What TOTAL Skin & Beauty does

TOTAL Skin & Beauty Dermatology Center, P.C. (also operating as Total Dermatology and Total on 1st) is a physician-owned dermatology practice headquartered in Birmingham, Alabama, founded circa 1977 by Dr. Gary Monheit, who trained under Dr. Fredric Mohs. The practice operates four physical locations across the Birmingham metropolitan area (Downtown Birmingham, Gardendale, Trussville, and McCalla) and self-describes as the city's oldest and largest dermatology group. It is structured as an Alabama Professional Corporation with no disclosed parent company, no external funding, and ownership distributed among practicing physicians.

The company delivers a comprehensive dermatology stack across four service categories: medical dermatology (acne, rosacea, eczema, psoriasis, skin cancer, hair/nail disorders), surgical dermatology anchored by Mohs micrographic surgery performed at the Downtown and Gardendale sites, cosmetic and aesthetic services (Botox, Dysport, JUVÉDERM, Restylane, DAXXIFY, Sculptra, Radiesse, Kybella, CoolSculpting, laser treatments via Lumenis and Sciton platforms, HydraFacial, microneedling with SkinPen, VI Peel, IPL, and hair restoration), and a research and clinical trials program. The underlying technology stack is conventional clinical software: an EMA patient portal, Klara online scheduling, and telehealth delivery, with no proprietary AI/ML components identified.

The business model combines insurance-reimbursed clinical services (Blue Cross Blue Shield of Alabama, Medicare, United Healthcare, Aetna, Cigna, Medicaid) with cash-pay aesthetic services priced per unit (Botox at $15/unit with a 20-unit minimum; JUVÉDERM at $750-$900), a $499/year Total Elite VIP membership creating a recurring revenue layer, and a direct-to-consumer e-commerce storefront (Total on 1st) selling practice-branded and third-party skincare lines including SkinCeuticals, Obagi, Revision Skincare, EltaMD, and Skinbetter Science. Go-to-market is sales-led, driven by physician referrals, same-week appointment availability, community sponsorships (Birmingham Steps Against Melanoma, UAB Medical West Hope Gala), content marketing, social media, and earned media (Fox 6 "Ask The Doctors" segments). Customer segments span general dermatology patients, skin cancer surgery patients, cosmetic/aesthetic patients, and referring physicians.

Name

TOTAL Skin & Beauty

Legal name

Total Skin & Beauty Dermatology Center, P.C.

Website

https://totalskinandbeauty.com

Company type

Private

Founded year

1970

Operating status

Operating

Headcount range

11–50 employees

Short description

TOTAL Skin & Beauty is a Birmingham, Alabama-based physician-owned dermatology practice operating four metro locations, delivering medical, surgical (including Mohs), and cosmetic dermatology services, an e-commerce skincare storefront, and a VIP membership program to individual patients across the Birmingham metro.

Ownership category

akta.pro rank

Product category

Dermatology Services

NAICS

Hair, Nail, and Skin Care Services (81211), Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Beauty Salons (812112)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

General & Medical Dermatology (HLAKACAA)

akta.pro secondary industries

Mohs Surgery & Skin Cancer (Dermatologic Oncology) (HLAKACAD), Procedural Dermatology (Office-Based Surgery) (HLAKACAG), Medical-Grade / Clinical Facials (Dermatology & Med Spa) (HSALADAN), Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Professional Skincare & Facial Treatments (CRABALAF), Sensitive Skin & Rosacea-Calming Treatments (HSALADAF)

Keywords

• Dermatology services
• Mohs surgery
• Cosmetic injectables
• Skin cancer treatment
• Medical spa

Headquarters

HQ city

Birmingham

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Clinical Dermatology Services: Medical, surgical, and cosmetic dermatology services including skin cancer treatment, Mohs surgery, injectables, laser treatments, and general dermatology care. Revenue generated through insurance billing and self-pay.
2. Skincare Products: Online storefront (store.totalskinandbeauty.com) selling dermatological skincare products including cleansers, serums, sunscreens, and cosmetics from brands such as SkinCeuticals, Obagi, Revision Skincare, and practice-branded products.
3. VIP Membership Program: Total Elite Membership offered at $499.00 providing exclusive benefits to members.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Total Skin & Beauty is a multi-location dermatology practice providing medical, surgical, and cosmetic skin care services. It diagnoses and treats chronic skin conditions (acne, rosacea, eczema, psoriasis), performs Mohs micrographic surgery for skin cancer removal, and delivers cosmetic treatments including Botox, Dysport, dermal fillers, CoolSculpting, laser and light-based therapies, microneedling, and facials. The practice also operates an e-commerce storefront for professional skincare products and a paid VIP membership program.

