This year is set to usher in a new era of hyper-personalised, natural-looking transformations. Welcome to the era of ‘very demure, very mindful’ cosmetic procedures.
Experts are predicting an ‘aesthetic reset’; a departure from the conspicuous, Kardashian-inspired procedures that have dominated the beauty landscape for over a decade. This growing preference for subtle enhancements over exaggerated alterations reflects a broader societal move towards authenticity and simplicity, fuelled by an increased awareness of the risks of certain procedures, such as BBL, and the emergence of celebrities very publicly dissolving fillers and reverting to their ‘natural’ look.
The rise and fall of the ‘Kardashian effect’
Over the past 20 years, the Kardashian family has wielded unprecedented influence over beauty standards, popularising a caricature of the female form that gives Barbie a run for her money and that literally broke the internet. (Kim K’s nude photoshoot for Paper magazine in 2014, in which she balanced a champagne glass on her generous derrière for the cover, became an instant viral sensation and caused a social media meltdown.) This phenomenon, often referred to as the ‘Kardashian effect’, led to a surge in obviously filled and snatched faces, exaggerated Brazilian butt lifts and gravity-defying breast implants.
Compounding this is the generation of social media influencers, who have propagated the ubiquitous ‘Instagram face’. This term describes a homogenised beauty ideal characterised by catlike eyes, long lashes, a small nose, high cheekbones, full lips and a blank expression. The constant exposure to such idealised images has heightened body image dissatisfaction among users, leading many to seek cosmetic procedures to replicate the filtered versions of themselves.
The accessibility of photo-editing apps and filters has further blurred the line between reality and digital alteration, underscoring the profound impact of digital culture on individual self-perception and the lengths to which people will go to conform to these beauty ideals.
But the pendulum is swinging back to centre. High-profile examples like Lindsay Lohan’s recent facial transformation – which included dissolving her fillers – are garnering significant attention. Her less-augmented appearance has ignited discussions about an aesthetic reset from ‘overly done’ features to a more natural look that embraces individual beauty.
Adding to this shift, the phenomenon of ‘pillow face’, a term used to describe the puffiness and over-volumised appearance caused by excessive fillers, and ‘filler fatigue’, where excessive and repeated use of fillers can cause an unnatural appearance over time, have played a role in deterring people from overdoing injectables and leaning into a more natural aesthetic.
In the UK, according to the most recent data from the British Association of Aesthetic Plastic Surgeons, the number of filler procedures performed fell by 26 percent in 2023 compared with the previous year. While numbers in the US don’t follow this pattern (the American Society of Plastic Surgeons reported hyaluronic acid filler procedures increased by 8% in their last reporting year), interestingly the American Society for Aesthetic Plastic Surgery (The Aesthetic Society) reported a 57 percent increase in filler reversals between 2020 and 2021 (the last time this specific data was collected).
Cultural drivers of the aesthetic reset
The cultural push towards authenticity can be traced back to broader societal movements that favour transparency and sustainability. Post-pandemic, people are re-evaluating their choices, moving away from perfectionist ideals towards a more grounded self-image. Celebrities like Ariana Grande, Bella Hadid and Chrissy Teigen have openly discussed their decisions to reverse cosmetic procedures (Kylie Jenner went so far as to remove ‘half’ of her lip filler in an emotional revelation last year) – signalling that the ‘less is more’ mantra is making its way into celebrity culture.
Moreover, social media’s role in fostering unrealistic beauty expectations is being challenged. Platforms like TikTok have birthed movements such as ‘de-influencing’, where creators encourage followers to reject over-the-top beauty standards.
Of course, the hyper-individualised ‘natural’ look patients like Lohan are sporting comes at a price – usually to the tune of multiple surgical and non-surgical procedures. Lohan has likely had any or all of the following: facelift, brow lift, submental liposuction, upper and lower blepharoplasty, fat grafting, as well as a mixture of subtle injectables and resurfacing laser. For a glow-up this transformational and ‘invisible’, surgical intervention alongside injectables and skin treatments seems most likely.
‘OF COURSE, THE HYPER-INDIVIDUALISED ‘NATURAL’ LOOK PATIENTS LIKE LOHAN ARE SPORTING COMES AT A PRICE – USUALLY TO THE TUNE OF MULTIPLE SURGICAL AND NON-SURGICAL PROCEDURES.’
2025 Cosmetic Surgery Trends
Less filler, more facelifts & fat grafting
According to the 2024 American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS) 2024 Annual Trends Survey, facial plastic surgeons reported a 15 percent increase in surgical facelifts compared with 2023. They also said that facelift patients are trending younger, with patients aged 35 to 55 rising to as high as 32 percent in recent years. A total of 67 percent of facial plastic surgeons agree that the average age of facelift patients is likely to trend younger.
