Trends in Cosmetic Procedures
In recent years, cosmetic procedures have become more mainstream than ever in the United States—embraced by people of all ages, genders, and backgrounds. According to the 2023 Global Survey by the International Society of Aesthetic Plastic Surgery (ISAPS), the U.S. leads the world in total cosmetic procedures performed, with a growing preference for non-surgical treatments like Botox and fillers. This blog post explores key insights from the ISAPS report, including the breakdown between surgical and non-surgical procedures, the most popular treatments for men and women, and the age groups most likely to seek aesthetic enhancements.
Cosmetic Procedures in the U.S. (2023)
Whether you're curious about national trends or considering a procedure yourself, this data-driven overview offers a clear snapshot of the cosmetic landscape in America today.
In 2023, cosmetic procedures in the U.S. continued to rise, with non-surgical treatments making up nearly three-quarters of all procedures. Botox and dermal fillers led the way, totaling millions of treatments, while liposuction remained the most common surgical option. Women accounted for the vast majority of procedures, though men showed steady interest in options like eyelid surgery and liposuction. Age played a key role in preferences—patients under 35 leaned toward non-invasive enhancements, those between 35 and 50 balanced surgical and non-surgical approaches, and older groups favored subtler rejuvenation methods. Overall, the data reflects a growing preference for minimally invasive, quick-recovery treatments, while surgical procedures remain popular for more transformative results.
Types of Procedures
Surgical vs. Non-surgical Cosmedic Procedures (2023)
Roughly 71% of cosmetic procedures in the U.S. were non-surgical, underscoring the growing demand for less invasive aesthetic treatments.
Most Popular Procedures
Top 10 Surgical Procedures
Liposuction: 396,501
Breast Augmentation: 293,359396,501
Abdominoplasty: (Tummy Tuck)172,283
Breast Lift: 139,016
Eyelid Surgery: (Blepharoplasty)138,809
Rhinoplasty: 106,705
Facelift: 84,097
Breast Reduction: 79,173
Fat Grafting: 74,371
Buttock Augmentation: 48,176
Top 10 Non-surgical Procedures
Botulinum Toxin: (e.g., Botox) 4,406,954
Hyaluronic Acid Fillers: 2,745,431
Hair Removal: 749,719
Non-Surgical Skin Tightening: 450,406
Calcium Hydroxylapatite: 328,189
Photo Rejuvenation: (IPL) 308,970
Fat Reduction: (Non-Surgical) 284,682
Permanent Make-up: 266,497
Laser Skin Resurfacing: 261,032
Chemical Peel: 254,985
Demographics
Popular Surgical Procedures - Women vs. Men
Liposuction 368,000 / 28,501 (women / men)
Breast Augmentation 292,000 / 1,359
Abdominoplasty (Tummy Tuck) 165,000 / 7,283
Breast Lift 138,000 / 1,016
Eyelid Surgery (Blepharoplasty) / 110,000 28,809
Rhinoplasty 75,000 / 31,705
Facelift 70,000 / 14,097
Breast Reduction 72,000 / 7,173
Fat Grafting 71,000 / 1,371
Buttock Augmentation 47,000 / 1,176
The ISAPS report does not provide a gender-specific breakdown for non-surgical procedures in the U.S., but global data shows that women account for approximately 85–90% of non-surgical cosmetic treatments, such as Botox and fillers.
Popular procedures among Age Group
Age group: % of Total Procedures
18–34: 33.3%
35–50: 36.3%
51–64: 20.1%
65+: 6.3%
Under 18: 4.0%
Key Trends by Age Group
Non-surgical treatments peak earlier (age 18–34) as they are lower-risk, lower-cost, and often maintenance-focused.
Surgical treatments peak between 35–50, when age-related changes become more visible and motivation for longer-lasting results increases.
Both categories decline after age 50, but the drop is steeper for non-surgical procedures, suggesting surgical options remain appealing for dramatic rejuvenation even in older age groups.
Age 65+ Trends
Trends suggest interest in refined, natural-looking results, often through targeted, non-invasive procedures.
Individuals in this group may have more disposable income and prioritize quality-of-life improvements.
Most Common Procedures – Age 65+
Botulinum Toxin: 363,998
Hyaluronic Acid: 102,142
Liposuction: 22,380
Skin Tightening: 11,561
Rhinoplasty: 6,891
Observations – Age 65+
Botulinum Toxin (e.g., Botox) is by far the most popular procedure in this age group, reflecting a strong preference for non-surgical facial rejuvenation.
Liposuction remains relevant among seniors, likely for localized fat removal.
Rhinoplasty still sees use, even at older ages, possibly for both cosmetic and functional improvements.
Age 51 - 64 Trends
Surgical procedures drop slightly (23.2%), while non-surgical usage also declines (17.5%).
Preference begins to shift to less invasive options, possibly due to longer recovery times and health considerations.
Still a meaningful share of facelift, eyelid surgery, and skin-tightening procedures.
Age 35–50
Highest percentage of surgical procedures (38.3%) and a nearly equal share of non-surgical procedures (35.4%).
A "dual demand" group: more likely to combine surgical interventions with maintenance treatments like Botox and fillers.
Focus often shifts from enhancement to age-related rejuvenation.
Age 18–34
Most likely to receive non-surgical treatments (35.1%) — particularly popular for Botox, fillers, and laser hair removal.
Still a significant share of surgical procedures (27.0%), often including rhinoplasty, breast augmentation, and liposuction.
This age group shows the highest demand for aesthetic "enhancement" rather than rejuvenation.
Under 18
Low overall volume, but slightly more likely to undergo surgical procedures (4.8%) than non-surgical (3.7%).
These are likely corrective or reconstructive surgeries (e.g., otoplasty or rhinoplasty) rather than elective enhancements.