In response to growing concerns over “fake-looking” results and rising revision surgeries in aesthetic breast procedures, a group of plastic surgeons from around the world has launched a new international consensus on natural beauty in breast aesthetics, presented at Palazzo Turati in Milan.

With breast augmentation now an almost $3 billion global industry growing at 7.5% annually, experts warn that the trend toward hyper-curated aesthetics—amplified by social media—risks prioritizing trends over health and harmony. The new consensus provides a science-based framework for natural outcomes tailored to each woman’s anatomy and long-term well-being.

“The demand for aesthetic surgery is rising, but too often shaped by unrealistic expectations,” says professor Roy De Vita, plastic surgeon at the Istituto dei Tumori Regina Elena in Rome, in a release. “Many women walk into their first consultation asking for a specific brand or implant shape they saw on Instagram. But implants are medical devices just like orthopedic or cardiac implants—not accessories. You wouldn’t choose a heart valve that way.”

The consensus addresses six of the most commonly misunderstood areas of breast surgery, from implant choice and patient expectations to safety protocols and facility selection. The recommendations reflect a growing global shift toward individualized, anatomy-based approaches that deliver subtle, long-lasting beauty.

The ‘Natural Breast Beauty’ Approach

“Large doesn’t equal beautiful,” says Patrick Mallucci, MD, British plastic surgeon and co-author of an international ideal breast shape study, in a release. “Beauty is about proportions—typically a 45:55 ratio between the upper and lower pole of the breast. This creates a natural, slightly concave upper area and a full, rounded lower area. It’s geometry, not guesswork.”

The Natural Breast Beauty methodology blends clinical precision with a growing cultural demand for results that feel authentic—not artificial. “Patients increasingly want to look and feel good without being judged by extremes,” says Mallucci in a release. 

Educating Women, Combating Misinformation

The global breast implant market reached $2.78 billion in 2024, with $890 million in the US alone and $1.89 billion internationally. That number is expected to double by 2034, fueled by both reconstructive and aesthetic procedures.

“This is not just a business—it’s a responsibility,” says professor Karsten Hemmrich, CEO of POLYTECH Health & Aesthetics and former plastic surgeon, in a release. “We’re seeing two major global shifts: women seeking natural, harmonious outcomes and a growing demand for safety and scientific rigor in device manufacturing.”

The consensus also serves as a call to action against misleading content online. “Social media is full of unrealistic before-and-after photos, DIY comparisons, and influencer promotions,” says Mariangela Dal Prá, managing director Italy and head of sales Central Europe at POLYTECH Health & Aesthetics, in a release. “We want women to be empowered—not manipulated. Sometimes the best decision is to wait, or even to avoid surgery altogether.”

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Merz Aesthetics, a medical aesthetics business, announced actress, director, and producer Salma Hayek Pinault as its first global brand ambassador for Ultherapy PRIME, a micro-focused ultrasound platform for personalized, non-invasive skin lifting. 

Ultherapy PRIME is US Food and Drug Administration-cleared to lift the skin on the neck, under the chin, and the eyebrows, as well as to smooth lines and wrinkles on the décolleté. Visible results can be achieved in one session, with no downtime, and can last up to a year or more. 

“With her unwavering commitment to authenticity, Hayek Pinault trusts Ultherapy PRIME for a personalized, natural-looking lift, with results that can last up to a year or more. This collaboration reflects a shared belief in empowering individuals to look and feel their best to fuel confidence worldwide,” according to a release from Merz Aesthetics.

Hayek Pinault is an Academy Award-nominated actress and Emmy-winning director, also celebrated for her work as a producer. As an advocate for authentic self-expression and looking great at any age, she encourages others to embrace treatments that enhance their natural features.

“Self-care is essential. Years on screen have taught me to embrace my journey and seek treatments that enhance my natural beauty,” says Hayek Pinault in a release. “Ultherapy PRIME boosts my production of collagen and elastin exactly where I need it, giving me a long-lasting, natural-looking lift. It’s non-invasive, takes only one session, and has zero downtime. It is the future of beauty, and that’s why I can’t stop talking about it.” 

Evolution of Ultherapy

The Ultherapy PRIME platform is the evolution of Ultherapy. Ultherapy PRIME further advances nonsurgical skin lifting by combining a micro-focused ultrasound platform with real-time imaging. 

Since its September 2024 launch, Ultherapy PRIME has already been cleared in over 80% of Nerz Aesthetics’ targeted markets, with more approvals expected in 2025.

