Check out our comprehensive Pulse of the Beauty Buyer report for predictive insights into the changing profiles and interests of beauty consumers.
Non-surgical cosmetic procedures like Botox and lip fillers have been around for years, but recently, interest has reached an all-time high. References show that the number of facial cosmetic procedures increased by 18% between 2019 and 2022 and the number of Botox injections increased by 73% over the same time period. The driving force behind the industry’s growth? Gen Z. This generation grew up in the age of social media, when face editing and filters became the norm. And, they are increasingly interested in skin care and home remedies.
CivicScience data also shows that Gen Z has the most experience with non-surgical cosmetic treatments such as Botox injections and dermal fillers. 30 percent of US adults 18-24 have had such a treatment in the past, more than doubling the same rate among Gen Pop at 14% — with adoption by 2023 among Gen Pop (8%). Another 16% of Gen Z have not tried non-surgical cosmetic treatments but intend to (compared to 9% of Gen Pop). That said, however, Gen Z is far more likely to say they didn’t like it (23%) than they liked it (7%).
Second to Gen Z are Millennials, with 17% of Americans 25-44 having tried these procedures and another 13% planning to try them. In contrast, adults 55+ are less interested in non-surgical cosmetic treatments.
Take our polls: Would you consider a non-surgical cosmetic procedure?
Not only are Gen Z more likely to have tried treatments like Botox and fillers, but they also perceive them as something most people will get in the future. More than half of Gen Z adults (60%) believe non-surgical treatments will become either widespread or common in the coming years. Whereas, Gen Pop leans more towards these treatments being specialized (54%).
Among those who have had a non-surgical cosmetic treatment, both Gen Pop and Gen Z cite the smoothing of wrinkles and fine lines as their main motivation for having such treatments. Although Gen Z are less likely to have wrinkles than older generations, they have grown older more adapted to facial changes that occur with age. They experience anxiety about agingare inundated with influencer content promoting anti-aging skin care products and recently, they were introduced to TikTok AI filters that they show old versions of themselves – all these affect the perception of the face. In addition to smoothing wrinkles, more than a quarter of Gen Z adults (26%) who have undergone non-surgical procedures say they do it for self-image, slightly higher than the Gen Pop average (24%).
Additionally, the rise of non-surgical cosmetic procedures raises arguments about whether or not they pose a health risk. References show that short-term effects such as flu-like symptoms and long-term effects such as muscle paralysis may occur. CivicScience data shows that just over half (51%*) of Americans 18-24 at least “somewhat” agree that Botox injections could be a dangerous health option, lower than the Gen Pop average (59% **). Given Gen Z’s interest in these treatments, anxieties about aging and appearance could have more traction than health concerns.
Join the Discussion: Do you think Botox injections are a potentially dangerous health option?
Overall, the rise in non-surgical cosmetic procedures among Gen Z is likely influenced by social media and the desire for aesthetic perfection. Gen Z’s use and interest in treatments like Botox and lip fillers, combined with their expectation that these procedures will become mainstream, are ultimately redefining beauty standards today.
This article is just a small glimpse of the information available to CivicScience customers thanks to our database of over 500,000 survey questions. Want to see how your clients feel about non-surgical cosmetic procedures?
*259 responses from 6/13-6/17
**2,805 responses from 6/13-6/17
