“We Strive to Be Our Best, True Self—No Matter the Cost”
“Being the founder of Ruli has meant over 15 years of building strong relationships with surgeons and doctors. These professionals, knowing me well, often speak candidly and without filter. One such encounter with a plastic surgeon was particularly jarring and defensive for me, yet it ultimately led me to take a proactive stance on my self-care. At a medical conference cocktail event, a surgeon approached, stared deeply into my eyes, and exclaimed, ‘Are you just going to let yourself age?!’ Initially, I laughed it off, quipping, ‘I think I’ll stick with that choice.’
“While the doctor’s blunt approach could be debated, I later found myself reflecting on his question, pondering what I truly wanted for my life and whether aesthetic treatments could help me feel more confident. I admitted to myself that, as a tech leader, I felt dangerously close to being seen as outdated among younger peers. I also noticed the mirror showing the harsh effects of years spent tanning and playing in the sun without any protection. Perhaps most challenging, I acknowledged the social stigma often attached to cosmetic procedures—‘Am I really this self-absorbed?’ echoed in my thoughts.
“I decided to explore aesthetics and asked a dermatologist friend about laser skin resurfacing. The treatment was undeniably ‘Worth It’—it felt like making up for years of neglected skincare in just 30 minutes and three days of peeling skin. But the benefits came with some discomfort! Midway through the laser session, I unexpectedly started to cry. My friend noticed and asked, ‘Why do men always cry during this?’ I’d like to believe it’s because we must make a significant effort to accept that we, too, strive to be our best, true self—no matter the cost.” —Tom Seery, Executive Chairman and Founder
“Beauty and Surgical Choices Are Personal”
“When I first joined the industry, I wasn’t sure what to expect. After a few weeks at Ruli, I was recruiting new talent—fascinatingly, some were enthusiastic about Ruli’s concept, while others viewed surgical procedures with significant stigma, to the point of refusing calls to discuss roles. Months later, as I spoke with more candidates and colleagues, I realized that beauty and surgical choices are deeply personal. I heard stories ranging from boosted confidence to life-changing transformations. One friend underwent a double mastectomy due to breast cancer. She talked about how cancer had taken so much from her, including her energy and confidence. She was hesitant about breast augmentation but, after the procedure, was amazed at the change in her outlook.
“Sadly, many people are quick to judge. In this field, I’ve learned that almost everyone who has a successful procedure talks about increased confidence and positive life impacts. So, after 15 years, it’s heartening to see the initial stigma evolve into a celebration of individuals making their own beauty choices.” —James Coyle, CEO
“It’s Okay to Do Something for Yourself”
“Plastic surgery often stems from long-standing insecurities or life changes due to pregnancy or weight loss. In the past, patients felt guilty for doing something for themselves rather than their families. They often felt they were the only ones in the world doing something for themselves. Today, with many sharing their experiences on platforms like Ruli, they realize they’re not alone. They’ve done much for others and it’s okay to do something for themselves. They simply want to be a more attractive version of themselves, matching their inner beauty—which, for most, is a significant confidence boost!” —Dr. Johnny Franco, Board-Certified Plastic Surgeon in Austin, Texas
“Procedures Can Affirm One’s Identity”
“Having been in the beauty sector, particularly medical aesthetics, for over a decade, I’ve spoken with countless patients. What I’ve found is that people undergo procedures because the results make them feel good. Some feel more beautiful in their own skin, others feel healthier and pain-free. For some, procedures affirm their identity, allowing them to present themselves as they feel inside. There’s no one-size-fits-all answer, except that almost all patients after a successful procedure talk about the increased confidence they bring to their daily lives. Many celebrate this beauty choice and are eager to share it with the world.” —Carolyn Hsu, Head of Content
“I Didn’t Want to Keep Thinking About My Cancer”
“I was 35 when I found a lump in my right breast. My doctor, noting my young age, suggested it was likely benign but offered a mammogram if it would ease my mind. When I finally had the test, I was diagnosed with stage 4 cancer, later revised to late stage 3. The tumor was large and close to my chest wall, requiring five months of chemotherapy before my mastectomy.