“We are proud and excited about the recent launch of Ultherapy PRIME, our next-generation platform for non-invasive skin lifting and a testament to our unwavering commitment to delivering meaningful innovations to our customers,” says Bob Rhatigan, CEO of Merz Aesthetics, in a release. “As we continue to expand the global footprint of this launch, we are thrilled to collaborate with Hayek Pinault as the first-ever global brand ambassador for Ultherapy PRIME.” 

Photo caption: Salma Hayek Pinault

Photo credit: Merz Aesthetics

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Cynosure Lutronic, specializing in energy-based medical aesthetic devices, announced the Health Canada clearance of XERF, a radiofrequency device designed for skin tightening treatments.

XERF tightens skin without the need for numbing, needles, or downtime, according to a release from the company. Key features include: 

• Single Shot, Multi-Frequency Monopolar RF Technology: This combines 6.78 MHz and 2 MHz frequencies, enabling providers to precisely deliver energy at multiple tissue depths, heating the fibrous septae to generate both immediate and lasting skin tightening results.
• Wave Fit Pulse and Advanced Integrated Cryogen Delivery Cooling Technology: These technologies are designed to work in tandem to regulate energy delivery and maintain optimal surface temperature to ensure a comfortable treatment without the need for numbing.
• Innovative Spider Pattern Tip: Designed to reduce skin edge effects, this tip ensures a controlled treatment environment, increasing treatment efficacy and patient safety.

“The clearance of XERF in Canada marks an exciting milestone for Cynosure Lutronic as we expand our presence in North America,” says Lowinn Kibbey, president, North America at Cynosure Lutronic, in a release. “As patients continue to seek effective treatments to tighten and revitalize their skin, they often face challenges with discomfort or downtime. With XERF, we are thrilled to offer a solution that delivers exceptional results while providing a more comfortable experience.”

Jordan V. Wang, MD, MBE, MBA, medical director of Laser & Skin Surgery Center of Pennsylvania and medical research director at the office of Roy Geronemus, MD, adds in a release, “As a fellowship-trained cosmetic dermatologist, we prioritize treatments in our clinic that can consistently deliver results with minimal risk and downtime. XERF incorporates the newest technology to safely deliver energy deep into the skin, while offering intelligent cooling for superior protection and patient comfort.” 

The radiofrequency device for skin tightening treatments launched in 2024 and is currently sold in Korea, Japan, and Hong Kong. With its Health Canada clearance, Cynosure Lutronic is prioritizing Canada as XERF’s first North American launch market.

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A new option for neck rejuvenation without traditional surgical incisions is now available to patients through a hybrid non-surgical procedure offered by Amir Ghaznavi, MD, MBA, FACS, a dual board-certified plastic and reconstructive surgeon, practicing in Herndon, Va, at AMG Plastic Surgery.

Combining Established Technologies

The procedure integrates three technologies: MyEllevate suture suspension, liposuction, and Renuvion (J-Plasma) radiofrequency skin tightening. According to Ghaznavi, the combination enables targeted treatment of submental fullness, skin laxity, and jawline definition with minimal invasiveness.

“MyEllevate helps provide structural support and contour, while liposuction removes excess fat and Renuvion tightens the skin,” said Ghaznavi. “Each element addresses a different anatomical concern without requiring open surgery.”

Addressing Patient Demand for Minimally Invasive Options

The technique is designed for patients in their 30s to 60s who want visible improvements in their neck and jawline without undergoing a full neck lift. Results are typically seen immediately, with further skin tightening continuing in the months following the procedure. No visible scarring and reduced recovery time are among its key advantages.

Ghaznavi noted that the procedure is suited for individuals who are not yet candidates for surgical intervention or prefer to avoid the downtime associated with more invasive techniques.

Implications for Private Practice Surgeons

The hybrid approach reflects a growing trend among patients seeking non-surgical or minimally invasive cosmetic procedures. For plastic surgeons in private practice, offering combination therapies may meet increasing demand for results-driven treatments that fall between injectables and traditional surgery.

Photo: AMG Plastic Surgery

BTL Industries has announced the launch of EMFACE Eye, a new device intended to treat under-eye aging through non-invasive means. EMFACE Eye marks an expansion of the company’s EMFACE platform and is designed to restore muscle tone and soft tissue support in the periorbital region without the need for surgery or injectables.

