The Changing Face of Aesthetics

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Perceptions of medical aesthetics have changed significantly over the years, and these perceptions continue to evolve in the field as we know it today. Once considered an industry shrouded in secrecy, people now see medical aesthetics as an important part of self-care and an opportunity to destigmatize the choice to enhance one’s natural features.

Throughout my over 22 years in the industry, I’ve watched its growth from an exclusive, hushed market of older women seeking plastic surgery to one that welcomes new communities and includes a growing preference for noninvasive treatments and tweakments. More people are turning to aesthetic practitioners hoping to enhance their appearance, and the numbers continue to increase. The global medical aesthetics industry is projected to have a 6% compound annual growth rate through 2027, despite macroeconomic trends.¹

These new patients aren’t looking to match a specific beauty standard; they are seeking to preserve and optimize their unique individual features. Often, their journeys begin with optimizing the appearance of their skin. This is evident in the movement to preserve skin quality—a growing priority for practitioners seeking to improve outcomes and meet the ever evolving needs of their patients. It is also why younger adult populations are now turning to medical aesthetics and why fields such as regenerative aesthetics are at the forefront of innovation in the industry.

The movement to destigmatize treatments and optimize beauty is just beginning. According to Merz internal marketing reports, recent data predict year-on-year growth within the regenerative biostimulation category from 2023 to 2026.²

Beauty Standard Deviation

I joined the industry just as the first botulinum toxin was approved for aesthetic use, and I can attest to how minimally invasive treatments have been revolutionary in aesthetics. However, it’s not just products and devices that brought us to where we are today— it has been patients, too.

With the rise of social media, we have seen a surge in the availability of information, and with that, more transparency.³ Patients are no longer afraid to speak about the treatments they’ve received.

Along with this new transparency regarding treatments, patients are empowered to embrace more comprehensive beauty ideals. It’s a movement of individuality—to enhance and preserve one’s personal appearance rather than aspiring to achieve more narrowly defined beauty standards.

As a result, more people are seeking aesthetic treatments that help them feel confident in their own skin.⁴ As the field grows, it’s imperative that we understand the goals and expectations of an expanding and diverse aesthetic patient population.

When I first began my career in medicine, I was often the only woman in the room, and beyond that, the only woman of color. I know firsthand the importance of representation at every level. Prioritizing open conversations with diverse practitioners and the diverse population of patients they serve is essential for us to properly address the evolving needs of aesthetic patients.

The path ahead of us, while full of growth and opportunity, must be managed mindfully.

The Treatment Plan

Education, diversity, and innovation will be essential to patient safety and the future of our industry.

Reducing stigma has encouraged more people to look for and speak about medical aesthetic treatments, sometimes without proper information. As we combat misinformation about aesthetic procedures, providing proper educational channels for health care professionals and patients is more important than ever.

My team and I have always made it a priority to participate in, support, and advance continuing medical education, which is one of the many reasons why Merz Aesthetics remains invested in our Medical Forum, an educational content platform that helps health care professionals stay informed about our ever-evolving industry. Giving practitioners a place to learn from peers facilitates access to accurate, up-to-date information and helps achieve safe and effective outcomes for patients. Beyond that, it is our responsibility to provide education for health care professionals and the patients they treat.

Empowering the next generation of innovators through grants and other resources is another important element in shaping the future of the medical aesthetics industry. By championing rising talent through our Innovation Forum and showcasing their scientifically rigorous research, we’re paving the way for new and safe innovations that match the changing needs of today’s increasingly diverse patient base.

When it comes to creating a safer, better-informed population, we can also leverage the tools that brought us here. Social media can help us understand patients’ desires and combat misinformation at its source. We can encourage patients to embrace their own ideas of beauty and support them through their treatment journeys. We can keep an eye on evolving patient attitudes and the role and influence artificial intelligence promises to play in aesthetics.

The future of our industry and our continued growth is linked to education, diversity, and rapid information exchange. We must focus on optimizing all of them if we want to continue to thrive and best serve the people we treat.

Terri L. Phillips, MD, FAAP

Terri L. Phillips, MD, FAAP, has served as Chief Medical Affairs Officer for Merz Aesthetics since 2020. With more than 20 years of scientific, technical, and business innovation expertise in the pharmaceutical industry, Phillips provides oversight to global medical affairs functions for the organization.

References

1. State of the global aesthetics market 2024: navigating a changing landscape. Clarivate. Presented at: 2024 International Master Course on Aging Science World Congress; February 1-3, 2024; Paris, France. https://clarivate.com/lp/state-of-the-global-aesthetics-market/

2. Merz Aesthetics. Data on file. 2023

3. Peterson K. Circle of influence: how social media influencers are shaping plastic surgery trends. American Society of Plastic Surgeons. September 19, 2023. Accessed July 17, 2024. https://www.plasticsurgery.org/news/articles/circle-of-influence-how-social-media-influencers-are-shaping-plastic-surgery-trends

4. Jansen L, Leclerc O, Peters N. Here to stay: an attractive future for medical aesthetics. McKinsey & Company. February 1, 2024. Accessed July 17, 2024. https://www.mckinsey.com/industries/life-sciences/our-insights/here-to-stay-an-attractive-future-for-medical-aesthetics.