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THE STATE OF AESTHETICS POWERED BY

A comprehensive, data-driven guide to how patients navigate beauty treatments

To learn more about NewBeauty’s “The State of Aesthetics” or to contribute your own aesthetic survey questions, email research@newbeauty.com with any suggestions or recommendations for future topics to cover.

PAPER BOAT CREATIVE/GETTY IMAGES, IMAGE USED FOR ILLUSTRATIVE PURPOSES ONLY

T H E S TAT E O F A E S T H E T I C S | Q 2 2 0 2 5

THE BREAKDOWN

T H E B R E A K D O W N | T H E S TAT E O F A E S T H E T I C S

08 18 30 38 44

GLP-1 IMPACT

As more patients turn to GLP-1 medications for weight loss, new concerns are emerging from facial volume loss and skin laxity to budgeting for follow-up treatments. This chapter reveals what providers need to know about post–weight loss priorities and planning.

TREATMENT TRENDS From injectables and skin tightening to high-tech facials and regenerative treatments, new data reveals what’s rising, what’s pausing and how patient preferences are evolving across face and body.

PRACTICE POWER Patients are researching smarter and vetting harder. Here’s what drives provider selection today, including the rise of board certification as a non-negotiable, the role of reviews and referrals, and how many consults it takes to earn patients’ trust.

BUDGETING BEHAVIOR Beauty spending is steady but strategic. Patients are cutting back in other lifestyle areas to afford treatments, leaning into financing options and increasingly expecting transparency.

This chapter explores where the money is going and what they’ll skip to make room for it.

INGREDIENT INSIGHTS

Ingredient savvy and results focused, today’s consumer is shopping for skin care with a clear purpose. This section covers top ingredient interests, shopping channels, including in-office sales, and the growing demand for products that address hormonal and aging skin concerns.

03

04

T H E S TAT E O F A E S T H E T I C S | Q 2 2 0 2 5

THE NEXT WAVE FRESH 2025 DATA ON WHAT PATIENTS REALLY WANT NOW Aesthetic patients in 2025 are making more intentional choices— from the treatments they prioritize to the providers they trust. Based on insights from our highly engaged BeautyEngine panelists, this latest data shows a clear shift: Patients are no longer chasing trends; they’re investing in results that last, treatments that feel natural and providers who make the science make sense.

AFTER JUST

ONE USE

1

91%

agreed their skin

FELT SMOOTHER

91%

agreed their skin

FELT SOFTER

73%

agreed their skin was

MORE RADIANT

Reveall your radiance d ce with Triple-Action Exfoliator or DATA ON FILE. RESULTS MAY VARY. AVAILABLE AT AUTHORIZED SKIN CARE PROVIDERS AND REVISIONSKINCARE.COM 1

06

T H E S TAT E O F A E S T H E T I C S | T H E N E X T WAV E

THE LATEST STANDOUT TRENDS 01

Regenerative Reigns If 2024 was the year patients learned the word biostimulatory, 2025 is the year they started asking for it by name. Nearly 86% say they’re interested in treatments that work with, not against, the body, with collagen stimulators (65%) and microneedling (62%) leading the charge. But interest alone isn’t enough. More than half of patients want a clear explanation of how the treatments work before committing.

In other words, science sells when it’s clearly communicated.

03

The GLP-1 Shift GLP-1s are transforming more than just weight—more than two-thirds of users have lost over 20 pounds, and it’s prompting a new wave of aesthetic goals. As patients adapt to their changing bodies, nearly 70% are interested in muscle-defining treatments, fat transfer interest is also up and half report noticing hair thinning. This is more than a weight-loss moment—it’s a full-body reset. Patients are actively seeking solutions to restore balance, strength and confidence.

02

Natural Over Noticeable The quest for “natural-looking” results continues, but patients are redefining what that means. It’s not about hiding the work; it’s about looking like themselves on a really good day. In fact, it tops the list of what patients value most, with 69.3% saying “natural-looking” is the most important factor when choosing a neurotoxin, and nearly 70% say they’re more likely to book filler treatments if the conversation is framed around facial balancing.

The right message might just be as important as the right product.

04

Men Step In According to our BeautyEngine panelists, men are stepping further into the aesthetic space.

Thirty-one percent say the men in their lives are already getting injectables, and many are receiving professional skincare (35.4%) or hair restoration treatments (32.7%). The top concerns include thinning hair (54.8%), skin quality (40.2%), wrinkle prevention (37.9%) and muscle tone (34.8%). The data shows that male aesthetics continues to evolve.

05

Credentials Count Patients aren’t just Googling, they’re vetting. The majority (72.5%) say they’d only choose a board-certified plastic surgeon for surgery (up 10% from last year). Board certification also ranked as the top consideration for any provider, beating out reviews, results and even price.

Only 6.5% reported seeing a non–board certified provider.

The message is clear: patients are prioritizing proven expertise over popularity.

06

Smart Spending Patients are being more deliberate with their dollars, but they’re still investing in what matters. Only 5.5% would cut back on skin care, while 54% would skip dining out first.

Financing is gaining traction, with 22.9% now preferring a payment plan, up from last year.

Practices that understand the ebb and flow of patient behavior can lean on their most valued, results-driven treatments, and are well positioned to earn lasting loyalty and long-term growth.

TREND TRACKER Trend Tracker identifies key areas where we track consumer behavior, revealing the evolving preferences over time.

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–LISA M., 49, TX

“THE MEDICATION WORKED WELL FOR ME IN HELPING ME ADOPT LIFESTYLE CHANGES. HOWEVER, WEIGHT LOSS AGED MY FACE CONSIDERABLY.” –SHANNON R., 52, IL

“I DIDN’T KNOW ABOUT ALL THE WEIGHT YOU WOULD LOSE IN YOUR FACE. I’M HAPPY WITH THE WAY I LOOK IN CLOTHES, THOUGH… BUT I GUESS WRINKLES COME WITH WEIGHT LOSS TOO.” –TAMARA F., 45, AZ

ANTON VIERIETIN/GETTY IMAGES, IMAGE USED FOR ILLUSTRATIVE PURPOSES ONLY

T H E S TAT E O F A E S T H E T I C S | Q 2 2 0 2 5

GLP-1 IMPACT

“I WISH I HAD KNOWN HOW LOSING WEIGHT SO QUICKLY AND IN SUCH A GREAT AMOUNT WOULD AFFECT THE ELASTICITY OF MY SKIN. AFTER GLP-1S, MY SKIN HAS BECOME EXTREMELY DRY, SAGGY AND CREPE-LIKE.”

G L P -1 I M PA C T | T H E S TAT E O F A E S T H E T I C S

TREND TRACKER

YOY: HOW MUCH WEIGHT HAVE YOU LOST IN TOTAL SINCE YOU BEGAN TAKING YOUR GLP-1 MEDICATION? Q4 2024

Q2 2025

25.9%

20–40 lbs

26.6%

40–60 lbs

23%

1–10 lbs

26%

20–40 lbs

21.6%

10–20 lbs

16.7%

10–20 lbs

15.6%

40–60 lbs

12.5% 1–10 lbs

9.4%

60–80 lbs

10.4% 60–80 lbs

2.2%

More than 100 lbs

3.6%

80–100 lbs

0.7%

80–100 lbs

3.1%

Over 100 lbs

0.7%

None

1.0%

None

Q4 2024 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 139]

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 192]

THE OPPORTUNITY More patients are losing more weight with GLP-1 medications. More than two-thirds (69.7% of respondents) report losing more than 20 pounds on their weight-loss journeys, while patients losing one to 10 pounds has decreased year-over-year from 23% in 2024, to 12.5% in 2025. As patients continue to shed significant weight, practitioners have ample opportunity to introduce supportive treatments during weight loss, as well as refining treatments post–weight loss to help patients fully reach their goals.

WHEN YOU DECIDED TO TAKE GLP-1 MEDICATION TO LOSE WEIGHT, HOW MUCH WEIGHT WERE YOU LOOKING TO LOSE?

