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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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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Male plastic surgery is becoming increasingly popular, whether the goal is to obtain a more contoured physique, reverse signs of aging, or address medical conditions.

Solomon Azouz, MD, FACS, FRCS(C), a board-certified plastic surgeon at Azouz Plastic and Cosmetic Surgery in Dallas, Texas, has supported men in achieving their cosmetic goals. “Men today are more conscious of their appearance and recognize the value of plastic surgery in achieving a natural, defined physique,” says Azouz in a release. “Our practice has observed an increase in patients seeking operations to boost their confidence while maintaining a strong and masculine aesthetic.”

The “daddy do-over” is one popular procedure, according to Azouz, which consists of a series of operations, including liposuction, gynecomastia surgery, and ab sculpting, aimed at restoring a youthful and fit image for fathers seeking to regain confidence.

Other top male plastic surgery procedures include: 

• Buttock enhancement to improve gluteal contours by transferring fat for a more natural, manly appearance.
• Gynecomastia surgery (male breast reduction) for men who have extra chest fat or glandular breast tissue.
• Liposuction to target persistent fat in places such as the abdomen, flanks, and chest to create a more contoured figure.
• Rhinoplasty to refine the nose while maintaining the masculine features of the face.
• Facelifts and neck lifts to help men look younger and more refreshed without appearing overdone.
• Blepharoplasty to remove sagging eyelids and under-eye bags for a more rejuvenated appearance.
• Jawline sculpting to enhance the definition of the jawline with non-surgical treatments such as dermal fillers or surgical options like chin implants or liposuction for a stronger, more sculpted profile.
• Back liposuction to remove persistent fat deposits from the back, particularly in the upper or lower regions, to provide a smoother, more toned appearance.
• Calf augmentation, which uses implants or fat grafting to increase the size and form of the calves.
• Muscle augmentation to surgically enlarge muscles such as the biceps, chest, or abs, utilizing implants or fat transfer.

Unlike standard plastic surgery techniques, which have historically been focused on women, Azouz uses modern surgical approaches intended exclusively for male anatomy. Men’s facial shape, muscle mass, skin thickness, and fat distribution differ greatly from women’s, necessitating a unique technique to achieve natural and balanced results. 

“As the stigma associated with male cosmetic operations fades, an increasing number of men are opting for surgery and nonsurgical modifications. Male plastic surgery is no more a trend but rather a long-lasting shift in the aesthetic world influencing CEOs, fitness buffs, and professionals in demanding fields all around,” reads a release from Azouz Plastic and Cosmetic Surgery.

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Key Takeaways:

• Facelifts, particularly deep plane techniques, are surging in popularity as patients seek natural-looking rejuvenation with minimal downtime.
• The demand for body contouring procedures is rising, driven by an increase in GLP-1-induced weight loss and the need for skin-tightening solutions.

RealSelf, the online resource for people exploring cosmetic treatments and providers, released its quarterly Real Talk report offering a comprehensive look at the key trends shaping the aesthetics landscape for Spring 2025. The report features industry insights from top physicians across the United States, including Dr Urmen Desai, Dr Suzette Miranda, Dr Goretti Ho Taghva, and Dr Jill Hessler.

Based on insights from over 55 million site visits, the Real Talk report presents predictions in the aesthetic industry designed to inform consumers’ decisions. Top trends and key takeaways include:

• Surgical Facial Optimization: Facelifts will be the most popular this spring. People are seeking more surgical interventions for the face and seeking a more natural look. Modern techniques such as the preservation of deep plane facelift allows for a natural rejuvenation that reduces the signs of aging while preserving the patient’s identity, with less downtime and recovery than traditional facelift techniques.
• The Internal Bra: Patients will increasingly choose to opt into this type of breast scaffolding during breast augmentation or reconstruction procedures due to its ability to provide enhanced support and improve the long-term stability of implants. The internal bra, typically made of surgical mesh or similar materials, helps to prevent implants from dropping or shifting over time, offering a more secure, perkier, natural shaped breast.
• Body Contouring: As we near the summer months, we will see a rise in demand for body contouring procedures like body lifts, brachioplasties (arm lifts), and thigh lifts. This likely rise in demand can be linked to an increase in GLP-1 type medications as rapid weight loss often leaves the skin lacking elasticity, creating the need for treatments that restore shape and firmness.
• Refreshed and Defined Eyelids: Upper and lower blepharoplasty across all groups, including more male patients will become increasingly popular. Many will seek a refreshing, well-rested appearance without altering the natural eye shape. Upper blepharoplasty will especially be popular among women who are mindful of evolving makeup trends that emphasize a defined eyelid contour.
• Regenerative Treatments: There will be a renewed interest in classic treatments, as regenerative treatments are the future of aesthetics. More patients will prioritize medical facials, microneedling, BBL Moxi, Therage FLX, Ultherapy Prime to enhance skin texture and elasticity, reflecting a more holistic and long-term approach to facial rejuvenation. With beloved treatments like the Vampire Facial, that combines dermal fillers with PRP, and new techniques like AutoCorre, patients can expect a completely natural facial rejuvenation.

