Cheryl Haseeb, DNP, owner of Pura Medical Aesthetics and Aesthetic Nation Houston, didn't have a typical journey into aesthetics. Growing up a tall, skinny girl with features that didn't fit into society's idea of beauty caused Cheryl to question her worth for years. Starting at 25, she spent thousands on surgical and nonsurgical treatments, only to discover that her pursuit of conforming to society's ideology of beauty was an endless quest, so she turned her search inward. She realized that aesthetics isn't merely about fillers and Botox; instead, it's about highlighting the natural beauty within each person.
In 2020, during the height of the pandemic, she founded Pura Medical Aesthetics and despite the challenges of masks and the uncomfortable probability of failure, Pura experienced phenomenal growth. What began as a modest one-room clinic quickly expanded into a thriving six-room facility, leading to Pura opening a second location in Memorial.
Driven by a genuine desire to uplift others, Cheryl's professional journey has shaped a mission focused on inclusivity and compassion. She is committed to creating a more inclusive experience for everyone, where each individual feels valued and empowered. "At Pura, we try not only to enhance external appearance but also to foster inner healing and confidence," she says.
The Golden Ratio
At Pura, the importance of the golden ratio aligns with the universal appeal of beauty, harmony, and balance. The golden ratio is considered aesthetically pleasing and has been used in aesthetics, art, architecture, and design for centuries. By incorporating the golden ratio into their client's treatment plans, the team at Pura enhances the beauty and natural proportions that are aesthetically pleasing to the human eye. Pura aims to regenerate, refresh, and enhance their client's natural beauty through nonsurgical treatments such as neurotoxins, fillers, biostimulators, laser resurfacing, and skin tightening procedures, never straying away from the Golden Ratio of aesthetics.
The Pura Difference
Pura's approach to medical aesthetics is different from that of other providers, especially in Texas, where the industry can be dangerously unregulated. Pura stands out by only employing licensed medical providers for all medical procedures, including injections. This commitment is fundamental to Cheryl's philosophy and distinguishes her practice by ensuring clients receive the highest level of care and promising the best outcomes.
The philosophy is also used at Cheryl's training facility, Aesthetic Nation Institute, which was recently awarded a Center of Excellence by Merz Aesthetics and is currently one of Houston's few accredited training institutes.
Cheryl's dedication to setting the highest standard of excellence in aesthetic medicine and training providers who meet professional and safety standards while providing care to patients is what truly sets her business apart from the others. Only those with a nursing license or higher are eligible to enroll in Aesthetic Nation Institute courses, reinforcing professional standards and safety to ensure clients' highest level of care.
Nonsurgical Procedures at Pura
Pura's most popular services are nonsurgical procedures such as bio-stimulator injectables, including Radiesse and Sculptra, PDO Lifting Threads, and neurotoxins. Cheryl is known as "Houston's Queen of PDO Threads," and Pura has dedicated its full-service medical aesthetic clinic to offering procedures that ensure the best results and client satisfaction.
The staff at Pura focuses on regenerative aesthetics by addressing the cause of aging rather than simply treating the symptoms. "Aging occurs on all five layers of the skin and as providers, we must address each of those layers to truly give our clients the most natural, sustainable results," says Cheryl.
Pura's Memorial Location
From 2020 to 2023, Pura Medical Aesthetics grew to a multi-million dollar company. Sales increased by 60% from 2021 to 2023, and this year promises a continued growth trajectory. Opening another aesthetic location in Memorial will allow the company to meet the growing client demand while expanding its brand presence and providing the highest quality of service to a broader community.