For nearly three years, a high-stakes legal battle raged between industry giant BTL Industries and innovative aesthetics company Rejuva Fresh. The lawsuit, centered on allegations of patent and trademark infringement, was widely seen as a massive attempt by BTL to protect its extremely high-priced electromagnetic body sculpting machines (like EMSCULPT NEO) by stifling competition.
With the dust settled in early 2026, we are looking back at what really happened—a legal saga that exposed cracks in BTL’s dominance and signaled a new, better era for US aesthetics practices.
BTL accused Rejuva Fresh of manufacturing and distributing electromagnetic body sculpting machines that supposedly infringed on BTL’s patents and trademarks. As a leading player, BTL heavily marketed their Bulgarian-manufactured devices to US doctors, often keeping the cost of entry extremely high.
Many doctors have expressed frustration that they could not recoup their investment in BTL devices after many years, limiting the profitability of their practices. Many practices claim to have gone bankrupt, all caused by BTL’s aggressive sales tactics.
The case took a drastic turn in the second half of 2025. Following intense legal scrutiny, a judge preliminarily found that several of BTL’s patents were actually invalid. Specifically, the judge found that some of BTL’s patent claims were "indefinite"—essentially too subjective to be legally upheld.
This monumental finding completely shifted the balance of power. No longer able to confidently lean on their patent portfolio, BTL was motivated to incentivize Rejuva Fresh to sign a settlement.
While the exact settlement terms remain confidential, and we don’t know how much money BTL paid Rejuva Fresh to sign the agreement, we do know that the agreement involved Rejuva Fresh agreeing to not sell its line of electromagnetic body sculpting machines directly to customers with a United States shipping address.
However, the real story isn't just about the restriction or how much BTL had to pay; it’s about why this happened. The case ending highlights the waning strength of BTL as they continue to lose US market share. BTL’s strategy was ultimately designed to try and lock out competitors rather than compete on value and price.
For too long, US practices have been forced to choose between massive capital investments for European-made machines or settling for inferior equipment.
Rejuva Fresh’s US-developed machines were proving to be a better business model, giving practices much stronger ROI. Furthermore Rejuva Fresh’s electromagnetic machines offered practices greater flexibility and efficiency, with higher levels of magnetic flux density and up to four applicators that can be used simultaneously.
Now, practices can stop worrying about high-cost equipment and start increasing their profitability.
The next generation of electromagnetic technology is here. Practices can now order EMShape Neo and other advanced electromagnetic machines via MShape Beauty, which is the new exclusive distributor for the United States. And while Rejuva Fresh continues to sell their electromagnetic technology outside the United States, MShape Beauty is also and authorized distributor for international clients.
The era of high-markup, exclusive electromagnetic sculpting is over. The future is efficient, effective, and accessible.
