Over lunch at Eataly, I had the chance to sit down with Regis Haberkorn, CEO of WiQo US, and dig into where professional aesthetics is headed. Our conversation moved from the growing demand for treatments with little to no downtime and the influence of Korean skincare to acne, longevity, personalization, and the future of needle-free skin revitalization.
As consumers become increasingly educated about skin health and more selective about the treatments they choose, the line between everyday skincare and professional aesthetics continues to evolve. In this Q&A, Haberkorn shares how PRX by WiQo fits into those changes, what distinguishes its approach, and what the company is preparing to launch next.
1. One of the things we discussed over lunch that really stayed with me was the growing demand for treatments with little to no downtime. People want to take care of their skin without having to put their lives on hold or hide away while they recover. How is that expectation changing medical aesthetics, and why do you believe needle-free skin revitalization is particularly relevant right now?
There are two major forces.
First, there are new, younger entrants into medical aesthetics who are being drawn in by influencers and celebrities showing that they go to medspas and sharing what they are doing. It becomes a lifestyle. Note that most of these posts are focused on non-invasive treatments. We rarely see a celebrity getting toxins or fillers. There is a younger generation interested in prevention, flawless skin, bare skin as opposed to makeup, and a general understanding that to look good, the quality of the skin is critical. It is hard to make a good painting with a bad canvas.
Second is the longevity movement. For the older generation, there is an understanding that aging in the best possible shape is more important than simply getting older. Longevity is about aging better: healthier, more active, with higher energy and a better appearance.
Therefore, the expectation is to look at medical aesthetics as a lifestyle over the course of a longer period. At the center of this longevity movement is the concept of needle-free skin boosters. These are products that make you look good but also support the improvement of skin functions for healthier-looking skin and a natural appearance.
This is also why, while demand for needle-free procedures is increasing, filler-removal procedures are also increasing.
2. We also talked about how having a dedicated skincare regimen has become increasingly mainstream, particularly with the influence of Korean skincare and other routine-focused beauty trends. What do you think has driven that shift, and how is a more skincare-educated consumer changing the professional aesthetics market?
Just like with the first question, there is a general sense that skin appearance is driven by skin health and that the skin, but also the entire body, needs to be seen as a whole.
For example, it makes more sense to start GLP-1 if it is coupled with a lifestyle change: better nutrition, better sleep, and better fitness. The same goes for the skin. You have to look at all aspects holistically.
The Korean stack sees skin in layers, from the stratum corneum to the deep dermis. Long-term skin health therefore needs to address each layer specifically. PRX Derm Perfexion helps improve the appearance of the skin at the surface level by delivering glow and pore refining, while also supporting the appearance of skin functions at a deeper level.
3. PRX is positioned as a needle-free approach to skin revitalization. For someone discovering PRX for the first time, how would you explain what skin revitalization actually means and what distinguishes the PRX approach?
Each of our PRX formulas should be booked and viewed as a series, typically four to five treatments every one or two weeks depending on the formula.
The series provides two levels of results. The first is immediate. After one treatment in the series, you can see skin glow and radiance as well as pore perfecting.
Then, because the protocol acts as a skin booster, over the course of the series and for up to three months afterward, PRX helps boost skin functions, resulting in skin revitalization.
PRX Derm Perfexion is an in-office skin booster designed to improve the overall appearance of firmness, elasticity, and hydration without needles or downtime.
4. PRX Derm Perfexion has been used internationally for years, yet the idea of achieving visible improvement without needles or significant downtime feels especially suited to today’s consumer. What do you think has made this the right moment for PRX to grow in the U.S.?
Topical products existed before, in the form of aggressive peels, for example. The difference and attractiveness came with no downtime and convenience.
Our target patient or customer is busy, has no time, and is not ready to disrupt his or her social life to get the results they want.
Plus, many patients already go to their provider for toxins, but toxins do not address the quality of the skin. Therefore, PRX can come in to complement and enhance many of the procedures patients already have.
We came with innovation, we built it slowly, and then the timing became perfect based on patient behavior. We started our own PRX company in the USA to push for high growth. As a result, we tripled our revenue in three years.
