Reflections from AAD25

The 2025 American Academy of Dermatology (AAD) Annual Meeting brought together top dermatologists, researchers, and industry leaders to explore the future of skin health. This year’s event broke records, with over 20,000 attendees—surpassing the 2024 total in San Diego—and included 428 exhibitors and more than 7,300 exhibitor personnel. Medical professionals made up roughly half of the attendees, with residents and non-clinical personnel comprising another 25%.

AAD’s hybrid identity—part clinical summit, part consumer showcase—was on full display, from Martha Stewart’s widely anticipated keynote fireside chat with AAD President Dr. Seemal R. Desai to networking at Universal CityWalk, hands-on workshops, and live technique demos. Financial planning and private practice sessions rounded out a packed agenda.

New Therapies

AAD spotlighted major advances in dermatologic drug development, with new data in psoriasis, atopic dermatitis, alopecia areata, and prurigo nodularis.

  • Icotrokinra (JNJ-2113), an oral IL-23 receptor inhibitor from Johnson & Johnson, showed biologic-level efficacy in psoriasis with 40% of patients reaching PASI 100 at 20 weeks.

  • A new TYK2 inhibitor from InventisBio outperformed existing agents, while deucravacitinib showed promise for cutaneous lupus erythematosus.

  • ZORYVE (roflumilast foam 0.3%) demonstrated strong results in scalp and body psoriasis in the phase 3 ARRECTOR trial.

  • Bempikibart, formerly ADX-914, showed impressive results for severe alopecia areata in Q32 Bio’s SIGNAL-AA study.

  • Tapinarof cream (VTAMA®) sustained symptom-free periods in atopic dermatitis patients post-treatment.

  • Ruxolitinib cream (Opzelura) showed phase 3 efficacy in treating prurigo nodularis.

  • Amlitelimab, an anti-OX40L antibody, suggested new possibilities in long-term AD control.

New Treatment Modalities

Technology took center stage as innovations in AI, imaging, telehealth, and laser devices highlighted how tech is changing dermatologic care—from diagnostics to patient experience.

  • AI tools are improving diagnostic accuracy, although debates continue over their true clinical utility.

  • QuantifiCare showcased their DermaViz® UV camera for standardized imaging and shared new work on automated acne grading and vitiligo assessment.

  • Wingderm® presented its 1550nm non-ablative fractional laser for deep collagen regeneration.

  • Telehealth and DataDerm were discussed for expanding access and equity.

  • Alpenglow Biosciences introduced AI-powered 3D spatial biology.

  • The importance and opportunities of molecular testing and precision diagnostics were emphasized by Dr. Adewole Adamson.

Dr. Peter Lio stressed the value of minimizing pain—especially in pediatric patients—through topical anesthetics, cooling techniques, vibration tools, and psychological distractions. These small efforts not only improve patient experience but lead to smoother procedures and better clinical outcomes.

Exciting Developments in Cosmetic Dermatology

Cosmetic innovation was a major theme at this year’s meeting, with several new technologies drawing attention for their ability to reshape how dermatologists approach aesthetic treatments. These tools aren’t just about novelty—they reflect a growing demand for effective, low-downtime options that deliver results across a wide range of skin types and patient needs.

One standout was MultiFrax, a handheld fractional laser that combines 1550 nm and 1927 nm wavelengths. This dual-wavelength design allows for more customizable treatments, targeting fine lines, wrinkles, pigmentation, and acne scars with greater precision. Its portability and versatility make it especially appealing for practices looking to expand their cosmetic offerings without the footprint or cost of larger devices.

PRX, a topical collagen biostimulator, also made waves. Unlike traditional injectables, PRX uses a combination of trichloroacetic acid (TCA), hydrogen peroxide, and kojic acid to stimulate collagen production through the skin’s surface. The result is firmer, more radiant skin—without the needles, downtime, or risk of hyperpigmentation. It’s a compelling alternative for patients who want results but prefer non-invasive options.

