions, or simple ritualized moments (a mask, a five-minute grounding sequence, a deliberate pause before a pitch), it recalibrates my nervous system. That reset makes my decisions cleaner, my storytelling sharper, and my leadership less reactive and more intentional.
“When I lean into breathwork, guided Reiki sessions, or simple ritualized moments, it recalibrates my nervous system. That reset makes my decisions cleaner, my storytelling sharper, and my leadership less reactive.” — Robbie Roach, Brand Strategist
It’s also the emotional work. Growing up with complicated family dynamics and carrying big ambitions meant I learned to perform before I learned to heal. Energy practices helped me process grief, shame, and the pressure to prove myself, especially the promise I made to my Nana. Those practices turned hard, fast reactions into curious, steady responses.
I show up calmer in negotiations, more present with partners and clients, and bolder when I need to be disruptive. Practically, I pair energy work with clinical tools—peptide protocols, IV therapy, targeted laser recovery—because true resilience is biofield and biology. The combination lets me scale output without burning the margins of creativity or compassion. It’s how I keep a human, emotional core under the analytics and funnels.
Related: 6 Simple Ways to Make Meditation a Daily Habit
Last question. What is your go-to affirmation or positive visualization in your life?
My go-to affirmation is simple: “I move with purpose — I create legacy, not noise.”
When I center myself with that, I visualize the future I’m building: a conference hall filled with the best minds in aesthetics, a patient walking into a clinic we’ve helped elevate, or even the hospital I plan to build in Palau one day. I see the faces of the people whose lives are better because I chose to push past fear and lead with integrity.
It reminds me that every campaign, every connection, every brand story isn’t just about marketing — it’s about leaving something that lasts, something that carries meaning long after the moment has passed. That’s the energy I bring into the room every single day.
You can learn more about Robbie Roach by following him on Instagram @robertmroach, where he talks shop, skincare, and beyond. Also check out Aesthetiqa Theory to learn more about his unique approach to brand marketing.