29.7%

40–60 lbs

22.9%

20–40 lbs

16.1%

60–80 lbs

10.9%

80–100 lbs

10.4%

Over 100 lbs

7.8%

10–20 lbs

2.1%

Under 10 lbs Q2 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 192]

THE TAKEAWAY Under 10% of respondents indicated they were looking to lose less than 20 pounds. With the majority (52.6%) of patients indicating a moderate weight-loss goal of 20 to 60 pounds, and 37.4% seeking to lose over 60 pounds, it’s clear that the vast majority of patients are seeking transformative weight loss, which practitioners can support with customized approaches to treatments and strategies for maintaining results.

09

10

T H E S TAT E O F A E S T H E T I C S | G L P -1 I M PA C T

47+ T + 53 41+59+T 8+92+T 47%

8% Dizziness

13+87+T 13% Vomiting

41%

Nausea

HAVE YOU EXPERIENCED ANY SIDE EFFECTS FROM TAKING GLP-1 MEDICATIONS FOR WEIGHT LOSS?

Constipation

39+61+T 39% Fatigue

17+83+T 21+79+T 23+77+T 17% Diarrhea

21%

23% None

Headache

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 192]

THE OPPORTUNITY With a large proportion of patients experiencing gastrointestinal issues and fatigue, practitioners can set themselves apart by anticipating potential side effects and preemptively offering potential dietary changes, supplements and supportive therapies to help patients stay on goal.

G L P -1 I M PA C T | T H E S TAT E O F A E S T H E T I C S

TREND TRACKER

YOY: HAVE YOU NOTICED ANY HAIR LOSS OR CHANGES IN HAIR QUALITY DURING YOUR WEIGHT-LOSS JOURNEY WITH GLP-1 MEDICATION? Q4 2024

Q2 2025

37%

Yes

51%

51%

No

41%

No

12%

Maybe

8%

Maybe

Q4 2024 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 139]

Yes

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 192]

THE OPPORTUNITY The number of patients reporting hair loss or changes due to GLP-1 medications has increased by nearly 14% in just two quarters (from 37% in Q4 2024 to 50.5% in Q2 2025). Practitioners are not only a critical touchpoint for patients to begin their hair restoration journey, but they can also serve as an early intervention, offering supportive treatments that help patients retain their hair during their weight-loss journey.

WHICH HAIR-LOSS TREATMENT OPTION ARE YOU MOST LIKELY TO CONSIDER FOR ADDRESSING YOUR CONCERNS?

33% 33%

Dietary supplements

Topical hair growth treatments (e.g. minoxidil)

14.4% Prescription medications for hair loss (e.g. finasteride) 7.2%

Natural or home remedies

5.2%

Platelet-rich plasma (PRP) therapy for hair regrowth

3.1%

Laser hair therapy Q2 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 97 ]

THE OPPORTUNITY Dietary supplements and topical hair growth treatments are the first line of defense for many patients experiencing hair loss, but they aren’t the only solutions to offer. Practitioners have an opportunity to double down on in-office hair restoration treatments (like PRP and laser treatments) by highlighting results, comparing regrowth timelines and offering patient specials.

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12

T H E S TAT E O F A E S T H E T I C S | G L P -1 I M PA C T

53+47+T 20+80+T 17+83+T 10+90+T

HOW MUCH LONGER DO YOU PLAN TO BE ON YOUR GLP-1 MEDICATION?

53%

20%

17%

10%

6–12 months

3–6 months

Less than 3 months

More than 12 months

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 241]

THE OPPORTUNITY Ongoing care is a critical area for practitioners to support patients on their weight-loss journeys, creating the perfect opportunity for milestone-based treatments and regular follow-ups, an approach that can be adjusted after weight-loss goals are reached to help patients maintain their results, even after stopping a GLP-1.

SINCE YOU BEGAN TAKING YOUR GLP-1 MEDICATION TO LOSE WEIGHT, WHICH OTHER LIFESTYLE CHANGES HAVE YOU MADE?

87.9%

Reduced caloric intake

58.6% Increased physical activity 58%

Increased water intake

54.6% Reduced alcohol intake 33.3%

Reduced sedentary time

20.7%

Began/increased taking workout supplements

5.7%

Received in-office body contouring procedures

1.1%

Other Q2 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 174]

THE TAKEAWAY It’s clear that GLP-1s are not only helping patients lose weight, but also encouraging lifestyle changes that have cascading positive effects on their health and wellness. From having a fuller understanding of their patients to offering more tailored treatments that take a more active lifestyle into account, practitioners can use this information to better serve patients and their goals.

G L P -1 I M PA C T | T H E S TAT E O F A E S T H E T I C S

HAS THE COST OF GLP-1 MEDICATIONS CAUSED YOU TO REDUCE SPENDING IN OTHER AREAS?

45+ T + 55 6+ T + 94 49+51+T 49%

45%

6%

NO

UNSURE

YES

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 241]

THE TAKEAWAY Roughly half of respondents indicated the cost of their GLP-1 has impacted their spending, showing a need for practitioners to position supportive treatments as a valuable self-investment that will help patients more fully achieve their goals.

WHICH OF THE FOLLOWING HAVE YOU CUT BACK ON AS A RESULT OF TAKING A GLP-1 MEDICATION?

66.7%

Dining out

49.2% Entertainment expenses 46.2% Spa or salon services 34.1%

Professional grooming services

34.1%

Travel expenses

30.3% Cosmetic procedures 27.3%

Skin-care products Q2 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 132]

THE OPPORTUNITY Patients report spending less across the board due to the cost of GLP-1 medications, though priorities indicate that cosmetic treatments (30.3%) and skin-care products (27.3%) remain a higher priority than single-time outings like dining out (66.7%) and entertainment (49.2%). Practices can appeal to this intentional beauty spending by positioning treatments as a self-care investment, driving home the longevity of benefits for clients.

13

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*In a phase 4 clinical study, 59 subjects were treated with Restylane® Kysse in the lips (n=19) or Restylane® Kysse in the lips in combination with either Restylane® Refyne or Restylane® Defyne (n=40) in the nasolabial folds or marionette lines. †Based on a survey with 471 HCPs across US, Brazil, Thailand and Germany.

REFERENCES: 1. Restylane Kysse. Instructions for Use. Galderma Laboratories, L.P., 2023. 2. Data on file. 05DF1807 Clinical study report.

Galderma Laboratories, L.P., 2020.

Restylane® Kysse Important Safety Information Indication: Restylane® Kysse is indicated for injection into the lips for lip augmentation and for correction of upper perioral rhytids in patients over the age of 21.

Restylane Kysse contains traces of gram-positive bacterial protein and is contraindicated for patients with allergies to such material or for patients with severe allergies that have required in- hospital treatment. Restylane Kysse should not be used by patients with bleeding disorders, with hypersensitivity to amide-type local anesthetics, such as lidocaine, or by women who are pregnant or breastfeeding.

Use of Restylane Kysse at the site of skin sores, pimples, rashes, hives, cysts, or infection should be postponed until healing is complete.

The most commonly observed side effects are swelling, tenderness, bruising, pain, and redness at the injection site. These are typically mild in severity and usually resolve within 7 days after treatment. Serious but rare side effects include delayed onset infections, recurrence of herpetic eruptions, and superficial necrosis and scarring at the injection site. Do not implant into blood vessels. Use with caution in patients recently treated with anticoagulant or platelet inhibitors to avoid bleeding and bruising.

Treatment volume should be limited to 1.5 mL per lip per treatment and 1.0 mL for upper perioral rhytid correction, as greater amounts significantly increase moderate and severe injection site reactions. The safety or effectiveness of treatment in areas other than lips and upper perioral rhytids has not been established in controlled clinical studies.

Restylane Kysse is only available through a licensed practitioner. Complete Instructions for Use are available at www.RestylaneUSA.com. ©2025 Galderma Laboratories, L.P. All trademarks are the property of their respective owners. US-RES-2500144

G L P -1 I M PA C T | T H E S TAT E O F A E S T H E T I C S

39%

Where did you obtain your GLP-1 medication?

