How Med Spas Can Compete in the Convenience Economy: Lessons from Pinch’s Expansion to Seattle

The world is changing, and convenience is king. People don’t like to wait—whether it’s for food, transportation, or even beauty treatments.

We’ve talked a lot about how med spas need to pivot to meet consumer demand, covering everything from ecommerce to walk-in Botox to hyper-personalization. But here’s the question: how convenient is too convenient?

We’ve gotten comfortable Doordashing dinner from a restaurant just two miles away. We think nothing of hopping into a stranger’s car with Uber to get somewhere faster. But when it comes to aesthetics, just how far do clients want that convenience to go?

Would they rather get Botox while watching TV on their couch? Skip the spa experience altogether? Pinch is betting on the answer being yes. With their expansion to Seattle, they’re pushing the boundaries of on-demand aesthetics—bringing med spa treatments directly into people’s homes.

Pinch: A Different Kind of Medspa Business Model

Founded in 2023, Pinch operates on a simple but powerful model: bring high-quality, non-invasive aesthetic treatments directly to clients—no clinic required. Patients can book services like tox, fillers, peels, microneedling, and IV therapy to be done at home by a board-certified nurse practitioner.

Key Business Features of Pinch’s Model:

✅ On-Demand Aesthetic Services – No office visits, no waiting rooms.
✅ Licensed Nurse Practitioners – Every treatment is done by certified professionals.
✅ Tech-Driven Booking & Pricing Transparency – Patients can book online with clear, upfront costs.
✅ Scalable Model – The expansion from Chicago to Seattle suggests a replicable system that could grow nationwide.

For med spa owners, this raises critical questions:

• How will mobile aesthetics impact traditional brick-and-mortar clinics?
• Should established med spas consider adding concierge services?
• What does this mean for patient retention and competition?

Why Seattle? A Strategic Expansion in a Competitive Market

Seattle is not an easy market to break into. It’s a high-income, educated city with a strong tech-savvy population that values convenience, privacy, and high-end service.

That’s why Pinch’s expansion here is significant.

What Seattle Offers Pinch:

Affluent, Health-Conscious Consumers – A strong demand for aesthetics and wellness services.
Established Medical Community – A high concentration of skilled providers.
Tech-Driven Economy – Residents are early adopters of on-demand services.

With 30+ nurse practitioners already onboarded in the Seattle area and expansion plans underway across Washington, Pinch is aggressively positioning itself as a leader in mobile med spa services.

What This Means for Med Spa Owners: Reducing Friction to Stay Competitive

While the in-home and mobile aesthetic model has been tried in the past, the approach by Pinch is timely and innovative and it highlights an undeniable shift in patient expectations.

Even if your med spa isn’t planning a concierge model, reducing friction in the patient experience is critical. That could mean:

• Offering flexible appointment hours, including evenings and weekends.
• Implementing simplified online booking with upfront pricing.
• On-line shops for one-click buying
• Exploring on-location VIP services for high-end clients.
• Partnering with mobile service providers to extend your reach.

The rise of brands like Pinch and XOD, which specializes in portable aesthetic treatment devices, signals a growing demand for convenience-first aesthetics. Med spas that adapt to this shift—whether through mobile services, technology, or enhanced patient experience—will be the ones that thrive.

Final Thoughts: 

Pinch is pushing the boundaries of convenience in aesthetics, and while in-home treatments may not replace traditional medical spas, there’s a lot to learn from their approach.

For one, their branding is excellent—clean, modern, and built for today’s consumer.

They also go beyond just offering services (which are very reasonably priced); their ecommerce shop features videos explaining each product, a smart move that elevates customer education and engagement rather than just listing items for sale. It’s a forward-thinking strategy that more med spas should consider.

 While a lot of med spa clients like the experience of going in, chatting with their provider, and getting out of their house,  these pop-up-style events could appeal to a different segment. Think girls’ trips, out of town visitors, first-time aesthetic clients, or even busy professionals who can’t make it in during standard med spa hours.

At the end of the day, not every client will want Botox from their couch, but there’s a growing demand for flexible, on-demand options. Whether this model is the future or just a niche offering, it’s worth paying attention to.

Check out Pinch for yourself—their approach to aesthetics is definitely one to watch.