More than half say they would give up takeout, dining out, or streaming services to afford non-surgical procedures, according to new consumer data.
More than half of Americans (53%) say they would give up everyday expenses like dining out or streaming services to afford non-surgical aesthetic treatments such as injectables, skin rejuvenation, and laser hair removal, according to a new national survey commissioned by LaserAway and conducted by Morning Consult.
Fielded in February 2026 among a nationally representative sample of approximately 2,200 US adults, the survey examines how Americans are prioritizing aesthetic care, weighing financial trade-offs, and placing greater emphasis on medical credibility when choosing a provider.
Aesthetic services, as defined in the survey, include injectables such as Botox and dermal fillers, medical-grade facials and peels, laser hair removal, and other non- and minimally invasive procedures.
“What we’re seeing is a shift from stigma to strategy,” says Scott Heckmann, co-founder and CEO of LaserAway, in a release. “Consumers are budgeting for aesthetic care, expecting medical transparency, and viewing these treatments as part of modern self-care.”
The findings reveal several themes shaping the future of aesthetic care in the US.
Beauty Meets Budget
More than half of Americans (53%) say they would sacrifice another expense if cost were the only barrier to getting their desired non-surgical aesthetic treatment, signaling that aesthetic care is increasingly viewed as a priority rather than a splurge.
When it comes to funding a glow-up:
- 20% would stop ordering takeout.
- 17% would forgo dining out.
- 15% would cancel at least one streaming service for a year.
- 18% would take on extra work to afford treatment.
For many Americans, aesthetic treatments are competing with, and sometimes beating, brunch, binge-watching, and other everyday indulgences.
A Demographic Shift
The pre-date prep routine is evolving, and men are increasingly part of the conversation. This aligns with a nearly 40% year-over-year increase in male treatments at LaserAway clinics nationwide, with men now accounting for one in every 10 patient visits.
The survey reveals a notable gender shift in aesthetic attitudes, particularly around dating.
- Men are 60% more likely than women to consider a non-surgical aesthetic treatment before a first date.
- 29% of men hope aesthetic treatments become as common for men as they are for women within five years.
Younger generations are also accelerating normalization:
- Two-thirds of Gen Z adults are open to aesthetic treatments.
- 62% of Millennials report openness, with 36% considering treatment in the past year.
At the same time, 19% of Americans already view aesthetic treatments as part of routine self-care, signaling a broader cultural shift toward maintenance-based beauty.
Lasers Replace Laquer
Aesthetic treatments are increasingly shedding their “special occasion” status and moving into the realm of routine upkeep. Across LaserAway’s laser and injectable services, patients visit roughly every other month on average.
When asked what they wish would happen in the next five years regarding non-surgical aesthetic treatments, more than a quarter (26%) of Americans say they would like these treatments to feel as routine as a manicure, while 21% say they would like them to become as common as regular checkups, signaling a desire for continued normalization and maintenance-focused care.
Technology is accelerating that evolution. One in five Americans (20%) say they want AI-designed personalized treatment plans within five years, rising to 26% among Gen Z. As beauty becomes more data-driven and customized, consumers are expecting precision that mirrors the rest of their digital lives.
The Qualification Paradox: High Demand, Low Verification
As interest in aesthetic treatments grows, a critical knowledge gap is emerging.
The data reveals a disconnect around provider qualifications. While 58% of Americans say they prioritize choosing a medically qualified professional over cost when receiving aesthetic treatments, nearly half (45%) admit they would not know how to verify a provider’s credentials.
The findings underscore a knowledge gap: consumers value medical expertise in aesthetic care, but many may lack clarity on how to confirm they are selecting a properly credentialed provider.
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