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

  1. Liposuction: 396,501

  2. Breast Augmentation: 293,359396,501

  3. Abdominoplasty: (Tummy Tuck)172,283

  4. Breast Lift: 139,016

  5. Eyelid Surgery: (Blepharoplasty)138,809

  6. Rhinoplasty: 106,705

  7. Facelift: 84,097

  8. Breast Reduction: 79,173

  9. Fat Grafting: 74,371

  10. Buttock Augmentation: 48,176


 

Top 10 Non-surgical Procedures

  1. Botulinum Toxin: (e.g., Botox) 4,406,954

  2. Hyaluronic Acid Fillers: 2,745,431

  3. Hair Removal: 749,719

  4. Non-Surgical Skin Tightening: 450,406

  5. Calcium Hydroxylapatite: 328,189

  6. Photo Rejuvenation: (IPL) 308,970

  7. Fat Reduction: (Non-Surgical) 284,682

  8. Permanent Make-up: 266,497

  9. Laser Skin Resurfacing: 261,032

  10. Chemical Peel: 254,985


 

Demographics

Popular Surgical Procedures - Women vs. Men

  1. Liposuction 368,000 / 28,501 (women / men)

  2. Breast Augmentation 292,000 / 1,359

  3. Abdominoplasty (Tummy Tuck) 165,000 / 7,283

  4. Breast Lift 138,000 / 1,016

  5. Eyelid Surgery (Blepharoplasty) / 110,000 28,809

  6. Rhinoplasty 75,000 / 31,705

  7. Facelift 70,000 / 14,097

  8. Breast Reduction 72,000 / 7,173

  9. Fat Grafting 71,000 / 1,371

  10. 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+

  1. Botulinum Toxin: 363,998

  2. Hyaluronic Acid: 102,142

  3. Liposuction: 22,380

  4. Skin Tightening: 11,561

  5. 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.

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