Latest / The Dr. Randi Show / Step Beyond the Scale: How NewBeauty is Leading the GLP-1 Conversation — Mike Glaicar

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Step Beyond the Scale: How NewBeauty is Leading the GLP-1 Conversation — Mike Glaicar · The Dr. Randi Show

• 0:03
  The views expressed in this podcast are for informational
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  purposes only and do not constitute medical advice.
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  This episode of the Doctor Randy Show is proudly sponsored by New
• 0:13
  Beauty, the ultimate authority in beauty and aesthetics.
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  Whether you're looking for the latest innovations, expert
• 0:20
  insights or trusted recommendations, New Beauty is
• 0:23
  your go to source. Visit newbeauty.com to stay
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  ahead of the trends and discover what's next in beauty.
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  Now let's get into the episode. Hello everyone and welcome back
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  to the Doctor Randy show. I'm your host, Doctor Randy
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  Boyett. Over the past year, we've
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  watched one development change the trajectory of this industry.
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  There are moments in an industry when a single shift can change
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  everything, and prescription weight loss medications are one
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  of those moments. They are not just influencing
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  numbers on a scale, they are reshaping conversations around
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  metabolic health, facial aging, body composition, longevity, and
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  even how aesthetic practices operate.
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  And yet, the public dialogue has been fragmented, driven by
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  headlines and social media clips instead of structured education.
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  That is where New Beauty made a decisive move.
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  They introduced Step Beyond the Scale.
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  It is a dedicated platform designed to bring clarity,
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  credibility, and context to the weight loss medication journey.
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  Joining me today is New Beauty CEO Mike Glaycar.
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  Welcome back to the show, Mike. I'm excited for this
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  conversation. Well, first of all, thanks for
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  having me back on the show, and a lot has changed since the last
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  time we spoke. Before we get into the platform
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  itself, how are you viewing the weight loss medication
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  conversation as it was unfolding?
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  Well, GLP ones, that's been something that's been evolving
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  for several years, right? But I really think last year,
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  2025, it ramped up quickly, right?
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  And what we started to see in our data was so many consumers
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  were on GLP ones, close to a third of our readership.
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  But the challenges that they started mentioning to us were
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  challenges they didn't foresee going on medication.
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  So many of them got on the medication from a primary care
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  physician or telemedicine, and they talked about liver health
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  and kidney health that they didn't talk about the aesthetic
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  changes that these consumers would start to see.
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  And so by the time we interviewed these consumers,
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  they were saying I have volume loss, I have hair loss, I have
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  skin laxity, what do I do? And that's where I think the
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  aesthetic industry in general really got involved with GLP
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  ones and why we've seen such an increase over the past year.
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  It's been an enormous change in the world, in our industry.
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  I log into social media and everybody looks different,
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  right? So it's quite a different world
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  now. So as we dive a little further
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  into the platform, what gap in the weight loss medication
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  conversation did New Beauty see that led to creating Step Beyond
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  the Scale? It all started with the data
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  with Beauty Engine. We started hearing from
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  consumers on some of the challenges they were having.
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  And then when we went online to look at what resources were out
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  there, you had this interesting gap, right?
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  You had Reddit forums where you didn't know what you were going
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  to get. You had some people say this is
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  the best thing in the world. And you had some people who were
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  put in fear content out there. And then you had the
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  manufacturers websites that we go visas that found websites,
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  but those were very restrictive in what they could say.
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  And most of it was kind of just prescribing information and
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  important safety information. And then you had social media
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  where there was just a lot of content that was untrue.
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  And so we saw a gap in the market where we said and New
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  Beauty, we've always taken a lot of pride in creating content
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  that has backing from the best experts in the world, right?
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  The best dermatologist, plastic surgeons.
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  And we said, there's nothing out there that's 100% focused on GLP
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  ones, that's getting information straight from the experts and
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  putting it all together. 1 curated spot.
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  And that's where we decided to jump in with Stephie on the
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  scale and build that platform for our consumers.
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  And why was this the right moment for a new beauty to enter
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  this space? We've been doing research on
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  this for many years and we started to see 10% of our
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  readers around GLT ones and 15% and 20%.
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  And now all of a sudden we get to a point where a third of our
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  readerships on GLT one and then we started getting the feedback
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  from them. 40% are experienced in hair loss or hair fitting,
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  right? We have consumers with volume
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  loss and skin laxity and at that point when you have a third of
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  your readership who's taking this type of medication, we knew
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  that we had to be the resource. Fortunately, we have the know
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  how, we have the relationships on the provider side and we have
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  a huge amount of consumer reach. So we decided a third of our
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  readers are on these medications and we have a significant number
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  of other consumers who are considering it.
