We did not drift into aesthetics. We chose it.
Aesthetic Bureau was founded by Amina Devorah and Lylani Devorah — senior creative and strategic operators with over twenty-five years of combined experience across campaigns, brands, and environments that have shaped modern marketing. For clinics operating in a regulated environment, that experience is applied to one thing: building marketing that is both effective and defensible.
Co-founders
Senior creative and governance operator. Strategist trained across institutions and environments that define industry standard.
Amina has trained under both an international former brand manager at L'Oréal and a senior Meta advertising adviser. Her experience extends beyond the commercial sphere into defence and security-adjacent advisory contexts, as well as diplomatic protocol and governmental engagement — environments where clarity of communication and precision of judgement are not competitive advantages, but baseline requirements.
Lylani's background spans work with and for TikTok, Google Creative Lab, Diageo, Adidas, Penguin Random House, and the University of the Arts London — organisations operating at the frontier of creative and commercial strategy.
These engagements developed a working understanding of what rigorous marketing looks like at scale — and what it costs when that rigour is absent.
She was invited to speak at the Victoria and Albert Museum and has been recognised for her multidisciplinary creative output across the UK.
The move into aesthetic medicine was not incidental.
The regulatory environment governing aesthetic clinic marketing is among the most demanding in UK consumer services. The gap between what most agencies offer and what compliant, effective marketing in this space actually requires is significant — and, for the clinics operating within it, consequential.
That gap is what Aesthetic Bureau exists to close. That work begins with the Expansion Retreat.
— Former Acting Directorate of Policing & Security, UK Ministry of DefenceAmina handled sensitive file releases with precision and sound judgement under intense media pressure. Calm, reliable, and highly competent in high-stakes environments.
— Nicky Waller, Senior Brand Communications Manager, Adidas (on Lylani Devorah's D&AD Shift winning pitch, selected from over 500 applicants)Very much a campaign we'd do.
The constraint is the point.
The UK aesthetic sector operates under the Advertising Standards Authority and the CAP Code — frameworks that govern claims, visual presentation, before-and-after imagery, and the language used to describe non-surgical and surgical outcomes. They are not optional. They are not guidelines. They are rules, and their enforcement is active.
Most marketing agencies treat this as friction. A list of things you cannot say, layered on top of what they would otherwise do. The approach produces work that is either non-compliant or deliberately bland — neither of which serves the clinic.
The regulatory environment doesn't make marketing harder. It makes it more honest. Constraint, properly applied, produces stronger work.
That is not a compromise position. It is a design principle. When you cannot rely on exaggerated claims, emotive before-and-after sequences, or manufactured urgency, you are forced to build on what is actually true: the quality of the clinical team, the precision of the patient journey, the consistency of outcomes. That is harder to construct. It is also harder to replicate.
We build marketing systems for clinics that are ready for that conversation.
Three commitments that shape every engagement.
We work with a limited number of practices at any given time. This is the only way to maintain the standard the governance system demands. Taking on more clients than we can serve at that level is not growth — it is a different business, with different outcomes.
Every brief comes directly from founders, clinical leads, and senior teams. There are no account managers passing messages between a strategist and a client. We challenge when the brief requires it — on regulatory grounds, on strategic grounds, on brand grounds.
We will not recommend short-term tactics that generate enquiries today and liability tomorrow. Every recommendation is assessed against its governance implications before it reaches a client. That is a function of how the system is built, not of individual discretion.
For every new client we take on, we plant a tree in their name through Tree-Nation. It is a small gesture in the context of the work we do — but the accumulation of small, considered actions is the thing we are trying to build, in every direction.
Registered in England & Wales.
Aesthetic Bureau operates as a specialist consultancy. We do not take on volume work and we do not work outside the United Kingdom.
Start with the Expansion Retreat.
Before any execution begins, we need a clear understanding of your current position. The Expansion Retreat provides a complete and honest picture of your marketing — and establishes the foundation for everything that follows.
Request the Expansion Retreat