Every territory plan in medical aesthetics starts with the same guess: California, Texas, Florida, in that order, then whatever the last rep's spreadsheet said. The guess is directionally right and specifically wrong, and specifically wrong is where deals get lost.
We built a census of 48,198 verified US aesthetic practices, computed September 9, 2026, and mapped where they actually sit.
The state numbers
The top of the list holds no surprises. The order underneath it does.
| State | Verified practices |
|---|---|
| California | 3,494 |
| Texas | 2,561 |
| Florida | 2,386 |
| New York | 1,130 |
| Arizona | 1,070 |
| North Carolina | 822 |
| Ohio | 812 |
| Illinois | 804 |
| Tennessee | 784 |
| Pennsylvania | 779 |
| Massachusetts | 768 |
| Michigan | 748 |
Arizona at 1,070 practices, ahead of North Carolina, Ohio, and Illinois, is the number that stops most manufacturers. It is a smaller state by population than any of the three states below it on this list. Raw counts hide that.
Density tells the real story
Divide practice count by population and the map redraws itself. Arizona leads at 141 practices per million residents. Colorado follows at 121. Tennessee sits at 108. California, the state everyone over-indexes on, comes in at 89. Texas at 82.
A rep covering Arizona or Colorado is working a denser, more saturated market per capita than a rep covering California. The territory that looks smaller on a map can carry more accounts per mile driven.
Austin beats Los Angeles
This is the fact that gets argued with the most, and it holds up: Austin has more aesthetic practices than the city of Los Angeles proper. Not the LA metro. The city.
The top city list, by verified practice count:
| City | Practices |
|---|---|
| New York | 382 |
| San Diego | 319 |
| Houston | 300 |
| Austin | 264 |
| Los Angeles | 239 |
| Dallas | 234 |
| Beverly Hills | 226 |
| Chicago | 222 |
| Tampa | 221 |
| Scottsdale | 212 |
| Miami | 207 |
| Phoenix | 197 |
Beverly Hills, a city of roughly 32,000 residents, outranks Chicago and Miami on raw practice count. Scottsdale outranks Phoenix, the city it sits inside.
What this means for a rep or manufacturer
Territory assignments built on population or brand awareness of a metro area miss where the accounts actually cluster. A rep assigned "Southern California" who spends most of their time in Los Angeles proper is underserving San Diego, which has more practices. A national rollout that treats Arizona as a secondary market is ignoring the densest concentration of accounts per capita in the country.
The fix is not more intuition. It is scoring every practice in a territory against where it actually sits, not where a sales map assumes it sits.
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