“In a world where the notion of beauty is always changing, understanding and anticipating trends to help inform aesthetic decisions for the average consumer is key,” said Minou Clark, CEO of RealSelf. “As a legacy brand, it’s important we stay one step ahead and are at the forefront of driving change in the industry as we work to further destigmatize cosmetic procedures.”

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Dating apps are the modern way to find love according to the 323 million people who use them worldwide—and they are fuelling an obsession with cosmetic surgery, according to a new study by researchers at the University of South Australia.

The study has shed light on how dating app female users are far more likely to undergo cosmetic procedures and digitally alter their looks on screen than non-users.

The emphasis on appearance, particularly with the swipe-based apps, plays a role in influencing 20% of women to change their looks via dermal fillers and anti-wrinkle injections in particular.

University of South Australia bachelor of psychology graduate and provisional psychologist Naomi Burkhardt, who led the study published in Computers in Human Behaviour, says that while the increasing popularity of dating apps has reduced the stigma of using them to find love, there is a downside.

“The visual nature of dating apps, which prioritize photo-based profiles, places significant pressure on users to present themselves in an idealized matter which is not genuine,” Burkhardt says in a release.

Study Findings on Cosmetic Procedures and Body Image

The researchers surveyed 308 Australian women aged 18 to 72 and found that nearly half of them had used a dating app in the past two years and one in five reported undergoing at least one cosmetic procedure.

Women who used dating apps had significantly more positive attitudes towards cosmetic surgery compared to non-users and those who altered their appearances digitally were also more likely to consider cosmetic procedures.

Apart from the pressures to enhance physical appearance, dating apps could also be partly responsible for an increase in overall body dissatisfaction, eating disorders, anxiety, and poor self-esteem among women.

Proposed Solutions to Reduce Beauty Pressures

Earlier studies have investigated links between social media use in general and an increased acceptance of cosmetic surgery, but there is little data looking at dating apps specifically.

University of South Australia co-author Lauren Conboy suggests several interventions to address the psychological impacts of dating apps, including incorporating features that promote authenticity.

“Introducing more personality-based matching algorithms could also be considered to reduce the emphasis on physical looks, and apps could offer built-in body image interventions such as self-compassion exercises to mitigate the pressures to alter one’s appearance,” she says in a release.

The Future of Dating Apps and Authenticity

Online dating has become increasingly popular in recent years, and the trend is expected to continue, with dating website eHarmony predicting that by 2040, more than 70% of relationships will begin online.

University of South Australia co-author John Mingoia, PhD, an online lecturer in psychology, says that dating apps have the potential to create healthier environments, where users can connect without feeling the need to confirm to unrealistic beauty standards.

“Hopefully this research can guide future studies to develop interventions to improve the authenticity of dating app use as well as support practitioners to better identify the motivations for women wanting to change their appearance,” Mingoia says in a release.

Summary:

A study from the University of South Australia has found that women who use dating apps are significantly more likely to undergo cosmetic procedures and digitally alter their appearances than non-users. The research surveyed 308 Australian women aged 18 to 72 and revealed that 20% of dating app users had undergone at least one cosmetic procedure, such as dermal fillers or anti-wrinkle injections. The study highlights how the visual nature of swipe-based dating apps contributes to body dissatisfaction, anxiety, and low self-esteem. Researchers suggest that dating apps could incorporate features promoting authenticity, such as personality-based matching and body image interventions, to mitigate these pressures.

