Many people interested in facelift surgery express concern about visible scarring. According to Joanna Kam, MD, a double board-certified facial plastic surgeon based in New Jersey, incision placement plays a critical role in minimizing these concerns and supporting natural-looking results.

The primary goal of a facelift is to rejuvenate the face by lifting and tightening areas that have been affected by aging, gravity, or lifestyle factors. The facelift often addresses sagging skin, creases, and descent of the facial fat pads, particularly around the jowls and jawline.

Kam outlines the strategies and techniques used in modern facelift procedures to reduce the visibility of scars and promote natural-looking outcomes. By clarifying the science and artistry behind incision placement, patients can feel more comfortable exploring facelift options that align with their personal goals, according to Kam.

Concealing Facelift Incisions

Strategic incision placement is one of the most effective techniques used by surgeons to conceal potential scars. Rather than placing incisions in highly visible areas, board-certified specialists focus on natural creases, hairlines, and behind-the-ear locations. By doing so, they can hide the scars in plain sight and blend them with the patient’s natural facial creases and contours. This approach helps ensure that patients can enjoy the benefits of facial rejuvenation without feeling self-conscious about noticeable marks.

A look at the techniques: 

• Hairline Placement: A common technique involves placing incisions around the hairline, typically starting at the temples. This positioning allows the incision to follow the natural contours of the ear and continue behind it into the hair-bearing scalp, making it harder to spot. By using the existing shapes and shadows of the ear’s anatomy and the hairline itself, these incisions blend seamlessly with the surrounding tissue.
• Behind-the-Ear Approach: Even if a portion of the incision is placed in front of the ear, surgeons will often wrap the incision around the earlobe and behind the ear’s natural crease. The skin around this area curves naturally, providing an ideal hiding place. For many patients, scarring in this region remains virtually invisible once fully healed, especially when combined with a discreet hairline incision.
• Minimizing Tension: Excessive tension on the incision can lead to widened or raised scars. Paying special attention to tension distribution through deeper layers of the lift helps to ensure the incision heals as inconspicuously as possible. This balanced approach is part of the reason why consultation with a highly trained facial plastic surgeon is so crucial.

Scar Care and Revision Options

Even with meticulous incision planning and placement, some patients may find that their scars do not heal exactly as they had hoped. Various factors, such as genetics, skin type, and aftercare, can influence how incisions heal. To help address residual concerns, Kam’s practice also offers scar revision procedures. These treatments can improve the appearance of scars by refining the tissue, modifying its shape, or repositioning it to blend more effortlessly with the surrounding skin.

The success of a facelift and the visibility of scars also depend heavily on post-operative care. While each patient receives personalized guidelines, common recommendations include:

• Follow All Instructions: Adhering to post-surgical care instructions is vital. This includes cleaning incisions carefully, using prescribed ointments, and avoiding sun exposure to the area.
• Attend Follow-Up Appointments: Regular follow-up visits allow the surgeon to monitor healing progress and address any concerns promptly.
• Limit Strenuous Activity: Light movement is encouraged, but strenuous exercise or heavy lifting early in the recovery process can hinder the healing process.
• Protect Incisions from Sun Exposure: UV rays may darken scar tissue. Applying sunscreen and wearing hats or scarves can help protect the incisions as they heal.
• Adopt a Healthy Lifestyle: Proper nutrition, hydration, and avoiding smoking contribute to faster healing and promote optimal incision healing.

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Bliss Aesthetics announced it raised $17.5 million in a seed funding round to grow its artificial intelligence (AI)-powered platform that connects patients with board-certified plastic surgeons. 

Shine Capital led the financing, followed by Synchrony Ventures, Sheva Ventures, Point72 Ventures, and Cerca Partners.

Using GenAI, Stable Diffusion, and computer vision models, Bliss’ platform is designed to visualize patients’ cosmetic enhancements and match the patient with a board-certified physician. The platform also provides information about potential financing partners to create a seamless experience. Further, the platform improves conversion rates by up to 40%, according to a release from Bliss Aesthetics. 

“This funding will give us the ability to harness the momentum we are experiencing, building on the 500% growth of our provider base in our patient-to-physician app since our launch while expanding to five new states across the country,” says Gal Yosef, Bliss’ co-founder and CEO, in a release. “By combining intelligent matchmaking with AI tools, we equip patients to make informed, confident, and financially savvy decisions and give doctors the ability to deliver better outcomes to more patients with less administrative burden.”

Celebrity doctor and board-certified plastic surgeon Michael Salzhauer, MD, who co-founded the platform and serves as chief medical officer, adds in a release, “Through working firsthand in the industry, I’ve seen the need for a seamless consumer platform like Bliss. For physicians, the next-generation platform streamlines patient management and positions surgeons to deliver more precise patient outcomes and improve satisfaction.”

Mo Koyfman, founder and general partner at Shine Capital, adds in a release, “We love investing in areas undergoing a radical shift in consumer perceptions and behavior. Cosmetic surgery is an area driven by demographics, and building technology tools to serve patients and providers helps the market develop while ensuring the highest-quality experience.”

The Bliss Aesthetics platform is available to patients across Florida, Texas, Illinois, Arizona, Michigan, and North Carolina.

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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 topical treatment, VOL.U.LIFT, from IMAGE Skincare, has been developed to address the visible facial side effects associated with rapid weight loss from GLP-1 medications. The formula targets four primary concerns: deflation, deep wrinkles, dehydration, and loss of skin density.

