5 ways medspas can use before-and-after galleries to build trust 

When it comes to medical aesthetics, people don’t just want to read about results — they want to see them. And it’s no surprise. Visual proof is one of the most immediate, persuasive tools a medspa can use to establish credibility. A clean, striking before-and-after photo says more in a moment than a dozen paragraphs ever could. 

A RealSelf survey found that 83% of patients wouldn’t even consider a clinic without before-and-after photos on its website. And according to the National Library of Medicine, a patient survey — the Cosmetic Injectable Patient Experience Exploratory Study (CIPEES) — also found that seeing before-and-after photos of prior cosmetic procedures ranks as one of the key factors influencing patient trust when choosing a provider. That’s the direct value of building trust before clients enter your door. 

But building that kind of trust only works when your gallery is strategic, ethical and compliant. Let’s walk through five powerful, practical medspa photo gallery best practices to attract new clients and build lasting credibility. 

Consider your website your digital storefront. It’s often the first impression potential clients get of your brand. And in most cases, the before-and-after gallery is the first thing they click on. To make it count, keep these essentials in mind: 

So, when can images be used without permission in a medspa? The answer is never. When it comes to medspa before-and-after photos, Health Insurance Portability and Accountability Act (HIPAA) compliance isn’t optional. And it’s not just about avoiding legal trouble (though that matters). It’s about demonstrating respect, transparency and professionalism in what you share. 

Under HIPAA, patient photos fall within Protected Health Information (PHI) if they are even remotely identifiable. That doesn’t just mean showing a face. It can include a tattoo, a unique piece of jewelry, a visible scar or a birthmark.   

Here's what your medspa could do to keep using before-and-after images legally and build trust with aesthetic clients. 

Always obtain written consent. 

Verbal approvals are not enough. Use a clear consent form that: 

Protect all PHI 

No PHI is fair game for sharing. This includes: 

Don't underestimate the importance of disclaimers 

Use language like “Results may vary depending on individual conditions” on your website and social platforms with medspa marketing with photos. 

Never alter the photo to enhance results 

Airbrushing or tweaking lighting can incur accusations of false advertising. 

Store consent forms securely 

Relying on paper copies alone is risky. Use a HIPAA-compliant digital system that logs patient consent for photos. 

Establish a clear image removal protocol 

If a client withdraws consent, remove the photo from all locations without delay. 

Suppose you post a lip filler photo on Instagram. The client gave verbal permission but didn’t sign anything. A few weeks later, she asks you to take it down. Without a signed form, you’re legally vulnerable — and the situation could escalate quickly.  

This is where photo managing tools like Zenoti's Photo Manager can help you shine. You can collect signed digital consent, automatically blur identifying features, tag images by treatment and even track where the image has been used. Compliance becomes easier and far more reliable. 

The bottom line? When you use HIPAA-compliant before-and-after photos, you’re not just protecting yourself — you’re showing your patients that their privacy and dignity come first. That’s a powerful message in a trust-driven business. 

Social media offers medspas a powerful way to connect with new clients, but it's also where many clinics slip up. The line between appealing and risky content can be thinner than it looks. 

First, let’s say this clearly: Never post before-and-after images on social media without written consent. Even a cropped image of someone’s chin or lips might be enough for them — or someone else — to recognize. 

That said, when consent is properly handled, social media becomes a rich storytelling platform. Clients don’t only need to see pictures; they want to hear stories. Use captions to share the journey: why the patient came in, what they hoped to improve, how they felt afterward. For instance: “This client wanted to feel fresh for her 40th birthday. After two skin rejuvenation treatments, she left feeling radiant and confident.” 

You should also be intentional about your visual style. Use consistent filters, tones and formatting across your posts. This helps maintain your clinic’s brand identity and makes your content look professional rather than haphazard. You can also use formats like “swipe to reveal” or carousels, where the "before" is the first slide and the "after" is revealed second. Do this to increase engagement and create a more natural, respectful flow for showing results. 

Let’s face it — no one wants to dig through random folders or chase down images from three different staff members when building a gallery. And relying on memory (or someone’s phone gallery) isn’t a sustainable system for a growing medspa. 

This is where photo management software becomes invaluable. Instead of wasting time manually organizing files or searching for old consents, your team can: 

Your team shouldn’t be bogged down by busywork. Let technology support your brand so your people can focus on care. 

Before-and-after photos draw people in. But pairing those photos with a client’s voice? That’s what keeps them engaged — and earns their trust. When people see a transformation photo, it speaks to the mind. But when they also hear a quote from the person in the image, it speaks to the heart. Together, they tell a story that feels personal and real. 

For example, next to a photo of a woman treated for acne scars, you might include her words: “I used to avoid mirrors. Now I look in one and feel proud of how far I’ve come.” This doesn’t require slick production or perfectly written testimonials. Authenticity is what makes these stories compelling. Let patients speak in their own words. Include details about how they felt before, how the treatment impacted them and what changed for them emotionally.  

This kind of storytelling doesn’t just resonate emotionally — it influences business outcomes, too. According to Zenoti's 2024 Medspa Consumer Survey, 91% of customers check online reviews before choosing where to book, and for regulars, that number goes up to 93%. Even more telling, 68% said they’d be willing to pay more at a medspa with excellent reviews. So, when you pair honest photos with a real client’s words, you’re doing more than building trust — you’re helping people feel confident enough to take the next step. 

It’s also important to feature a wide variety of patients. Different skin tones, ages, body types and goals — all of this makes your gallery more inclusive and relatable. When someone visits your website or Instagram and sees a person who looks like them, they start to picture what’s possible. And when people feel seen, they feel safe. And safe clients become loyal ones. 

In a visual industry like aesthetics, it’s tempting to let the results speak for themselves. But real trust derives from more than showing great work. It comes from how you present it — with respect, care and clarity. 

That’s why a smart before-and-after gallery strategy does more than boost bookings. It signals that your medspa is ethical, modern and deeply invested in client success. 

Let’s recap what works: 

Done well, your gallery becomes more than just a marketing tool. It becomes an extension of your reputation — and one of the strongest reasons clients will choose you over anyone else.