How to Turn a Medical Problem into a Unique Business? Marta Ivaskevych Conquers the Most Complex Cases of Hirsutism

The Electrolysis Clinic Founder works with those who are not suited to standard methods 

According to a Grand View Research report, the global hirsutism treatment market is projected to grow to $5.84 billion by 2032. A separate segment consists of women who face this problem due to various diseases or treatment side effects. According to WHO data, polycystic ovary syndrome (PCOS) affects 8 to 13% of women of reproductive age today, and doctors fail to diagnose it in 70% of cases. The numbers reveal a significant market reality: 70% to 80% of all people with PCOS develop hirsutism, meaning millions of women worldwide face unwanted hair growth. Excessive hair growth represents one of the most visible and socially traumatic symptoms of PCOS, worsening psychological and emotional states and forcing women into a constant search for cosmetic solutions. Research shows the psychological toll is severe: a study published in the Journal of Psychosomatic Research found that among women with facial hair, 30% had depression levels above clinical thresholds, 75% reported clinical levels of anxiety, and 40% felt uncomfortable in social situations.

In cases where we’re not dealing with a simple aesthetic flaw but a serious complication, laser hair removal often fails to address unwanted hair growth, especially in hormonally sensitive areas. Electrolysis serves as a sought-after alternative; despite being an old invention, the method continues to modernize. Against this backdrop, specialized electrolysis clinics have emerged to address this underserved market segment. In the entrepreneurial world, success stories often begin with personal challenges, and IMS Electrolysis founder and licensed electrologist Marta Ivaskevych from Florida proves no exception. Her clinic represents a focused approach to addressing the gap between medical needs and cosmetic solutions, built on personal experience rather than market research.

From Personal Crisis to Business Model 

IMS Electrolysis began not with financial calculations but with a life necessity: Ivaskevych herself once faced hirsutism as a PCOS symptom. At age 18, doctors diagnosed her with the disease, and a few years later—after two surgeries and treatment—facial hair growth began. Laser hair removal failed to resolve the issue and made it worse: hair became thicker, spread further, and caused irritation. The young woman tried all available methods, but they provided no results, and depression seemed inevitable. Despite the skepticism developed from previous unsuccessful attempts, she decided to try electrolysis.

“You no longer look like yourself. And most importantly, you feel like you’re losing control over yourself. I wanted to get my face back, not just achieve a visual effect,” recalls Marta. “I lost confidence, withdrew, and stopped smiling. My existence narrowed to work and home. Electrolysis changed this—step by step, I began returning myself to myself.”

The success of the procedure course impressed Marta so much that she decided to pursue professional training to offer life-saving techniques to sisters in misfortune. She completed the Berkowitz School of Electrolysis in New York and received specialized education at the Florida School of Medical Aesthetics. After obtaining her electrologist license, she has practiced since 2019, and in 2021, opened the clinic as a business with a clear mission: “I realized I couldn’t keep this experience to myself. I knew there were so many other people suffering in silence, just like I did.”

From the first months, the focus targeted hormonally sensitive facial areas and worked with women who had undergone medical interventions. Many of her clients were women who didn’t date, avoided socializing, and struggled with ongoing distress, patterns that align with research showing that women with facial hair commonly struggle with social anxiety and relationship difficulties.

Marta carefully preserves their success stories. One of the brightest examples involves a young patient who shaved her face daily and couldn’t build personal relationships due to agonizing shame. “After two-three months of procedures, one day she came to the procedure completely different: broad smile, shining eyes—’I have a boyfriend, Marta!’ That was my success in those shining eyes,” remembers Ivaskevych.

Broad profile of sub-specialization 

The company she created, IMS Electrolysis, positioned itself not as a beauty salon but as a private specialized practice focused on electrolysis, primarily working with patients who have medical indications and endocrine disorders: PCOS, diabetes, thyroid dysfunction, and chemotherapy effects. The method allows for removing unwanted hair of any type and shade, including in areas where laser therapy proves contraindicated or causes increased growth. The business operates with a straightforward model: fixed pricing, structured treatment courses, and ongoing client monitoring throughout the process. Unlike universal aesthetic centers, this practice focuses on solving one problem and serving a specific client group with unique needs. Ivaskevych serves as the primary practitioner, working with support staff and systematized procedures that address medical rather than cosmetic cases.

“We work with a specific task: helping women who don’t respond to standard methods. This requires precision, patience, and understanding of physiology,” says Marta.

The approach differs significantly from traditional beauty services. Rather than one-off treatments, clients commit to extended programs where practitioners document changes in skin condition, hair density, and structure. This methodology allows the practice to tackle challenging cases—light hair, deep follicles, and hormonally active areas that resist other treatments.

“My clients aren’t just procedure visitors. These are people whose requests carry stories, complexities, and emotions. When you understand the context, your approach to work changes,” notes Marta.