The launch follows significant growth for the company, with EMFACE surpassing 1 million treatments globally and a 70% year-over-year sales increase in North America in Q1 2025.

A Focus on the Under-Eye Area

The under-eye region has traditionally posed challenges for non-surgical aesthetic procedures due to its delicate anatomy and tendency toward issues like puffiness, dark circles, and volume loss. EMFACE Eye targets the lower orbicularis oculi muscle to lift and support soft tissue, offering an alternative or adjunct to injectables, according to the company.

BTL reports that in a typical 20-minute session, patients experienced a 1.4mL reduction in under-eye volume, a 28% reduction in crow’s feet, and a 64% decrease in dark circles—all without downtime.

Clinical Perspective and Platform Expansion

Melanie Palm, MD, MBA, a cosmetic dermatologist in California, noted that EMFACE Eye provides meaningful structural support to the infraorbital area, reducing fat pseudo-herniation and improving overall appearance. “As a cosmetic dermatologist with a sizeable injectable practice, this is exactly what I’ve been waiting for. The results include noticeable brightening of the under-eye and buttressing of the infraorbital fat pad, significantly reducing fat pseudo-herniation. Emface restores structure and function to the facial anatomy in the most natural way, so we can count on superior results that drive high patient satisfaction,” said Palm.

With the Eye applicators, the EMFACE platform now supports full-face aesthetic treatment, including forehead lifting, jawline sculpting, and periorbital enhancement. According to BTL, this enables a layered, non-invasive approach that integrates well with existing injectable protocols.

BTL Eyes Continued Growth in Aesthetic Market

EMFACE Eye’s release reinforces BTL’s position in the growing non-invasive facial aesthetics segment. The company says the platform is designed to meet increasing patient demand for natural-looking results without surgical intervention or downtime.

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Bashar Bizrah, MD, FRCS, a facial plastic surgeon practicing in Dubai and London, has introduced a facelift technique in the MENA region that combines deep plane surgery with real-time nerve monitoring to enhance precision and patient safety.

At the core of the approach is the deep plane facelift, a method that targets not only the skin but also the deeper layers of facial structure, including muscles and connective tissue. According to Bizrah, this technique aims to deliver more natural and longer-lasting results compared to conventional facelifts, which often rely solely on skin tightening.

What distinguishes Bizrah’s facelift method is the use of facial nerve monitoring during surgery. The technology allows the surgical team to track nerve activity in real time, aiming to reduce the risk of nerve injury and allowing for immediate adjustments during the procedure. This, he says, helps maintain the patient’s natural facial expressions and minimizes complications.

“We don’t just create beauty—we protect human identity,” says Bizrah in a release. “A smile, a glance, a subtle expression—all are part of a person’s essence. It’s our responsibility as surgeons to preserve them with the utmost precision. This technology allows us to do just that.”

One patient who has undergone the updated facelift procedure described the results as exceeding expectations, noting a sharper jawline, tighter skin, and a more youthful appearance—all without visible signs of surgery, according to a release from Bizrah’s clinic.

Bizrah’s clinic reports that Bizrah has performed more than 45,000 facial plastic surgeries.

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GetHairMD won first place in the “Best in Show” award at The Aesthetic Innovation Summit held March 19 at the Austin Convention Center, recognizing the company’s approach to non-invasive hair restoration technology and business model.

The award was presented to GetHairMD CEO Paul Herchman by summit co-chairs Dr W. Grant Stevens, chairman of the board at Clarity Technologies and former president of The Aesthetics Society, and Philippe Schaison, CEO of SOLTÉGO, following Herchman’s presentation at the “Hair Restoration for Men & Women Showcase.”

GetHairMD is a clinically proven, non-invasive hair growth solution for patients that equips physicians with technologies and business models to enhance their practices.

“We’re honored to receive this recognition from leaders in the aesthetic industry,” says Herchman in a release. “This award validates our unique approach of partnering with top physicians nationwide to make advanced hair restoration accessible to the growing number of patients seeking results-driven solutions. What makes our model powerful is the territorial exclusivity we provide our physician partners, ensuring they become the go-to destination for hair restoration in their communities.”

The award comes at a time when hair loss solutions are increasingly in demand. Studies show that between 33% and 50% of women experience hair loss at some point in their lives, often with significant emotional and psychological impacts.