Primary care provider (PCP)

Q1 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 435]

24% 13% 13% 12% 5% 0.7% 0.5%

Telehealth or online prescription service Medspa A specialist (e.g. endocrinologist, metabolic health specialist) Weight-loss clinic Other Plastic surgeon’s office Dermatologist’s office

THE TAKEAWAY GLP-1 patients are starting their journey outside of aesthetics, so providers need to meet them early. Sixty-three percent of patients access GLP-1s through primary care or telehealth, long before seeing an aesthetic provider. Less than 2% begin treatment in a dermatology or plastic surgery setting, highlighting a major missed opportunity for early intervention. With 13% getting prescriptions at medspas, these hybrid care environments may be the new front door for aesthetic education and engagement. Practices should build referral networks and messaging strategies that meet patients where they start.

What are your primary reasons for seeking aesthetic treatments after weight loss?

50%

Skin laxity/sagging

44% Concerns about looking older after weight loss 34% Facial volume loss 22% Increased awareness of aesthetics due to weight loss 10% Body composition changes 2% Recommended by my provider Q1 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 128]

THE OPPORTUNITY The top three aesthetic concerns after weight loss—skin laxity (50%), looking older (44%) and facial volume loss (34%)—are directly tied to rapid fat reduction. These are issues injectables are designed to treat.

Providers can position fillers and biostimulatory injectables as tools to restore lost support, soften signs of aging and bring balance back to the face. Marketing should move beyond product names and speak to what patients are actually experiencing. This is an opportunity to shift the narrative. Post–weight loss patients aren’t avoiding injectables; they’re looking for solutions that match how they feel.

SPONSORED BY

Have you received any nonsurgical aesthetic treatments since starting your GLP-1 medication?

71% No

29% Yes

Q1 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 435]

THE OPPORTUNITY While nearly a third of respondents taking GLP-1 medications have already pursued nonsurgical aesthetic treatments, the majority of these patients have not yet committed, representing an untapped opportunity for practitioners to engage weight-loss patients at every stage of their journey. Supportive treatments can be positioned as the perfect accompaniment to GLP-1 weight loss, while finishing-touch treatments can help capstone weight-loss achievements and help patients realize their complete goals.

15

16

T H E S TAT E O F A E S T H E T I C S | G L P -1 I M PA C T

53%

When considering a GLP-1 for weight loss, have you thought about how it might affect your facial appearance (e.g. volume loss, skin laxity, looking older)?

Yes, I’m somewhat concerned but unsure what to do

23%

No, I haven’t thought about it

13%

“I lost a lot of weight, but it happened very fast, and I’ve lost some of my youthfulness in my face. I have loose skin on my face and upper arms…I wish I had known what that would entail.”

—Evelyn M., 41, WI “I wish I knew about all the weight I would lose in my face! I’m happy with the way I look in clothes, but now unhappy with the negative changes in my face.”

—Nicole O., 45, CT

Yes, I’m already planning for aesthetic treatments

8%

No, I don’t think it will be an issue

Q1 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 209]

THE TAKEAWAY More than half of GLP-1 intenders are already worried about facial changes like laxity or volume loss but don’t know which steps to take. An additional 13% are already planning for aesthetic support. This is a clear opportunity for early education, consults and messaging that connects facial appearance to the GLP-1 journey, before side effects become a concern.

What type of guidance or education would be most helpful when considering aesthetic treatments post–weight loss from your GLP-1 medication?

57% Pricing and financing options

THE OPPORTUNITY Patients who are ready to begin their aesthetic journeys express a high level of interest in aesthetic education, with 54% indicating a desire for treatment comparisons and 48% wanting to see before-and-after case studies. Practitioners who take the time to clearly lay out their pricing, discuss treatment options and demonstrate results can not only help patients make informed decisions regarding their treatment, but also solidify themselves as a trusted expert that can guide a patient through the entirety of their weight-loss journey and beyond.

SPONSORED BY

54% 48% 45% 41% 39% 31%

Comparisons of different treatment options

Before-and-after case studies

Consultation with a provider Testimonials or experiences from others who have undergone treatments Information on potential risks

Insights on timing (e.g. when to start treatments post–weight loss)

Q1 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 435]

G L P -1 I M PA C T | T H E S TAT E O F A E S T H E T I C S

Since starting your GLP-1 medication, have you considered nonsurgical aesthetic treatments?

62% Are exploring or engaging in nonsurgical aesthetic care

32% 17% 13%

I’m considering nonsurgical treatments but still not sure Yes, I am planning to get nonsurgical treatments soon Yes, I am currently undergoing nonsurgical treatments Q1 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 435]

THE TAKEAWAY Nearly 30% of GLP-1 users are actively planning or already undergoing nonsurgical treatments, and another 32% are considering them. Combined, the “yes” and “maybe” groups make up nearly two-thirds of respondents. Providers and brands should see this as a signal to act: now is the time to reach, educate and guide this high-intent audience with targeted messaging, treatment plans and patient-first language that speaks to their journey.

Which of the following skin treatments would you most likely consider if you have experienced changes in your skin quality during your weight-loss journey and wish to treat it?

65% Collagen stimulators

62% 56% 50% 42% 42% 15%

Microneedling

Laser skin resurfacing Fillers Chemical peels Neurotoxins Topical acne treatments Q1 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 170]

THE OPPORTUNITY Patients navigating skin changes after weight loss are seeking more than quick fixes. Sixty-five percent are interested in collagen stimulators, 62% in microneedling, and over half in laser resurfacing. Notably, 50% say they would consider fillers, which challenges the assumption that injectables are off the table for this group. The data points to a clear appetite for comprehensive, in-office solutions that target both skin quality and structural support.

SPONSORED BY

Where are you gathering information about nonsurgical aesthetic treatments to address the effects of weight loss?

58% Online articles and websites

39% Medspa 33% Dermatologist 28% Plastic surgeon 28% Social media 25% Friends or family 16% Magazines 5% Celebrity or influencer endorsements Q1 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 272]

THE TAKEAWAY Patients aren’t turning to TikTok for answers—they’re doing their homework. Online research leads the way, with 58% of GLP-1 users turning to articles and websites before anything else. Medspas (39%), dermatologists (33%) and plastic surgeons (28%) follow as key influencers, showing strong trust in professional guidance. Social media (28%) and friends or family recommendations (25%) still play a role, but expert-led, self-guided research remains the driving force behind decision-making.

17

T H E S TAT E O F A E S T H E T I C S | Q 2 2 0 2 5

TREATMENT TRENDS

“IT’S PRIMARILY ABOUT ACHIEVING NATURAL RESULTS THAT REVERSE THE CLOCK SUBTLY AND IN A POSITIVE WAY. I DON’T RELY ON THIS FOR MY CONFIDENCE, BUT BRINGING MY NATURAL LOOK BACK HELPS ME FEEL MORE LIKE MYSELF.”

86% OF RESPONDENTS SAY THEY ARE VERY INTERESTED OR SOMEWHAT INTERESTED IN TREATMENTS THAT STIMULATE THE BODY’S NATURAL PROCESSES TO REGENERATE SKIN AND RESTORE VOLUME

Q1 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 1680]

SPONSORED BY

“I’M GENUINELY EXCITED ABOUT REGENERATIVE AESTHETIC TREATMENTS BECAUSE THEY REPRESENT A BLEND OF INNOVATION AND NATURAL REJUVENATION...HARNESSING MY BODY’S OWN HEALING MECHANISMS TO IMPROVE MY SKIN IS FASCINATING.” —CATHRYN H., 31, TX

ADA SUMMER/GETTY IMAGES, IMAGE USED FOR ILLUSTRATIVE PURPOSES ONLY

–ROBIN D., 46, IN

T R E AT M E N T T R E N D S | T H E S TAT E O F A E S T H E T I C S

53%

Have you received any regenerative aesthetic treatments in the past?

No, but I’m considering it

24% 13% 10%

Yes, I’ve received regenerative treatments

No, and I’m not interested

Unsure

Q1 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 1680]

THE TAKEAWAY Most consumers haven’t tried regenerative treatments yet, but they’re interested. More than half (53%) say they’re considering it, while less than a quarter have actually undergone one. With just 13% expressing no interest, the opportunity is clear: better education and clearer messaging could help turn curiosity into action.

How important is it that your healthcare provider explains the science behind regenerative aesthetic treatments?

