Driven by changing patient demographics, technological advancements and the increasing influence of social media, the facial plastic surgery and aesthetic medicine landscape is rapidly evolving. The American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS), the world’s largest association of facial plastic surgeons, has released its highly anticipated 2024 Annual Trends Report, revealing key insights into the latest aesthetic trends, patient motivations and emerging treatments.
As a leading authority in facial plastic surgery, the AAFPRS annual survey serves as a critical resource, reflecting real-world data from aesthetic practices across the United States and providing a comprehensive snapshot of patient preferences and industry growth – reflecting similar trends followed here in Australia.
This year’s report underscores several significant shifts, including the impact of weight-loss medications on facial aesthetics, the rise of younger patients opting for facelifts and the increasing demand for non-surgical regenerative treatments. It also highlights menopause-related aesthetic concerns and a notable uptick in male cosmetic procedures.
The impact of GLP-1 weight-loss medications on facial aesthetics
The rise of GLP-1 medications such as Ozempic, Wegovy and Mounjaro has transformed the landscape of medical weight loss, but it has also led to unexpected aesthetic concerns. These medications, which aid in significant weight reduction, often result in volume loss and facial sagging, leading patients to seek corrective treatments.
According to the AAFPRS report:
- Nearly half of AAFPRS surgeons have seen an increase in patients seeking facial procedures to address weight-loss-related skin laxity.
- Fat grafting procedures have risen by 50% over the past year, as patients look to restore lost volume and youthful contours.
- 25% of surgeons anticipate continued growth in demand for non-surgical interventions, including dermal fillers, biostimulatory injectables and skin-tightening treatments.
Younger patients opting for facelifts
In a notable shift, facelifts are no longer reserved for older patients. The 2024 report reveals a surge in younger individuals – particularly those in their late 30s and 40s – seeking facelifts as a proactive measure against ageing.
The percentage of facelift patients aged 35 to 55 has grown from 26% to 32% in recent years.
Many younger patients view facelift procedures as a preventative strategy rather than a reactive one, aiming for subtle enhancements rather than dramatic transformations.
Social media and high-definition photography have heightened awareness of early signs of ageing, prompting patients to act sooner rather than later.
More men seeking cosmetic enhancements
For years, cosmetic procedures have been dominated by female patients, but male interest in aesthetic treatments is rapidly growing. The 2024 AAFPRS report confirms that 92% of facial plastic surgeons now treat male patients, with an increasing number opting for both surgical and non-surgical interventions.
Popular male procedures include:
- Rhinoplasty (nose reshaping)
- Eyelid surgery (blepharoplasty)
- Facelifts and jawline contouring
- Injectables such as Botox and dermal fillers
- Hair transplants and PRP therapy
The rise in male cosmetic procedures reflects a broader societal shift, with men becoming more open to aesthetic interventions as part of their personal and professional image maintenance.
Menopause and the rise of hormone-related aesthetic concerns
Another emerging trend is the increased demand for treatments addressing menopause-related aesthetic changes. The survey found that 30% of AAFPRS surgeons reported a surge in female patients in their 40s and 50s seeking facial rejuvenation procedures to counteract the effects of hormonal fluctuations.
Common concerns include:
- Thinning skin and loss of elasticity
- Volume depletion in the midface
- Deepening wrinkles and fine lines
- Popular treatments for menopause-related changes include:
- Soft tissue fillers to restore collagen and volume
- Biostimulatory injectables to enhance skin firmness and hydration
- Laser and radiofrequency treatments to improve skin texture and tone
The rise of regenerative & non-surgical treatments
One of the most exciting developments in facial aesthetics is the growing demand for regenerative treatments. The 2024 AAFPRS report highlights the increasing use of platelet-rich plasma (PRP) therapy for hair restoration and skin rejuvenation; stem cell-based treatments for facial anti-ageing; and biostimulatory injectables to trigger collagen production.
As the demand for hyper-personalised treatments grows, the challenge – and opportunity – lies in embracing these advancements and reshape the future of facial plastic surgery and aesthetic medicine.
