E#29 | Joëlle Rotsaert on Building Injectual: Brand, Bookings, Hospitality and the Future of Injectables

Joëlle Rotsaert, founder of Injectual, joins us to talk about what it really takes to build a modern aesthetics brand.We cover Joëlle’s journey from fashion into aesthetics, the personal experiences that shaped her view of the industry, and why she believed there was room for a more focused, more design-led, more culturally relevant injectables brand. We also discuss why many clinics weaken themselves by offering too much, how Injectual built around a clear specialty, and why Joëlle sees injectables as something that can be safe, premium, and still feel accessible.The conversation also goes deep on clinic growth: bookings, sales, front of house, aftercare, memberships, operational strain, HR, and what starts to break when a founder-led clinic becomes a multi-site business. Joëlle also shares her longer-term vision for international growth and for building a dedicated offering around gender-affirming care.In this episode: Joëlle’s route from fashion into aesthetics  Lessons from Harley Academy and Cavendish Clinic  Why focus matters in clinic branding  Building Injectual around injectables  “Approachable luxury” and hospitality-led healthcare  Organic content, influencers, memes, and authenticity  Why front of house is not the same as sales  Specialist bookings and conversion systems  Scaling pains: memberships, systems, inventory, and HR  Growing internationally without losing the brand’s DNA  The long-term vision behind Transect