55% Very important

32% 11%

Somewhat important

Neutral

2%

Not very important

1%

Not important at all

Q1 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 1680]

THE OPPORTUNITY With 87% of patients rating scientific explanation as important, there’s a clear call for providers to lead with knowledge.

Education builds trust and can elevate confidence in newer or less familiar regenerative treatments.

SPONSORED BY

19

20

T H E S TAT E O F A E S T H E T I C S | T R E AT M E N T T R E N D S

Do you plan to receive filler treatments within the next 12 months?

56%

24% 20%

Yes

No

Unsure Q1 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 554]

THE OPPORTUNITY

How satisfied are you with your filler results?

48%

Very satisfied

32% Somewhat satisfied 10% Neutral 6% Somewhat dissatisfied 3% Very dissatisfied Q1 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 554]

THE TAKEAWAY

More than half of past filler patients plan to return, and one in five are undecided. This “unsure” segment presents a valuable opening for re-engagement through transparent communication and holistic consults that address common concerns.

Nearly 80% of patients were satisfied with their results, confirming filler’s strength as a retention treatment. Practices can build on this trust with consistent follow-up and long-term plans for subtle maintenance.

What did you like most about your filler results?

What would make you feel more confident about trying filler?

Achieved a natural look

Knowing how to avoid an unnatural look

50% 45% 37% 25% 20% 18% 18%

50% 49% 44% 39% 39% 34%

56% 51% Enhanced features desirably Boosted confidence/self-image Quick recovery/minimal downtime Results lasted longer than expected Personalized consultation Comfortable procedure Value for money

Knowing results can be natural-looking Understanding costs and maintenance Recommendations from a trusted source A thorough consultation and full-face assessment More education on risks/benefits Seeing real before-and-after photos Q1 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 549]

Q1 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 501]

THE TAKEAWAY Natural-looking results consistently lead in patient satisfaction, followed closely by confidence and feature enhancement.

Messaging should focus on subtle outcomes, comfort and emotional impact—not just visible change.

SPONSORED BY

THE OPPORTUNITY Fear of looking unnatural remains the biggest barrier for potential filler patients, even above cost. Half want reassurance that results will look natural, and nearly 40% want a full-face consult. Leading with education, visuals and personalized planning can turn hesitation into confidence.

The 2-year Sculptra Glow * 1-4

Helps regenerate natural collagen and elastin for long-lasting improved skin quality2-3†

Visit AspireRewards.com to save $20 off your first treatment Actual patient. Individual results may vary. *95% of clinical trial participants had improved skin glow 2 years after Sculptra treatment when injected into the cheek region. †When injected into the broader cheek area.

REFERENCES: 1. Goldberg D, et al. Single-arm study for the characterization of human tissue response to injectable poly-L-lactic acid. Dermatol Surg. 2013;39(6):915-922. 2. Bohnert K, et al. Randomized, controlled, multicentered, double-blind investigation of injectable poly-L-lactic acid for improving skin quality. Dermatol Surg. 2019;45:718-724. 3. Data on file. 43USSA1812EXT Clinical study report. Fort Worth, TX: Galderma Laboratories, L.P., 2022. 4. Sculptra. Instructions for Use. Galderma Laboratories, L.P., 2023.

5. Waibel J, Nguyen TQ, Le JHTD, et al. Gene Analysis of Biostimulators: Poly-L-Lactic Acid Triggers Regeneration While Calcium Hydroxylapatite Induces Inflammation Upon Facial Injection. J Drugs Dermatol. 2025;24(1):34-40. doi:10.36849/JDD.8464.

Sculptra Important Safety Information Indication: Sculptra® (injectable poly-L-lactic acid (PLLA-SCA)) is indicated for use in people with healthy immune systems for the correction of shallow to deep nasolabial fold contour deficiencies, fine lines and wrinkles in the cheek region, and other facial wrinkles.

Sculptra should not be used by people that are allergic to any ingredient of the product or have a history of keloid formation or hypertrophic scarring. Safety has not been established in patients who are pregnant, lactating, breastfeeding, or under 18 years of age.

Sculptra has unique injection requirements and should only be used by a trained healthcare practitioner. Contour deficiencies should not be overcorrected because they are expected to gradually improve after treatment.

Sculptra should not be injected into the blood vessels as it may cause vascular occlusion, infarction or embolic phenomena. Use at the site of skin sores, cysts, pimples, rashes, hives or infection should be postponed until healing is complete. Sculptra should not be injected into the red area (vermillion) of the lip or in the peri-orbital area.

The most common side effects after initial treatment include injection site swelling, tenderness, redness, pain, bruising, bleeding, itching and lumps. Other side effects may include small lumps under the skin that are sometimes noticeable when pressing on the treated area. Larger lumps, some with delayed onset with or without inflammation or skin discoloration, have also been reported.

Sculptra is available only through a licensed practitioner. Complete Instructions for Use are available at www.SculptraUSA.com/IFU.

©2025 Galderma Laboratories, L.P. All trademarks are the property of their respective owners.

US-SCA-2500038

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T H E S TAT E O F A E S T H E T I C S | T R E AT M E N T T R E N D S

TREND TRACKER

SHORT-TERM WISHLIST YOY: WHICH OF THE FOLLOWING PROCEDURES DO YOU PLAN TO DO IN THE NEXT 12 MONTHS? Q4 2024

Q2 2025

44.3%

Neurotoxin

42.2%

Neurotoxin

35.2%

Microneedling

33.8%

Microneedling

32.8%

Filler

29.9%

High-tech facial

32.6%

High-tech facial

29.3%

Filler

22%

Skin tightening

19.3%

Teeth whitening

20.1%

Teeth whitening

18.4%

Skin tightening

6.8%

Body contouring

7.1%

Body contouring

4.7%

Necklift

3.3%

Liposuction

4.1%

Liposuction

3.3%

Breast augmentation

3.5%

Blepharoplasty

3.2%

Blepharoplasty

3.3%

Veneers

3%

Necklift

3.1%

Facelift

2.8%

Tummy tuck

3%

Breast augmentation

2.6%

Veneers

2.8%

Tummy tuck

2.4%

Facelift

2.1%

Breast reduction

2.4%

Fat transfer

1.9%

Fat transfer

2%

Breast reduction

0.8%

Brazilian butt lift

0.4%

Brazilian butt lift

Q4 2024 BE AU T Y ENGINE: A ESTHE TIC ST UDY [n = 1185]

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC ST UDY [n = 1313]

THE TAKEAWAY Neurotoxin remains the top planned procedure, with 42.2% of respondents indicating interest (down slightly from 44.3% in Q4 2024). Skin treatments like microneedling (33.8%) and high-tech facials (29.9%) held steady, while body contouring and fat transfer showed a slight uptick. Interest in procedures like necklifts and veneers declined slightly, suggesting these may be shifting into longer-term planning. This is a chance for providers to guide patients early and build treatment roadmaps.

T R E AT M E N T T R E N D S | T H E S TAT E O F A E S T H E T I C S

LONG-TERM WISH LIST: WHICH OF THE FOLLOWING PROCEDURES WOULD YOU CONSIDER DOING AT SOME POINT IN THE FUTURE (MORE THAN 12 MONTHS FROM NOW)?

40.7%

Skin tightening

37.7%

High-tech facial

37.5%

Microneedling

33.2%

Filler

32.2%

Necklift

32%

Facelift

30.2%

Teeth whitening

29.6%

Neurotoxin

23.3%

Body contouring

22.7%

Blepharoplasty

21.4%

Tummy tuck

19.2%

Liposuction

15.1%

Breast augmentation

14.6%

Fat transfer

13.7%

Veneers

7.8%

Breast reduction

4.3%

Brazilian butt lift

THE OPPORTUNITY

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC ST UDY [n = 1313]

Short-term plans may favor injectables, but long-term intent leans surgical. Skin tightening (40.7%), high-tech facials (37.7%) and microneedling (37.5%) top the list, but interest in facelifts and necklifts climbed compared to near-term data. This signals a delayed but definite demand for more permanent solutions. For providers, it’s a chance to start the conversation early, introducing long-term treatment plans, setting realistic expectations and positioning surgical options as part of a future strategy. Patients may not be ready now, but the interest is there, and early guidance builds lasting trust.

