By Dana Jacoby

2024 is here – and cosmetic surgeons are exploring the aesthetic trends that their patients are seeking out. From embracing natural looks to innovative new skincare technologies, here we look at what the leading practitioners believe will be trending in the world of aesthetics this year.

1. Natural look aesthetics

The era of exaggerated cosmetic enhancements is giving way to a more subtle approach. There has been a shift towards ‘natural look’ aesthetics, focusing on treatments that enhance rather than change an individual’s appearance, and this looks set to continue in 2024.

According to Dr. Allen Rezai, a leading London-based cosmetic surgeon who believes in a ‘less-is-more’ approach, there is a growing demand for natural looking plastic surgery and procedures that maintain the original uniqueness and harmony of a patient’s features.

This trend is potentially a reflection of a wider cultural shift towards authenticity and self-acceptance, as evidenced through social media movements such as the body positivity movement and the #NoFilter challenge.

2. The shift to ‘prejuvenation’

Rather than rejuvenation—trying to restore a face or body that has signs of aging to its more youthful self—doctors are seeing a significant rise in ‘prejuvenation’ treatments. Dr. Jean-Paul Azzi says that this is where younger patients proactively seek treatments to maintain their youthfulness before the onset of noticeable aging kicks in. A form of preventative maintenance, from simply applying a good sunscreen to getting surgical enhancements.

This is largely being driven by social media and Gen Z aesthetic trends such as the ‘clean girl’ aesthetic, that prioritizes plump, flawless skin. The result is that a growing number of younger clients are choosing minimally invasive procedures such as fillers and preventative Botox.

3. Breast reductions, smaller implants, and breast Lifts

An increasing number of patients are opting for more natural breast enhancements and smaller implants, and this is set to continue into 2024. “I’m observing a trend in my office of many women content with the smaller breasts that they have—or even desiring smaller breasts—but who also wish to have a better shape,” explains Melissa Doft, MD, a board-certified plastic surgeon in New York City. Rather than opting for large implants, patients are choosing reductions and lifts to get an enhanced look.

As well as being a result of the natural aesthetics trend, this trend is also being fueled by a growing awareness and concern regarding possible breast implant illness. Patients are prioritizing their health, alongside their aesthetic goals.

4. Polynucleotides & focus on skin quality

Polynucleotides are a new breakthrough in cosmetic treatments, and may emerge as one of the most popular cosmetic treatments of 2024. But what are polynucleotides? These natural polymers, composed of nucleotides, ‘work at the cellular level’ Dr. Ashwin Soni of the Soni Clinic says, to improve skin elasticity and hydration. They also have the ability to stimulate collagen and elastin production, crucial for maintaining skin firmness and texture, and appearing more youthful.

This new development in skincare science aligns with the growing demand for treatments that not only enhance appearance but also promote skin health and quality and allow for a more natural look. As a result, polynucleotides are being embraced by cosmetic surgeons for their ability to deliver visible, long-lasting results with minimal invasiveness.

The future of aesthetics

Aesthetic trends for 2024 point towards a future where beauty and individuality go hand in hand. Cosmetic surgeons are increasingly finding patients place high importance on treatments that enhance their appearance while also maintaining their unique features and delivering a natural appearance.

It’s crucial for individuals considering cosmetic procedures to consult with qualified professionals to understand the best options for their specific needs and to ensure safe, satisfying results.

For more insights into healthcare trends, opportunities, and research, visit Vector Medical Group Insights.