Meet Maxine McCarthy
Maxine McCarthy is the Founder and CEO of Cosmetic Couture, and one of the UK’s most respected and influential figures in the aesthetics industry. An accredited practitioner, educator, and industry reformer, Maxine has built a career defined by innovation, integrity, and an unwavering commitment to raising standards in aesthetics.
After qualifying in aesthetics in 2009, Maxine spent several years perfecting her craft and developing her unique approach to both treatment and teaching. In 2012, she founded Cosmetic Couture — a training academy and clinic built on the principles of skill, safety, and empowerment. Today, it stands as one of the UK’s leading aesthetic academies, training thousands of practitioners and treating more than 200,000 clients.
Leading Voice in the Industry
Maxine is a recognised authority whose expert opinion has been featured across multiple media platforms — from national television appearances to newspaper interviews and in-depth video discussions exploring key topics in aesthetics and beauty. Her insights have helped shape public understanding of the industry and influence policy discussions at national level.
Champion for Professional Standards
Maxine has played a pivotal role in the ongoing national debate around regulation in the aesthetics sector. She has been a vocal advocate for creating fair, safe pathways for both medical and non-medical professionals to practise within a properly regulated framework. Her work has been instrumental in highlighting the need for transparency, accountability, and clinical oversight — ensuring that all practitioners meet the highest standards of safety and professionalism.
The Association of Cosmetic Practitioners of Britain (ACPB)
As a co-founder of the Association of Cosmetic Practitioners of Britain (ACPB), Maxine helped to establish a registered charity dedicated to supporting professionals from across the aesthetics community. Approved by the Charity Commission in July 2019, the ACPB provides accreditation, guidance, and insurance assurance to its members — giving clients peace of mind that their practitioner meets nationally recognised standards of care.
The ACPB welcomes both medics and non-medics, united by a shared Code of Conduct designed to uphold public safety and maintain industry-wide professionalism. Members are required to follow strict protocols, ethical practices, and clinical procedures to ensure safe, responsible aesthetics for all.
Raising the Bar in Aesthetics
Maxine continues to drive forward the conversation on education and accountability within the industry. She believes that all training should be delivered to rigorous, regulated standards; that only safe and traceable products should be used; and that practitioners must always operate under appropriate clinical oversight — particularly in cases involving adverse effects or complications.
As both a visionary leader and an active practitioner, Maxine remains dedicated to advancing the aesthetics industry and empowering others to succeed within it. Her passion, expertise, and advocacy continue to shape the future of aesthetics — setting new standards for excellence, safety, and professionalism across the UK and beyond.