The official PRX science overview details the patented technology behind the professional treatments and their topical application approach.
5. Acne is a particularly personal subject for me. I struggled with it as a teenager and, like many people, still experience breakouts as an adult. How does WiQo approach acne-prone skin, particularly for adults who are also thinking about texture, pigmentation, and signs of aging?
With PRX S, we work on all aspects of acne-prone skin.
We address the actual breakouts, particularly classes 1 and 2, with the goal of minimizing them. We also look at the collateral consequences of acne-prone skin, including scars, pigmentation, and pore size.
Our recently performed clinical studies show improvements across all of these areas in only five sessions.
6. PRX has expanded beyond Derm Perfexion to include PRX PLUS and PRX C. What drove the evolution of the portfolio, and how do you see professional skin revitalization becoming more personalized?
We look at PRX as a system. Our goal is to cater to our patients’ individual needs, which are all different and evolving. The PRX System is the ultimate personalized treatment plan.
The PRX System combines a specific formula:
PRX Derm Perfexion for glow and skin revitalization, PRX-PLUS for pigmentation and deeper wrinkles, PRX C for radiance, fatigued skin, and an urban lifestyle, and now PRX S for acne-prone skin.
It also includes a specific series of four or five treatments spaced one or two weeks apart, along with specific aftercare paired with the PRX formula that best fits each individual need.
We see this as very important because we want to make sure each patient can get as close as possible to his or her personalized goals.
In general, personalization is critical to everyone. Go to a Starbucks and observe the orders. Each one is different and personalized. The same goes with skincare. It is a huge and long-lasting trend.
7. Beauty and aesthetics move incredibly quickly, with new ingredients, devices, and treatments constantly competing for attention. From your perspective as a CEO, how do you distinguish between a passing trend and a genuine shift in consumer behavior?
I first look at the science. Is the ingredient, molecule, or technology well thought out? Are there white papers and clinical evidence?
There are over 52 studies, publications, and efficacy studies about PRX, excluding PRX S, which is launching soon.
Then I look at patient and provider adoption as well as reorders and bookings. That becomes the market and consumer validation.
8. WiQo has its roots in Italy, and you’ve been leading its expansion in the United States. What have you learned about the American aesthetics consumer, and how do their expectations differ from European consumers?
First, I have been in the USA for 26 years, so I probably have more experience with the U.S. than with Italy and Europe.
However, I would say that, in general, U.S. consumers are really looking for innovation and new technologies and tend to behave as early adopters.
Italian and European consumers, because of their lifestyle, education, and roots, are much more advanced in the evolution of certain behaviors. For example, the notion of longevity or “aging gracefully” is well anchored in Europe and has started to infuse into the U.S. more recently.
As a result, we have noticed that contemporary U.S. consumers expect the best of both worlds: proven cutting-edge technology and a more lifestyle-oriented, holistic approach.
WiQo describes PRX as an Italian-developed professional system now used internationally. Readers can explore the PRX by WiQo US portfolio and its current treatment options.
9. Finally, you gave me a very intriguing “stay tuned” when we talked about what’s coming to the Upper East Side this October! Without giving away anything you aren’t ready to share, what can you tease for Beauty News NYC readers?
Well, we have two exciting bits of news!
First, on October 29, 2026, we will officially launch PRX S, our treatment targeted to acne-prone skin. The product will be available to our U.S. providers on November 6, 2026.
Then, we’re excited to introduce VERA, PRX’s new B2C loyalty program and the next evolution of our relationship with consumers. Inspired by the meaning “true” and “genuine,” VERA reflects our belief that confidence begins with staying true to yourself and that loyalty should be rewarded along the way.
Designed to bring consumers closer to the PRX experience, VERA creates a connected journey where members can earn points, access exclusive rewards, discover PRX providers, and stay engaged with their skin year-round.
VERA: Because being TRUE to you has its rewards.
Launching October 1!
To learn more about PRX treatments and find an authorized provider, visit WiQo US.