Key Takeaways:

1. Dating App Users Are More Likely to Undergo Cosmetic Procedures – The study found that 20% of female dating app users had undergone at least one cosmetic procedure.
2. Photo-Based Profiles Contribute to Beauty Pressures – The visual nature of dating apps is linked to body dissatisfaction, anxiety, and increased interest in appearance modifications, both digitally and physically, researchers find.
3. Researchers Recommend Features to Reduce Appearance Pressures – Experts suggest incorporating personality-based matching and body image interventions to promote authenticity and lessen beauty-related stress.

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The internet is abuzz with talk of beauty and the lengths we’ll go to achieve it. From Lindsay Lohan’s recent transformation to Donatella Versace’s “new look,” those of us plugged in online can’t help but gab over the rise of better, less detectable and more precise plastic surgery.

Achieved through a combination of invasive operations like face lifts and rhinoplasty as well as non-invasive procedures — like the injection of facial filler and facial neurotoxins like Botox — the contemporary beauty standard is increasingly intensive, costly and challenging to maintain. A hundred units of Botox, or its counterpart Dysport, could run clients up to $1,500 with effects diminishing in just four to six weeks.

Although women continue to make up the majority of clients seeking invasive and non-invasive beauty interventions, the number of men undergoing plastic surgery is on the rise. So too are the number of advertisements and beauty-focused messages targeting men.

But while appearance pressures and beauty advertising are increasingly directed at men, the imperative to be beautiful has come at significant emotional and financial costs for women — and young women especially.

Immersed in a celebrity-saturated and visually intensive media culture, young women today face pressures to purchase beauty products and services to manage or, better yet, perfect their appearance ad nauseam.

Social Media Pressures

I study beauty and its cultural forces, especially as they apply to young people online. My findings speak to the increasingly important role that beauty plays in shaping women’s opportunities for visibility in both online media and in the real world. Young women are engaging in increasingly intensive practices as they aspire to new beauty standards.

I recently published an investigation with Josée Johnston, a sociologist at the University of Toronto, into the ways young people grapple with contemporary beauty standards. We looked at how their practices and purchases are compelled by current beauty standards.

For many young women, the pressure to be — or become — beautiful is top of mind. And yet the beauty standard remains elusive and painfully out of reach for most of the women and girls we spoke with. Few can afford to keep up with costly and intensive interventions to the face and body.

Relax, Sculpt, Lift: High-definition Make-up

About 20 years ago, a needle or surgical knife to the face was considered a rather extreme intervention in pursuit of beauty. These procedures were often risky, permanent and sometimes poorly done. Today, neither knife nor needle are very unusual for those seeking a more perfect face and body.

Indeed, the injection of facial neurotoxins is among the fastest growing cosmetic procedure in Canada and the United States. The Academy of Plastic Surgeons suggests that nearly 4,715,716 procedures involving Botox were performed in 2023 alone. These numbers signal a wider shift in the production and maintenance of contemporary appearance standards, and the lengths we go to achieve them.

Alongside these figures, an ever-greater number of bodily and facial features are scrutinized. And products and services are designed to offer “high-definition” beauty in bottles, from head and toe.

Driven partly by our increasing preoccupation with celebrity images popularized by social media platforms, even everyday cosmetics like skin creams, bronzers and lip glosses are being marketed with promises to “relax,” “sculpt” or “lift” facial features. These purchases from the beauty counter are being marketed to consumers as if they can achieve a surgical degree of perfection.

Priced Out, Excluded, or In Debt

Many young women we spoke with described invasive facial and bodily interventions as a central component of the contemporary beauty standard. They described these interventions as compulsory, leaving many women either priced out of the beauty market or in pursuit of beauty at great personal expense.

Celebrity women can afford to purchase facial fillers and Botox to augment their appearance, such as relaxing fine lines and plumping their features. But the young women we spoke with said interventions such as these are “unattainable” for the average person, and unsustainable in the long term.

Signs of Resistance

Many women we spoke with insist on the importance of appearance, especially as it relates to the likelihood of their success, and the success of other women. Few of these women made the same associations with men. In fact, many “successful” men were described by our interviewees as “plain,” “unremarkable” or “ordinary.”

The pressure to beautify through intensive and costly procedures is part and parcel of a broader cultural and economic environment centred on appearance. One that, as University of London sociologist Rosalind Gill puts it, measures a woman’s success in terms of her looks.

