Jesús Peral and Estetic Evolution: How a Congress Taught the Beauty Industry to Think Like a Business

From supplier and equipment manufacturer to mentor of more than a thousand professionals: the founder of Impulxer Academy has turned Estetic Evolution, in just six editions, into the leading business event for professional aesthetics in Spain.

Some entrepreneurs build their authority on success. Jesús Peral has also built his on falling down. He says so openly: before becoming a mentor, he went through financial problems, business failures and even the bankruptcy of a company. Perhaps that is why, when he speaks to beauty-centre owners about margins, costs or profitability, he does not speak from theory. He speaks from the experience of someone who knows what it takes to build a business — and what it feels like when it starts to shake.

Fifteen years seeing the sector from every side

Peral’s career is unusual. In more than fifteen years in aesthetics, he has been a supplier, an equipment manufacturer, a centre owner and, finally, a mentor. That view from every angle — of the person who sells the machine, the person who buys it and the person who has to pay for it at the end of the month — is the basis of his diagnosis, as simple as it is uncomfortable: the sector has an abundance of technical talent, but it lacks business training.

“A centre can have a full diary and still not be profitable,” he repeats. And he adds another idea that sums up his philosophy: “Being technically excellent is no substitute for business skills.”

The birth of Impulxer

From that conviction, around four years ago, came Impulxer Academy: a business school designed for owners of aesthetics centres and beauty clinics. Peral had noticed that many professionals were wasting their potential for lack of management tools, and that competition in the sector was only going to grow.

His method is built on six pillars — mindset; finance; communication and value proposition; sales; leadership and process automation; and product delivery and client experience — plus a seventh block devoted to medium- and long-term business strategy. Each centre starts with the pillar it needs most, after a diagnosis of its turnover, costs, margins, client acquisition and dependence on the owner. Today, Impulxer has supported more than a thousand professionals.

Estetic Evolution: from an idea to a theatre

But if one project has given that vision its visibility, it is Estetic Evolution. It all began in 2023 with an idea that the Impulxer team itself describes as “a little crazy”: to create something that did not yet exist in Spain — a gathering for beauty-centre owners where the conversation would not be about techniques, equipment or trends, but about how to run a business.

The first edition was online and free. It worked so well that, in June 2024, Estetic Evolution made the leap to an in-person format and brought together around a hundred professionals in Madrid. From the start, it opted for an experiential format, closer to a great show than to a traditional conference, in which business training is lived with the same intensity as emotion.

The formula grew with every edition. In November 2024, the event gathered leading experts over three days and hosted a round table with Julia González, director of Salón Look; Concha Vela, president of FANAE and AECOMA; Consuelo Silveira and Marta Bermejo. From May 30 to June 1, 2025, the director of Salón Look returned as a featured guest, alongside Consuelo Silveira, Carmen Navarro and Estrella Pujol. Names such as Emilio Duró, Silvia Oliete, Silvia Giralt and María Cuevas have also taken its stage.

Each edition added something: more attendees, more disciplines, more ambition. And each made it clear that the underlying question was not technical, but entrepreneurial.

!Jesús Peral during a talk at Estetic Evolution

The sixth edition: the leap to the Teatro Albéniz

That growth culminated from October 16 to 18, 2026, with the sixth edition, the largest to date. A full year in the making, Estetic Evolution filled Madrid’s Teatro Albéniz with more than 800 owners of beauty centres and aesthetic medicine clinics from all over Spain.

The line-up reflected the project’s maturity: Víctor Küppers spoke about attitude and leadership; Esmeralda Gómez López about financial education; Carlos Gil about margins, costs and profitability; Mónica Galán about communication and perceived value; Ágata Puig about community and client loyalty; Elisabeth Álvarez, CEO of the Inout centre in Barcelona, shared her business experience; and filmmaker Adrián Izquierdo addressed content creation for the sector. Artificial intelligence also entered the programme with a talk by Sonia Boost, CEO of The Wonder World Group, on how AI can give professionals their time back.

It was no longer just about learning management techniques. It was 360º training to run a centre like a company, without giving up one’s life. From a hundred professionals in 2024 to eight hundred in 2026: across six editions, Estetic Evolution has now brought together more than 2,000 professionals.

Three days lived with heart and soul

The sixth edition of Estetic Evolution was, quite simply, a resounding success: a full house, an audience engaged from start to finish and an echo that is still reverberating across the sector. Yet reducing it to a list of speakers would tell only half the story. Those who were at the Albéniz describe it differently: as three days lived with heart and soul.

There was learning, and plenty of it. Notebooks filled to the margins, numbers reviewed in real time, decisions many attendees made right there in their seats before returning to their centres. But there was also something rarely found at a business congress: joy. Between talks, the stalls turned into a dance floor, and hundreds of professionals who spend their years holding up businesses, teams and families allowed themselves, for once, to celebrate what they have built.

And in the corridors, something happened that only happens when the right people are brought together. Conversations that began over coffee and ended in partnerships; high-value connections between centre owners from all over Spain, suppliers, mentors and leading figures in the sector. Many arrived alone; almost none left without a new network of peers with whom to share questions, ideas and opportunities.

That may be the truest measure of Estetic Evolution’s success: not only what is learned on stage, but what each attendee takes home when the lights go down. Energy to return to her centre, the certainty that she is not alone, and the feeling — repeated again and again on the way out — of having lived something hard to explain to anyone who was not there.

What comes next

The sixth edition had barely ended when Impulxer announced the next one. Estetic Evolution 7 will return to Madrid in autumn 2027, expected in October or November, with three days of training from Friday to Sunday. The exact date has not yet been revealed, but the ambition has: an even bigger seventh edition.

Peral’s message remains the same as in the first edition, but it now resonates in a full theatre: “I want the owner to make money and to have peace of mind.” And he warns against one of the sector’s great vices: “Piling up courses without putting them into practice does not transform a business.”

At a time when artificial intelligence, digitalisation and competition are transforming professional aesthetics, Estetic Evolution has found its place as something more than a congress: a meeting point where professionals stop seeing themselves only as technicians and start seeing themselves as entrepreneurs.

Six editions later, the evolution of the event is also the evolution of a sector beginning to understand that its most urgent treatment is not aesthetic, but entrepreneurial.

Photos: Impulxer Academy.