Jessica Cvetic: The Innovator Behind Citrus Aesthetics
Jessica Cvetic is an internationally recognized Physician Associate, global speaker, and founder of Citrus Aesthetics and Citrus Franchising. A leading voice in ethical and natural aesthetic medicine, she developed the AWQ 10 Psychological Readiness Protocol and serves as a PA on the Upneeq Speakers Bureau. Jessica is internationally trained by top experts, a guest professor at A.T. Still University, and the driving force behind a franchise model that empowers providers through education, mentorship, and ethical, patient-centered care.
The Quiet Voice That Changed Everything
Jessica Cvetic had always trusted her instincts, yet it was the quiet voice within her that ultimately reshaped the direction of her life. It emerged during long days spent moving from patient to patient in high-volume med spas, delivering care that never felt as thorough as she believed her clients deserved. She observed hurried consultations, sales-driven pressures, and environments where metrics seemed to matter more than people. That quiet voice told her something essential was out of alignment. It reminded her of the provider she aspired to be and the standard of medicine she was determined to uphold.
Listening to that voice required courage. Acting on it required conviction. What began as a call for alignment eventually became the foundation of Citrus Aesthetics, a movement that continues to shape a new era of intentional, ethical, and naturally focused aesthetic care.
Where Integrity and Curiosity First Took Root
Long before Citrus became a recognized name in aesthetic medicine, Jessica’s commitment to patient-centered care was shaped by an early and defining moment. During a clinical rotation, she encountered a patient whose symptoms seemed minor to the rest of the care team. Something urged her to slow down, listen closely, and ask deeper questions. Her intuition was correct. She uncovered an underlying medical condition that could have become life threatening if ignored.
This became a turning point in her career. It illustrated the importance of approaching every patient with curiosity, empathy, and respect. She often reflects on this experience as a reminder that integrity matters and that every person deserves thoughtful and complete care.
Her educational journey laid the foundation for the values that guide her work today. Jessica first earned her Bachelor of Science degree from Eastern Michigan University, graduating summa cum laude and later being chosen as the commencement speaker for her class. She went on to complete her Master of Science in Physician Assistant Studies at A.T. Still University, where she was recognized as PA Student of the Year. Each achievement reflects her discipline, her curiosity, and her unwavering commitment to excellence.
Her career in emergency medicine added resilience, discipline, and composure to her foundation. Working under pressure taught her how to remain thoughtful in fast-paced environments and how to comfort patients during their most vulnerable moments. These skills later became essential as she entered an industry that blends medical science with emotional connection and personal transformation.
The Creation of Citrus and a New Standard of Care
Burnout is a word many providers speak quietly, yet Jessica confronted it head-on. She loved aesthetics and deeply valued her clients, but the traditional med spa structure left little room for intention or ethical caution. She witnessed overselling, overtreating, and high-volume business practices that stood in direct contrast to everything she believed medicine should represent.
She reached a moment when she realized she could not remain in environments that ran counter to her values. The solution was not to leave the field. The solution was to rebuild the experience from the ground up.
Jessica created Citrus Aesthetics, a space rooted in honesty, transparency, and natural results. She established longer appointments, a patient education focused approach, and treatment plans tailored to the individual rather than to trends. Clients immediately recognized the difference. Providers admired the freedom and integrity that Citrus represented. The clinic quickly grew into an award-winning and highly trusted practice with more than 340 organic five-star reviews. Each review reflected a story of trust, healing, and connection.
Jessica often says, “Trust cannot be advertised or begged for. It must be earned one client at a time.”
Her influence continued to expand through the Citrus Training Academy, where she teaches advanced techniques and emphasizes the importance of integrity, responsibility, and clinical judgment. For Jessica, technical skill is important, but so is compassion. She believes that ethical leadership is just as essential as injecting with precision.
“At Citrus, we do not only teach procedures. We teach integrity,” she explains.
A Movement Rooted in Ethics, Education, and Empowerment
As Citrus continued to grow, Jessica noticed a recurring theme among providers across the country. Many felt exhausted, undervalued, and pressured by sales driven systems that limited autonomy and compromised their well being. She understood this struggle all too well. She had lived it.
This realization sparked the creation of Citrus Franchising, the first solo provider med spa franchise designed to support medical professionals with ethical guidance, complete business infrastructure, mentorship, and clinical training. Her franchise model provides the systems she never had when she built her own practice. It gives providers a clear path to financial freedom, ownership, and the ability to practice medicine with integrity.
Jessica explains, “Providers deserve support, confidence, and a model that honors their training and their values. They should not have to sacrifice their well being to succeed.”
Her influence also reaches international stages. Jessica is a global speaker and keynote presenter who has shared her expertise at AMWC Monaco, AMWC Bangkok, and major conferences throughout the United States. She serves as the one of the PA’s on the Upneeq Speakers Bureau and as a guest professor at A.T. Still University, where she mentors the next generation of aesthetic leaders.
She created the AWQ 10 Psychological Readiness Protocol, an innovative assessment that helps providers safeguard patient mental health and uphold ethical standards. This tool reflects her dedication to a responsible and informed approach to aesthetic care.
Jessica’s clinical excellence is reinforced by years of training with world leaders in aesthetic medicine, including Dr. Shino Bay, Dr. Sebastian Cotofana, Dr. Ayad Harb, Dr. Gideon Kwok, Julie Horne, and many others. Her philosophy is straightforward: education is essential, advancement is continuous, and safety along with natural results is non-negotiable.
She often reminds providers, “Education is not optional. It is the standard.”
A Future Built on Balance, Integrity, and Global Impact
What excites Jessica most about the future of Citrus is not only the continued success of her clinic or the growth of the franchise. She is driven by the possibility of shaping a global movement that brings ethics, education, and intention back to aesthetic medicine. Her vision centers on empowering providers around the world to practice with confidence and autonomy, while ensuring clients receive natural, science-backed results grounded in safety and trust. She imagines a more compassionate, wellness-focused approach to aesthetics supported by a franchise model that uplifts providers and strengthens the communities they serve.
Jessica’s dedication extends far beyond business leadership. She approaches wellness with the same thoughtfulness she brings to aesthetic care. Her routines, which include yoga, Pilates, and intentional daily practices, keep her grounded and aligned with the values she teaches. She believes deeply that providers who feel balanced are able to give more to their clients, their teams, and their craft. Her philosophy centers on a simple and powerful truth that when providers are supported, they thrive, when clients are treated with honesty, they feel understood, and when ethics lead the work, the entire industry moves forward together.
A Leader Redefining What Success Looks Like
Jessica Cvetic is more than a founder, educator, and aesthetic provider, she is a catalyst for a new standard in aesthetic medicine. Through Citrus Aesthetics and Citrus Franchising, she has built a model that empowers providers, protects clients, and elevates the field through intention, compassion, and clinical excellence.
Her journey stands as a reminder that success is not defined by volume or trends. It is defined by character, purpose, and the courage to create what does not yet exist.
Jessica continues to plant joy worldwide by redefining how beauty, wellness, and ethical entrepreneurship can work together to transform lives.
