In aesthetic medicine, trends change quickly and patient expectations continue to rise. Yet behind every successful practice is not only technology or technique, but a clear philosophy. For Maia Malianova, a cosmetologist with 11 years of experience in aesthetic medicine and a Skin Expert for the French brand Biologique Recherche, that philosophy is built on precision, education, and respect for individuality. Now living and working in New York, she combines European training, international experience, and a deeply personal approach to help patients look refined, natural, and confident.
Malianova runs her own business, Malianova Inc., and also works in a clinic in Brooklyn, where she provides personalized aesthetic medicine services. Her business reflects her philosophy, combining advanced techniques with individualized care and ensuring each patient receives treatments tailored to their unique needs. This professional space allows her to implement the latest technologies, offer specialized procedures, and create a welcoming environment where patients feel confident and cared for.
Relocating to the United States marked a defining chapter in her professional life. “Moving to the United States was an important step that allowed me to open new doors,” she says. After obtaining her New York medical license, she continued her work in a new medical and cultural environment, expanding both her expertise and her vision. The transition required adaptation, discipline, and persistence, but it also provided new opportunities for growth and creativity.
Her journey in aesthetic medicine began in 2014. From the beginning, she viewed the field not as a trend-driven industry, but as a lifelong discipline. “I am constantly developing, learning and improving my skills in a profession that is not just a job for me, it is my calling,” she explains. Courses, international congresses, advanced techniques, new materials, and collaborations with global brands have all shaped her professional identity. Each stage contributed to a style that balances medical knowledge with artistic sensitivity.
For Malianova, aesthetic medicine is about far more than appearance. “Aesthetics for me is not only a correction of appearance, it is the return of self-confidence, light and inner harmony to a person.” That perspective guides every consultation and every procedure. While visible improvement matters, the deeper goal is emotional transformation. She sees her role as helping patients reconnect with a sense of confidence that may have faded over time.
A Childhood Vision that Became a Profession
Malianova’s inspiration began early. As a child, she watched films and programs in which characters transformed into confident and radiant versions of themselves. Her favorite fairy tale was Cinderella. Yet she did not dream of becoming the princess at the center of the story. “I never dreamed of playing her role,” she recalls. “My goal was to become a fairy tale hero who helps other people fulfill their desires, help them gain beauty, self-confidence and self-esteem.”
That childhood imagination eventually matured into a professional calling. “Aesthetic medicine has become not just a job for me, but a real calling that allows us not only to improve our appearance, but also to add self-confidence and inner comfort.” The concept of inner comfort remains central to her philosophy. In her view, beauty and emotional balance are closely connected, and effective treatment must respect both dimensions.
Photo: Kristine Charkhalashvili
Building Success Brick by Brick
Despite her accomplishments, Malianova speaks about success with caution. She has built an international career, secured a New York medical license, and earned recognition as a Skin Expert for Biologique Recherche. Yet she does not consider herself to have reached a final destination. “I am often told that I have achieved success, but I do not think so, I am still on the way,” she says. “There are many ideas, projects and goals ahead that will lead me to greater achievements.”
Her understanding of success is gradual and disciplined. “For me, success is not a one-time event, it is built brick by brick – with patience, hard work and the right direction.”
She identifies three essential components.
The first is continuous learning. “New knowledge is the foundation that shapes a specialist into a strong professional.” In aesthetic medicine, where technologies and formulations evolve constantly, staying current is not optional. It is necessary for both safety and excellence.
The second is discipline and hard work. “Motivation can change, but the result is created by daily steps. When you love your job, hard work comes naturally.” Consistency, rather than bursts of inspiration, produces sustainable growth.
The third is self-confidence. “A woman becomes strong in her career when she stops comparing herself to others and begins to trust her own path.” This belief informs not only her professional mindset but also the advice she offers to other women. “Do not be afraid to start slowly; constantly move forward; learn every day; love your job and don’t lose yourself, because this is your main strength.”
The Individual Approach as a Core Principle
In practice, her philosophy translates into meticulous personalization. “An individual approach is the main criterion for my work,” she states. “Each patient is unique, and therefore an in-depth analysis of their skin is important.”
Every treatment plan begins with thorough diagnostics. She assesses skin type, condition, sensitivity, and specific concerns before recommending any procedure. “I always start with a thorough diagnosis to determine the skin type, condition, sensitivity and specific problems. This allows me to create a personalized care and correction strategy, where each procedure is tailored to specific needs.”
