5 minute read
A Year in Aesthetics
By Dr Alek Nikolic - SkinMiles
In 2024, the aesthetics industry witnessed a remarkable transformation, characterised by an increased interest in treatments, many practices opening the door to aesthetic services and the adoption of new technologies.
According to a report by McKinsey and Company, medical aesthetics is currently undergoing a facelift; after experiencing a 7% loss in 2020, the industry is now booming, poised to grow by as much as 14 percent annually through 2026. To reiterate this sentiment, Dr Alek Nikolic notes “We experienced an increase in 2024, and I believe there are a number of factors driving this”.
Reflecting on these factors, Dr Alek explores the pivotal trends that were noted in the medical aesthetic industry in 2024, and he explores what the future may hold in 2025.
Trends That Shaped 2024
Dr Nikolic highlights several significant trends that have emerged this year:
1. Lip Enhancements: Lip enhancements continue to evolve, with new trends emerging that focus on natural enhancements, personalised aesthetics, and cutting-edge techniques. “Patients are seeking both subtle results and more dramatic enhancements. Whether you want a subtle enhancement or a more dramatic transformation, the focus is on crafting lips that are uniquely yours but should look natural and fir the ratios of ones face, “says Dr Nikolic.
2. Non-surgical Face Lifts: People are constantly seeking instant and gratifying results. While surgical treatments offer immediate, long-lasting results, it comes at a higher costs like potential scars and a longer downtime. Non-surgical methods such as soft tissue fillers and Profhilo are less invasive and more affordable, they achieve subtle enhancements but require ongoing maintenance. “With advancements in injectable techniques, we can achieve significant lifts without using excessive filler, which helps avoid the dreaded 'pillow face',” Dr Alek adds.
3. Behind The Filter: Social Media's impact Studies have shown that time spent on social media and the use of photo-editing applications and filters, correlates with a person's desire to undergo cosmetic procedures and increase in demand. Dr Alek adds,
“I have noticed that as people become more open about their aesthetic journeys online, the trend of using fewer filters has led to increased transparency about procedures and outcomes, making aesthetic enhancements feel more accessible and acceptable.”
4. Revolutionising Treatments With Technology: The introduction of handheld ultrasound devices has enhanced safety during procedures by allowing practitioners to visualise vascular structures in the face. “This technology not only improves safety but also ensures better placement of fillers,” notes Dr Nikolic. Important to note is the introduction of AI skincare analysis technology such as VISIA Skin Analysis, which harnesses the power of artificial intelligence to analyse various aspects of the skin which can provide a more accurate diagnosis.
Looking Ahead to 2025
Dr Alek Nikolic foresees several emerging trends that are set to shape the aesthetics industry in exciting ways. “First thing that immediately comes top of mind is the integrations of artificial intelligence (AI). Poised to transform treatment planning and care, by enhancing diagnostic accuracy, AI is already making a significant leap towards personalised beauty care.”
Alongside the technological advancements, established treatments such as botulinum toxin, dermal fillers, and laser technologies will continue to thrive as patients seek effective and reliable solutions. The focus on skin rejuvenation is also intensifying with a rising interest in advanced options like exosomes, polynucleotides, and stem cell-like injectables. These innovations are effective in transforming the cells of ageing skin into more youthful-appearing skin while providing more natural-looking results.
Lastly, there is a growing recognition of the connection between mental health and outer appearance. “Aesthetic interventions are not only approached from a physical perspective anymore but also with a keen understanding of their impact on emotional wellness,” Dr Nikolic adds. As patients become more proactive about their health and appearance, they increasingly seek treatments that align with a holistic view of wellness.
Online Retail Predictions for 2025
1. Less is More: simplifying products and regies will be more in demand in 2025. Consumers want to reduce the number of steps they need to follow in their routines which means that topical products need to achieve more .
2. Moisture, Moisture, and more Moisture: there is strong evidence coming through that improving the function and health of the skin barrier is vital to improve all skin types and skin concerns. One of the fundamental steps to achieving this is a well hydrated skin. This does not mean applying thick rich moisturisers all the time but rather selecting the correct hydrating ingredients for one's skin type. Oily or combination skin types will do well with light-weight hyaluronic acid serums or creams.
3. Increased Use of Exosomes, Polynucleotides, And Growth Factors: more and more evidence is showing the importance of switching skin cells on again so that they act more youthful.
4. Online Purchases Will Increase: this trend has been seen worldwide and is one of the biggest markets internationally. As customers become more accustomed to what their skin needs the more confident they will be to make their skincare purchases online.
“2025 is set to be an exciting year for aesthetics,” Dr Nikolic concludes. “As consumer needs and demands continue to evolve, we can expect even more innovative treatments that prioritise both safety and efficacy.”
Dr Alek Nikolic, a renowned specialist in aesthetic medicine and is at the forefront of the latest developments in his field. With a focus on skin care, skin ingredients and cosmetic dermatology treatments such as lasers, chemical peels, Botox, and Dermal Fillers, he has performed over 20,000 procedures to date. He is responsible for training many medical practitioners both locally and internationally. After receiving his MBBCh from the University of the Witwatersrand (1992), he went on to do an MBA at the University of Cape Town (2000). With over 24 years in private practice, he has lectured and performed live demonstrations across the globe, including Bangkok, Rome, Paris, Monte Carlo, Prague, and Warsaw.
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