Erin White, President of Geneo US, has built a 35-year career that blends experience, adaptability, and a passion for aesthetics. Her journey began in manufacturing, where she learned an important lesson—keep improving, keep refining. Everything changed when she moved beyond sales into leadership. Suddenly, she wasn’t just selling—she was running two sales divisions, overseeing customer service, managing HR, and leading education programs. With a great mentor and a company that invested in its people, Erin developed a hands-on, results-driven leadership style.
In 1998, she stepped away from the corporate grind to focus on raising her daughter while staying professionally engaged. Medical aesthetics pulled her in, offering the balance she sought. She took on leadership roles, first as National Director of Sales for a physician-dispensed skincare brand, then as a Sales Director for a medical device company, leading teams across the U.S. and Canada.
When that company went public in 2021, Erin moved to the UK. She stepped into a global leadership role overseeing sales across Europe, the Middle East, and Africa. By late 2024, it was time for a new challenge. Erin returned to the U.S. as President of Geneo US, an aesthetic medical device company under Lumenis. Today, she’s excited about the road ahead. Erin shares, “My inspiration for this new role is the category-creating device that Geneo now offers and the incredible team I get to lead.”
Geneo US Marking Milestones in Innovation and Business Growth in Aesthetics
Under Erin’s leadership, Geneo US introduced a major update to its top device in January: the addition of radio frequency (RF) technology, now cleared for aestheticians in most U.S. states. RF heats the deeper layers of skin, tightening collagen and stimulating new growth for smoother, firmer skin with fewer wrinkles—natural, noticeable results.
One of Erin’s favorite innovations at Geneo is Oxfoliation, a treatment that exfoliates while oxygenating the skin for a fresh, healthy glow. “I want to look like myself—just younger and healthier.” Erin hears that all the time, and that’s exactly what the Geneo device delivers.
Within a month of launching its latest innovation, Geneo US won the Most Innovative Facial Device award.
On the business side, Erin emphasizes that the Geneo X with RF delivers a strong return on investment. Unlike entry-level devices with high consumable costs or aggressive discounting due to market saturation, Geneo maintains a fixed consumable price and a strong retail value, protecting profitability for providers.
She also clarifies that Geneo takes a targeted approach to partnerships. As a Class 2 medical device, the Geneo X is designed for advanced aesthetic practices—not every spa or salon. Its technology gives providers a clear competitive edge over basic treatment options.
Looking ahead to 2025, Geneo US is expanding support for device owners. Upcoming initiatives include personalized, in-person training, a new app with marketing and education resources, and an upgraded Shopify platform, launching this quarter.
Striking a Work-life Balance
Erin has seen too many leaders burn out and refuses to be one of them. While 60% of professionals globally report they’ve figured it out, she knows it takes real effort. She knows the importance of personal time. 2021 was an alarming year. Erin was gaining weight, and feeling the warning signs of burnout. Working in aesthetics means appearance is always part of the conversation, but this wasn’t about looks. It was about setting the right example for her daughter and ensuring she could keep doing what she loves for years to come.
Strict workout plans aren’t her thing. Morning workouts help, but she keeps movement fun—an evening walk, a weekend hike, anything that feels good instead of forced. And it’s not just about staying active. Erin lives by “work hard, play hard” and means it. When work gets crazy—long meetings, constant travel, never-ending to-do lists—she makes sure there’s an outlet. Whether it’s karaoke, dancing, or a competitive game night with friends, those moments matter just as much as the work itself.
Leading with Growth: Ever-Evolving Leadership Philosophy
One of Erin’s favorite leadership philosophies comes from Zig Ziglar: “It is your attitude, more than your aptitude, that will determine your altitude.” Stephen Covey had a similar take, and Erin still finds herself going back to 7 Habits of Highly Effective People when she needs a reset.
Back in the ’90s, she worked for a company that put learning first, and it left a lasting impression on her. She didn’t realize it back then, but motherhood would change everything. “You can’t manage children; you must lead them.” Those eight years away from corporate life weren’t a break from leadership; they were the best training she could have asked for.
For Erin, Servant Leadership isn’t just a corporate jargon—it’s how she’s always led. She feels that leading and parenting have a lot in common. Both take empathy, patience, and the ability to see the bigger picture. Her passion for growth hasn’t slowed. She recently finished No Bullsh!t Leadership by Martin G. Moore and The Self-Aware Leader by John C. Maxwell. She looks for books that challenge her thinking while reinforcing what she believes about leadership. “It’s my way of holding myself accountable,” Erin states. “Making sure I’m not just talking the talk, but walking it, too.”
No Two Days Look the Same
Erin chuckles at the idea of a “typical” day, doubting any President truly has one. Every morning starts the same. It keeps her steady. Meetings are a given, but she’s learned to trade constant urgency for a routine that keeps the team moving forward without chaos.
One thing that never changes? She stays close to customers, knowing personally what they need. She spends around 10 days each month out in the field, including at industry events, on calls, checking in with clients, or following up on an MQL. Erin notes, “Staying connected to our customers is essential—I never want to lose touch with the people who are the lifeblood of our business.”
Staying Steady in an Unsteady Economy
If there’s one thing Erin has learned firsthand, it’s that when the economy shifts, aesthetics businesses feel it. She has been through the ups and downs—2008, post-pandemic hikes, and market chaos. Every time, the first thing to go is the splurge—people start rethinking what’s worth the cost. She has seen the pattern: when times get tough, at-home skincare wins over in-office procedures.