Emerging research into salmon sperm polynucleotides added another layer of intrigue. These compounds, derived from DNA fragments, are being explored for their regenerative properties and potential use in treating vascular occlusion. While still in the early stages, they could represent a new class of biologically active agents in aesthetic dermatology.

Together, these innovations point to a shift in cosmetic care—one that favors personalized, science-backed treatments with broad accessibility and minimal recovery time. As technology continues to evolve, so too do patient expectations, and the industry is clearly responding.

Other Key Themes

Lifestyle-driven dermatology is clearly becoming an increasingly important part of patient care. With the rise in popularity of GLP-1 agonists like Ozempic, more patients are reporting side effects such as facial volume loss and hair thinning. Dr. Jeanine Downie addressed these concerns by advocating for a holistic approach that includes injectables to restore volume, resurfacing treatments to improve skin texture, and supplements to support hair health. She also highlighted the potential anti-aging benefits of sirtuin-activating foods—such as berries, leafy greens, and red wine—which may promote skin resilience and cellular health.

The role of diet in skin conditions was another key focus, with experts emphasizing how certain foods can trigger or worsen issues like urticaria and atopic dermatitis. Alongside dietary changes, new therapies targeting the OX40L pathway are showing promise in managing these chronic conditions. Meanwhile, growing awareness of tattoo ink safety has raised concerns about contamination and undisclosed ingredients, prompting dermatologists to push for better regulation and increased patient education. These conversations reflect a broader shift toward integrative, preventative approaches in dermatology.

Equity in care took center stage as Dr. Nada Elbuluk, new SOCS president, urged providers to prioritize inclusive practices.

Professional development sessions addressed DEI, mentorship, and generational shifts in the field.

Social media’s role in dermatology sparked debate—highlighting the balance between education, promotion, and professionalism.

Competition for “Face Time” Began Outside the Exhibit Hall

With promotional rules limiting what companies can say, many leaned into visual dominance. Bus ads were ubiquitous (J&J’s Tremfya, Arcutis’ Zorvye), while brands like Elta MD opted for Uber sponsorships. Some placements, like Abbvie’s Skyrizi walkway ad, felt misaligned with foot traffic patterns.

Inside, brands got creative. Abbvie sponsored a food truck; Care Credit’s “Cuddle Zone” delivered an emotional hook; Pfizer, J&J, and others used compliant ISI-heavy displays. Lilly stood out with strong presence—but less brand recall due to limited product visibility.

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On the Convention Floor

The exhibit hall, as always, was a mix of chaos and opportunity. Booths like L’Oréal’s drew massive crowds—often blocking nearby exhibits—while others like P&G managed crowds with structured presentations. Still, the long lines raised questions: are swag-driven queues helping or hurting engagement?

A clear divide emerged between non-pharma and pharma booths. Non-pharma brands had more freedom to offer immersive, interactive experiences—Neutrogena’s custom scrubs and CeraVe’s brand history walkthroughs drew consistent attention. In contrast, pharma relied on structure, content, and hospitality. Standouts included Botox’s lounge, BMS’s branded “Winkaccinos,” and Takeda’s culturally rooted Tea House.

The top five sponsors—Abbvie, Pfizer, Sanofi/Regeneron, Novartis, and Eli Lilly—reflected their market leadership. While most impressed, some (like UCB) fell short due to weak messaging or engagement. Among tech exhibitors, booth placement proved crucial, as smaller players struggled for visibility against high-traffic giants.

Brands also tested creative engagement tactics: passport-style badge scans, swag-building stations, and tactile demos. Notable efforts came from Biersdorf, Bubble, Boehringer Ingelheim, Bristol Myers Squibb, and Vanicream’s massive dry skin monument.

For many exhibitors, opening day was a story of quantity vs. quality.

As usual the show floor was a sea of people—not moving. Dozens of booths drew long queues, with average wait times hovering around 30 minutes. The line into l’Oréal’s sprawling exhibit was typical, easily 200 deep, weaving through multiple zones in their own exhibit and extending into the aisles blocking access to their neighbors. At peak times, it was nearly impossible to navigate certain aisles, penalizing l”Orêal’s neighbors.

