Guidepoint Qsight’s Erik Haines breaks down the drivers behind 2024’s $17.5 billion in non-surgical aesthetic spending and what it signals for the future of the industry.
As the demand for aesthetic treatments continues to evolve, new data from Guidepoint Qsight reveals key trends shaping the future of non-surgical care. In 2024, U.S. spending on non-surgical aesthetic procedures reached $17.5 billion—a modest increase that reflects deeper shifts in patient preferences, technology adoption, and practice strategy. In this interview, Plastic Surgery Practice speaks with Erik Haines, managing director of Guidepoint Qsight, to unpack the data and explore what plastic surgeons need to know about where the market is headed.
Plastic Surgery Practice: Your latest data shows non-surgical aesthetic spending reached $17.5 billion in 2024. What are the primary drivers behind this growth, and how sustainable do you believe this trend is?
Erik Haines: The $17.5 billion growth in non-surgical aesthetics was largely driven by the rising popularity of non-invasive treatments like neurotoxins and skin rejuvenation. Additionally, increased social media influence, patient awareness, and advancements in technology have sustained demand. This trend is expected to persist, but future growth may hinge on innovation and affordability.
PSP: Neurotoxins continue to dominate the market, accounting for nearly a third of total patient spending. What does this signal about patient preferences and treatment frequency?
Haines: Neurotoxins accounting for nearly a third of spending underscores patient preference for quick, predictable, and less invasive treatments. This indicates a shift towards maintenance-oriented procedures with high repeat treatment rates.
PSP: You note a rise in regenerative procedures, including biostimulatory injectables and exosomal therapies. How are these innovations reshaping the treatment landscape, and what should plastic surgeons be watching closely?
Haines: Biostimulatory injectables and exosomal therapies are gaining traction as patients seek longer-lasting, natural-looking outcomes. Plastic surgeons should monitor advancements in these areas as they may increasingly complement or replace traditional fillers and neurotoxins.
PSP: GLP-1 medications have clearly impacted the market, with aesthetic spending on these treatments growing tenfold since 2021. How are these drugs influencing demand for related cosmetic procedures?
Haines: GLP-1 treatments have led to rapid weight loss, which has increased demand for corrective procedures such as dermal fillers to address volume loss, commonly referred to as “Ozempic face.” Additionally, practices are exploring wellness services like hormone replacement therapy to maintain patient retention and address overall vitality as patients undergo significant physical changes.
PSP: While energy-based device spending declined, skin rejuvenation and resurfacing nearly doubled in value since 2019. What’s driving this divergence, and how should practices interpret this shift?
Haines: While EBD spending declined, the rise in skin rejuvenation and resurfacing can be attributed to less invasive, cost-effective options that deliver visible results with shorter downtime. Practices should assess whether integrating advanced resurfacing techniques could attract cost-conscious patients.
PSP: Dermal filler spending dropped 5%, with hyaluronic acid fillers seeing the most notable decline. Do you see this as a short-term correction or part of a broader shift in patient behavior or clinical practice?
Haines: The 5% decline in dermal filler spending, particularly hyaluronic acid (HA) fillers, may signal market saturation and a shift toward biostimulatory products. However, demand remains strong among Gen Z patients, especially for trending treatments like liquid rhinoplasty and lip or chin augmentation. Tracking patient retention and the impact of newer, longer-lasting fillers will clarify whether this dip is temporary or part of a broader market shift. PSP
Photo: ID 306415036 | Aesthetics Fillers © Prostockstudio | Dreamstime.com
