Trends on TikTok have been largely driven by Millennial consumers interested in using cosmetic injectables for subtle enhancements. Once a taboo topic only discussed with a doctor, injectables are fast becoming part of everyday beauty conversations in the under-40 set, who see these procedures as ways to delay visible skin aging.

Yet, despite booming interest, injectables remain a largely untapped market, with only 8% of U.S. adults having tried non-invasive cosmetic treatments, according to 2023 data collected by CivicScience. And among the Millennials who express interest in injectables but haven’t yet tried them, cost and inconvenience are cited as the biggest deterrents. Enter Club Evolus, a new subscription-based membership club from the makers of the neuromodulator Jeuveau (prabotulinumtoxinA-xvfs), which aims to make neurotoxin injectables more accessible.

Evolus is changing the neurotoxin conversation.

While the mindset around injectables has evolved, the marketing has mostly not, with most messaging still selling the idea of turning back the clock.

But for Millennials, who range in age from 28 to 43, neurotoxins are viewed as part of their beauty routine. As a result, Evolus is working to shift the conversation around neurotoxins to reflect the Millennial mindset, and they included consumers in a range of ages and genders when they unveiled new branding for Jeuveau last year.

“Younger people see injectables as part of a beauty regimen, but many think they’re cost-prohibitive, so our goal is to make them more accessible,” said Tomoko Yamagishi-Dressler, Chief Marketing Officer for Evolus. “We still prioritize clinical safety and efficacy, but we’re putting the education into the right context for younger generations.”

Club Evolus is a pioneering concept.

To make injectables more inviting to younger consumers, the company created Club Evolus, the first-of-its-kind membership program that provides consumers consistent neurotoxin treatments and greater savings. Officially launching this month, after a highly successful year-long pilot program, Club Evolus offers members 20 units of Jeuveau (for the treatment of frown lines) every 90 days for $49 per month.

If a member chooses to receive other treatments or services beyond Jeuveau, that is paid to the provider directly. The program is designed to help keep patients on a consistent treatment schedule every 90 days. Enrolling in Club Evolus is estimated to save $93 per treatment —a total savings of $372 per year.

“Millennials are one of the busiest generations,” said Yamagishi-Dressler. “They’re at the stage in life where many are taking care of both young kids and aging parents, while managing their careers. So, they want things that make their lives easier and reduce mental load. Subscription models have proven very popular with this generation, who view the ‘buy now, pay later’ model as a gateway to debt, whereas a subscription lets them control a manageable monthly payment.”

Convenience and price transparency is another reason why Millennials favor subscriptions. “They don’t want to have to guess when it’s time to book their next appointment or worry about a higher-than-expected bill at check out,” said Yamagishi-Dressler, adding that Club Evolus members receive SMS reminders when it’s time to schedule their next appointment.

“Club Evolus is about value in terms of your time, your spending, and creating an easier experience,” she said. “People who can afford injectables are already of a certain income bracket, so it’s not just savings for savings sake. It’s the value that lies in giving the customer control of the process.”

Evolus strategizes with the mindset of a beauty brand.

Evolus bills itself as “a performance beauty company” that sits at the intersection of pharma and beauty. Their business model is distinctly different from their peers, as Evolus is the only medical aesthetics company with a neurotoxin, Jeuveau, that is FDA-approved solely for aesthetic use. This was a deliberate decision so the company could focus exclusively on aesthetics – a cash-pay market – and stay separate from insurance-billed therapeutic uses of injectables.

“This allows Evolus to show up more like a beauty brand,” said Yamagishi-Dressler, who came to the company in 2023 after two decades at Shiseido. “In the beauty industry, product is first and foremost, whereas in medical aesthetics, the focus is more on the outcome. This has led to a lack of information where people who haven’t tried injectables think they’re an invasive, lengthy procedure. They don’t realize that getting neurotoxin injections is often quicker than getting a blowout or mani.”

People also assume that all neuromodulators are alike. But, neurotoxins are not interchangeable. Yamagishi-Dressler is drawing on her extensive beauty background to help Evolus educate consumers on the product attributes of Jeuveau.

“Jeuveau is a neuromodulator designed with precision in mind, when administered by a trained injector, resulting in highly refined, natural looking results”, she explained, “something that appeals to Millennials seeking a more natural looking outcome.”

Evolus focuses on marketing tactics that speak to Millennials.

While there’s no such thing as pure “direct-to-consumer” with medical aesthetics, Evolus is leaning into how DTC brands maximize digital engagement with consumers to create fun, frictionless experiences. The company has its own internal digital innovation and engineering team — which allows them to create proprietary platforms, such as Evolus Rewards, an easy-to-use, SMS-based consumer loyalty program.

“It’s a simple, straightforward program without a restriction on points to accumulate,” said Yamagishi-Dressler.

Offline, Evolus also creates experiential events to help younger consumers discover and learn about Jeuveau. The company even has its own luxury motorcoach that serves as a mobile, anatomy education center and injection studio. The Evolus bus travels to key markets with providers offering Jeuveau. “We’re always trying new and different creative expressions to reach our customers and make medical aesthetics more accessible and inclusive,” said Yamagishi-Dressler.

Evolus works with providers to grow their practices.