Product as part of a unique selling proposition 

Electrolysis requires precision but demands a lengthy course and accompanies skin reactions. Marta’s own experience highlighted this challenge: “While having electrolysis treatments, my skin was really irritated,” she recalls. Later, working with patients and studying client complaints about skin reactions, she noticed a pattern: “While doing electrolysis on many women with hormonal conditions, I also realized that their skin needed special care. Most products on the market were not good enough. They caused irritation, breakouts, pigmentation, or poor healing, and were found in most cases.”

This observation led her to develop a specialized aftercare line tailored for post-electrolysis treatment, particularly for sensitive hormonal skin common in these patients. The three-product line includes a restorative cream, an antiseptic tonic, and a rich oil butter formulated with ingredients such as calendula, zinc, vitamin E, shea butter, and propolis—specifically chosen to reduce inflammation, calm the skin, fade dark spots, and support healing.

“We didn’t create the products for product range expansion. I saw how standard creams failed and decided we needed our own formula—for those specifically undergoing electrolysis,” comments the entrepreneur. “These products are the first of their kind on the market. There’s nothing else like this for post-electrolysis care, especially for hormonal skin.”

The products are officially registered, with their formulations protected under copyright, and patent applications are currently in progress. They are embedded in the clinic’s post-treatment protocol as part of a comprehensive care package, yet are also offered independently as retail items. Looking ahead, the product line is poised to evolve into a standalone business direction, with expansion into digital sales channels already underway. Thus, the business expands through products that complement the main service, increasing average check without raising base procedure costs.

“I wanted clients to leave not only hair-free but with a sense of restoration and care. Care forms part of the method, not just an addition,” explains Ivaskevych.

Science as a basis for business 

Marta placed strong emphasis on validating her approach—documenting outcomes and proving methodological efficacy through concrete data was essential to her. Therefore, from the very beginning of work, since 2021, she initiated the IMS Electrolysis scientific study “Clinical Effectiveness of Electrolysis Compared to Laser Therapy in Patients with PCOS.” The sample includes 203 women who completed full courses. The main focus targets facial areas most sensitive to hormonal changes. Preliminary data consistently show high electrolysis effectiveness and more stable results—persistent hair density reduction and absence of reactive growth typical of light methods. While the complete study results are still being compiled, findings indicate significant improvements in hair density reduction and client satisfaction rates, with achieving success rates of 75% or higher for permanent hair removal.

“For patients, it’s important that the method has evidence, especially when we’re talking about facial areas. We have data for this,” emphasizes Marta.

Ivaskevych eagerly shares her experience at professional events, both with experienced colleagues and beginners. In 2025, the entrepreneur spoke at the 8th Annual PCOS and Fertility Congress in London and conducted a master class for NEO Beauty School students, where she discussed working with sensitive areas and specific client groups—transgender patients, diabetics, and women after cancer treatment. Despite scientific work not being her priority, Marta nevertheless considers it important to document confirmed results and observation specifics in specialized articles.

Helping Return Yourself to Yourself 

Currently, IMS Electrolysis operates as a self-managed microbusiness: the owner makes all decisions, and quality control integrates into every service stage. Main attraction channels include Instagram, Google, SEO, contextual advertising, and of course, personal recommendations. Clients come both through direct search and someone’s advice. As a business owner, Ivaskevych chose to scale the model not through expansion but through the classic triad: product, educational program, and scientific support. Unlike franchise solutions, IMS Electrolysis bets on depth, not breadth.

“Our task isn’t to serve everyone but to help those who truly need a solution. This maintains focus and provides stability—we know who we work for and what problem we solve,” says Marta.

The next development stage involves launching an electrolysis school. In the market, according to Ivaskevych’s observations, no standardized program exists yet; most specialists train through shortened courses without focusing on complex cases. The planned training center will combine theory, physiology, skill development, and client experience management.

“We have a shortage of specialists who can work with medical cases. I want to teach people not just to perform procedures but to solve problems,” explains Marta.

She also joined the American Association of Electrology to strengthen business positioning at the professional level and participate in industry development.

“I want to tell patients: there’s a solution. You don’t need to live like this. You don’t need to accept it. There’s a real, permanent way to get rid of unwanted hair,” says Ivaskevych. “Today, I do this work with purpose and passion, knowing that behind every client stands a story, struggle, and hope. And I’m here to say: you’re not alone, and yes—it will get better.”

The hair removal market has long moved beyond aesthetics and has become an intersection point of medicine, psychology, and technology. Amid the broader aesthetic landscape, IMS Electrolysis presents a focused approach built on clinical insights, practitioner expertise, and a clearly defined specialization. Its model addresses a narrow yet underserved need that larger providers often bypass. This isn’t a salon, network, or large-scale brand but a sought-after and sustainable service addressed to those for whom hair removal represents not just aesthetics but a way to return to themselves.

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