The world of facial aesthetics is constantly evolving, with new techniques, technologies, and patient preferences shaping what's popular. Understanding current trends can help you explore your options and have informed conversations with your surgeon. Here's what patients are choosing right now.
The Big Picture: Steady Growth
Aesthetic procedures continue to grow in popularity worldwide. Global data shows a 40% increase in aesthetic procedures over the past four years, with more than 34.9 million surgical and nonsurgical procedures performed by plastic surgeons in 2023 alone. Face and head procedures remain the most popular category overall.
Notably, nonsurgical procedures now outnumber surgical procedures, with more than 19.1 million nonsurgical treatments compared to 15.8 million surgical procedures worldwide. This reflects the growing preference for minimally invasive options that offer gradual, natural-looking enhancement.
Top Surgical Facial Procedures
Eyelid Surgery (Blepharoplasty)
Blepharoplasty consistently ranks among the most popular facial procedures worldwide. It addresses tired, heavy eyelids and under-eye bags with relatively quick recovery. The procedure appeals to patients seeking refreshed, more youthful eyes without dramatic changes. Interest in blepharoplasty has remained elevated since the pandemic, likely influenced by increased video conferencing and attention to the eye area.
Rhinoplasty
Rhinoplasty remains one of the top five aesthetic procedures globally and has shown stable demand for over 14 years. Patients seek rhinoplasty to improve nasal appearance, correct breathing issues, or both. Modern techniques emphasize natural results that complement individual facial features rather than creating a "cookie-cutter" nose.
Facelift (Rhytidectomy)
Facelift surgery continues to grow in popularity, with U.S. market demand increasing approximately 5.7% annually. Today's facelifts focus on natural results through techniques that address the underlying muscular layer (SMAS) rather than simply tightening skin. Fat grafting is increasingly combined with facelift surgery to restore lost volume and achieve more youthful, natural outcomes.
Brow Lift
Brow lift procedures have seen significant growth, with resident training case volumes increasing 4.22% annually. The procedure addresses sagging brows and forehead wrinkles, often complementing blepharoplasty for comprehensive upper face rejuvenation.
Neck Lift
Interest in neck lift surgery has remained elevated since the pandemic. The procedure addresses sagging skin, muscle banding, and excess fat in the neck, concerns that became more noticeable with increased video calls. Neck lift is often combined with facelift for comprehensive lower face and neck rejuvenation.
Top Nonsurgical Facial Procedures
Botulinum Toxin (Botox and Similar Products)
Botulinum toxin remains the most popular nonsurgical aesthetic procedure worldwide by a significant margin. It effectively reduces dynamic wrinkles such as crow's feet, forehead lines, and frown lines with zero downtime. Results typically last 3-4 months, making it a maintenance treatment that patients return for regularly.
Dermal Fillers (Hyaluronic Acid)
Hyaluronic acid fillers are the second most popular nonsurgical treatment globally. They restore lost volume, smooth wrinkles, and enhance facial contours. Common treatment areas include the cheeks, lips, nasolabial folds, and under-eye hollows. Results are immediate and typically last 6-18 months depending on the product and treatment area.
Chemical Peels
Chemical peels have returned to the top five nonsurgical procedures, replacing nonsurgical skin tightening in recent rankings. They improve skin texture, tone, and clarity by removing damaged outer layers of skin. Peels range from light (minimal downtime) to deep (significant peeling but more dramatic results).
Hair Removal
Laser hair removal remains among the most popular nonsurgical aesthetic treatments, reflecting the broad appeal of permanent hair reduction for both women and men.
Nonsurgical Fat Reduction
Nonsurgical fat reduction treatments have seen significant growth globally, particularly in the post-pandemic period. These treatments use various technologies (cooling, heat, or injections) to reduce localized fat deposits without surgery.
Emerging Trends
Combination Approaches
Patients increasingly seek combination treatments that address multiple concerns simultaneously. For example, combining botulinum toxin with fillers, or pairing surgical procedures with nonsurgical maintenance treatments. This comprehensive approach often achieves more natural, harmonious results.
Minimally Invasive Preferences
National surveys show that surgeons across the United States have shifted toward favoring minimally invasive techniques over more invasive approaches. Injectable fillers are now the most common technique for midface rejuvenation (34.88%), followed by fat transfer (20.93%).
Fat Grafting
Facial fat grafting has grown in popularity as surgeons recognize the importance of volume restoration in facial rejuvenation. Fat transfer offers natural, long-lasting results and is increasingly combined with facelift surgery. For men, facial fat grafting ranks among the top five surgical procedures.
Thread Lifting
Thread lifts offer a less invasive alternative to surgical facelifts, using absorbable sutures to lift sagging skin. While results are more subtle and temporary than surgical lifting, the minimal downtime appeals to patients seeking modest improvement without surgery.
Regenerative Treatments
Platelet-rich plasma (PRP) and other regenerative treatments are gaining popularity for improving skin tone, brightness, and fine wrinkles. These treatments harness the body's own healing factors to rejuvenate skin.
Biostimulators
Beyond traditional fillers, biostimulatory products that stimulate collagen production (like poly-L-lactic acid and calcium hydroxyapatite) are increasingly popular for gradual, natural-looking volume restoration.
Male Aesthetic Surgery
Procedures performed on men continue to grow, now representing approximately 14.5% of all aesthetic procedures. The top surgical procedures for men are eyelid surgery, gynecomastia treatment, liposuction, rhinoplasty, and facial fat grafting. Nonsurgical treatments, particularly botulinum toxin and fillers, currently dominate male aesthetics.
What Patients Want
A global survey of over 14,500 aesthetically conscious adults revealed what concerns patients most:
- Crow's feet lines
- Forehead lines
- Facial skin issues (texture, tone)
- Hair-related concerns
- Under-eye bags or dark circles
Interestingly, physicians tend to underestimate patient concerns about under-eye bags, mid-face volume deficits, and skin quality. This highlights the importance of clear communication during consultations.
The survey also revealed that while cost is a major barrier to seeking treatment, patients also emphasize safety, fear of procedure-related pain, and concern about unnatural-looking outcomes. This reinforces the trend toward natural results and the importance of choosing experienced providers.
The Bottom Line
Facial aesthetic procedures continue to evolve, with growing emphasis on natural results, minimally invasive options, and combination approaches. Whether you're considering surgery or nonsurgical treatments, understanding current trends can help you have informed conversations with your provider. When considering any procedure, working with an experienced surgeon will help you determine what options will best achieve your personal aesthetic goals.
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