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T H E S TAT E O F A E S T H E T I C S | T R E AT M E N T T R E N D S

USING A SCALE FROM 1 TO 5, HOW IMPORTANT ARE THE FOLLOWING FACTORS WHEN DECIDING WHICH NEUROTOXIN TO USE (BOTOX COSMETIC, DAXXIFY, DYSPORT, JEUVEAU, LETYBO, XEOMIN)?

Duration (how long results last)

Onset (how quickly results appear)

Natural-looking results

Provider recommendation

1

2

3

4

5

1.8%

0.7%

5.7%

22%

69.8%

5.7%

12.4%

31%

22.8%

28.1%

1.7%

2.4%

7.9%

18.8%

69.3%

2.6%

4.6%

14.6%

27.8%

50.3%

2.8%

5.7%

21.1%

30%

39.9%

Price

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC ST UDY [n = 791]

THE TAKEAWAY Patients care most about results that last and look natural. Nearly 70% said longevity and natural-looking outcomes are their top priorities when choosing a neurotoxin. Onset speed matters to some, but less so—only 28.1% rated it as extremely important.

Price ranked even lower, with just 39.9% calling it a top factor, and only half said provider recommendation was most important.

The takeaway: Patients are making decisions based on what delivers, not just what’s affordable or well-known.

T R E AT M E N T T R E N D S | T H E S TAT E O F A E S T H E T I C S

TREND TRACKER

YOY: WHICH AREAS DO YOU PLAN TO HAVE TREATED WITH NEUROTOXIN IN THE NEXT 12 MONTHS? Q4 2024

Q2 2025

86.5%

Forehead

84.8%

Forehead

65.5% Crow’s-feet

63.2% Crow’s-feet

63%

61.9% Glabellar lines (11s)

Glabellar lines (11s)

18.9% Lips

19%

18.1%

18.6% Jawline

Jawline

Lips

16.8% Temples

18.1%

Chin

16.6% Chin

15.2%

Temples

11.8%

Under-eye (tear trough)

10.5% Under-eye (tear trough)

6.5%

Nose

6.5%

Nose

3.8%

Cheeks

4.3%

Cheeks

1.3%

Hands

0.9%

Hands

Q4 2024 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 525]

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC ST UDY [n = 554]

THE TAKEAWAY Core neurotoxin areas like the forehead (84.8%), crow’s-feet (63.2%) and glabellar lines (61.9%) continue to lead with little change year-over-year. More advanced applications such as lips, jawline, chin and temples remain stable, while tear trough interest dropped slightly (from 11.8% to 10.5%). These results suggest that while foundational zones remain a top priority, demand for more nuanced applications is holding steady, presenting an opportunity to educate patients on full-face strategies using neurotoxin.

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T H E S TAT E O F A E S T H E T I C S | T R E AT M E N T T R E N D S

TREND TRACKER

YOY: WHICH AREAS DO YOU PLAN TO HAVE TREATED WITH FILLER IN THE NEXT 12 MONTHS? Q4 2024

Q2 2025

58.9%

Lips

54%

Lips

35.7% Cheeks

35.3% Cheeks

29.8% Forehead

26.5% Forehead

28.8% Under-eye (tear trough)

26.5% Jawline

26.5% Jawline

24.9% Glabellar lines (11s)

24.7% Crow’s-feet

22.6% Crow’s-feet

21.9%

21%

Under-eye (tear trough)

21.9% Glabellar lines (11s)

17.7%

Chin

18%

Temples

16.4% Temples

6.2%

Hands

4.7%

Nose

5.1%

Nose

3.9%

Hands

Chin

Q4 2024 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 389]

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC ST UDY [n = 385]

THE OPPORTUNITY While lips remain the most popular filler area (54% in Q2 2025 vs. 58.9% in Q4 2024), interest is shifting. Under-eye filler declined by nearly 8% (from 28.8% to 21%), and chin filler dropped slightly (from 21.9% to 17.7%), pointing to a possible pause on more specialized areas. At the same time, interest in cheek (35.3%) and jawline (26.5%) treatments held steady.

This signals a growing opportunity for providers to reframe filler as a full-face balancing tool rather than a single-feature fix.

T R E AT M E N T T R E N D S | T H E S TAT E O F A E S T H E T I C S

10+ T + 90 10+ T + 90 8+92+T 12+88+T 26+74+T 6+94+T 12%

Hyperpigmentation

26% Wrinkles

11%

10%

Dark circles

Fine lines

9%

IF YOU COULD PERMANENTLY ELIMINATE ONE FACIAL CONCERN, WHICH WOULD IT BE?

Droopy eyelids

7%

Under-eye puffiness

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC ST UDY [n = 1313]

THE TAKEAWAY Wrinkles are the top complaint, with 26% choosing them as the one concern they’d eliminate permanently. Hyperpigmentation (12%) and dark circles (11%) also ranked high, underscoring the importance of treatments that address both texture and tone.

Together, these stats reinforce the need for multimodal treatment plans that combine injectables with topicals, energy devices and lifestyle-based prevention.

IF A PROVIDER DESCRIBED A FILLER TREATMENT AS “FACIAL BALANCING,” HOW LIKELY WOULD YOU BE TO MOVE FORWARD WITH THE TREATMENT?

40.3%

Very likely

27.8%

Somewhat likely

19.7%

Neutral

6.3%

Somewhat unlikely

5.9%

Very unlikely

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC ST UDY [n = 760]

THE OPPORTUNITY Nearly 70% of respondents said they’d be likely to move forward with a treatment if it was framed as “facial balancing.” This signals a strong appetite for subtle, harmonious results rather than isolated enhancements. Positioning filler consultations around overall symmetry, proportion and personal goals may lead to greater patient buy-in and more natural, long-term outcomes.

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28

T H E S TAT E O F A E S T H E T I C S | T R E AT M E N T T R E N D S

12+ T + 88 12+ T + 88 11+89+T 13+87+T 18+82+T 8+92+T 13% Crepey skin

18% Cellulite

12%

12%

Loose skin

Hair thinning or hair loss

11%

IF YOU COULD PERMANENTLY ELIMINATE ONE BODY CONCERN, WHICH WOULD IT BE?

Flabby arms

8%

Saggy breasts

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC ST UDY [n = 1313]

THE OPPORTUNITY

Cellulite (18%), crepey skin (13%) and loose skin (12%) top the list of body concerns patients would eliminate permanently.

This signals strong long-term demand for solutions that improve skin texture and firmness, especially nonsurgical ones.

Providers who highlight body treatments that address these issues with lasting results may capture patient interest and position themselves as proactive partners in body confidence.

HAVE YOU CONSIDERED A TREATMENT TO IMPROVE MUSCLE TONE OR BODY DEFINITION?

WHICH AREAS WOULD YOU MOST WANT TO TARGET FOR IMPROVED MUSCLE TONE OR DEFINITION?

40.4%

77.6%

27.1%

Not yet, but I’m curious

Yes, I’m actively considering it

20.2% No, I prefer natural methods (like exercise) 12.3% I’m not interested Q2 2025 BE AU T Y ENGINE: A ESTHE TIC ST UDY [n = 1057 ]

THE OPPORTUNITY Nearly 70% of respondents are either actively considering or curious about treatments that build muscle and improve body definition. With demand strongest among the “curious but not yet committed” group (40.4%), there’s clear value in educational messaging. Providers who position musclebuilding tech as a complement to diet, exercise and other treatments may increase conversion and satisfaction.

63%

Arms

60%

Thighs

Abdomen

51.3% Buttocks 25.9% Back Q2 2025 BE AU T Y ENGINE: A ESTHE TIC ST UDY [n = 713]

THE TAKEAWAY The abdomen is the top muscle-targeting zone (77.6%), followed by arms (63%), thighs (60%) and buttocks (51.3%).

With over half of respondents selecting multiple zones, interest extends beyond just “six-pack” aesthetics. Full-body sculpting that targets key areas of strength continues to gain traction as both a wellness and confidence investment.