Further, data from the American Society for Plastic Surgery (ASPS) shows facelifts experienced an 8 percent year-over-year increase, significantly surpassing previous years’ growth. The ASPS report suggested this increase in facial procedures (and skin tightening) might be linked to the effects of semaglutide weight-loss drugs, though it is too early to determine a direct correlation.
Likewise, submental (chin) liposuction, aimed at refining the jawline, saw a 6 percent rise. This growth, the report says, could be potentially due to complications from the overuse of hyaluronic acid fillers, prompting the ASPS to note that education on the appropriate use of fillers is becoming ever more crucial.
Of course, not everyone wants or is a candidate for surgery, especially the growing subset of patients looking for ‘natural’ alternatives to stave off the signs of ageing. From a consumer standpoint, there has been mounting media coverage on the use of fat grafting to revolumise the face, often referred to as a ‘natural alternative’ to fillers. The hype surrounding this appears to be working: according to a report from Realself.com, searches for facial fat transfer climbed 253 percent in 2024. Further, AAFPRS member surgeons reported a 50 percent rise in the average number of fat grafting procedures performed in 2024.
Despite its long-standing presence in plastic surgery, fat grafting has encountered challenges that have limited its widespread adoption. However, new techniques in fat grafting and increased media attention make this procedure ‘one to watch’ in 2025.
The Ozempic effect and ‘Mounjaro makeovers’
The popularity of GLP-1 agonists like Ozempic, Wegovy and Mounjaro for weight loss has introduced new demands in the realm of body contouring. Rapid weight loss often leaves patients with loose, sagging skin that cannot be resolved without surgical intervention. Procedures such as tummy tucks, arm lifts and body lifts are now in high demand to address these concerns.
According to the 2023 report from The Aesthetic Society, as the weight-loss revolution driven by semaglutides continues, aesthetic surgeons will need to develop protocols to address the unique needs of these patients.
While semaglutide medications do not directly cause loose skin, patients are losing more weight and doing so more rapidly compared with traditional methods, including bariatric surgery. The skin’s ability to compensate and ‘snap back’ is less effective and can lead to pronounced skin laxity on the body. Consequently, patients are increasingly seeking comprehensive skin removal and body contouring procedures to address the excess sagging skin resulting from their weight-loss journeys.
New York plastic surgeon Dr Ryan Neinstein, who regularly treats patients seeking treatment for loose skin after bariatric surgery, told Insider.com that he’s increasingly seeing people with the same issue, or ‘even stretchier, looser skin than bariatric patients’, after taking Ozempic due to ‘muscle mass and fat decreasing so quickly’.
The rapid weight loss associated with semaglutide use can also cause significant facial volume loss, a phenomenon referred to as ‘Ozempic face’. This uniquely 21st century condition is characterised by a gaunt or aged appearance due to the loss of subcutaneous fat in the face.
Dr Dhaval Bhanusali, a New York dermatologist, told The New York Times that he’s seen an increase in patients on semaglutide medications who are concerned about facial ageing and skin laxity. ‘We are seeing more and more patients on the medications coming in,’ he said. ‘Generally, it’s people in their 40s and 50s who are losing significant amounts of weight and are concerned about facial ageing and sagging that occurs as a result.’
Perhaps even more interesting is that semaglutide drugs are seemingly changing the skin itself in unprecedented ways.
‘I have seen a number of patients for facelifts who are on Ozempic, and the way their tissue behaves is not the same,’ US plastic surgeon Dr Julius Few told Allure.com. ‘The skin has more of a doughy consistency, and I think it is going to dramatically change how we approach facelifts.’
He explains that this kind of change to the skin is not something he’s seen after rapid weight loss due to gastric bypass surgery, and for now he’s ameliorating it by reinforcing the skin during a facelift. ‘I’ve always done internal stitching to anchor the skin down to the lining of the muscle, but now I’m doing even more extensive work in that regard because I don’t trust that the skin is going to stay there,’ he explains. ‘I think that’s going to be a huge game-changer for plastic surgery [going forward].’
Dr Few, who does not advocate or prescribe Ozempic for weight loss in his own practice, added: ‘I met with a representative for one of the big three [pharmaceutical companies] that make aesthetic injectables, and he shared that the number one ‘cosmetic treatment’ in the Midwest is Ozempic — more than aesthetic injectables.
‘It certainly has affected my world. I think there are going tobe a lot more neck lifts and facelifts, because people are losing weight very quickly, and they’re losing 50 pounds; 50 pounds is a lot. Of course, you see it [as laxity] in your face.’
Smaller breast implants
Fillers aren’t the only procedures being downsized. More women are opting for smaller breast implants that create a subtle enhancement rather than a dramatic size increase. Based on data from the ASPS, the number of breast reductions performed has increased 74 percent from 2018 to 2023, and smaller breast implants are now the most requested.
Breast lifts have increased 40 percent over the same period.
The procedure is now one of top 5 cosmetic surgical procedures for the past two reporting years, according to ASPS. (Previously, breast lifts never made the list.)