To make medical aesthetics more accessible, it’s imperative to also help our providers reach more consumers, Yamagishi-Dressler noted. “Some practices don’t have the bandwidth to do their own marketing, so we offer them tools to help grow our businesses together.”

Evolus’s co-branded marketing solution, Evolux, can help providers with everything from paid media to ETVs (streamlined commercials) and help them target key consumer segments. “We handle all the logistics so that the provider doesn’t have to do anything besides show up to the shoot,” said Yamagishi-Dressler.

Club Evolus also helps providers who may want to implement their own membership programs but lack the resources to do so. “There’s actually a lot of overhead involved in creating membership and loyalty programs, so for smaller practices that can’t be burdened with the administrative headache, becoming Club Evolus providers means we do a lot of that heavy lifting for them,” said Yamagishi-Dressler.

“Evolus has a lot of ‘industry firsts’ under our belt, and we will continue leveraging our digital capabilities to be as innovative as possible,” she said. “With Club Evolus, we are striving to open a lot of doors, particularly for people who are interested in neurotoxins but have been sitting on the sidelines. Now, we hope they’ll give them a try.”

JEUVEAU is a prescription medicine that is injected into muscles and used in adults for a short period of time (temporary) to improve the look of moderate to severe frown lines between the eyebrows (glabellar lines). 

IMPORTANT SAFETY INFORMATION FOR JEUVEAU® (prabotulinumtoxinA-xvfs)

JEUVEAU® may cause serious side effects that can be life threatening. Get medical help right away if you have any of these problems any time (hours to weeks) after injection of JEUVEAU: 

• Problems swallowing, speaking, or breathing, due to weakening of associated muscles, can be severe and result in loss of life. You are at the highest risk if these problems are pre-existing before injection. Swallowing problems may last for several months.
• Spread of toxin effects. The effect of botulinum toxin may affect areas away from the injection site and cause serious symptoms including: loss of strength and all-over muscle weakness, double vision, blurred vision and drooping eyelids, hoarseness or change or loss of voice, trouble saying words clearly, loss of bladder control, trouble breathing, trouble swallowing.

Do not use JEUVEAU if you: are allergic to any of the ingredients in JEUVEAU (see Medication Guide for ingredients); had an allergic reaction to any other botulinum toxin product such as rimabotulinumtoxinB (MYOBLOC®), onabotulinumtoxinA (BOTOX®/BOTOX® Cosmetic), abobotulinumtoxinA (DYSPORT®), or incobotulinumtoxinA (XEOMIN®); have a skin infection at the planned injection site; or are a child.

JEUVEAU dosing units are not the same as, or comparable to, any other botulinum toxin product. 

Tell your healthcare provider about all your muscle or nerve conditions, such as ALS or Lou Gehrig’s disease, Myasthenia gravis, or Lambert-Eaton syndrome, as you may be at increased risk of serious side effects including difficulty swallowing and difficulty breathing from typical doses of JEUVEAU.

Tell your healthcare provider about all your medical conditions, including: any side effects from botulinum toxin products, including dry eye; breathing, swallowing, bleeding, or heart problems; plans to have surgery; weakness of forehead muscles; drooping eyelids; have had surgery on your face; are pregnant or breastfeeding or plan to become pregnant or breastfeed (it is not known if JEUVEAU can harm your unborn baby or passes into breast milk).

Tell your healthcare provider about all the medicines you take, including prescription and over-the-counter medicines, vitamins, and herbal supplements. Using JEUVEAU with certain other medicines may cause serious side effects. Do not start any new medicines until you have told your healthcare provider that you have received JEUVEAU in the past.

Especially tell your healthcare provider if you: have received any other botulinum toxin product in the past and the last 4 months, and exactly which product you received (such as BOTOX, BOTOX Cosmetic, MYOBLOC, DYSPORT, or XEOMIN).

JEUVEAU may cause loss of strength or general muscle weakness, vision problems, or dizziness within hours to weeks of treatment with JEUVEAU. If this happens, do not drive a car, operate machinery, or do other dangerous activities. 

JEUVEAU can cause other serious side effects including: Allergic reactions such as itching, rash, red itchy welts, wheezing, trouble breathing, asthma symptoms, or dizziness or feeling faint. Tell your healthcare provider or get emergency medical help right away if you develop wheezing or trouble breathing, or if you feel dizzy or faint. Heart problems. Irregular heartbeat and heart attack that have caused death, have happened in some people who received botulinum toxin products. Eye problems such as dry eye, reduced blinking, and corneal problems. Tell your healthcare provider if you develop eye pain or irritation, sensitivity to light, or changes in your vision.

The most common side effects include: headache; eyelid drooping, upper respiratory tract infection, and increased white blood cell count.

The risk information provided here is not complete. For more information about JEUVEAU, see the full Prescribing Information including BOXED WARNING, and Medication Guide, visit jeuveau.com, and talk to your healthcare provider.

To report side effects associated with use of JEUVEAU, please call 1-877-EVOLUS1 (1-877-386- 5871). You are encouraged to report negative side effects of prescription drugs to FDA. Visit www.fda.gov/medwatch or call 1-800-FDA-1088.

Exclusively licensed and manufactured for: Evolus, Inc., 520 Newport Center Drive, Suite 1200, Newport Beach, CA 92660

©2025 Evolus, Inc. All rights reserved. All trademarks are the property of their respective owners.

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