What does it take to turn a solo aesthetics practice into a multi-location brand? For Dr. Gretchen Frieling, MD, triple board-certified dermatopathologist and founder of GFaceMD, the answer lies in people, systems, and clinical innovation.
In a recent Aesthetic Visionaries Fireside Chat hosted by Moxie, Dr. G sat down with Brittany Bureski, Aesthetic Business Advisor and Moxie VIP consultant, for a candid conversation about building a multi-location aesthetic brand. From solo beginnings in a nail salon to running a team of high-performing injectors, Dr. G shared lessons on leadership, growth, and the power of ultrasound.
From Pathology to Aesthetics: An Unconventional Start
Her career began in pathology, where she earned triple board certification in anatomic pathology, clinical pathology, and dermatopathology. The work sharpened her attention to detail and gave her a disciplined, problem-solving mindset — traits that would later set her apart as an injector.
But when fellowship ended, the job market was shifting. Opportunities in pathology were shrinking, and she briefly considered opening a lab before realizing it wasn’t the future she wanted.
What happens when your dream job doesn’t exist anymore? You create one.
That turning point led Dr. G to reimagine her future. Aesthetics, which had been on her radar since residency, offered the perfect blend of her skills, creativity, and desire for flexibility. In 2017, she took the leap. Her first location was a $300-a-month room in a nail salon with nothing more than a paper sign on the door. It was far from glamorous, but within months patients were lining up, and within a year she had already outgrown the space.
Her takeaway from that period was simple: don’t wait for perfect conditions.
“You can always change your name or your logo,” she said. “But if you take too long to implement, you’ll stall your own growth.”
Hiring for Character: Building a Team You Can Trust
As demand grew, Dr. G realized she couldn’t do everything on her own. Growth would depend on finding people she could trust. But early hires weren’t always smooth. She initially brought on acquaintances, patients, or part-time helpers and learned the hard way that hiring out of convenience leads to inconsistency.
That shaped her core philosophy: hire for character, train for skill.
Some of her strongest team members began in unexpected roles. Both her chief growth officer and director of operations once worked as babysitters for her family. She already knew they were reliable and honest — qualities that mattered more than prior experience.
To protect the culture she’s built, every new hire at GFaceMD now goes through a two-week trial period. It’s a mutual test to make sure both the candidate and the team feel confident before moving forward. For Dr. G, trust and honesty are non-negotiable.
Ultrasound: A Clinical Edge That Builds Trust
In addition to building her team, Dr. G has become a leading advocate for ultrasound in aesthetics. For her, the technology is not simply a safety net for complications, it’s about raising the overall standard of care.
As Dr. G shares, ultrasound allows injectors to:
- Visualize anatomy in real time to confirm placement and build deeper anatomical knowledge.
- Increase safety in high-risk areas such as the chin, temples, and piriform fossa.
- Perform dissolving procedures with greater precision, reducing unnecessary tissue trauma and cost compared to blind approaches.
Ultrasound’s value extends beyond clinical outcomes. Patients seeing their own anatomy helps them trust the process and reinforces that their treatment is advanced and personalized.
Dr. G’s commitment to ultrasound led her to create Face It Live, her annual Boston-based conference dedicated to advancing the use of ultrasound in aesthetics. The event brings together cadaver anatomy, live demonstrations, and business panels to give attendees the tools to implement ultrasound safely and profitably in their own practices.
Scaling with Systems: Consistency You Can Replicate
For Dr. G, growth isn’t about working harder, it’s about building systems that make success repeatable. She compares her practice model to SoulCycle: no matter which studio you enter, the core experience is consistent, while each instructor brings their own unique style.
GFaceMD follows the same principle. Every location delivers the same high-quality outcomes and patient experience, while injectors bring their own individuality to the brand. This consistency gives Dr. G confidence to expand without micromanaging, because she knows the systems in place are strong enough to scale.
Her key lessons for practice owners considering growth:
- Start small. Test and validate your systems in one location before opening another.
- Build reproducible processes. Standardize training, inventory management, and patient experience to ensure consistency.
- Measure what matters. Systems should be trackable so you can see what’s working and what needs adjustment.
- Trust your team. With systems in place, you don’t need to oversee every detail of a new location.
As she explained, effective systems not only create a uniform experience, but also create freedom for the owner.
Overcoming the Fear of Growth
For many aesthetic entrepreneurs, the leap from one location to multiple feels daunting. Dr. G acknowledges that fear is natural but it should never be the reason to hold back. Growth requires risk, and the key is understanding what, exactly, is fueling your hesitation.
She recommends asking yourself: What am I really afraid of? Is it financial uncertainty? A lack of systems? Or not having the right people in place? Naming the fear makes it easier to address and overcome.
Brittany added that hesitation often comes down to missing infrastructure. By putting the right systems and financial clarity in place — and building a team you can trust — expansion becomes much more doable.
For owners weighing their next step, Dr. G shares her practical advice:
- Start with your hands. Focus on injectables and patient growth before investing heavily in equipment or technology.
- Build a strong foundation. Systems, processes, and financial tracking reduce risk and make scaling sustainable.
- Ask questions and seek mentorship. Surround yourself with people who can offer guidance and perspective.
- Take calculated risks. As Dr. G put it: “Take that physical location. One foot in front of the other.”
In the clip below, she expands on why fear is natural and how you can move forward to fuel growth.
Key Takeaways from Dr. G’s Success
Dr. G’s journey makes it clear that growth in aesthetics isn’t just about clinical skill. Success also comes from having the right people, strong systems, and the courage to take risks. Her story offers a blueprint for owners ready to expand with confidence.
- Hire for character, train for skill. The right people shape the brand.
- Build systems that scale. Consistency across locations comes from reproducible processes.
- Differentiate clinically. Tools like ultrasound raise the standard of care and patient trust.
- Embrace risk with preparation. Fear is natural, but strong systems and mentorship make growth achievable.
For practice owners who want to dive deeper into these lessons, Dr. G shares her knowledge across several platforms:
- @GFaceMD on Instagram for free education and clinical pearls
- Patreon posts dedicated to business, ultrasound, and clinical pearls
- FACEit with Dr. G Podcast for conversations on aesthetics, leadership, and growth
- Face It Live Conference in Boston each October, featuring cadaver anatomy, ultrasound, and business strategy
Ready to Grow Smarter?
The same principles Dr. G used to grow GFaceMD apply to aesthetic entrepreneurs everywhere. At Moxie, those principles are put into practice.
Moxie serves as a growth engine for medspa owners, providing marketing strategies, compliance tools, business coaching, all-in-one software, and VIP pricing. Together, we build the infrastructure you need to grow smarter.
When you're ready to take the next step in launching or growing your aesthetic practice, here are 3 ways Moxie can help:
