In the UK market for example, the all-party parliamentary group (APPG) on beauty, aesthetics and wellbeing noted that the non-surgical cosmetic treatment industry had undergone “rapid growth”. An estimated 900,000 Botox injections are carried out in the UK each year it said.
Meanwhile according to the American Society of Plastic Surgeons (ASPS), the use of botox and other neuromodulators increased by 73% between 2019 and 2022.
The ASPS noted that Gen Zers were a burgeoning market for these procedures, with botox injections for those aged 19 and younger increasing by 9% between 2022 and 2023.
Data from market intelligence agency Mintel revealed that 23% women aged 18-34 said they were interested in having Botox, compared to just 10% of British people as a whole.
It said that botox use is considerably higher among the young compared to the population as a whole, with one in seven Brits aged 25-34 saying they have tried botox.
It’s also worth noting that one of this year’s most-Googled questions was “why is Gen Z ageing like milk?” The question related to the fact that as many Gen Z-ers were beginning to wonder why they looked older than their Millennial and Gen X peers when they were the same age. One of the reasons speculated for this perceived phenomenon is that this generation is choosing to have these kinds of treatments at a much younger age.
More socially acceptable
“Over recent years, we’ve seen the growing social acceptability of cosmetic procedures, from so-called non-invasive treatments such as Botox and vitamin & whitening injections, to more elaborate aesthetic surgery,” said senior consultant at Mintel Consulting, Vivienne Rudd.
“As a result, we’re seeing an evolution in the skin care landscape. Rather than simply refer to these treatments via product names and broad-brush claims, skin care companies are now creating products that are directly inspired by the ingredients and effects of headline-grabbing procedures.”
Rudd said a great example are products inspired by the popular Rejuran Healer procedure in Asia Pacific, which uses fragments of DNA called PDRN to promote skin healing and rejuvenation.
“There is a trademarked Rejuran Healer Triple Radiance Ampoule which is designed to improve tone, texture and radiance thanks to DOT c-PDRN. There are also a small but growing number of Korean brands that are also using PDRN to promote these protective and responsive benefits for the skin,” she shared.
Rudd also said that this cross-influence from the aesthetics sector is also having an impact in Western markets and named the recent deal between L’Oréal and Galderma as a case in point.
“The two companies have competing dermocosmetics brands, but it’s Galderma’s expertise in injectibles that is fuelling the new partnership and will result in new solutions for L’Oréal’s topical products,” she said.
A greater emphasis on preventative care
According to Gerry Muhle, who is head of global product strategy at Galderma, the two areas are converging as the dermatology self-care sector is “increasingly being shaped by rising consumer awareness of skin health and a greater emphasis on preventive care.”
Muhle said that people are now combining high-quality topical skin care with aesthetic treatments for a “holistic approach.”
“It’s not just about treating issues reactively but about maintaining and enhancing results proactively,” he said.
“This integration is also amplified by the influential role of social media, which has normalised blending topical solutions with aesthetic procedures, driven by patient focus on efficacy, prevention, and comprehensive skin health.”
Muhle said that Galderma has been working towards meeting these needs, particularly the emphasis on holistic, comprehensive treatment with its Alastin range for instance, which can be used both before and after aesthetic procedures to prepare the skin as well as enhance and maintain results.
“With our strong foundation in science and rich consumer heritage of over 40 years, we are the only scaled company fully dedicated to dermatology, which uniquely positions us to bridge the gap between skin care and aesthetics,” he said.
“This integration is also amplified by the influential role of social media, which has normalised blending topical solutions with aesthetic procedures
Gerry Muhle, Galderma
Tech with direct applications in dermatology
Earlier this year, Galderma announced a scientific partnership with L’Oréal designed to leverage our complementary capabilities.
“This new research and development collaboration aims to pursue advanced, future-proof technologies that have direct applications in the field of dermatology,” said Muhle.
“Our goal is to deliver new combined levels of performance against the signs of skin ageing. By working together, we can jointly develop new products that use our complementary technology expertise, ultimately helping to expand and enhance our respective product portfolios,” he explained.
Muhle considered this “an exciting opportunity to innovate and push the boundaries of what’s possible in dermatological science.”
He said that Galderma is “particularly excited by the developments in regenerative aesthetics, as it echoes many of the trends shaping aesthetics today, including a preference for preventative, holistic care that works with the body’s natural processes.”
Galderma’s volumising injectable Sculptra, for example, is the first proven regenerative biostimulator that gives progressive, natural-looking results that last over two years.
“These attributes appeal to a diverse and expanding patient base, including new customer groups who may not have been traditional aesthetic users,” Muhle continued.
“This includes men, menopausal women, those experiencing the first signs of ageing and looking to preserve skin integrity by boosting collagen and elastin reservoirs, and people observing facial changes after significant weight loss in conjunction with the use of prescription weight management medicines.”
AR & AI to play a bigger role in future
These ever-changing and fast-paced developments in the tweakments sector will continue to influence and impact the beauty and personal care industry and potentially open up new kinds of product development with this area.
Technology is also likely to play a big role in this convergence.
Wayne Liu who is president & CGO of beauty technology company, Perfect Corp, pointed out that while more people are receiving aesthetic procedures than ever before, not everyone is happy with the outcome.
“Recent research suggests over half end up regretting it, largely due to unmet expectations,” said Liu.
Liu believes that AR and AI technology can play a bigger role here to give people realistic forecasts of the outcome before they undergo any kind of procedure or tweakment.
“More dermatologists and aestheticians will use simulation technology to help their clients make more informed decisions about non-invasive facial treatments, resulting in increased satisfaction,” he stated.
“Advanced AI and AR tools can provide hyper-realistic before-and-after images so clients know exactly what they can expect from certain procedures and make informed decisions.”
Liu anticipated that in 2025, more providers will “realise the potential of these technologies to reduce customer dissatisfaction and integrate them into their practices.”
One thing that’s for sure if that this sector is an exciting area for future R&D.