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  It's the time to jump in. Do you think the initiative was
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  driven more by consumer demand, physician feedback, or editorial
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  insight? A combination of all of that.
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  On the physician side, a lot of our partners were saying by the
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  time we're seeing these patients, not that it's already
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  too late because there's a lot of things that they can do, but
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  they had already patients had lost 40 pounds, 50 LB coming to
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  the office. They're experiencing major
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  volume loss and skin laxity. And so the provider said to us
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  like there's just no resource for consumers when they're
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  getting on these medications to know what to expect.
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  And as a provider, they're saying we would much rather have
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  these patients know what to expect going in so that we can
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  treat them holistically throughout the process.
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  So that's the provider driven piece.
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  And then consumers, again with the data, consumers saying, I
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  didn't expect to see these changes, I wish I would have
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  known and I wish I had resources for that.
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  So then of course, bringing in that data.
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  And then lastly, from an editorial standpoint, our
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  editors were hearing this left and right in the field and we
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  had so much information. So the answer to your question
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  is physicians wanted a resource for their patients, patients
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  wanted a resource for themselves.
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  Our editorial team had the expertise and wanted to get the
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  information out and we put it all together.
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  And when you chose the name step beyond the scale, which is
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  genius, I think, what broader idea were you trying to capture
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  at that point? Well, a lot of the conversation
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  and you look at trial data for some of these medications is all
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  about weight loss, right? It was how much percentage of
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  body mass was someone losing, right?
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  And that's just a small piece of it, right?
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  We have consumers who would lose 40 lbs and you would think
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  they're going to feel great that their lives are changed.
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  But many of them said, I've lost 40 lbs.
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  I'm down to the weight I want, but my hair is falling out or
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  I'm seeing skin laxity or skin texture issues.
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  I look older. So step beyond the scale.
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  Where that concept came from is like the scale is 1 number, but
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  we need to go beyond that for all these additional changes and
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  make sure that we address those that a consumer can lose 40 lbs
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  but feel great about themselves and feel great about the way
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  they looked. Because for us, and we saw this
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  in the data, it was really sad to see a consumer who had made
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  these lifestyle changes lost all this weight, but they still
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  weren't happy because of some of the other changes.
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  And conversely, we knew patients that had lost 40 lbs and had
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  really taken care of their aesthetic as they lost weight.
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  They continue to work out, they had the muscle mass they
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  maintained and they felt phenomenal.
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  So it's like, how do we get more of those patients and less of
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  the patients who are unhappy? So this is a stand alone
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  education platform and what made you build it on its own instead
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  of just housing it within the traditional new beauty content?
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  There were a few reasons we did that.
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  First of all, New Beauty is a phenomenal platform.
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  We have 20,000 articles on newbie.com, right?
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  So when someone comes to our site, they're going to see all
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  different information on hair and skin and cosmetic
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  procedures, but if they're just interested in GLP ones, we
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  wanted to have that stand alone site that was for that
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  specifically. We also knew that there were
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  patients that were interested in taking GLP ones who weren't
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  quite in the aesthetic realm. So maybe they wouldn't have
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  thought to go to the beauty as their first resource, but they
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  would go to a dedicated site like Step Beyond the Scale as
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  that resource. And the way we built that
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  platform was really trying to provide expert content, video
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  articles in all different journeys of someone's GLP P1
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  decision making process. So for example, if someone's
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  just considering taking GLP ones, but they want to know what
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  to expect and they want to know what their options are, that
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  would be journey one. And we have an amazing amount of
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  content in journey one. And we actually have a quiz
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  where consumers can go on step beyond the scale, take a quiz
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  and it will map them into the journey if that's best fit for
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  them. Journey 2 would be someone who
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  just started taking GLP ones and they're going through some
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  lifestyle changes. They want to know how to manage
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  that. Journey 3 is someone who's lost
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  more than 20 lbs and they're starting to see some of these
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  aesthetic changes. And what does that mean?
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  It means they need to know about biostimulators and fillers and
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  neurotoxins and in office skin care and how to build that all
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  together. And then Journey 4 is someone
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  who's hit their goal away. But that's not the end of the
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  journey, right? What does that mean now?
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  How do they maintain it? With lifestyle choices, diet,
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  exercise, things like that. So we built it as a standalone
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  site so we would have the functionality for a consumer no
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  matter where they are. The GLP with one journey to find
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  value in the content. How did you ensure that all of
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  the information is medically credible and responsible?