Product Developed for Emerging Patient Needs

With the rising use of GLP-1 agonists for weight management, many patients are experiencing noticeable changes in facial volume and skin texture. VOL.U.LIFT was created to respond to this trend, offering both corrective and preventive care. The formulation was led by Marc Ronert, MD, PhD, a European Board Certified Plastic, Reconstructive and Aesthetic Surgeon and Fellow of the European Board of Plastic and Reconstructive Surgeons. His clinical observations informed the design of the formula, which directly addresses skin issues caused by rapid body fat loss.

Ronert partnered with U.S. board-certified dermatologist and integrative researcher Raja Sivamani, MD, MS, AP, during development. Their combined expertise helped shape the product’s approach to skin aging related to GLP-1 therapies.

Formulation and Research Backing

VOL.U.LIFT features multiple active components, including L-Ornithine, an amino acid shown in external clinical studies to increase fatty tissue volume and reduce signs of structural aging. It also incorporates IMAGE Skincare’s proprietary XOSM Technology, a next-generation, patent-pending delivery system designed to enhance ingredient absorption and cellular activity. These components are intended to support collagen production, improve hydration, and reinforce skin firmness. Early clinical trial participants reported visible improvements within 2 weeks of use.

Clinical Perspective on GLP-1 Skin Effects

“As a plastic surgeon, I am seeing firsthand the rapid rise in GLP-1 usage among patients and the subsequent long-term side effects that directly impact overall skin health. GLP-1-induced skin aging is a new phenomenon that is affecting patients in different ways. However, to date, there are no targeted solutions that address the distinct range of skin concerns that accompany these treatments. This is why I developed VOL.U.LIFT,” said Ronert.

“We are seeing patients on GLP-1 agonists lose up to 30% of muscle and connective tissue as a result of rapid weight loss—this impacts both the body and facial skin. The key is to supplement a protein-based diet with topical skincare that stimulates cell activity using clinically proven ingredients to jumpstart cell function, specifically addressing mechanisms that generate collagen, strengthen the skin structure and increase hydration,” added Sivamani

Availability and Access

VOL.U.LIFT is available through IMAGE Skincare’s professional network and online. The product is fragrance-free, non-comedogenic, dermatologist-tested, and retails for $134.

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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The British Association of Aesthetic Plastic Surgeons (BAAPS) has released its annual audit for 2023-2024, revealing a 5% overall rise in cosmetic surgical procedures, with a total of 27,462 procedures performed in 2024. 

This surge was largely driven by increases in facial rejuvenation and body contouring procedures, while male cosmetic surgery numbers saw a slight decline.

Key highlights:

• Breast Augmentation Remains Most Popular: With 5,202 procedures performed, breast augmentation saw a 6% rise, securing its position as the most sought-after cosmetic surgery in 2024.
• Eyelid Surgery on the Rise: Blepharoplasty jumped 13%, moving up to the third most popular procedure, surpassing abdominoplasty.
• Face-off: Face and neck lifts increased by 8% while brow lifts saw a 20% jump.
• Body Contouring Grows: Liposuction (+8%), abdominoplasty (+6%), and thigh lifts (+24%) all saw significant increases.
• Men’s Procedures Decline: While male cosmetic surgery made up only 6.5% of total procedures, it saw a 1.5% drop from 2023, with rhinoplasty (-14%) and liposuction (-7%) declining the most.

The top five cosmetic procedures of 2024 were:

1. Breast Augmentation: 5,202 (+6%)
2. Breast Reduction: 4,707 (+1%)
3. Blepharoplasty: 3,138 (+13%)
4. Abdominoplasty (tummy tuck): 2,997 (+6%)
5. Liposuction: 2,623 (+8%)

Trends Among Women

Women accounted for 93.5% of all cosmetic surgeries in 2024, with a total of 25,663 procedures performed (+6% from 2023). Eyelid surgery showed the most notable increase (+15%), overtaking abdominoplasty in popularity. Brow lifts (+25%) and thigh lifts (+25%) also saw sharp rises.

“Breast augmentation remains limited to two primary methods—breast implants or fat transfer—but these approaches yield different results. Fat transfer offers a more subtle enhancement, which may explain the continued demand for implants, as there is no true alternative for many women,” says Nora Nugent, president of BAAPS, in a release. “Interestingly, implant removal rates have also declined, possibly for similar reasons. Additionally, new research is helping to reshape previous misconceptions about the long-term safety of breast implants.”

Trends Among Men

Men underwent 1,799 procedures in 2024, a 1.5% decrease from 2023. Rhinoplasty remained the most popular male procedure (332 surgeries), despite a 14% drop. However, face and neck lifts surged by 26%, suggesting a growing interest in anti-aging procedures among men.

“The decline in male plastic surgery may appear more pronounced due to the smaller number of procedures overall, making fluctuations more noticeable. However, we are seeing a rise in facelifts among men, mirroring the trend observed in women,” says Nugent in a release.

Vice president Anthony Macquillan adds in a release, “Post-COVID, we’ve observed a shift in patient priorities, with a greater focus on both mental and functional health. This may explain the rise in procedures like abdominoplasties and breast reductions, which offer both physical and psychological benefits. At the same time, the increase in facelifts could be linked to societal changes, such as the rising pension age and the desire to remain relevant in the workplace. For many, this type of surgery is not just aesthetic but also functional helping to maintain confidence, secure employment, and reduce anxiety associated with age-related bias.”

Non-surgical procedures for men and women also saw a slight increase, with Botox treatments increasing by 5% and dermal fillers by 27%.

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