Jayd Hernandez, founder of Studio Conceal in Arizona, is a leading voice in the rapidly growing field of medical tattooing, known for her advanced work in scar revision, stretchmark camouflage, areola reconstruction and hair loss concealment. Here, she discusses the physical and emotional impact of scars and what the beauty industry often misses when treating them.
In many ways, the beauty industry has made significant progress in addressing skin texture, tone, and aging, but when it comes to scars and stretchmarks, most tools on the market treat it as surface-level concern.
Having been a scar expert and scar specialist for the past 8 years, I know that scars affect people more than they’re willing to admit. Unlike more commonly discussed skin concerns, scars are rarely a topic of open conversation. Clients don’t typically walk into a treatment room and say, “My entire closet is curated to avoid exposing the stretchmarks on my arms and legs,” or “I’ve never worn or owned a bathing suit before,” or “I always cover up and wear a shirt, even when I’m intimate with my partner.” But those thoughts are often there—quiet, persistent, and deeply personal.
Over time, these feelings can shape behavior leaving a lot of men and women feeling disconnected from a body they’ve otherwise worked hard to care for.
And while well-intentioned messaging around body acceptance has grown in recent years, it doesn’t always resonate with the person experiencing it. Being told to “embrace it” or “accept your stretchmarks” doesn’t necessarily change how someone feels when they look in the mirror. For some, the desire isn’t about perfection, it’s about feeling comfortable again rather than restricted or exposed.
And for many, by the time they enter my treatment room, they have already spent thousands on laser and microneedling treatments with little to no improvement. This is where a gap begins to appear.
Many traditional aesthetic treatments are designed to improve texture, stimulate collagen, and enhance the overall quality of the skin. These approaches are incredibly effective within their scope. However, when it comes to pigment loss or the visual contrast of certain scars, results can plateau. The skin may be healthier, smoother even, but still visible because of the high contrast of a white scar up against someone’s natural skintone.
For clients, that difference can matter more than expected.
As the industry continues to evolve, there is a growing opportunity to expand how we think about skin concerns, not just in terms of treatment, but in terms of outcome. What does the client actually want to feel when the process is complete? In some cases, the answer goes beyond traditional approaches. Emerging and specialized techniques, such as paramedical tattooing, are beginning to fill this space by focusing on structural change and visual blending. These methods aim to reduce contrast and create a more even appearance, offering an option for concerns that have historically been difficult to address.
While these services may not yet be widely understood or offered, they represent a broader shift in the industry, one that acknowledges both the physical and emotional dimensions of scar revision. In addition, looking at the client from a body of skin perspective, rather than her skin neck up. For professionals, this shift invites a deeper level of awareness. Not every client will voice what they’re experiencing, and not every solution will fit within traditional modalities. But recognizing the gap is the first step toward bridging it.
Because at the end of the day, aesthetics has never been just about skin. It’s about how people move through the world in it.
Jayd Hernandez will be teaching two classes at Be+Well | Beauty and Wellness Show Las Vegas (IECSC is now a part of Be+Well), "The Hidden Goldmine in Beauty Services: Paramedical Tattooing for Scars, Confidence, and Cashflow" on June 28, 2026 and "Steal My Secret: The Client Experience That Sells My Beauty Services For Me" on June 29, 2026. To learn about the classes offered at the show, be sure to register to attend Be+Well Las Vegas from June 27-29, 2026. What's more, use code EDSPA20 to get 20% off education classes.