Matej Mikulic
Research expert covering health, pharma & medtech
Cosmetic procedures in the U.S. - Statistics & Facts
The United States continues to lead the world in cosmetic procedures, performing the highest number of overall treatments in 2024, driven by a particularly high share of minimally invasive operations. However, its global dominance in surgical procedures appears to be over, as Brazil has taken the top spot for the past three years. Nevertheless, the U.S. market is still growing, with two in ten adults reported having gone under the knife and three in ten having undergone non-invasive treatments such as chemical peels. Moreover, acceptance of cosmetic procedures is rising, fostered by advancements in technology and the ever-increasing influence of social media and self-care culture.
Liposuction crowns again
Procedure preferences reveal distinct demographic patterns. Liposuction is the most common surgical cosmetic procedure overall, followed by breast augmentation and tummy tucks. These are also the leading choices among women, who still make up the majority of cosmetic patients. For men, breast reduction for gynecomastia tops the list, trailed by liposuction and eyelid surgery. Age also factors into procedural popularity, with adults aged 40 to 54 accounting for the highest share of surgeries overall. The most common surgical cosmetic procedure for those aged 40 to 54 is liposuction, while older patients are more likely to receive eyelid surgery and younger adults breast augmentation.Social media influence and associated dangers
The explosion of social media has fundamentally changed many aspects of aesthetic enhancement. Platforms such as Instagram and TikTok serve as key venues where trends spread rapidly through influencer testimonials, before-and-after images, and even direct marketing by clinics and practitioners. While this can help educate and reduce stigma, it also introduces risks. The prevalence of manipulated visuals and aggressive promotions on social media can fuel unrealistic expectations, foster negative self-image, and even cause mental health problems. What is more, cosmetic procedure advertising is not always backed by licensed professionals. A recent study found that over a quarter of self-proclaimed “plastic surgeons” on Instagram had received no plastic surgery training at all. This highlights a pressing need for regulation and awareness to protect patients, especially the younger generations who most frequent these platforms, from misleading claims or unqualified providers and to promote body positivity within the digital landscape.