Her strategy is precise: focus on what works and don’t overcomplicate it. Customers need to see why a product is worth it. For her, sales is a numbers game—keep knocking, keep talking, stay in front of customers. One rule she lives by, straight from The 7 Habits of Highly Effective People: “Identify what you can control and what you can influence—everything else is just noise.” This mindset keeps Erin grounded, ensuring she focuses on what truly matters.
Leading Geneo US with Impact and Inclusion
Erin doesn’t take leadership lightly. Every decision she makes impacts real people—her team, their families, and the business. She’s always been driven to succeed, but what matters most is helping others rise alongside her. Whether it’s her team, peers, or daughter, she wants to show that great leadership is about leading with heart, grit, and authenticity.
She is concerned about the gender gap in her industry. Women make up 90% of the workforce, yet so few holds executive seats. She’s determined to change that. A 2023 Forbes report found that companies with at least 30% female leaders are 12 times more likely to be top performers. But for Erin, it’s not just about statistics—it’s about ensuring leadership reflects the people it serves, creating opportunities, and pushing for real change.
Word of Wisdom for the Aspirants
The beauty industry moves fast—faster than most realize. Erin has witnessed its transformation, watching treatments that didn’t exist five years ago become household names. After two decades in the field, she’s seen filler trends swing like a pendulum—natural, then overdone, then back to balanced. Early aesthetic devices? Bulky, painful, and anything but user-friendly.
To stay on top in this industry, Erin knows you need to predict, not just react. It’s about staying curious, learning constantly, and adapting faster than trends shift. She sees the rise of “filler fatigue” pushing people toward treatments that sculpt, lift, and restore—exactly what Geneo specializes in. Erin reminds about the power of connections. In this business, today’s colleague could be tomorrow’s boss. She advises, “Listen more than you speak. Lead with compassion and integrity. Be authentic, vulnerable, and real.” Above all, she urges them to protect their reputation and enjoy the journey.
The Proudest Accomplishment
The past four years have changed Erin’s life in ways she never expected. She battled serious health challenges, left an unhappy marriage, and chose to take back control, starting with her health. In 2021, she took another leap, moving to London to lead sales across Europe, the Middle East, and Africa—proving to herself she could rebuild and thrive.
She’s built her career twice—first as an entrepreneur while raising her daughter, then in the corporate world, making an impact on a global scale. Moving abroad could have been isolating, but instead, she built lasting relationships, turning colleagues into trusted friends. And while she’s proud of her accomplishments, what means the most? Her daughter. A Cardiac ICU nurse, she embodies kindness, dedication, and purpose. Watching her grow into who she is today matters more to Erin than any career milestone ever could.
Always Learning, Always Curious
For Erin, learning never stops. She loves meeting new people, swapping ideas, and staying on top of what’s shaping the aesthetic world. She reads everything—business, fashion, lifestyle. When Exosomes and Polynucleotides started making waves, she dove in—reading, consulting doctors, and exploring the latest research. These advancements are a game-changer, and the industry is just scratching the surface.
But research isn’t everything. Erin values insights from colleagues and friends—many of whom use aesthetic treatments themselves. They love picking her brain about trends, but she’s just as interested in what their providers are saying. At Geneo, she’s helping bring a groundbreaking device to market. “My team and I are not only shaping the story around it but also playing a role in the broader evolution of regenerative medicine,” she says. And that’s what excites her the most.
Lessons That Last a Lifetime
Erin feels lucky to have had great mentors, but no one shaped her more than her dad. During college, she worked for him while he ran a sales team at a big tobacco company. Before “compassionate leadership” became a corporate buzzword, he lived it, always looking out for his team. She’ll never forget when he helped a teammate find a place to live after a tough divorce. That was just who he was. He had an eye for talent, too—one of the guys he mentored as an assistant manager eventually became the company’s president. Even 29 years after his passing, Erin still asks herself, “What would Dad do?” when facing tough decisions.
Another mentor left her with a phrase she still holds onto: “Eating your soup with a fork.” A reminder that someone’s working hard and not smart. Nowadays, she turns to a close group of former colleagues and mentors. These people she trusts have challenged and guided her through different chapters of her career and will continue to do so in the next.
Building a Team, Driving the Future
At Geneo, Erin considers herself fortunate to work with people who care deeply about what they do. This year, she’s bringing in the right people to make the team even stronger. The goal is simple—build a team that performs at its best, every time. It’s about doing things right from the start, making a great product, and treating customers the way they deserve. For Erin, values shape how the team works together and connects with customers. Listening first, assuming the best, and building real relationships matter.
Looking ahead, she sees endless possibilities. With a great team, advanced technology, and strong backing from Lumenis, the company is in a powerful position to grow. She’s keeping an eye on the economy in 2025 but believes Geneo could double or even triple in size in the next few years.
Erin concludes with a positive tone, “A category-creating device and treatment, a sustainable high-performing team, passionate leadership, and a highly profitable treatment for our customers—this is the foundation upon which I will achieve my vision for the future.”
Leaving a Legacy of Purpose
The word legacy is a big one for Erin. She vouches for Peter Strople’s words: “Legacy is not leaving something behind for other people. It’s leaving something behind in other people.” That’s the kind of mark she hopes to leave. To her, legacy usually brings to mind world leaders and game-changers—people who shape history. She hopes to be remembered as real, kind, and unshaken by life’s challenges. If a young woman in leadership ever asks herself, “What would Erin do?”—that, to her, would be the best kind of legacy. It would mean she did something right and showed what’s possible.
