About Venus Concept 

As a leader in medical and aesthetic technology, our goal is to help our customers build a strong and sustainable business. In addition to offering cutting-edge technology and treatment solutions, we also provide creative and comprehensive services that address the important challenges customers face and enable them to improve their overall probability of success.

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The Venus Concept Story

When the aesthetics industry flourished in the 90s, practitioners and manufacturers quickly learned that consumer demand was very strong, even though machines were large, slow, and extremely expensive. And then the financial crisis of 2008 hit. Device sales growth came to a screeching halt. Financing was suddenly hard to find. But still, consumers demanded non-invasive aesthetic solutions.

When we started to develop Venus Concept, it became very clear for us we had to be able to provide a business model that was financially successful for doctors and patients. We set out to ensure that doctors could provide their patients with the most effective treatments with the best technology in a way that was safe, profitable, and sustainable.

This is how the Venus Concept was born. We pioneered the first subscription-based business model in the industry and developed a world-class organization committed to the highest level of post-sale support. This philosophy is what sets Venus Concept apart from competitors—no other company provides the level of practice enhancement services, seamless upgrade programs, device warranty, and marketing and clinical support programs. Today, we are one of the fastest-growing companies in the industry helping providers in over 60 countries and 18 direct markets and almost half of our business coming from repeat customers.

The Venus Concept Culture

At Venus Concept, we rely on our employees, customers, and network of industry professionals around the world to continuously improve and Deliver the Promise. In order to do that, we ensure that everyone operates with the same values and vision.

Our core values

Venus concept Core Values


We operate with the goal of being a leader in the aesthetic and medical technology industry while remaining agile and adaptable to change. We measure what is working well and what isn’t and then learn from our experiences to continuously improve and evolve.


We are excited about new ideas because they challenge the status quo. We strive to set ourselves apart and constantly aim to drive our business forward, whether it’s by launching innovative products or developing new services to help accelerate our customers’ success.


We believe a company is only as good as its people. Venus Concept employees are like a family of 500 people spread out globally. All of our teams work with a shared respect for one another, mutual trust, and a common commitment to the success of our customers.


We are passionate about what we do, about our purpose, and about what we can accomplish. We truly believe in each and every one of our products and services and are proud of how far we have come.

Executive team

Domenic Serafino
Domenic Serafino

Domenic brings over 25 years of experience in the medical device industry. Domenic was a partner and President of Canada’s largest laser distribution company, Sigmacon Group, for over six years. In 2001, he joined Syneron as President for North America, and was instrumental in taking the company public on Nasdaq in August 2004. During Domenic’s tenure at Syneron, the company grew from $0 to $1.3 billion market cap in less than five years.

Domenic Della Penna
Domenic Della Penna
Domenic brings considerable expertise and experience to Venus Concept, having held senior posts at several industry leading multinationals...
Søren M. Sinay
Søren M. Sinay
Søren brings over 15 years of experience as a strategic innovator and market manager in the international medical technology industry....
Ross Portaro
Ross Portaro
Ross Portaro is an accomplished industry leader and veteran, bringing over 30 years of experience in the healthcare sector to Venus Concept.
Anna Georgiadis
Anna Georgiadis
Anna brings over 20 years of experience in HR and business roles. Prior to joining Venus Concept, Anna was at Loblaw Companies...
Yoni Iger
Yoni Iger
Yoni has over 25 years of executive experience in these arenas in leading medical device companies such as Lumenis and Syneron...

Leadership team

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