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  I'm sure that was a task. Well, that was the number one
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  task for us and always has been that new beauty.
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  We are so fortunate in 21 years of doing this, the relationships
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  that we build, We have an incredible board doctor Robert
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  Singer and Mark Jewell, they head up our medical Advisory
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  Board. So everything that we do is
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  bedded through our board and our brain trust.
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  But we also were able to tap into dozens of experts across
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  the country to create content for us, right?
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  And these were experts that had dealt with thousands of GLP one
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  patients specifically first hand.
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  And so they knew exactly what was going on in real world
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  experience. So tapping into for those
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  experts at New Beauty, we have amazing editors and content
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  creators, but ultimately it's the experts, the dermatologist,
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  plastic surgeons, the other providers that give us the meat
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  of these articles and then we just bring it to life from
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  there. OK.
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  So, Mike, why do you think that New Beauty is uniquely
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  positioned to lead this conversation?
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  The conversation around GLP ones is medical on the one side,
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  right? And then obviously New Beauty
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  has the aesthetic piece. I think that we over the past 21
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  years have built up a ton of credibility talking about really
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  complex medical treatments and procedures, right, and the
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  science behind them. And so it gives us the
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  credibility to talk about things like GLP ones and weight loss
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  medications, while also bringing forward the aesthetic piece,
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  which is really at the angle that we're coming from and the
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  aesthetic considerations. So I think newbie was really
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  uniquely positioned here. And what I liked about it was we
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  had a lot of consumers who, for example, Ron GLP one, but had
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  never had treatments and procedures before.
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  And now all of a sudden they were coming into the industry
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  for the first time. So that was great for us because
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  we saw an influx of new users who weren't consuming new beauty
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  content before now they had lost weight, they were feeling great
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  about themselves, and they were thinking about aesthetic
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  treatments and procedures and now coming back into the new
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  beauty fold. So it was a really cool way to
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  expand our reach as well. It sounds like you've really
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  captured even New Beauty's long term mission to step beyond the
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  scale. Align with that.
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  Yeah, For us, it's always to educate consumers to make the
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  best choices for them. And what's always been our
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  stance is we don't really care what consumers do, right?
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  They can decide what to do. But we do care if they're
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  educated. We educate consumers on
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  everything from what skin care to use all the way to plastic
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  surgery and everything in between.
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  And GLP One certainly fall in between that, right?
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  And so a more educated consumer can make better choices for
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  themselves and their families. And we're just here to be that
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  conduit for the education. And certainly right now with GLP
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  One's, there's so much information out there right now.
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  So let's get the expert opinions, let's create that
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  content and let's have A1 credible source where consumers
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  can get that information. And that's what we thought.
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  You mentioned earlier the journeys, right and the platform
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  is organized around Journeys. Why structure it that way?
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  Tell me a little bit more about that.
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  Where we are looking to get to at at New Beauty and I think
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  this is the future of media is trying to get to a one to one
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  relationship with our readers. Media in the past has always
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  been you write an article, you send it out there, you get
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  thousands or millions of people to read it.
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  But for us, we want to get as customized to our reader as we
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  possibly can. So it doesn't make sense for us
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  to send an article to a consumer who's already on GLP Ones that
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  says considering taking GLP Ones.
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  Here's the things you need to know, right?
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  We purposely built this platform so that we can have someone take
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  the quiz, map them to content that is specific to them, that
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  creates more that one to one relationship.
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  And then they can go through that content knowing that
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  everything they read is going to be specific to their situation
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  and they're not going to be reading or wasting time on
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  content that isn't relevant to them and where they're at.
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  When someone lands on the platform for the first time,
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  what do you want them to understand immediately?
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  First and foremost, that there is content for them regardless
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  of where they're at in their journey, right?
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  So we love the fact that we have the quiz feature.
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  It's very interactive. And so that's where we want
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  consumers to start, Take the quiz, and then we'll map out the
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  journey for you. But also I think what's
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  important and we want them to realize right away is that this
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  is an unbiased, credible source of information because
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  ultimately we're seeing a lot of people share this with friends
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  and family and GLP ones are becoming less and less taboo.
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  People are actually talking about this now.
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  You have friends, groups of friends who are sharing
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  information and advice back and forth.
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  So we're seeing a lot of sharing of this content to other people.
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  And we want consumers as soon as they land on Step Beyond the
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  scale to know. Finally, I found a one stop shop
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  resource for all of the content around weight loss.
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  And let me share this to other people who we can help with as
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  well. You mentioned the quiz, right?
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  And is the quiz meant to be kind of education almost, or is it
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  really a personalization tool for how you deepen engagement?