However, there are small and important signs of resistance. Young women do not approach beauty and its pressures uncritically. In fact, quite the opposite is true. Many of the young women we spoke with search for spaces to resist and challenge beauty messaging as well as the cultural imperative toward facial and bodily perfection. These spaces, though few and far between, make resistance challenging but not impossible.

Jordan Foster, Sociology, Postdoctoral Research Fellow, McMaster University

This article is republished from The Conversation under a Creative Commons license. Read the original article.

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Summary:

The 2024 AAFPRS annual survey highlights the biggest trends shaping the facial plastic surgery industry, revealing that GLP-1 medications are increasing demand for fat grafting, facelifts, and injectables, while facelift patients are getting younger—and more men are seeking cosmetic procedures. The survey also found a rising interest in regenerative medicine, with treatments like platelet-rich plasma and exosome-based therapies gaining momentum. Additionally, 28% of AAFPRS members reported seeing patients seeking treatments for menopause-related facial changes.

Key Takeaways:

1. GLP-1 Medications Are Driving Demand for Facial Rejuvenation – According to the AAFPRS survey, nearly half of facial plastic surgeons have seen an increase in patients seeking treatments to address volume loss and sagging skin caused by GLP-1 medications like Ozempic and Wegovy. Fat grafting procedures have risen by 50%, and one in four surgeons anticipate greater demand for fillers and skin-tightening treatments.
2. Shifting Demographics in Aesthetics – The survey found that 67% of facial plastic surgeons believe the average age of facelift patients is decreasing, while 92% report treating male patients, with blepharoplasty, rhinoplasty, and facelifts being the most common procedures among men. Additionally, 28% of AAFPRS members noted that patients reference menopause-related concerns when seeking treatments.
3. Regenerative Medicine is Gaining Traction – The survey found that 57% of AAFPRS members see regenerative medicine as a major emerging trend, with one in four surgeons predicting exosome-based therapies will play a pivotal role in the future of aesthetic medicine.

The American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS) has released its 2024 annual survey outcomes, uncovering the most influential trends in the aesthetics industry. 

From the rise of younger patients opting for facelifts to an ongoing boom in male cosmetic surgeries, the survey underscores how advancements in medicine, evolving societal norms, and cultural influences are fueling a growing demand for facial plastic surgery.

While GLP-1s Shrink Waistlines, Facial Plastic Surgeons are Shaping the Rest

GLP-1 medications for weight loss, like Ozempic and Wegovy, are changing the field of facial plastic surgery, according to the report. 

“While these drugs are highly effective at achieving rapid weight loss, they often result in issues like volume loss and sagging skin,” says Patrick Byrne, MD, a board-certified facial plastic and reconstructive surgeon and president of the AAFPRS, in a release. “As a result, more patients are turning to facial plastic surgery to address these aesthetic concerns.” 

It’s no surprise that nearly half of AAFPRS facial plastic surgeons have observed a noticeable rise in patients seeking procedures to mitigate the cosmetic effects of these medications.

Facial plastic surgeons have reported a 50% rise in the average number of fat grafting procedures performed over the past year, a trend likely fueled by patients addressing “Ozempic Face” and aiming to restore lost volume while enhancing facial contours. Additionally, one in four surgeons anticipate that GLP-1 medications will drive a growing demand for non-surgical treatments, such as injectable fillers and skin tightening procedures, as patients seek less invasive options to manage these aesthetic changes.

In response to the skyrocketing popularity of GLP-1 medications, 10% of AAFPRS members have started personally prescribing them—a figure that is anticipated to grow in the coming years.

The Top Procedures of 2024

Consistent with the past five years, rhinoplasties, facelifts, and blepharoplasties remained the top three surgical procedures in 2024, with rhinoplasty continuing to be the most frequently requested surgery. 

Notably, about 80% of AAFPRS members report that more than 10% of patients seeking rhinoplasties are seeking revisions of previous surgeries.

Facelifts, a staple in facial rejuvenation, maintain their popularity with nearly 90% of AAFPRS members performing them each year. Of note, facelift patients are trending younger, with patients aged 35-55 rising from as low as 26% to as high as 32% in recent years. A total of 67% of facial plastic surgeons agree that the average age of facelift patients is likely to trend younger.

