Dr. Natalya Borakowski, a Scottsdale naturopathic physician and aesthetician, transitioned into the beauty industry unintentionally after a traumatic experience. Following a robbery while working as a bank teller, she sought a new direction in her career. A chance encounter during a shopping trip at Scottsdale Fashion Square led her to a job in Macy's cosmetics department, where she discovered her passion for beauty treatments.
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Over the years, Borakowski has remained engaged in the aesthetics field but has grown increasingly critical of the beauty industry's messaging towards women. This exploration inspired her book, "When Beauty Is Currency," which delves into the interconnectedness of appearance, aging, identity, and women’s self-worth. Since opening Desert Bloom Skincare in Scottsdale in 2008 and completing her training as a licensed naturopathic physician, Borakowski has encountered a common sentiment among her patients over 40 who express feelings of aging unexpectedly, prompting her to reflect on this shared experience.
In her book, Borakowski uses the term "currency" to articulate the social significance that societies attach to beauty. She suggests that women who conform to contemporary beauty ideals often receive greater social acceptance, attention, and even professional advantages. However, she emphasizes that beauty's perceived value is subjective and disproportionately distributed across demographics, including race, age, and body type. This leads to a complex dilemma for women who may equate favorable treatment with their intrinsic worth.
Aware of the inherent tension in her profession, Borakowski rejects the binary struggle between combating the signs of aging and completely dismissing aesthetic treatments. She views such treatments as neutral tools that derive meaning from societal context. Her role, she argues, should involve understanding patients' motivations, offering realistic expectations, and knowing when treatment is warranted or advisable. Borakowski promotes her philosophy called “Emotional Aesthetics,” derived from emotional intelligence, which encourages women to reflect thoughtfully on their motivations for seeking changes in their appearance.
When reflecting on her marketing practices, she acknowledges that some of her earlier messaging might have emphasized procedures over holistic skin health and hormone awareness. She notes that the focus on aesthetic medicine has shifted significantly, especially after the COVID-19 pandemic, which led many to scrutinize their appearances more closely through video calls. The rise of social media and digital filtering has further complicated societal beauty standards.
Through her book, Borakowski encourages women to reflect on their reasons for pursuing cosmetic procedures. Her personal confrontation with her aging reflection propelled her to reassess the societal norms she had absorbed. She aspires for readers to cultivate a loving acceptance of their reflection, hoping they embrace aging on their own terms.