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  Certainly a personalization tool, yeah, very much so.
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  Getting them the content that they want and need.
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  And then when they sign up for newsletters from us, it allows
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  us to customize information specific to them going forward.
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  And again, I think that's the future of media.
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  Even on the advertising side, I think as consumers, I don't mind
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  receiving an ad if it's really relevant to me and it's
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  something I'm interested in. Where ads get a little bit
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  disruptive is when it's an ad that's not relevant to you.
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  So I think the future of our business is let's make sure
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  whether it's content, ads or anything in between, if we're
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  going to send something to someone, let's make it as
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  relevant to them as possible. And at New Beauty, how do you
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  define success for this platform?
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  Really. Reach.
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  I think reach is the big thing and engagement, but what we love
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  hearing, and this has been the biggest KPI, it's a softer KPI,
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  but hearing from physicians that they're sharing this with their
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  patients, they're putting it in their patient newsletters,
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  right? Or patients are coming in and
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  saying, hey, I'm thinking about taking GLP ones.
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  And the providers are saying, oh, make sure to go to step
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  beyond the scale. You'll find all the information
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  that you need on there. So when providers start using us
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  as that patient education resource and tool and we see our
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  traffic ramp up significantly because of that, I think that's
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  a true measure of success. So let's pivot for a minute to
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  the impact and responsibility of these weight loss medications,
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  right? There's so much information out
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  there and like you said earlier, so much misinformation.
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  So what misconceptions about the weight loss medications did you
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  feel were most urgent to correct?
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  Well, there were a couple of different things, both positive
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  and some of the concerns around skin laxity and volume loss,
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  right? First and foremost, I think you
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  just had people on both sides of the spectrum of some people
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  saying this is the best product ever, ever wants to be on this.
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  We should have GLP ones in the water.
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  And then you had people on the other side that said like, don't
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  ever take this. It's not safe with no backing of
• 15:30
  science behind their claims. So for us, we wanted to make
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  sure that we went to the experts, we went through the
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  data and we were an unbiased source in the middle.
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  And again, not promoting GLP ones, promoting people, not
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  taking GLP ones, just being the resource and making sure that
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  people felt comfortable making their own decisions.
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  Now some of the data that we saw that was interesting was a lot
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  of transformation in lifestyle changes.
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  So individuals who are taking GLP ones who hadn't worked out
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  in the past, they start losing weight, they start getting
• 15:58
  momentum. Now they're working out for the
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  first time. They've changed their diet, of
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  course, which is the MOA of GLP ones in the 1st place.
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  They're drinking more water. So all of these things seem to
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  be really positive lifestyle changes for the right consumer.
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  And so we saw that as a positive.
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  And then on the flip side, like I'd mentioned earlier, we did
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  see a lot of patients saying about 22% of GLP One patients
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  said that they were entering into aesthetics for the first
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  time because they felt good about themselves.
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  They had lost weight and now they were actually concerned
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  about their appearance. And we thought that in our
• 16:28
  industry was a positive, having more people thinking about skin
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  health and hair health and in other aspects of their health.
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  Innocent. So after they're in the
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  platform, they're going in the journeys, and they've spent some
• 16:41
  meaningful time on Step Beyond the Scale, what do you hope
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  shifts for them emotionally while they're there and what do
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  you hope they leave with changing emotionally?
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  The hope always for us is that consumers understand there are
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  options almost always for any concern or challenge that
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  they're going through it, right? So for a consumer who's lost a
• 17:02
  lot of weight and is really down about the volume loss or
• 17:05
  aesthetic changes knowing, oh wait, there are options, right?
• 17:09
  And I can go see these plastic surgeons or dermatologists and
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  there's injectable options, there's topical options, there's
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  energy based device options, there's all these amazing
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  options to help me get back to where I want to be.
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  And then in general, just making sure that consumers feel really
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  confident. The next step for us is always
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  read the content and then talk to a provider.
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  That's always the next step for us.
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  So please of course, recommend board certified physicians to
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  make sure that these patients are going to see them next.
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  But the hope for most of our platforms is that a consumer
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  comes, they read content, they feel really good about that, and
• 17:41
  then they can go to the selected provider for the next steps.
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  All we hope to do is gain more education, right?
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  Because the end of the day, it is a little confusing the
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  messaging that's going out all over social media.
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  So this is so important. When we talk about those
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  conversations, which ones do you think are still missing?