During the award presentation, Stevens noted that GetHairMD “exemplifies the innovation we aim to celebrate at this summit. Their multi-modality approach to hair restoration and unique business model represent the future of aesthetic medicine—combining state-of-the-art technology with physician expertise to deliver superior patient outcomes,” according to a release from GetHairMD

The GetHairMD Difference

GetHairMD consists of a territorial exclusivity model. This model provides partner physicians with a protected market area where they are the exclusive providers of GetHairMD solutions. 

“Our physician partners appreciate that when they join the GetHairMD network, they’re not just adding a service—they’re securing an exclusive offering that differentiates their practice,” says Herchman in a release. “This exclusivity, combined with our 90% success rate in treating various forms of hair loss, makes GetHairMD a powerful addition to aesthetic and medical practices nationwide.”

The company’s multimodality approach includes personalized treatment plans that may incorporate laser therapy, prescription topicals, TransDermal Infusion technology, and at-home products, all supervised by board-certified physicians.

Photo caption: GetHairMD CEO Paul Herchman presented with the Best in Show award.

Photo credit: GetHairMD

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The hair restoration practice of board-certified plastic surgeon Jeffrey Epstein, MD, FACS, FISHRS, has been rebranded as Foundation Aesthetic Hair Restoration, coinciding with the official launch of the Foundation Aesthetic Hair Restoration Method by Dr. J. Epstein. This method will be introduced across several practices within the Inspire Aesthetics Group, a management services organization (MSO) supporting plastic surgery and aesthetic clinics.

Practice Locations and Providers

The Foundation method will initially be offered at the following locations:

• Inspire Aesthetics (Delray Beach and Fort Lauderdale, Fla) – Dr Daniel Crane
• Garramone Plastic Surgery (Fort Myers, Fla) – Dr Ralph Garramone and Dr Nick Garcia
• Marietta Plastic Surgery (Woodstock and Marietta, Ga) – Dr Atanu Biswas
• McCollough Plastic Surgery (Gulf Shores, Ala) – Dr Carrie L. Morris

The rollout is expected to continue at additional locations across the United States.

Strategic Integration Within MSO

Chanda Fulgium, CEO of Inspire Aesthetics Group, stated the move is part of a broader strategy to diversify service offerings across affiliated practices and attract a wider patient demographic, including more male patients. The group anticipates that providing hair restoration services will offer both clinical and business growth opportunities.

Training and Technique

The method, developed by Epstein includes techniques such as No-Shave FUE, body hair transplantation, and specialized procedures for female patients. Surgeons offering the service are board-certified and hand-selected by Epstein. Training focuses on advanced aesthetic outcomes, minimally invasive techniques, and personalized treatment planning.

Background on the Method

Epstein, a facial plastic surgeon with decades of experience in hair restoration, designed the Foundation method to emphasize individualized care, natural-looking outcomes, and continuity in surgical excellence. The approach is intended to standardize quality and expand access to high-level hair restoration services across a network of qualified providers.

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For women with early-stage breast cancer, breast-conserving therapy (BCT), including radiation therapy (RT), leads to progressive reduction in breast size over time, reports a study in the April issue of Plastic and Reconstructive Surgery, the official medical journal of the American Society of Plastic Surgeons. 

“Our findings suggest that women undergoing BCT/RT may lose approximately 20% of breast volume within a year, with continued reductions through five years,” says Chris Reid, MD, of University of California San Diego, in a release. “Anticipating these changes may help guide patient expectations and assist surgical planning to restore women after breast cancer treatment.”

New Data on Changes in Breast Size after BCT for Early Breast Cancer

BTC—consisting of limited surgery (lumpectomy) and RT—is the preferred treatment for many women with early-stage breast cancer. It offers survival rates similar to those of mastectomy, with more favorable physical, psychological, and quality of life outcomes.

However, RT has adverse effects on breast tissue, including breast shrinkage due to radiation-induced tissue atrophy and fibrosis. While this long-term side effect is well-recognized, there are few data on the extent or time course of breast volume loss after BCT.

Reid and colleagues measured changes in breast volume in 113 patients who underwent BCT/RT for early-stage (T1) breast cancer between 2005 and 2023. Measurements were made using mammograms obtained before and after BCT and up to five years later. The researchers also examined the impact of initial breast size and other factors on volume loss.

Reflecting the size of the tumor, breast volume decreased by an average of 9.2% after lumpectomy. Breast volume continued to decrease over time, even after the immediate side effects of radiation resolved. After one year, the average decline in breast volume was 19.3%, in addition to the tissue removed at surgery.

