How Have Beauty Standards Changed Over the Past Decade?

Posted on June 11, 2024

Over the past decade, beauty standards have undergone significant transformations. In the realm of plastic surgery, trends have moved from dramatic alterations to more refined enhancements. Procedures that once aimed to create noticeable changes now focus on subtlety and natural beauty. Clients seek treatments that enhance their features rather than completely alter them, reflecting a broader cultural shift towards authenticity and self-acceptance.

Anti-Aging and Preventative Botox

Anti-aging treatments have also seen a rise in popularity, with “preventative Botox” among ages 18-34 leading the charge. Younger clients are opting for Botox not just to address existing wrinkles but to prevent them from forming. In a recent survey, 64% of ASPS members stated they had seen a dramatic increase in patients under the age of 30 requesting facial cosmetic surgery or injectable treatments. Annual statistics from the American Society of Plastic Surgeons confirm this trend, as reported, Botox procedures have seen a 28% increase since 2010 and dermal fillers have seen a 32% increase since 2010 among the age group 20-29 (Rohrich, 2017).

The average age of a Botox client is 43, with most users within the demographic range 35-50 comprising half of total procedures last year based on 4.417 million injections. However, the 18-34 age range still has 2.213 million Botox treatments in 2022, and cites this demographic’s rational for using Botox as preventative for new fine lines instead of waiting for deep wrinkles (SpaMedica, 2024).

This proactive approach to anti-aging reflects a broader trend towards maintaining youthful appearances and preventing the signs of aging before they start. The emphasis is on long-term skincare and maintenance rather than corrective measures.