Now, it might actually be popping, with Americans buying skincare electronics from brands like Lyma, Dr. Dennis Gross Skincare, Solawave, NuFace, Omnilux and BeautyBio. Timed with device category buoyancy, a specialist in it, The Beauty Tech Group, owner of CurrentyBody, Tria and ZIIP Beauty, is reportedly considering a 350 million pound or nearly $470 million listing on the London Stock Exchange.

Investors evaluating whether to jump in on the IPO should take heed: The beauty device business has had more bust than boom. Doomed by copycats, a pullback from professional distribution, lack of replenishment and manufacturing issues, Clarisonic, which was shuttered by L’Oréal in 2020, offers a cautionary tale to investors considering entering it.

Delving into challenges and opportunities in the beauty device realm, for the latest edition of our ongoing series posing questions relevant to indie beauty, we asked nine investors and investment bankers the following: What’s your take on skincare device brands from an investment perspective? Where does the skincare device category stand in terms of consumer receptivity and growth?