P&G managed crowds better with structured presentations, calmly leading ~100 people at a time through a 15-minute wait and a 12-minute presentation. At the conclusion of the presentations, reps stood ready to engage.

Some exhibitors tried to turn the wait into an opportunity, but in most cases, the crowds were overwhelming. There’s value in a crowd, sure—but only if you can actually reach the people in it.

Yes, giveaways are a draw. But when your audience—highly educated, time-starved professionals—is spending hours in line for swag, you have to ask: is this helping or hurting engagement?

Not all big booths were created equal.

Among the largest players, a few brands stood out for doing it right. Lilly, Johnson & Johnson, Sanofi, and Novartis ran tight, clear, engaging exhibits. Their booths managed to be busy without becoming chaotic, and they struck the right balance between brand storytelling and clinical substance.

On the flip side, some big names missed. UCB’s booth lacked energy and clear messaging. Even Novartis, despite being strong overall, had moments where its layout and staff engagement didn’t quite land. At this scale, success is about more than money—it’s about execution. The winners didn’t just show up big; they showed up smart.

  • Lilly

    EBGLYSS was the star of the show, but Lilly’s gargantuan kiosks and muddled branding diminished its impact.

  • Dupixent

    Sanofi and Regeneron’s blockbuster showed well with a casual, playful design and a wide open floorplan.

  • Dupixent

    The brand’s bold color scheme helped it stand out and was foundational to perhaps the best execution of fair balance on the show floor.

  • L'Oréal

    The French behemoth’s massive exhibit space was heavily segmented by product line, adding to the congestion caused by long lines of SWAG seekers.

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Many Exhibitors Embraced the Next Generation

Younger HCPs and residents were clearly a target. Brands like Neutrogena and Bubble catered to them through social media, influencer-friendly aesthetics, and interactive content. Exhibitors increasingly spoke the language of a digitally native, diversity-conscious generation—one that’s reshaping the dermatology conversation online.

Even large companies joined the movement: Sanofi/Regeneron and Takeda featured live Instagram feeds in their booths, while Biersdorf displayed a full social media wall—signaling that digital relevance is no longer optional.

Startups and consumer brands like first-time exhibitor Bubble weren’t just looking to connect with professionals—they were targeting the younger, social-media-savvy crowd that’s reshaping how dermatology is talked about online. The industry is taking note: younger clinicians aren’t just future prescribers; they’re current influencers.

It’s not just about age, either. There’s a broader shift toward speaking the language of the emerging professional class—digitally fluent, diversity-conscious, and hungry for authenticity. If you want their attention, you need more than a glossy booth.

  • Bubble

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For Future AAD Exhibitors Who Want Skin in the Game

AAD 2025 reaffirmed the rapid evolution of dermatology—from drug breakthroughs to device innovation and shifting patient expectations. The meeting fused scientific rigor with consumer energy, creating a unique dynamic few specialties can match. But beneath the buzz, one lesson stood out: success at AAD isn’t about having the biggest booth. It’s about clarity, creativity, and meaningful connection.

The exhibit hall made that clear. High traffic didn’t always translate to high impact. Some brands drew long lines but failed to engage once people got inside. Others planned meticulously—guiding attendees through their space with purpose, balancing striking visuals with substance, and creating touchpoints that stuck. Strategy, not spectacle, separated the memorable from the forgettable.

You can’t just show up and expect results. The most effective exhibitors considered every detail: how to manage flow, capture attention, and deliver value in a short interaction. Others got caught in the chaos, relying on giveaways or gimmicks without a deeper story or takeaway.

One thing everyone could agree on: the AAD show floor is unlike any other. It’s a collision of clinical and commercial, serious science and skincare glitz. That mix brings unmatched energy—but it also demands a smarter approach to engagement.

And maybe—just maybe—next year, someone will finally solve the line problem.

What’s Next?

As we continue our series on major medical meetings, we’ll keep digging into what defines each one—beyond the agendas and keynote speeches. At AAD, the trends were clear: younger clinicians matter more than ever, tech is finally earning its place, and the show floor can make or break a brand’s impact.