The concept of beauty is always changing, shaped by cultural shifts, societal changes, and technological advances. For aesthetic practices, staying attuned to these changing standards is important for meeting the demands and expectations of clients.

This article explores how beauty standards have shifted over the past decade, the impact of social media, and how aesthetic practices can adapt to capitalize on these trends.

How Have Beauty Standards Changed Over the Past Decade?

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.

The Shift from Curvy to Skinny: The Role of Ozempic and Weight Loss Drugs

A notable trend in recent years is the shift from celebrating curvy body types to a renewed focus on slender physiques. This shift is influenced by the recent popularity of weight loss drugs Semaglutide and Tirzepatide (brand names: Ozempic, Wegovy, and Mounjaro). These medications, initially designed for diabetes management, have gained traction for their effectiveness in promoting significant weight loss due to their ability to reduce appetite and slow digestion. As a result, more clients are seeking aesthetic treatments that complement their weight loss journeys, such as skin tightening and body contouring procedures.

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.

Social Media and the Perception of Beauty Standards

Social media has significantly influenced the perception of beauty standards. In the early 2010s, the trend emphasized being thin with prominent features, driving the popularity of procedures like breast augmentations, liposuction, and tummy tucks.

Then in 2016, curvy and glammed was the new iconic look, and Brazilian Butt Lifts (or BBL’s), fat transfer, and buccal fat removals became the new normal.

Now, with the emergence of TikTok, there is a shift in beauty standards yet again. Now people are going for simple glam, with natural looking fillers and procedures to enhance existing beauty, rather than replacing them through makeovers. These procedures are more focused on nonsurgical approaches and are growing in popularity every year.

Platforms like Instagram and TikTok are powerful influencers, setting trends and creating new beauty standards overnight. With anti-aging hacks, the “clean girl aesthetic,” and preventative Botox for Gen-Z, it’s clear trends are now shifting, and to succeed, your practice should be up to date.

While exposure to social media can drive interest in certain procedures, it also means clients often arrive with high expectations and a wealth of (sometimes misleading) information. Social media can be your biggest supporter, especially if you have a robust presence.

How Aesthetic Practices Can Cater and Capitalize on These Trends

To stay ahead in this dynamic landscape, aesthetic practices must adapt to these evolving trends. Here are a few strategies:

• Embrace Diversity and Inclusivity: Ensure your practice can cater to a diverse clientele by understanding different skin types, facial structures, and cultural beauty ideals.
• Promote Natural Enhancements: Highlight treatments that offer subtle, natural-looking results. Invest in technologies and products that support this trend.
• Leverage Social Media: Use social media to educate and engage with potential clients. Share accurate information, showcase real results, and address common misconceptions. Stay up to date with trends- GenZ (a growing procedure demographic) appreciates humor, memes, and videos either detailing procedures or offering humorous stories and experiences.
• Integrate Wellness Services: Consider offering holistic services combining aesthetic treatments with wellness support, such as nutrition, mental health, and weight loss programs.
• Build Trust and Transparency: Be transparent about your procedures, products, and qualifications. Provide detailed consultations and foster open communication with clients.

Conclusion

What It Means for the Future

The future of aesthetic practices lies in their ability to adapt to changing beauty standards and technological advancements. As clients seek more personalized and holistic approaches to beauty, practices that can offer comprehensive, tailored solutions will thrive. With the rise in fillers and weight loss programs on the horizon, it is important to stay updated so ensure your practice matches demands and preferences of your clients. Embracing these trends not only meets the current demands but also positions your practice as a forward-thinking leader in the industry.

In conclusion, the evolving beauty standards present both challenges and opportunities for aesthetic practices. By understanding and adapting to these changes, you can ensure your practice remains relevant and successful in this ever-changing field.