The Aesthetics Trends Report 2024

The Aesthetics Trends Report 2024

The Aesthetics Trends Report is your definitive guide to the most significant advancements that have shaped the field over the past year. The 2024 Report has been compiled in partnership with Ben Pask, founder of RARE: Group consulting, who here shares the research he has amassed through studying thousands of aesthetic clinics across the UK.

1. Aesthetics finally receiving medical recognition

The recognition of the aesthetics sector by the Royal Society of Medicine (RSM) marks a significant step forward in enhancing the credibility and medical standing of the field. The RSM’s Section of Aesthetic Medicine and Surgery (SAMAS) is the organisation’s 56^th specialised section.

This acknowledgment from such a prestigious medical body not only elevates the legitimacy of aesthetic practices, but also reinforces the importance of skill, safety and medical expertise within the field. It signals a growing acceptance of aesthetics within the wider medical community, helping to bridge the gap between cosmetic treatments and more traditional healthcare services.

One clear indication of this growing integration is that 50% of private dentists in the UK have now expanded their service offerings to include aesthetic treatments. A comparable number of ophthalmology providers are also offering some form of aesthetic treatment (47%), with this trend being reflected in Optical Express’ acquisition of Harley Medical Group and sk:n Clinics earlier in the year. This demonstrates that professionals in related medical fields are increasingly seeing the value of incorporating aesthetics into their practices, providing patients with a wider range of services under one roof.

As more dental and ophthalmology clinics begin to offer aesthetic services, the market is becoming increasingly diverse, with more points of entry for patients seeking treatments. This diversification helps to destigmatise aesthetic procedures, aligning them more closely with the kind of expert care patients expect from medical professionals. In turn, this expansion will likely contribute to greater patient trust and confidence in the safety, effectiveness and professionalism of aesthetics treatments. Ultimately, this shift suggests a future where aesthetics is seen as an integral part of healthcare, further solidifying its place in the wider medical landscape.

With government plans still underway to introduce an aesthetics licensing scheme and stricter regulation around cosmetic treatments in England, the safety and reputability of the field is only set to increase in the coming months and years.

“The new RSM SAMAS considers that aesthetic medicine and surgery is an integral part of medical practice. The Section advocates that patients presenting with aesthetic concerns receive the best service if they are seen by practitioners who apply the medical model of history, examination and diagnosis. This should be followed by discussion with the patient of possible treatment options, with the ultimate choice of treatment resting with the patient.”

Dr Christopher Rowland Payne, consultant dermatologist and first president of the Royal Society of Medicine’s new Section of Aesthetic Medicine and Surgery

2. Looking to a future beyond injectables

This year, RARE: Group consulting reported a significant decline in consumer demand for both dermal fillers and botulinum toxin treatments, with dermal filler treatments dropping by 31% and botulinum toxin demand decreasing by 16%. Interestingly, this downturn is occurring alongside new consumer data showing an increase in the number of people considering non-invasive cosmetic treatments in the future. This suggests that while demand for certain treatments has slowed, there is still growing interest in non-invasive procedures overall.

At the same time, the aesthetic specialty is seeing shifting preferences, with the data indicating a broadening interest in less invasive procedures – devices are really coming into their own. For example, the number of people who would consider undergoing laser hair removal treatment in the UK is at 5.6 million, compared to 4.8 million for botulinum toxin and 3.6 million for dermal fillers.

The UK market size for aesthetic medical devices is estimated to be around £13.7 billion in 2024. It is projected to have a compound annual growth rate (CAGR) of 3.2% going forward, growing to an estimated market size of £18.8 billion by 2034. Market projections do suggest that injectables are not dying out just yet, with the dermal filler market exhibiting a projected CAGR of 8.6% between 2023 and 2032.

These ever-changing patient preferences suggest the landscape of medical aesthetics in the UK is open to changes in consumer priorities and behaviour, making it a critical time for the field to adapt to these emerging trends.