However, minimally invasive procedures continue to dominate, favored for their ability to provide instant results with minimal downtime. These treatments account for 80% of the total number of treatments. Neurotoxins and dermal fillers remain the go-to treatments, with 90% of surgeons performing these procedures regularly.

Menopause Makeovers: The Rise of Facial Rejuvenation Treatments for Baby Boomers and Gen X Women

Hormonal changes during menopause significantly impact the skin and facial structure, leading to thinner skin, sagging around the eyes, and weakened facial bones. These changes often result in drooping brows, looser eyelids, and the development of jowls. In response, more women are turning to both surgical and non-surgical treatments to combat the effects of menopause.

A total of 28% of AAFPRS members agree that patients seeking treatments reference symptoms of perimenopause- and menopause-related concerns as a reason for consultation, highlighting a growing trend in facial rejuvenation during this transformative phase of life.

“Soft tissue fillers, especially biostimulatory fillers, can help replace collagen stores from the inside out and outside in, which can be helpful for women experiencing a drop in collagen levels, leading to wrinkles and fine lines,” says Byrne in a release. “The growing conversation around menopause and aesthetics marks a significant shift in how women approach this life stage, empowering them with the knowledge and resources to embrace and celebrate it with confidence.”

MAN-esthetics: A Growing Movement

While women remain the primary demographic for plastic surgery, men are increasingly seeking cosmetic procedures, with 92% of AAFPRS surgeons reporting male patients in their practice, with blepharoplasty, rhinoplasty, and facelifts being the most common surgeries. 

Notably, hair transplantation stands out as the only procedure where men significantly outnumber women, reflecting a strong desire to address hair loss and maintain a youthful appearance.

“Non-surgical treatments continue to gain traction among men, especially neurotoxins like Botox, which are increasingly sought after by those striving to look refreshed, reduce signs of aging, and preserve a competitive advantage in both professional and social settings,” says Byrne in a release. 

In fact, just like their female counterparts, neurotoxins, fillers, and skin treatments remain the top three non-surgical procedures among men. This trend highlights the growing acceptance of aesthetic treatments among men and their changing approach to self-care.

Regenerative Medicine: The Future of Aesthetics

One of the most exciting trends highlighted in the survey is the rise of regenerative medicine, with 57% of AAFPRS members forecasting it as a major area of innovation in the aesthetic field. 

“Treatments like platelet-rich plasma and exosome-based therapies are gaining traction, providing patients with minimally invasive options that are intended to target the cellular level to rejuvenate and repair skin,” says Byrne in a release.  

Exosome therapies, in particular, are attracting significant attention, with one-in-four AAFPRS surgeons predicting they will play a pivotal role in the future of aesthetic medicine, enhancing outcomes and improving patient satisfaction.

In a World of Quick Fixes, Expertise Is Key

As the popularity of facial plastic surgery grows, fueled in part by the constant presence of cosmetic procedures on social media, it’s essential for patients to do their due diligence. 

Steve Jurich, CEO and Executive Vice President of the AAFPRS advises in a release, “The best way to maximize satisfaction with any facial rejuvenation procedure is to choose a qualified facial plastic surgeon. Always select a surgeon specifically trained in procedures of the face, head, and neck, and make sure the physician is qualified, experienced, and board-certified in the procedure you want.”

According to this survey, with procedures becoming more accessible, the demand for skilled facial plastic surgeons is at an all-time high, making it more important than ever to rely on the expertise of AAFPRS members, who represent the gold standard in the field. According to 30% of members, finding the right surgeon is one of the top concerns that their patients have, along with cost and recovery time.

The 2024 AAFPRS annual member survey was conducted in December 2024 by ACUPOLL Precision Research, Inc through an online survey from a select group of the organization’s members.

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“Advancements in technology and personalized, natural results make 2025 an exciting year for aesthetic medicine,” says Clevens, a double board-certified facial plastic surgeon.

1. Preservation and Structural Rhinoplasty

Preservation rhinoplasty, which focuses on maintaining the nasal structure instead of removing tissue, is becoming a transformative approach, according to Clevens. This method delivers natural, lasting outcomes while reducing the recovery period.

2. Personalization in Body Contouring

Customized body contouring technologies, such as high-definition liposuction, CoolSculpting ELITE, and BodyTite, are increasingly tailored to individual anatomy. “Patients want results that look and feel natural, requiring a highly personalized approach,” says Ronan.

