Aesthetic medicine encompasses all medical procedures that aim to improve the physical appearance and satisfaction of the patient. Nowadays, aesthetic procedures are generally known, and most people decide on at least one of these procedures during their lifetime. Aesthetic medicine has advanced greatly and adapted. As a result, first-generation treatments outperform their second-generation successors, intense swelling is replaced by painless light and lasers. This paper presents an analysis of the possibilities of expanding services on the example of a company dealing with aesthetic medicine. The general principles of aesthetic medicine, its development and types are explained, and later a comparison of a Croatian company with other world companies of that type is carried out. Also, the stages of growth and development of companies are described, which are shown in a concrete example. Secondary research is based on the available literature and according to the results it was concluded that the aesthetic industry is one of the growing industries that manages to adapt to emerging market demands and consequently remains competitive. The primary research includes an analysis of the current situation and the growth and development potential of the company. A survey questionnaire was also conducted, which contributed to the analysis and a better understanding of the functioning of the company, and based on it, it is concrete what the possibilities of expanding the service are.