Product overview

TOTAL Skin & Beauty (Total Dermatology) is Birmingham's oldest and largest dermatology practice offering a comprehensive range of dermatological services. The company operates under four main service categories: Medical Dermatology (treating conditions like acne, eczema, psoriasis, skin cancer, and hair/nail disorders), Surgical Dermatology (including Mohs micrographic surgery for skin cancer), Research & Clinical Trials, and Cosmetic/Aesthetic Services. The cosmetic portfolio includes injectable treatments (Dysport, Botox, Dermal Fillers, DAXXIFY, Radiesse, Sculptra, Kybella), body contouring (CoolSculpting), laser treatments (using Lumenis and Sciton platforms), HydraFacial, microneedling (SkinPen), VI Peel, IPL, and hair restoration. The company also operates an e-commerce store (Total on 1st) selling professional skincare products from multiple brands including SkinCeuticals, Skinbetter Science, Obagi, and EltaMD, along with a VIP membership program. Patient services include an online patient portal (EMA) and telehealth appointment options.

Differentiator

Problem solved

Functional benefit

Brands

• Total on 1st: Medical spa operated by the practice offering cosmetic and aesthetic treatments including facials, body contouring, laser treatments, and injectable services.

Products and services

• Medical Dermatology Comprehensive medical dermatology care for conditions including acne, rosacea, atopic dermatitis/eczema, psoriasis, skin cancer, hair and nail disorders, and benign and malignant skin growths. For adult patients in the Birmingham metropolitan area.
• Mohs Micrographic Surgery Specialized surgical procedure for skin cancer removal that examines tissue layer by layer in real time under a microscope to ensure complete cancer clearance while preserving healthy tissue. Performed by fellowship-trained Mohs surgeons for patients with basal cell carcinoma, squamous cell carcinoma, and melanoma.
• Surgical Dermatology Surgical procedures for skin conditions, including Mohs surgery and other excisions for skin cancer and skin lesions.
• Research and Clinical Trials Clinical research program offering patients access to investigational and cutting-edge dermatological treatments and studies.
• Cosmetic Injectables at Trussville Cosmetic injectables service featuring Dysport and Restylane fillers offered at the Trussville office by Dr. Callie Hill, with launch promotions on the opening day.
• Total Elite VIP Membership Paid annual membership program priced at $499 per year that offers exclusive benefits and rewards to regular customers of the practice.
• Skin Care Products (Total on 1st Store) E-commerce storefront selling professional skincare products from brands including SkinCeuticals, Skinbetter Science, EltaMD, Obagi, Neocutis, Alastin, Revision Skincare, Jane Iredale, and practice-branded products such as cleansers, serums, sunscreens, and cosmetics.
• Telehealth Appointments Virtual consultation service that allows patients to meet remotely with Total Dermatology providers for dermatology evaluation and follow-up.

Quantifiable outcome

• Higher cure rates compared to traditional excision through complete microscopic margin confirmation
• +1 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Skin & Cancer Associates: Multi-location dermatology practice with medical, Mohs, and cosmetic offerings, originally founded on a Mohs-focused lineage similar to Total Skin & Beauty's heritage.
• Advanced Dermatology & Cosmetic Surgery: Multi-location dermatology platform offering medical, surgical, Mohs, and cosmetic services across the Southeast and Mid-Atlantic. Direct comparable in service mix and regional concentration.
• Anne Arundel Dermatology: Mid-Atlantic multi-site dermatology practice offering medical, Mohs, and cosmetic services with strong physician-referral model. Comparable in single-region density and full-service scope.
• Phoenix Skin Medical: Multi-location medical and cosmetic dermatology practice offering Mohs, injectables, lasers, and skincare retail. Comparable in service breadth and integrated retail/aesthetic strategy.

Broad incumbents

• QualDerm Partners: PE-backed dermatology platform with strong Southeast presence offering medical, Mohs, and cosmetic dermatology. Comparable in service breadth and clinical-academic affiliations.
• Forefront Dermatology: Large multi-state dermatology group with comprehensive medical, surgical, Mohs, and cosmetic offerings. Comparable in full-service model and multi-site operating structure.
• U.S. Dermatology Partners: One of the largest PE-backed dermatology platforms in the U.S. Operates full medical, Mohs, and cosmetic service lines across multiple states. Sets competitive benchmarks for referral capture and payer leverage.
• Schweiger Dermatology Group: Northeast-focused but rapidly expanding dermatology platform with full medical, surgical, and cosmetic service lines. Comparable in operating model and patient-experience emphasis.

Others

• SkinCeuticals: Medical-grade skincare brand stocked in Total Skin & Beauty's e-commerce store and a strategic supplier/partner for clinical-credentialed skincare retail. Adjacent ecosystem participant.

Regional players

• Dermatology Associates (regional independents): Independent multi-physician dermatology groups in similar Southeast markets (e.g., Georgia, Tennessee). Comparable in scale, ownership model, and patient acquisition through physician referrals.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/totaldermatologypc
• LinkedInlinkedin.com/company/total-skin-beauty-dermatology-center
• Instagraminstagram.com/totaldermatologypc
• Xx.com/TotalSkinBeauty

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about TOTAL Skin & Beauty