3. Facial Optimization for the Digital Age

Facial optimization procedures, such as chin augmentation, jawline contouring, and neck lifts, are becoming increasingly popular, partly influenced by the rise of video calls. According to Spiegel, patients often seek subtle yet noticeable enhancements to improve their appearance and confidence both on-screen and in daily life.

4. Enhanced Recovery Techniques

Advancements in post-operative care, including better pain management and regenerative therapies, are significantly reducing recovery times. Ronan notes that these innovations are enabling patients to resume their daily routines more quickly.

5. Preventative Aesthetic Medicine

More patients in their 20s and 30s are opting for preventative treatments like Botox, skin tightening, and fractional laser resurfacing. “This approach supports maintaining youthful skin and delaying the need for more intensive procedures in the future,” says Spiegel.

Injectables remain a top choice for nonsurgical rejuvenation. “We’re observing a trend toward fillers and neuromodulators that not only enhance appearance but also encourage natural collagen production for lasting results,” adds Clevens.

Plastic Surgery Practice: How does rapid weight loss from GLP-1 medications like Ozempic impact skin laxity and collagen levels?

Sarmela Sunder, MD: When it comes to our GLP-1 patients—using medications like Ozempic or Wegovy for weight loss—one of the big concerns we’re seeing in clinic is skin laxity and collagen loss. Weight loss from these medications can occur so rapidly that the skin doesn’t have time to catch up, leading to sagging and a loss of firmness.

PSP: Can Sofwave treatment effectively address loose skin and sagging caused by GLP-1-related weight loss? How does it compare to other treatments?

Sunder: Sofwave really shines for our GLP-1 patients. Sofwave uses ultrasound technology to target the deeper layers of the skin, specifically the mid-dermis, to stimulate collagen production. And for someone on a GLP-1, that’s huge because it helps rebuild what they’re losing at a rapid pace. The ultrasound waves essentially ‘wake up’ the fibroblasts in the skin to produce more collagen, which tightens up everything over time.

Prevention is key here. If you start Sofwave while the skin is still firm, you can prevent some of that noticeable sagging later. Sofwave stimulates collagen production, so getting a jump on it helps the skin stay tighter as the weight comes off. Since weight loss with these medications can happen quickly, you want to get ahead of any skin laxity before it really sets in. 

PSP: What areas of the body are most affected by skin changes due to rapid weight loss, and how does Sofwave specifically help with those areas?

Sunder: When we talk about Sofwave for neck and arm laxity, it’s about using ultrasound technology in a precise and targeted way. What it does is send ultrasound waves into the deeper layers of the skin—about 1.5mm deep—without affecting the surface. This is where the magic happens because that’s where our fibroblasts live. These are the cells responsible for making collagen. Collagen is what gives us structure, firmness, and a smooth appearance on the surface of the skin.

The ultrasound energy heats the mid-dermis to around 60°-70°C, which is the sweet spot for stimulating collagen production. This controlled heat essentially wakes up the fibroblasts, signaling them to start producing new collagen and remodeling the existing collagen. Over time, this process tightens and firms the skin.

For areas like the neck and arms, which can be challenging when it comes to sagging skin, Sofwave is great because it’s non-invasive and works beneath the surface. On the neck, it helps lift and tighten areas like the jowls, jawline, and under the chin, smoothing out any sagging. On the arms, it’s especially effective for areas like the triceps, where loose skin often appears after weight loss or with age. The best part is, there’s no downtime.

PSP: At what stage in a patient’s weight loss journey do you recommend starting Sofwave treatments to minimize skin issues?

Sunder: Again, prevention is key. In our practice, we recommend that patients start with one treatment at the initiation of their GLP-1 medication, then return in one to two months for evaluation and possibly a second treatment, depending on the rate of weight loss and each patient’s unique skin quality. It’s really about being proactive and treating early to maintain the skin’s tone and elasticity before sagging becomes more difficult to address.

Ultimately, it’s all about timing treatments to match the patient’s individual weight loss progress. Being proactive and starting early will help preserve skin tone and elasticity before sagging becomes harder to treat

PSP: Could you explain how Sofwave’s SUPERB Synchronous Ultrasound Technology stimulates collagen and elastin production?

