Yulia Reznichenko: "What I find inspiring is how the most innovative techniques come from different parts of the world"

Forget superficial creams and social media hypes: the future of beauty and wellness is high-tech, holistic and tailored to you. At PHENOMENA Maison in Amsterdam Oud-Zuid, we don’t chase trends, we set them. Founder Yulia Reznichenko shares the latest in effective treatments and groundbreaking innovations – from Morpheus8 and salmon DNA to beauty secrets from Hollywood and Dubai. This is self-care, for 2025.

What are the biggest trends in skin care and health right now?

''The future of beauty lies in preventative, regenerative and holistic care. We are seeing a huge shift towards treatments that not only beautify the skin, but actually repair and rejuvenate it from within. Morpheus8, for example, which is microneedling combined with radiofrequency, goes much deeper than traditional treatments. It stimulates collagen and remodels the skin, reversing signs of aging. Regenerative therapies such as polynucleotides, or salmon DNA, and exosome therapy also show impressive, long-lasting results. They work at a cellular level and help repair and renew the skin, giving it a radiant and healthy appearance.''

Which countries are leading the way in this?

''What I find inspiring is how the most innovative techniques come from different parts of the world. In Hollywood, they are always at the forefront of aesthetic medicine. Biohacking, peptides, advanced rejuvenation technologies - they really look at what works and how you can maintain beauty and vitality in the long term. In Dubai, you see treatments being elevated to a complete wellness experience. It's not just about results there, it's also about experience: luxury and science come together there.

And then there is Ukraine, a place that is very dear to me. What is happening there in the field of beauty and regenerative therapies is truly world class. The innovation and expertise are unparalleled and continue to be a huge source of inspiration for me and for PHENOMENA Maison. ''

"The difference is often in the mentality. In the Netherlands we attach great value to natural beauty and people are generally reserved when it comes to high-tech treatments"

And where does the Netherlands stand in this regard?

''The Netherlands is definitely making strides in skincare and aesthetic treatments, but when you compare it to countries like the US and UAE, you see that preventative, regenerative and longevity-based care is still in development here. In places like the US and Dubai, treatments like Morpheus8, NAD+ IV infusions (a natural molecule essential for cell repair and energy metabolism) and bioregenerative therapies are already an established part of self-care. People there are proactively investing in their skin and health, while Dutch clients are only now starting to take that step.

The difference is often in the mentality. In the Netherlands we attach great value to natural beauty and people are generally reserved when it comes to high-tech treatments. In countries like the US and Dubai, improvement and prevention are seen as an investment in yourself, something you do to keep looking good in a healthy and refined way. What I do notice is that Dutch clients attach great value to scientific evidence. They don't want fleeting trends, but treatments that really work. That's exactly why we focus on evidence-based, medically substantiated solutions.''

Do you still notice a difference between men and women?

''More and more people are embracing a preventive, luxurious wellness lifestyle. Career-oriented women in particular are leading the way. They understand that beauty and self-care are not superficial luxuries, but an investment in themselves. 

But men are increasingly embracing this change. Treatments that were once considered “feminine”—like Hydrafacial for deep cleansing, massages for recovery and stress relief, pedicures for conditioning, and NAD+ IV infusions for energy and vitality—are now becoming increasingly popular among entrepreneurs, athletes, and CEOs. These men understand that performance, resilience, and appearance go hand in hand. In cities like Dubai and Hollywood, this is already the norm – there we see that aesthetics and grooming are an integral part of male identity. The same awareness is now growing here too."

Also read: “PHENOMENA opens its doors in Amsterdam”

What is your most important advice for better skin care and health based on the latest insights?

''What really makes the difference is a personal plan. Think of Morpheus8, exosome therapy, peptides and polynucleotides - all treatments that renew and strengthen the skin from within. The great thing is that with these techniques you don't wait until the signs of aging become visible, but that you can actively slow them down and keep the skin in optimal condition. And it goes beyond just treatments in the clinic. Professional home care, NAD+ therapy and hormonal optimization also play a huge role here.'' 

What can people do themselves besides treatments?

''Beauty is so much more than just the right treatments - it really is a holistic approach. Good sleep is essential - your skin repairs itself during the night, and without enough rest you lose that fresh, healthy glow. Diet also plays a big role. In addition, exercise is extremely important, because it stimulates blood circulation and provides a natural glow. And let's not underestimate stress - Mindfulness and stress reduction are as crucial to healthy skin as skincare itself.''

Which persistent beauty trends would you like to see disappear?

“One trend I would really like to see end is the flood of TikTok hype and DIY skincare. People try professional treatments at home because they see quick fixes on social media, but that can cause so much damage.''

“People try professional treatments at home because they see quick fixes on social media, but that can cause so much damage”

Which trends do you think bring more harm than beauty?

''A trend that I find really dangerous is doing microneedling at home. It's something that people see online and then try themselves, but it's absolutely not suitable for home use without knowledge. Microneedling is meant to cause controlled damage so that the skin heals, but if you do it wrong, you can cause scarring or serious damage. I also see people using very active peels at home, with high concentrations of acids. That can also lead to burning or permanent damage.''

How do you view the new generation that is already fully engaged in skincare on social media?

''It depends. If you have acne as a teenager, it is important to treat that skin professionally. In such a case, we draw up a treatment plan and also recommend a complete skincare routine for home use, tailored to the needs of young skin.

But if there is no skin problem, then it is not necessary to use all kinds of products. A mild cleanser and a simple, moisturizing cream are sufficient. You should not burden the skin unnecessarily with active substances.''

Curious about all the treatments of PHENOMENA Maison? View the website here.