Equally important is the emotional environment of the consultation. “My goal is to create a trusting atmosphere so that patients can openly and freely talk about their expectations and desires.” She emphasizes that understanding a patient’s psychological perception of their appearance is essential. “It is important for me to understand not only the external aspects, but also to take into account the psychological factors that influence the perception of their own appearance.”
This approach helps prevent unrealistic expectations and ensures that treatments enhance natural features rather than distort them.
Injection Techniques with a Focus on Natural Harmony
Malianova specializes in a range of injection techniques, including botulinum therapy, fillers, mesotherapy, biorevitalization, and booster procedures.
Botulinum therapy is commonly used to correct mimic wrinkles on the forehead, around the eyes, and around the mouth. According to Malianova, its purpose is to restore balance rather than freeze expression. It “helps to restore the natural expression of the face.”
Fillers are used to enhance lip volume, refine facial contours, and soften wrinkles. She approaches these treatments conservatively. “I strive to achieve a natural and harmonious result that emphasizes individual features.” The emphasis is on harmony, not exaggeration.
Aesthetics for me is not only a correction of appearance, it is the return of self-confidence, light and inner harmony to a person
Biorevitalization focuses on deep hydration and skin restoration through hyaluronic acid injections. “It literally means natural rejuvenation, as it gives the skin a firmer and more hydrated feel.” The treatment supports the skin’s internal processes, improving texture and resilience.
Booster procedures have become an important part of her practice. “Boosterization is definitely one of the most effective techniques for those who strive for quick and natural results,” she explains. These injections, rich in vitamins and amino acids, stimulate collagen production and enhance moisture retention. “It improves skin elasticity, makes it firmer and adds radiance. Thanks to the use of special injectable preparations, it works at the cellular level, stimulating collagen production and retaining moisture in the skin.” The outcome is a more youthful appearance that remains subtle and authentic.
Technology as a Complement to Technique
In addition to injections, Malianova integrates advanced hardware technologies into her treatment plans.
Laser therapy addresses pigmentation, reduces the appearance of scars, supports skin rejuvenation, and can be used for hair removal. Microneedling stimulates collagen production and improves skin texture and density, resulting in smoother and firmer skin. Microcurrent therapy provides non-surgical lifting and tightening, enhancing facial contours and restoring elasticity.
These technologies allow her to address a wide range of concerns while minimizing recovery time. She closely follows innovations in the field, particularly developments in biorevitalizers, boosters, and modern laser systems. “Modern laser technologies reduce the recovery period and give more pronounced results,” she notes. Staying informed ensures that her patients receive treatments that are both current and safe.
The Philosophy of Biologique Recherche
As a Skin Expert for Biologique Recherche, Malianova incorporates the brand’s products and techniques into her practice. “Biologique Recherche is not just a brand, but a whole philosophy based on a deep analysis of the skin and its needs,” she says.
She uses their products alongside authorized massage techniques designed to enhance lymphatic drainage and improve blood circulation. These methods amplify the effectiveness of procedures and support long-term results. The integration of professional skincare with medical treatments reflects her belief that sustainable beauty requires consistency and care.
Avoiding Common Mistakes in Aesthetic Medicine
Malianova is candid about the pitfalls she observes in the industry. “One of the most common mistakes is the lack of an individual approach. Standardized solutions can lead to unnatural results or even worsen the skin condition.”
Another issue is excessive intervention. “Overdoing the procedures, when patients or professionals want too many changes, leads to congestion, loss of naturalness, and the risk of complications.” Restraint, in her view, is a professional responsibility.
My goal is to create a trusting atmosphere so that patients can openly and freely talk about their expectations and desires
She also emphasizes the importance of qualifications. “Aesthetic medicine requires constant training and mastering new techniques to ensure safety and high quality of service.” Education protects patients and preserves the integrity of the profession.
Looking Forward
Malianova sees her future in larger and more creative projects that allow her to fully express her professional potential. Her immediate goal is continued growth. “My main goal is to continue advancing my expertise and further elevate my business, Malianova Inc., while continuing my clinical practice, integrating the latest technologies and techniques to help my patients feel confident and comfortable in their own bodies,” she explains.
Ultimately, her ambition is simple and human. “I want every patient to feel like a king or queen, to gain not only external beauty, but also inner harmony.”
For Maia Malianova, aesthetic medicine is neither vanity nor superficial change. It is careful analysis, disciplined technique, and genuine care brought together in service of confidence. “For me, this is not just a job, it is an art that allows people to become more confident and happy.”
By Kesaria Katacharava