Statistics from ASPS also indicate a growing trend in patients opting for breast implant removal, with a 41 percent increase over the past 5 years. The last reporting period alone (2022-2023) saw a 9 percent increase in breast implant removals.
The rise of regenerative treatments
As the aesthetic reset gains momentum, so too is the rise of regenerative treatments. With the trend in cosmetic medicine moving towards a more natural look, the focus shifts towards enhancing rather than changing, with an emphasis on healthy, radiant skin.
Regenerative treatments are well positioned to cater to this emerging market. Biostimulators, platelet-rich plasma, collagen induction and exosome therapies tick the boxes for the increasing number of patients looking for no-downtime treatments that stimulate the body’s natural processes for improved skin health, texture and quality. Data from the AAFPRS 2024 survey shows a 10 percent increase in the use of regenerative treatments – including PRP and exosome therapies –in 2024.
Autologous and regenerative treatments are also increasingly being used in conjunction with other therapies, such as CO2 laser resurfacing, microneedling and energy-based skin tightening, to produce a synergistic effect and enhance outcomes.
The integration of holistic wellness practices, such as nutritional profiling, LED therapy, reflexology and menopause-related treatment into aesthetic care is also gaining traction, with a growing number of patients aspiring to support beauty and longevity from the inside out.
AI and hyper-personalised care
The integration of artificial intelligence (AI) into aesthetic medicine is revolutionising the planning, design and execution of treatments, ushering in an era of hyper-personalised care. AI-driven technologies enable practitioners to create hyper-customised treatment plans that align precisely with each individual’s unique skin characteristics and aesthetic goals.
AI-based software can predict more accurately than ever before how specific treatments will affect a patient’s appearance, allowing for enhanced precision and patient- doctor collaboration. It can also serve as a tool to decode and analyse each patient’s skin to help optimise outcomes and minimise risks.
This technology is also increasingly being used in the operating room. The integration of AI into plastic surgery through its applications in surgical planning, intraoperative guidance and postoperative care has demonstrated improved outcomes in each step of the patient journey. In surgical planning, AI facilitates the creation of precise 3D models of patients’ anatomy, which is particularly beneficial for procedures such as breast augmentation and rhinoplasty. Advanced AI algorithms can analyse medical images to identify anatomical structures and detect abnormalities, aiding in surgical planning by providing detailed insights into the patient’s anatomy and enhancing the precision of the procedure. By leveraging patient data, AI can also predict potential surgical outcomes and assess risks, allowing surgeons to make informed decisions aimed at minimising complications and optimising results.
During surgery, AI assists in real-time decision-making by providing intraoperative guidance. For instance, AI-driven systems can analyse live surgical images to offer immediate feedback, enhancing surgical precision and reducing the likelihood of errors.
AI extends its benefits to post- operative care by monitoring patient recovery and detecting potential complications early. Machine learning algorithms can analyse postoperative data to identify patterns indicative of issues such as infections or poor wound healing, enabling timely interventions.
As AI technology continues to evolve, its role in the aesthetics industry is poised to expand and meet the demands of hyper- customised treatments for each patient’s unique anatomy and aesthetic goals.
Menopause-related care
There is a growing uptick in women seeking to address the physical changes associated with menopause. This frightfully underserved health topic is starting to be recognised as the urgent matter of public policy it is. It reflects a broader cultural shift in how women approach menopause – not as an end, but as a transformative period where self- care takes centre stage.
For aesthetic medical practitioners, this overlooked area of women’s health presents an opportunity to support patients through menopause. As the aesthetics industry evolves from correcting to addressing the signs of ageing, aesthetic practitioners can play a pivotal role in a perimenopausal or menopausal woman’s care – going beyond skin-deep treatments to address some of the broader impacts of menopause.
‘Many women feel let down by their GPs when it comes to menopause, and aesthetic clinics are increasingly becoming the place they turn to,’ says Charlotte Body, the founder of Menopause in Aesthetics conference in the UK. ‘With the majority of patients visiting aesthetics clinics being in their 40s and 50s, practitioners are well placed to take the services they offer these women to the next level beyond merely addressing their lost collagen, lines and wrinkles.
Beyond surgical interventions, non-invasive treatments like skin tightening and rejuvenation, body contouring and hormone-supportive skincare solutions are poised to become popular offerings for this patient demographic, aligning with the growing demand for personalised, holistic care. For practitioners, understanding the unique needs and motivations of menopausal patients will be pivotal in 2025, as this demographic increasingly seeks services that empower them during this life phase.
The takeaway for practitioners is that this new era demands a greater emphasis on consultation and patient education to ensure treatments align with individual goals. Current trends embrace a philosophy of enhancement that prioritises individuality, subtlety and long-term health. By focusing on personalised treatment plans and natural-looking outcomes, clinics can attract a clientele that values authenticity and wellness. This approach not only aligns with current trends but also fosters trust and satisfaction among patients, and supports long-term success in the evolving aesthetics industry. AMP