Sunder: Sofwave is a safe, fast, and effective treatment for building collagen and elastin in the skin, which we start losing as early as our 20s. Using its advanced SUPERB™ technology, Sofwave heats collagen to the optimal temperature to trigger a healing response that promotes the production of new collagen and elastin.

What sets Sofwave apart is its use of intense ultrasound beam technology, which delivers energy in precise, controlled bursts. This ensures that only the specific areas needing treatment are targeted, stimulating natural collagen, elastin, and hyaluronic acid production. During the procedure, the skin is heated to between 60°-70°C, triggering the body’s natural healing response, leading to firmer, smoother skin—all without a single needle.

The treatment uses targeted ultrasound energy that focuses on the mid-dermal layer of the skin, where collagen and elastin are most abundant. Since Sofwave operates at a more superficial depth, the procedure is more comfortable for patients, with less discomfort compared to deeper treatments.

Before treatment, we apply a topical numbing cream for added comfort, and the procedure itself typically lasts 30-45 minutes, depending on the area being treated. With minimal to no downtime, patients may experience mild redness that usually subsides within minutes, allowing them to return to regular activities immediately.

PSP: How safe is Sofwave for different skin types, and what kind of results can patients expect after one treatment?

Sunder: This treatment is safe for all skin types and can be done year-round, including during the summer months. You’ll start to see gradual tightening as your body builds new collagen over a few months, making it ideal for people looking to firm up without surgery.

After one 30- to 45-minute session, most patients notice results, with improvements continuing for up to 12 weeks. For those with more skin laxity, two sessions are recommended. Some patients may opt for an additional treatment to achieve even better results or to target specific areas as needed.

Key Takeaways

1. Menopause, affecting millions of women, leads to a decline in estrogen, impacting skin and bone health by causing dryness, sagging, and reduced firmness.
2. Many women around menopause are turning to both invasive and non-invasive facial rejuvenation treatments, with facelifts, rhinoplasty, and eyelid surgeries topping the list in 2023.
3. Non-surgical treatments like neurotoxins, fillers, and skin treatments are popular for addressing menopause-related changes in skin quality.

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With 6,000 women entering menopause daily in the U.S. and around 50 million post-menopausal, this life stage affects a significant portion of the population. Open conversation and support are crucial, giving women the knowledge and tools to navigate menopause confidently. Understanding symptoms, exploring treatments, and adopting lifestyle changes help women make informed choices and improve their well-being. Menopause can be embraced as a transformative phase.

Physical Effects of Menopause

During menopause, estrogen declines, affecting the skin and bones. Estrogen, vital for skin elasticity and moisture, decreases, leading to dryness, sagging, and reduced firmness.

“The more estrogen you have, the more collagen you have,” says New York board-certified facial plastic surgeon Sherard A. Tatum, MD, president of the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS). “Collagen is one of the main proteins that gives skin the elastic and supple properties most associated with youth. The dip in estrogen at menopause also accelerates bone loss.”

This hormonal freefall can cause the skin to grow thin, brows to drop, and eyelids to become looser and puffier. What’s more, facial bones can become brittle and jowls form, among other effects on the face. Enter menopause makeovers. 

Why More Women Are Opting for Surgery

Today, growing numbers of women in or around menopause are seeking invasive and non-invasive facial rejuvenation treatments to address these concerns. Facelifts, partial facelifts, nose jobs (rhinoplasty), and eyelid surgery (blepharoplasty) topped the list of surgical procedures for women in 2023, according to the latest statistics from the AAFPRS.

“We are seeing more and more women aged 40 to 55 who are looking to reverse the effects of menopause on their face, and surgery is a solution to many of these concerns,” adds Tatum.

Patrick Byrne, MD, a Cleveland-based board-certified facial plastic surgeon and president-elect of the AAFPRS, also spoke out about the trend, commenting: “Women do not experience facial aging as a linear process. It is fascinating to me how often women present to me asking for a facelift who are right about—or even exactly—54 years of age. They feel around that time that they have suddenly aged over the prior few years more than previously. Many surgeons associate this with changes that occur during or after menopause.”

According to the annual statistics, the three most common non-surgical procedures among women are neurotoxins, soft tissue fillers, and skin treatments—all help address some of the ways that menopause affects skin quality.