From ‘Ozempic face’ fixes to the rise of male makeovers, here’s what dominated facial plastic surgery in 2024.
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:
- 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.
- 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.
- 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.