T R E AT M E N T T R E N D S | T H E S TAT E O F A E S T H E T I C S

WHICH OF THE FOLLOWING AESTHETIC CONCERNS HAVE THE MEN IN YOUR LIFE BEEN MOST INTERESTED IN?

54.8%

Hair loss or thinning

40.2% Skin quality or pore size 37.9%

WHICH COSMETIC TREATMENTS DO THE MEN IN YOUR LIFE CURRENTLY RECEIVE?

35.4%

Skin care treatments (facials, lasers, microneedling)

32.7% Hair restoration or hair-loss treatments 31%

Neurotoxin or filler injections

17.7%

Smile makeover (e.g. veneers, whitening)

9.7%

I’m not sure

8.8%

Nonsurgical muscle-building treatments

5.3%

Body contouring or fat reduction

4.4%

Jawline or chin enhancement

0.9%

Gynecomastia (male breast reduction)

Wrinkle prevention

34.8% Improving muscle tone or body definition 25.6% Dark circles or under-eye bags 16.9% Smile makeover (e.g. veneers, teeth whitening) 13.8%

Jawline structure

5.1%

Liposuction or body contouring

3.4%

Gynecomastia (male breast reduction)

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC ST UDY [n = 113] Q2 2025 BE AU T Y ENGINE: A ESTHE TIC ST UDY [n = 356]

THE TAKEAWAY Respondents indicated that the men in their lives are most concerned with hair loss (54.8%) and visible signs of aging, such as skin quality (40.2%) and wrinkles (37.9%). Muscle tone also ranked highly at 34.8%, revealing that men are becoming increasingly attentive to both facial and bodyrelated aesthetic concerns. These patterns suggest that male interest in medical aesthetics continues to expand beyond traditional hair-related treatments.

THE OPPORTUNITY More than one in three respondents said the men in their lives currently receive professional skin-care (35.4%) and hair restoration treatments (32.7%), while nearly one in three (31%) reported the use of neurotoxin or filler. These findings suggest a shift toward more proactive treatment habits among men. Brands and providers have an opening to normalize and expand education around male aesthetics, especially in categories like injectables, muscle toning and skin maintenance.

29

“ MY PROVIDER WAS GENUINELY ATTENTIVE DURING MY CONSULTATION. THEY DIDN’T RUSH ME, ANSWERED MY QUESTIONS CLEARLY AND EXPLAINED THE PROCESS IN A WAY THAT MADE ME FEEL INFORMED AND AT EASE. I COULD TELL THEY TRULY CARED ABOUT GETTING RESULTS THAT WOULD LOOK NATURAL AND SUIT ME PERSONALLY—THEY WEREN’T JUST SELLING A TREATMENT. I LEFT THEIR OFFICE FEELING COMPLETELY CONFIDENT, EVEN BEFORE GETTING ANYTHING DONE. IT WAS AN EASY DECISION FOR ME.” –CASSIE E., 37, AZ

WESTEND61/GETTY IMAGES, IMAGE USED FOR ILLUSTRATIVE PURPOSES ONLY

T H E S TAT E O F A E S T H E T I C S | Q 2 2 0 2 5

PRACTICE POWER

P R A C T I C E P O W E R | T H E S TAT E O F A E S T H E T I C S

WHAT ARE THE KEY FACTORS YOU TAKE INTO CONSIDERATION WHEN CHOOSING AN AESTHETIC PROVIDER?

3+ T + 97 62+ T + 38 60+40+T 6+94+T 51+49+T 17+83+T 75% 49+51+T 19+81+T 24+76+T 28+72+T 46+47+ T + 53 54+T 3%

62%

Advertising from a brand or practice

Education and training of the provider

75+25+Y

6%

Patient reviews and testimonials

Social media presence

17%

Range of services offered

19% Recovery time

24% Online reputation

60%

Board certification of the provider

28%

46%

Location

Recommendations from friends and family

51%

Before-and-after cases

49% Price and affordability

47%

Recommendations from healthcare professionals

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC ST UDY [n = 1313]

THE TAKEAWAY Credentials carry the most weight. Seventy-five percent of respondents said board certification was the most important factor when selecting a provider, with education, reviews and visible results following closely. Convenience-based considerations like location, social presence and recovery time fell lower on the list, reinforcing that safety and skill still drive trust in aesthetic care.

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T H E S TAT E O F A E S T H E T I C S | P R A C T I C E P O W E R

TREND TRACKER

YOY: WHEN CONSIDERING AN AESTHETIC SURGICAL PROCEDURE, WHICH OF THE FOLLOWING WOULD YOU BE MOST LIKELY TO CHOOSE FOR YOUR SURGEON? Q4 2024

Q2 2025

62.5%

Board-certified plastic surgeon

72.5%

Board-certified plastic surgeon

20.3% Board-certified surgeon

21.4% Board-certified surgeon

4.6%

Unsure

4.5%

Unsure

1.6%

General surgeon

1.3%

General surgeon

Q4 2024 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 1185]

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 1313]

THE TAKEAWAY Awareness is growing. The number of respondents who specifically seek out board-certified plastic surgeons jumped by 10% (from 62.5% in Q4 2024 to 72.5% in Q2 2025) over the past year. Consumers are becoming more informed about the difference between a general or cosmetic surgeon and a board-certified plastic surgeon, signaling a shift toward more research-driven provider choices.

TREND TRACKER

YOY: FROM WHICH OF THE FOLLOWING FACILITIES HAVE YOU RECEIVED AN AESTHETIC TREATMENT OR PROCEDURE IN THE PAST? Q4 2024

Q2 2025

61.9% 53%

Board-certified aesthetic provider’s office

Medspa

62.2%

Board-certified aesthetic provider’s office

51.9% Medspa

29.3% Salon or spa

27.2% Salon or spa

17.8% Cosmetic dentist

17.8% Cosmetic dentist

5.1%

6.5%

Non-board-certified aesthetic provider’s office Q4 2024 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 1143]

Non-board-certified aesthetic provider’s office Q2 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 1313]

THE OPPORTUNITY More than half of respondents say they’ve received treatments in a medspa setting, making it critical for physician-owned practices to evaluate how their offerings align with this experience. While medspas remain a trusted access point for care, only 6.5% of respondents reported seeing a non-board-certified provider, underscoring that safety and legitimacy matter. Practices can continue to differentiate themselves by ensuring high-level oversight, staff training and patient education at every touch point.

P R A C T I C E P O W E R | T H E S TAT E O F A E S T H E T I C S

ON A SCALE OF 1 TO 5, HOW HELPFUL DO YOU FIND THE FOLLOWING WHEN RESEARCHING AND GATHERING INFORMATION ABOUT AESTHETIC PROVIDERS BEFORE SELECTING ONE? 1

2

3

4

5

3.6%

5.5%

22%

30.3%

38.5%

2.5%

8.4%

25.5%

31.3%

32.3%

13%

13.3%

25.3%

25.9%

22.5%

35%

18.1%

26%

12.4%

8.5%

22%

17.8%

24.7%

19.7%

15.9%

3.5%

3.8%

13.3%

28.5%

50.8%

2.9%

7.2%

18.5%

35%

36.3%

Advertisements featuring an aesthetic provider

15.6%

21.2%

32.3%

18.7%

12.2%

Magazine articles featuring an aesthetic provider

14.6%

16.4%

28.1%

24.9%

15.9%

Online search engines (Google, Bing, etc.): Aesthetic provider websites

Social media (Facebook, Instagram, etc.)

Podcasts

YouTube videos

Referrals from friends and family

Online reviews

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 1230]

THE TAKEAWAY Patients rely most on trusted personal and peer-to-peer sources when researching providers. Referrals from friends and family were rated highly by nearly 80% of respondents, followed closely by online reviews and search-engine results. These organic, reputation-based sources far outweigh influencer or entertainment-style channels like podcasts and YouTube, which rank significantly lower in helpfulness.

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34

T H E S TAT E O F A E S T H E T I C S | P R A C T I C E P O W E R

WHEN IT COMES TO ADVERTISEMENTS FOR AESTHETIC PROVIDERS, WHICH TYPE WOULD YOU SAY YOU ARE MOST LIKELY TO REMEMBER?