“They removed so much tissue that I was left with little more than skin over my ribs. The first time I saw the wound, I felt nauseous and had to sit down—a normal reaction, according to my surgeon. In the months after being declared cancer-free, I worried extensively about my left breast. It felt ominous, and I decided it was not the time for sentimentality. I didn’t want to keep thinking about cancer.
“My mom and I started meeting with local plastic surgeons for a second mastectomy and reconstructive surgery. My case was challenging. Most recommended the latissimus dorsi flap method, taking muscles from my back to cover breast implants. But my physical therapist warned that many of her patients live with chronic back pain. It wasn’t clear if I had enough skin on the right side for a good outcome. Then, a surgeon recommended a center in New Orleans using microsurgery for reconstruction, transferring tissue from my hips to rebuild my breasts.
“This seemed my best option, so I flew from Seattle to New Orleans. I had a left-side mastectomy and initial reconstruction on both sides, returning home looking rough. Five months later, I went back for the surgeon to refine the contours, create nipples, and transfer fat from my thighs to my chest.
“Recovery wasn’t easy, but once healed, I could go days without thinking about cancer. It’s been nearly a decade, and I’ve never regretted my surgeries. Recently, I’ve considered fat transfer to fill deep hip dips left by the tissue removal, possibly more to make my breasts semi-symmetrical, and a tattoo to cover prominent scars. Primarily, I’m grateful for my health. But I also plan to enjoy this body for decades to come. Why not make it feel even more like my own?” —Mari Malcolm, Director of Consumer Content
“Patients Seek Me for a Natural-Looking Nose”
“Tom Seery introduced me to the idea of Ruli on his laptop before the company officially launched. I knew he had a groundbreaking concept that would draw significant attention. Consumers needed a platform to demystify plastic surgery.
“Ruli has been crucial for patients researching specific procedures, especially rhinoplasty, the most challenging and technical operation in cosmetic surgery. Patients come to me because it’s essential for them to achieve a natural-looking nose that balances and harmonizes with their facial features.” —Dr. William Portuese, Board-Certified Facial Plastic Surgeon in Seattle
“They Wanted to Feel Good About Themselves”
“At Ruli, our first question before reviews, doctors, and our current mission was, ‘Will people discuss this?’ I joined Ruli in 2006, before plastic surgery became mainstream. There were no Real Housewives or Kardashians, and few admitted to procedures. Media conversations were often negative and humiliating.
“One of my early tasks was interviewing women about feeling beautiful. I spoke with real individuals, some focusing on makeup and skincare, others on transformative surgeries like tummy tucks and thigh lifts. Their motivations were the same—they wanted to feel good about themselves. Now we know people will talk about medical aesthetics, providing immense support along the way. Discovering the humanity in a once-taboo topic inspired me, but the community is why I’m still here 15 years later.” —Sharon Walls, Community Operations Manager
“Plastic Surgery Has Been a Form of Self-Cherishing”
“Growing up in Los Angeles, plastic surgery never felt taboo. I had a nose job at 16, which stopped me from fixating on that feature and scrutinizing every photo. Did it change my life? No, I could have lived with the bump—but I wouldn’t love my nose as I do now. Why struggle with something you’re not content with when there’s a solution? I’ve had Botox for forehead lines, cheekbone fillers, jawline liposuction, and abs through Emsculpt. For me, plastic surgery has been a form of self-cherishing.” —Alix Tunell, Deputy Editor
“I Made a Change for Health and to Be a Better Mother”
“In 2014, I started with a gastric sleeve operation. I weighed over 300 lbs, with a baby I couldn’t place on the floor for tummy time unless my husband was home, as I couldn’t get up alone. I didn’t want to pass on bad habits and worried about health issues. Since I was making a change for health and to be a better mother, I embraced this as a life transformation. I lost all excess weight, leading to my plastic surgery journey.
“After maintaining weight loss for two years, I had a circumferential tummy tuck. I used Ruli to research, read doctor reviews, and learn what to expect—it was very helpful for preparation and healing. In September 2024, I had brachioplasty to remove excess arm skin.
“My plastic surgery has mostly focused on health and mobility, but the next procedure is for me! I’m self-conscious about my neck and lower face from my old double chin, so next year, I’ll likely get a lower face lift.