“Injectables are going nowhere. Both fillers and toxins do things to the face that, at present, other treatments cannot do. However, I think investment in different technologies, alongside a realisation of the limitations of injectables, has led to the development of a vast array of new innovations. What this lets us do is achieve more balanced, harmonious and natural results for our patients. I don’t see that trend going anywhere.”

Dr Sophie Shotter, aesthetic practitioner, Aesthetics Clinical Advisory Board Member and British College of Aesthetic Medicine Trustee

Persisting concerns around cosmetic tourism

The UK has long been known as a destination for high-end cosmetic treatments, attracting patients seeking premium, expert care in a range of aesthetic procedures. However, in recent years, a growing portion of the UK market has started seeking treatments abroad, lured by the promise of lower costs and the added appeal of combining medical procedures with a holiday experience. Many individuals opt for overseas treatment packages that encompass both medical care and a vacation, offering a ‘rounded holiday experience’ that not only includes the procedure, but also recovery in a desirable location.

According to data from the Office for National Statistics, the number of British residents leaving the country specifically for medical treatment surged from 234,000 in 2021 to 348,000 in 2022. This dramatic rise in medical tourism has raised concerns within the UK aesthetics sector, as more individuals look abroad for cosmetic and medical treatments. While the affordability of treatments abroad may be appealing to some, the associated risks have led to increasing alarm. For instance, data from the Foreign Office revealed that six British citizens tragically died in Turkey in 2023 after undergoing medical procedures there.

Furthermore, reports from the British Association of Aesthetic and Plastic Surgeons (BAAPS) show a concerning trend: the number of patients who required hospital treatment in the UK after receiving cosmetic surgery abroad increased by 94% over a three-year period. Between 2018 and 2022, a total of 324 patients needed surgical interventions after complications from procedures performed overseas.

This rise in complications has placed additional strain on the UK healthcare system, as NHS hospitals and clinics are tasked with addressing these issues. The trend underscores the need for better patient education about the risks of medical tourism and the potential long-term costs associated with seeking lower-cost treatment abroad.

“The problem we have with cosmetic tourism is that travel agencies are trying to come across as experts in cosmetic surgery, which they simply are not. These companies are managing to entice Brits abroad for cheaper surgery. This, in itself, isn’t necessarily a bad thing, but they do not provide enough time or options for people to choose a surgeon they’re happy with and trust. There is often not a safe consent process during these procedures. Surgery is not about a cheap deal – it’s about an entire life change.”

Mr Naveen Cavale, consultant plastic and reconstructive surgeon, Aesthetics Clinical Advisory Board Member and UK representative of the International Society of Aesthetic Plastic Surgery

Medical wellness and longevity taking centre stage

Medical wellness, functional medicine and longevity are undeniable rapidly growing fields in the world of aesthetics. This shift reflects a broader movement as people increasingly prioritise long-term health and wellbeing alongside their aesthetic goals. In fact, the research from RARE: Group consulting has showed that 1 in 3 medical aesthetic clinics in the UK are now offering treatments which specifically focus on medical wellness and longevity. This highlights the rising demand for services that go beyond traditional beauty enhancements, instead emphasising the importance of overall health, balance and vitality.

A practitioner interviewed by RARE: Group consulting during the research process said, “People want to feel good, not just look good. In the past, people would come into clinic for specific areas to be focused on, but now they are coming in asking how to slow down the clock in their body. I believe this is future of the specialty.”

Moreover, 51% of UK clinics that specialise solely in aesthetic treatments are now also offering functional medicine assessments as their top service. This indicates a strong trend toward personalised, holistic treatment approaches that consider the entire body rather than just focusing on aesthetic concerns.

As more practitioners embrace this integrated approach, it underscores the importance of a comprehensive view of health, where aesthetics and wellbeing are intertwined, offering patients a more balanced path to both looking and feeling their best. The success of the Medical Longevity Summit at CCR is a testament to this being at the forefront of patients’ priorities.

A future is coming into view where the boundaries between aesthetics and health are increasingly blurred, with a more holistic model taking centre stage.