58.4%

Social media

37.2% Search engines 36.3% Print media like newspapers and magazines 13.7%

TV

8.8%

Radio programs or podcasts

8.5%

Website banners

5%

Billboards

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 1230]

THE OPPORTUNITY Visibility matters, but where you show up matters more. While conversion may happen through trusted sources like referrals and reviews, brand recognition still stems from visual and social exposure. Investing in high-quality, strategically placed social and print campaigns can build the recall that drives future interest and clicks.

TREND TRACKER

YOY: ON AVERAGE, HOW MANY DIFFERENT AESTHETIC PROVIDERS DO YOU SCHEDULE CONSULTATIONS WITH PRIOR TO MAKING A DECISION ABOUT AN AESTHETIC TREATMENT OR PROCEDURE? Q4 2024

Q2 2025

55.6%

Two to three providers

61%

Two to three providers

29.4% One provider

34.6% One provider

3.4%

Four to five providers

4.1%

Four to five providers

0.9%

Six or more providers

0.2%

Six or more providers

Q4 2024 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 1143]

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 1230]

THE TAKEAWAY A growing number of patients are exploring multiple options before committing. In Q2 2025, 61% reported consulting with two or three providers, a nearly 5% increase (from 55.6% in Q4 2024). This shift reflects a more discerning and comparison-driven aesthetic consumer who seeks multiple opinions, pricing transparency and visible outcomes before booking.

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T H E S TAT E O F A E S T H E T I C S | P R A C T I C E P O W E R

WHICH OF THE FOLLOWING ACTIONS HAVE YOU TAKEN AFTER SEEING AN ADVERTISEMENT FOR AN AESTHETIC PROVIDER?

60.7% 57.1%

Researched the provider online

Checked the provider’s reviews or ratings

39.6% Followed the provider on social media 31.3%

Contacted the provider for more information

29%

Scheduled an appointment

11.5%

I have not taken any actions from advertisements

10.3%

Shared the advertisement with others

THE OPPORTUNITY

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 1230]

Ads should act as a gateway, not a standalone effort. Ensure your digital presence supports the curiosity your ad generates.

A seamless experience from ad click to Google search to practice website to Instagram feed is key to converting awareness into action.

WHICH OF THE FOLLOWING MAKES A TREATMENT/PROCEDURE FEEL LIKE A “SMART INVESTMENT” TO YOU?

80.4%

Long-term results

71.7%

Prevention of aging signs

63.1%

Boost to confidence/self-esteem

56.3% Trusted product or technology 43.7%

Low risk or downtime

20.7%

Endorsement by a provider Q2 2025 BE AU T Y ENGINE: A ESTHE TIC ST UDY [n = 402]

THE OPPORTUNITY Patients are doing the math and longevity wins. More than 80% say long-term results are what make a treatment feel worth it, followed closely by prevention of aging signs and confidence boosts. Trust in the product or technology also plays a significant role, while provider endorsements matter less than proven outcomes. To appeal to today’s value-focused patient, practices should emphasize longevity, credibility and the impact treatments can have on both appearance and self-confidence.

%

81

What’s the beauty of CareCredit?

of cosmetic providers surveyed said they find CareCredit valuable to their practice.1

IT CAN HELP YOUR PATIENTS SAY “YES” TO CARE.

Patients delaying care because of cost concerns? Offering promotional financing with the CareCredit health, wellness and beauty credit card can help take patients from “maybe” to “yes!”

What can CareCredit do for your practice?

Simplify the payment process CareCredit can help simplify care through faster payments, enhanced satisfaction, and support for your team—with no cost for your practice to enroll.

Help improve patient loyalty Once patients are approved for the CareCredit credit card, they can use it to pay that day and come back again for future care without having to reapply.

Scan for access to CareCredit insights.

Did you know? 1 in 10 U.S. residents have or have had a CareCredit credit card.2

Not enrolled?

Join the CareCredit enrolled provider network by visiting carecredit.com/providers.

Already enrolled?

Visit carecredit.com/providercenter/resourcescenter to order your free marketing materials.

1

CareCredit Provider Satisfaction Findings, 2022. CareCredit is a Synchrony solution.

Health & Wellness 2023 Analytics and 2023 U.S. Census Bureau.

2

© 2025 Synchrony Bank

carecredit.com/newbeauty

“ IIT’S T’S NOT JUST ABOUT THE TREATMENT; IT’S ABOUT FEELING LIKE I UNDERSTAND WHAT I’M PAYING FOR. IF A PROVIDER IS CLEAR ABOUT COST, WHAT’S REALISTIC, AND HOW LONG RESULTS LAST, I’M MUCH MORE COMFORTABLE INVESTING. I’VE CUT OUT RANDOM SPENDING TO MAKE SPACE FOR IT. I’D RATHER DO ONE THING THAT WORKS THAN FIVE THINGS THAT DON’T.” –DANI J., 51, AZ

JONATHAN STOREY/GETTY IMAGES, IMAGE USED FOR ILLUSTRATIVE PURPOSES ONLY

T H E S TAT E O F A E S T H E T I C S | Q 2 2 0 2 5

BUDGETING BEHAVIOR

B U D G E T I N G B E H AV I O R | T H E S TAT E O F A E S T H E T I C S

TREND TRACKER

YOY: THINKING ABOUT THE NEXT 12 MONTHS, PLEASE TELL US IF YOU THINK YOU’LL SPEND MORE, THE SAME, OR LESS THAN YOU DID THE PREVIOUS 12 MONTHS FOR EACH OF THE FOLLOWING. Q4 2024

Q2 2025

M O RE

L ESS

SA ME

M O RE

L ESS

SA ME

Aesthetic treatments

33.2%

7.2%

56.6%

30.5%

12%

54.5%

Skin-care products

25.1%

7.2%

66.6%

23%

9.9%

66.2%

Spa/salon treatments

29.3%

11.1%

56.1%

23.5%

14.9%

57.8%

Cosmetic dentistry treatments

15.9%

17.5%

45.7%

14.1%

18.8%

43.3%

Q4 2024 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n= 1185]

Q2 2025 BEAUTYENGINE: AESTHETIC SURVEY [n= 1313]

THE TAKEAWAY The percentage of respondents planning to spend “more” has decreased across all categories, potentially signaling a flux of economic anxiety, resulting in a larger percentage planning to spend “less.” This downward shift may indicate a tightening of belts, a moment which practitioners can meet by positioning high-value offerings as an essential self-care investment, highlighting the longevity of results and the efficacy of treatments and products on offer.

TREND TRACKER

YOY: WHICH OF THE FOLLOWING BEST DESCRIBES HOW YOU EXPECT THE PRICE OF AESTHETIC TREATMENTS OR PROCEDURES TO CHANGE IN THE NEXT 12 MONTHS? Q4 2024

Q2 2025

50.5%

I expect the price to INCREASE

66%

I expect the price to INCREASE

41.4% I expect the price to stay the SAME

29.3% I expect the price to stay the SAME

7.3%

4.6%

I expect the price to DECREASE

Q4 2024 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n= 1185]

I expect the price to DECREASE

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n= 1313]

THE OPPORTUNITY: The percent of patients anticipating a price increase in the aesthetic market has grown to 66% in Q2 2025 (up from 50.5% in Q4 2024), potentially reflecting a lack of stability in larger markets. Practitioners who offer stability in pricing have the opportunity to position themselves as a value to patients while maintaining their expert authority, promoting patient trust and loyalty.

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40

T H E S TAT E O F A E S T H E T I C S | B U D G E T I N G B E H AV I O R

IF YOU HAD TO REDUCE OVERALL SPENDING, WHAT ARE THE THREE AREAS YOU ARE MOST LIKELY TO CUT BACK ON NOW?

43 � 6�� 42� 12� 54% 39� Dining 21� 30� 24� 27�

54� 43%

6%

42%

Clothing

Skin care

12% Hair care

Nail care

40% Spa/Massage

21%

31%

Cosmetics

Travel

24%

27%

Aesthetic treatments or procedures

Fitness/Gym memberships

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n= 1313]

THE TAKEAWAY Patient responses indicate a hesitance to part ways with aesthetic “essentials,” particularly skin care (6%) and hair care (12%), which often require consistent use to see results. Practitioners should appeal to intentional beauty spending by emphasizing the longevity of aesthetic treatment results and positioning offers as an essential part of self-care.