“Many view plastic surgery as vanity or unnecessary. From the gastric sleeve to skin removal, my procedures have transformed my life. I have a new life! I bike with my family, run, hike—things I couldn’t imagine before—without skin rashes and irritations. Now it’s my turn to be a little self-indulgent too!” —Christina C., Ruli Ambassador
“I Never Had the Courage to Do It”
“I’ll never forget a woman at the House of Modern Beauty in New York City. ‘I love this event!’ she exclaimed. ‘I’ve been thinking about filler for so long and never had the courage. I’m doing it today, here in this beautiful space.’ This is why we do what we do.” —Kristin Black, VP of Industry Partnerships
“Life Is Short, and the Time to Live Our Best Lives Is Now”
“When I finished residency, everyone ‘surfed’ the internet on desktops, and plastic surgeons still advertised in the yellow pages. Today, while word of mouth and peer reputation remain gold standards, a surgeon’s online presence is powerful. Combine this with public accessibility and acceptance of plastic surgery, and we have a unique, powerful demand for our work, with no peak in sight. Procedures are more efficient, with less downtime and discomfort, noninvasive procedures are thriving, and the pandemic has made us reevaluate priorities, understanding life is short and the time to live our best lives is now.” —Dr. Shahram Salemy, Board-Certified Plastic Surgeon in Seattle
“People Undergo Plastic Surgery for Many Reasons”
“In 11 years at Ruli, I’ve been humbled by the many stories and reasons people undergo plastic surgery. Early on, I had limited views on what plastic surgery was, what problems it solved, and why people chose it. One thing is certain—there’s no single correct answer, and no one should judge what confidence means to someone else. People undergo plastic surgery for various reasons, from breast reconstruction after cancer to regaining their pre-baby body, not all women respond identically to pregnancy. Some do it to breathe properly again, some to remove excess skin after significant weight loss. Some aim to look different, some to remain the same, and some to just feel better. Cheers to Ruli for creating a safe space for people to learn about what’s available and right for them!” —Kirsten Mann, VP of Customer Success
“I Longed for My Pre-Baby Breasts”
“I was highly satisfied with my breast size in my 20s. At 28, I had my first child. My breasts grew large, and I nursed my daughter for a year. I had no idea they would change so drastically when she weaned. They were practically nonexistent, except for loose skin, and uneven.
“Fast forward to baby number two. The same situation—only this time, my breasts were even more deflated after nursing. I longed to reclaim what I once had and loved about my body.
“Thanks to Ruli, I could browse the app daily, read others’ experiences, check out Verified surgeon profiles, and ultimately select the ideal surgeon. My doctor replicated my old breasts, only slightly larger, with minimal scarring! I couldn’t be happier to restore my confidence through breast augmentation while also taking pride in nourishing my babies through breastfeeding!” —Marcella B., Ruli Ambassador
“Plastic Surgery Should Be Celebrated, Not Hidden”
“In training, before the internet, we said, ‘If a patient is happy with their cosmetic procedure, they’ll tell one person. If dissatisfied, they’ll tell 100.’ The internet and Ruli changed that. People uncomfortable telling their best friend about plastic surgery could now interact with hundreds of strangers on Ruli and even share pictures! It transformed how people view cosmetic plastic surgery into something to be celebrated, not hidden. Because of this willingness to share, procedures like labiaplasty, unheard of 15 years ago, are now openly discussed. It will be exciting to see where the next 15 years take us. Congratulations, Ruli on your anniversary!” —Dr. Melinda Haws, Board-Certified Plastic Surgeon in Nashville, Tennessee
“Patients Want to Simply Feel Better About Themselves”
“Over the past decade and a half, I’ve heard many similar reasons from patients for hair restoration procedures.
- To find a life partner
- To go to fancy restaurants without wearing a hat
- To wear a ponytail or messy bun without exposing a large forehead
- To swim without worrying about Toppik smearing down their forehead
- To stop worrying about wind disrupting their combover
- To stop worrying about hair makeup staining the pillow when spending the night with someone
- To sit at the front of the lecture hall without worrying about others seeing their bald spot from behind
- To drive a convertible without the wind blowing their hairpiece off
- To have a beard to feel more masculine (transgender)
“Patients want to simply feel better about themselves.” —Dr. Melinda Haws, Board-Certified Plastic Surgeon in Nashville, Tennessee