Implications for Patient Expectations and Treatment Planning

“Additional volume change was observed yearly for five years,” the researchers write. By that time, the average decrease in breast size was 26.6%. Consistent with previous studies of breast shrinkage following BCT, “progressive volume loss was seen in all patients.”

Women with larger breasts and relatively smaller tumor volumes (measuring less than 10% of breast volume) had greater total breast shrinkage: 29.5%, compared to 21.7% for those with smaller breasts. Other factors associated with greater volume loss included smoking, diabetes, and receiving cytotoxic chemotherapy in addition to RT.

The study provides new evidence on breast shrinkage after BCT. Expected breast shrinkage is approximately 20% within the first year, progressing to about 26% by five years. Especially with the growing emphasis on patient satisfaction in evaluating the outcomes of breast cancer treatment, the findings highlight the need to discuss long-term changes in breast volume in patients receiving undergoing BCT/RT.

The greater volume loss in patients with larger breasts raises concerns about breast asymmetry—which is a common concern after BCT. “Anticipating these changes may help guide patient expectations and assist surgeons in planning reconstructive procedures to attain symmetry post-treatment,” Reid says in a release. 

The authors discuss key areas for further research, including the effects of different treatment techniques on breast volume changes and the need for more objective approaches to measuring breast volume.

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Recent reports have noted that benzoyl peroxide, a common acne-fighting ingredient available by prescription and over the counter, has the potential to break down into benzene.

The US Food and Drug Administration (FDA) alerted the public and industry to the results of new agency testing of 95 acne products containing benzoyl peroxide for possible benzene contamination. The FDA concluded that a limited number of products should be recalled at the retail level; more than 90% of tested products had undetectable or extremely low levels of benzene.

The FDA initiated independent testing following receipt of third-party testing results submitted to the agency that raised concerns about elevated levels of benzene in certain acne products containing benzoyl peroxide. Testing results indicate fewer products with benzene contamination than the third-party findings.

“Research on this issue is ongoing, and we continue to monitor new findings to ensure dermatologists and patients have the most accurate and up-to-date information,” says American Academy of Dermatology president Susan C. Taylor, MD, FAAD, in a release. “…While some studies suggest potential connections between benzene and an elevated risk for certain diseases, like cancer, the potential risk is still being investigated.

Recalls at the Retail Level

The FDA’s findings led to several companies recalling their products at the retail level. These include La Roche-Posay Effaclar Duo Dual Action Acne Treatment, Walgreens Acne Control Cleanser, Proactiv Emergency Blemish Relief Cream Benzoyl Peroxide 5%, Proactiv Skin Smoothing Exfoliator, SLMD Benzoyl Peroxide Acne Lotion, and Walgreens Tinted Acne Treatment Cream.

Additionally, the manufacturer of another benzoyl peroxide acne product, Zapzyt Acne Treatment Gel, agreed to voluntarily recall this product due to the elevated level of benzene found during its own testing.

Benzene is a chemical formed in nature and from human activities. It is also a natural part of crude oil, gasoline, and cigarette smoke. Exposure to benzene can increase the risk of cancer. Further information regarding benzene in drugs can be found here.

“If you have one of the recalled products listed on the FDA website, there is no immediate cause for concern. This is a retail-level recall, meaning stores and online retailers have been asked to stop selling these products. The FDA has not recommended that the public take any action at this time,” says Taylor in a release. 

FDA Testi Finds Benzene Contamination in Six of 95 Treatments

The FDA’s testing used validated test methods and assessed all benzoyl peroxide products identified by third-party laboratories as having elevated benzene levels that FDA was able to purchase at the time of testing, as well as additional marketed products. The FDA tested a total of 95 acne treatment products containing benzoyl peroxide and found six products with elevated levels of benzene. The FDA notes that some of these six products are approaching their expiration dates and recommends consumers check their products and throw away products that are beyond their expiration date.  

The FDA intends to publish the full results of its testing, including data and information on testing methods, in one or more peer-reviewed journals in the coming months. 

The American Academy of Dermatology recommends that patients follow best practices for storing and handling products containing benzoyl peroxide and consult their dermatologist if they have any concerns. To minimize risk:

• Store products according to the manufacturer’s instructions at room temperature or cooler conditions (eg refrigerated).
• Replace products that contain benzoyl peroxide every 10-12 weeks.
• Benzoyl peroxide products should be discarded if exposed to high temperatures (eg greater than 78°F).

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