B U D G E T I N G B E H AV I O R | T H E S TAT E O F A E S T H E T I C S

““ PPERSONALLY, ERSONALLY, THE DECISION TO SPEND ON A TREATMENT COMES DOWN TO VALUE. IF IT’S GOING TO LAST, AND I TRUST THE SCIENCE BEHIND IT, I DON’T MIND THE COST. I’LL SKIP OUT ON THE SMALL SPLURGES TO PRIORITIZE A TREATMENT THAT HELPS ME FEEL CONFIDENT LONG-TERM.”

PEAKSTOCK/GETTY IMAGES, IMAGE USED FOR ILLUSTRATIVE PURPOSES ONLY

–RACHEL D., 44, IL

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42

T H E S TAT E O F A E S T H E T I C S | B U D G E T I N G B E H AV I O R

TREND TRACKER

YOY: HOW DO YOU PREFER TO PAY FOR IN-OFFICE PROCEDURES? Q4 2024

Q2 2025

52.3%

Pay the full amount upfront

48.8%

Pay the full amount upfront

26.9% No particular preference

27.8%

20.2% Utilize financing options

22.9% Utilize finance options

Q4 2024 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 1185]

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC SURV E Y [n = 1313]

No particular preference

THE OPPORTUNITY A moderate increase in the percent of patients who prefer financing options (22.9% in Q2 2025, compared to 20.2% in Q4 2024) indicates an increased need for practitioner flexibility, as well as the growing presence of aesthetic financing in the market. Practitioners offering payment plans while continuing to incentivize upfront payment can meet diverse patient needs while maintaining accessibility to treatments, therefore maximizing their potential clientele.

THINKING BACK TO SIX MONTHS AGO, WHICH OF THE FOLLOWING STATEMENTS BEST DESCRIBES YOUR CURRENT SPENDING HABITS?

62+38+T 32+68+T 6+94+T 62%

I am more careful about what I spend my money on

32%

6%

My spending habits have not changed

I am less careful about what I spend my money on

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC ST UDY [n = 1313]

THE TAKEAWAY All signs point to a period of heavier budgeting and belt tightening across all spending areas, leading consumers to be more intentional in their spending. Practitioners who are aware of current market trends and proactively plan for these periods will be better equipped to weather economic uncertainties. This may include exploring financing options, appealing to the longevity of benefits and offering specials to incentivize clients.

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“ I LOOK FOR CLINICAL DATA, REAL TESTING ON PATIENTS AND HIGH-QUALITY INGREDIENTS. I WANT TO SEE UNEDITED BEFORE-AND-AFTER PHOTOS, HONEST REVIEWS FROM REAL PEOPLE, AND THIRDPARTY TESTING TO BACK IT ALL UP.” –NICOLE L., 34, NY

DELMAINE DONSON/GETTY IMAGES, IMAGE USED FOR ILLUSTRATIVE PURPOSES ONLY

T H E S TAT E O F A E S T H E T I C S | Q 2 2 0 2 5

INGREDIENT INSIGHTS

I N G R E D I E N T I N S I G H T S | T H E S TAT E O F A E S T H E T I C S

45

WHEN SELECTING SKIN-CARE PRODUCTS, WHICH OF THE FOLLOWING DO YOU TAKE INTO CONSIDERATION?

11�

37�

60�

11%

48%

Vegan (contains no animal-derived ingredients)

Cruelty-free (not tested on animals)

22� 22%

Organic (made with organically grown ingredients)

60% 37� Cle an ingredien t s

37%

(free from harmful chemicals)

23�

Made for menopausal or hormonal skin concerns

23%

Eco-friendly (sustainably produced and packaged)

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC ST UDY [n = 1313]

THE TAKEAWAY Clean and cruelty-free products are high priorities for patients when choosing which skin care to invest in, indicating a preference for ethical and conscientiously made options. By not only carrying effective, quality products, but also highlighting how they meet this patient standard, practitioners can appeal to market preferences while maintaining their expert authority.

46

T H E S TAT E O F A E S T H E T I C S | I N G R E D I E N T I N S I G H T S

WHICH OF THE FOLLOWING SOCIAL MEDIA PLATFORMS DO YOU PRIMARILY USE TO RESEARCH SKIN CARE?

75+37+ 25+T 63+T 32+68+T 32+68+T 7+93+T 77% 37% 32% 32% Instagram

YouTube

TikTok

Facebook

7%

Pinterest

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC ST UDY [n = 579]

THE OPPORTUNITY Instagram is the home of skin-care content online, holding the lion’s share of consumer viewership at 77%, demonstrating the platform’s longevity after years of fierce competition with TikTok over the beauty space. As a space for skin-care research, practices with well-updated Instagram platforms can engage with consumers by regularly focusing on skin-care education, including topics like active ingredients, common mistakes, expert recommendations and formula breakdowns.

WHICH ACTIVE INGREDIENTS DO YOU LOOK FOR WHEN SELECTING BODY-CARE PRODUCTS?

70.3%

Hyaluronic acid

59.2% Ceramides 57.7%

Retinol

50.1%

Vitamin C

49.5% Alphahydroxy Acids (AHAs) 45.8% Niacinamide 34.3% Betahydroxy Acids (BHAs) 7.9%

Benzoyl Peroxide

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC ST UDY [n = 1313]

THE TAKEAWAY Aesthetic patients are increasingly informed when it comes to active ingredients in their body care, prioritizing hydration and barrier repair alongside anti-aging standards like retinol (57.7%) and vitamin C (50.1%). By appealing to patient knowledge, practitioners can position effective, targeted body care as an extension of in-office treatments and a critical part of maintaining results.

I N G R E D I E N T I N S I G H T S | T H E S TAT E O F A E S T H E T I C S

THINKING ABOUT THE PAST 12 MONTHS, WHERE HAVE YOU PURCHASED SKIN-CARE PRODUCTS?

1+99+T 61+39+T

75+25+X 0.5%

61%

57+43+T 23+77+T 72% 30+70+T 41+59+T 34+66+T 35+65+T I haven’t purchased skin-care products in the past 12 months

23% Spa or salon

30%

Directly from a brand’s website

Retail store (i.e. Sephora, Ulta Beauty, Bluemercury, etc.)

Drugstore (i.e. CVS, Walgreens, etc.)

34%

35%

Department store (i.e.

Macy’s, Nordstrom, etc.)

Aesthetic provider/ doctor’s office

57%

Online retailer (i.e. Dermstore, SkinStore, etc.)

41% Amazon

Q2 2025 BE AU T Y ENGINE: A ESTHE TIC ST UDY [n = 1313]

THE OPPORTUNITY: Beauty retailers like Ulta Beauty and Sephora command a large percentage of skin-care purchases (72% of respondents report shopping in retail stores), with other popular options like purchasing from a brand’s website (61%) and online retailers (57%) trailing behind by significant percentages. Though only 35% of respondents indicated purchasing skin-care products from an aesthetic provider or doctor’s office, practitioners can position their offers as in-office exclusives that aren’t available elsewhere and leverage their expertise to capture this market.

47

48

T H E S TAT E O F A E S T H E T I C S | T H E C H E C K L I S T

THE CHECKLIST 5 WAYS TO USE THIS DATA IN YOUR PRACTICE Check-Square Align Messaging With Patient Mindsets

Update your consultations and marketing language to reflect what patients care about now: longevity, value and natural results.

Check-Square Educate to Build Trust

Use clear, relatable explanations when discussing treatments.

Patients are more likely to commit when they understand how and why something works.

Check-Square Revisit Your Service Mix

Consider which treatments address current priorities like skin quality, volume loss and overall wellness. Adjust your offerings or bundle services accordingly.

Check-Square Speak to New (and Growing) Audiences

Think about how you’re engaging men, younger patients or those on GLP-1 medications affecting their appearance. Tailor entry points for each group.

Check-Square Make Credentials and Convenience Clear

Reinforce board certification across platforms and ensure that your patients know about flexible payment options or packages that deliver lasting results.

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