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  Like what's next for Step Beyond the Scale as far as which
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  conversations we're still going to hit on with new beauty and
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  you still want to address? Where I think there's a gap and
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  this is less of the content maybe that we've produced, but I
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  still think there's more opportunity for aesthetic
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  providers to really proactively talk to their patients about GLP
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  ones. Again, asking a patient if
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  they're on GLP ones isn't offensive.
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  It's not taboo, right? There's so many people on GLP
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  ones. It's almost assumed at this
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  point that you have patients that are but talking to them
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  proactively and starting that conversation and it can be done
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  so very easily where a provider says, are you on GLP ones?
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  Are you considering them? The reason I ask is we have a
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  lot of patients who consider GLP ones.
• 18:42
  They go get on the medication, they don't come back for six
• 18:44
  months and then they have all these aesthetic changes.
• 18:46
  So if you are considered in GLP ones, just know we have an
• 18:49
  entire line of options that we can treat you holistically
• 18:53
  throughout the process. So not only do you lose weight,
• 18:55
  but you look fantastic along the way.
• 18:57
  And that's like a very positive way to, to talk to patients.
• 19:00
  And we hope that happens more and more often.
• 19:02
  For us, a huge shift this year, huge shift was oral.
• 19:07
  We Govi being approved, right? It was the first branded oral
• 19:09
  GLP one that was approved. And and with that, a huge influx
• 19:13
  of patients. And we're seeing the numbers now
• 19:15
  it's exploding. And we had 70% of our readers
• 19:18
  who were taking injectable GLP. One said they would switch to an
• 19:21
  oral because they felt it was easier.
• 19:23
  They didn't like the self injectable at times.
• 19:25
  So now we're seeing a huge influx of new patients and also
• 19:28
  a tremendous amount of providers in our space, dermatologists and
• 19:31
  plastic surgeons and Med spas that are actually offering GLP
• 19:35
  ones within the practice. And our data actually indicates
• 19:38
  that patients want that. I think the future of aesthetics
• 19:41
  in Wellness is merging in health where these one stop shops where
• 19:45
  a consumer can come in, they get their aesthetic treatments and
• 19:48
  procedures. They also talk about skin
• 19:50
  health. They also talk about Wellness
• 19:51
  and hormone health and GLP ones. That's really the future of our
• 19:54
  industry and we're seeing physicians jump on board with
• 19:57
  that every single day and they're doing a really good job
• 20:00
  treating their patients. That's great.
• 20:02
  And anything we'll be adding to step beyond the scale or is
• 20:06
  there anything you're still building and working on?
• 20:08
  What can we expect? Without sharing too much, it's
• 20:12
  such a success step beyond the scale for us both in terms of
• 20:15
  traffic engagement and physician feedback that we are looking at
• 20:19
  building the same type of stand alone platforms in a number of
• 20:22
  different areas. And we're not able to announce
• 20:25
  those areas yet. But there's some really
• 20:26
  important areas that are tangential to aesthetics right
• 20:29
  now where we have a lot of consumer interest and so in the
• 20:32
  back and we're working hard to build those out.
• 20:34
  We can't wait to see it. So thanks so much for this
• 20:37
  conversation today, Mike. This is groundbreaking for our
• 20:40
  industry because this is our dedicated space to learn more.
• 20:44
  And I'm sure there'll be a lot more people logging in.
• 20:46
  And by the way, where can they find Step Beyond the Scale if
• 20:50
  they haven't found it already? Yeah.
• 20:52
  So you can search up Step Beyond the Scale on any search engine.
• 20:55
  GLP 1.newbeauty.com is the URL and then you'll see on a lot of
• 20:59
  our socials that were highlighting that content as
• 21:01
  well. Great.
• 21:02
  Well, is there anything else that you'd like to share with
• 21:04
  the viewers and listeners? I mean, thank you again for
• 21:07
  having me on. I think this is so important.
• 21:09
  And again, we're way past the age of taboo GLP one
• 21:12
  conversation. So it's our hope that providers,
• 21:15
  consumers, everyone has an open conversation about this.
• 21:18
  We learn from everyone's experience and we just improve
• 21:21
  patient outcomes, both in terms of weight loss but also
• 21:23
  aesthetic outcomes as well. Well, thank you so much for
• 21:26
  being on the show today, and we hope you'll come back and join
• 21:30
  us again soon. And to everyone listening, the
• 21:33
  conversation continues next week on the Doctor Randy Show.
• 21:37
  Doctor Randy Boyett holds a PhD and is a recognized leader in
• 21:41
  the aesthetics and medical industry.
• 21:43
  She is not a licensed medical doctor.
• 21:46
  All commentary and product recommendations are based on
• 21:49
  industry expertise and are provided for informational
• 21:52
  purposes only.