And while other devices might offer surface-level results, Dr Roman is quick to differentiate, “Lasers, for example, can’t reach this depth without damaging the surface. With HIFU, the energy meets precisely in the right place, creating a lift from within.”
So what does it feel like? “It’s warm,” he says. “Like a deep heat. Patients are surprised by how comfortable it is. No anaesthesia, no redness. You walk out glowing.” The treatment takes around 35 to 45 minutes. The effects are immediate but continue to improve over the next three to four weeks as collagen and elastin production kick in. For some, it’s a one-off. Others return every few years for a top-up. “The result is very natural,” he explains. “You just look… fresher. Not done. Not different. Just more like you, five years ago.”
Of course, we have to talk about the “snatched” look. That angular, sculpted aesthetic that’s everywhere on Instagram and increasingly, in real life. “Yes, it’s popular,” he says, “But the mistake is thinking it’s just about angles. What people really want is definition. Lift. Health. The ‘snatched’ look gives that, but only when it’s done elegantly.” Dr Roman is cautious of trends that chase extremes. “Sharp cheekbones are not enough. The features must be in harmony. You can lift, but you must also soften.”
The treatment he says is particularly effective in the lower third of the face, jawline, jowls, and under the chin. “These are areas where surgery used to be the only option. But now, with HIFU, we can correct without cutting.” Having clinics in both London and Dubai, Dr Roman sees aesthetic ideals play out on a spectrum. “In London, patients want subtle changes. Invisible work,” he explains. “In Dubai, there is sometimes more appetite for volume, bigger lips, more contour. But even that is changing.”
His own aesthetic philosophy doesn’t shift. “No matter where I am, I want the work to be invisible. Elegant….
