Hamilton Fraser's top 10 aesthetic treatment trends for 2025

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Here at Hamilton Fraser, we make it our priority to keep on top of what’s going on in the aesthetics market. While trends can sometimes be nothing more than fads, it’s always good to know what your patients may be enquiring about, how the market is shifting and what new terms and technologies may be entering the industry vocabulary.

With that in mind, we’ve rounded up what we think 2025 will hold. From the continued rise of regenerative aesthetics to a move towards longevity-focused solutions and an end to overfilled faces, here’s an in-depth look at the key trends transforming the aesthetic landscape:

   1. Longevity and biohacking in aesthetics

The longevity trend bridges aesthetics and wellness, with patients prioritising healthspan and ageing prevention alongside their aesthetic goals. It focuses on a preventative rather than illness-driven approach to healthcare and encompasses the fields of functional and lifestyle medicine.

Biohacking tools like epigenetic testing and hormone profiling provide insights into individualised treatments. At the same time, the pillars of healthy ageing, such as nutrition, movement, sleep, stress management, cognitive activity and social/spiritual connection, are set to influence treatments.

For medical aesthetic clinics, this space offers an opportunity to differentiate themselves from non-medical clinics by offering enhanced diagnostics and a holistic 360-degree approach to overall health that enhances aesthetic treatment outcomes.

In its trends report, Aesthetics and CCR – which runs the Medical Longevity Summit – highlighted this as a trend, citing research from RARE Group Consulting that suggests one in three medical aesthetic clinics in the UK now offer treatments that specifically focus on medical wellness and longevity. Moreover, 51% of UK clinics that specialise solely in aesthetic treatments are now also offering functional medicine and assessments as a top service.

The report says, “As more practitioners embrace this integrated approach, it underscores the importance of a comprehensive view of health, where aesthetics and well-being are intertwined, offering patients a more balanced path to both looking and feeling their best. A future is coming into view where the boundaries between aesthetics and health are increasingly blurred, with a more holistic model taking centre stage.”

In its trends report, aesthetic device manufacturer BTL also highlighted longevity as a 2025 market shaper.

“Longevity has become an emerging field of interest in aesthetic practices,” Dr Mohammed Enayat of Hum2n clinic said, noting a rising desire among patients to slow the ageing process, improve quality of life, and enhance overall vitality, anticipating more in-depth conversations around muscle mass maintenance and a greater understanding of internal ageing processes. “Looking at the root cause and the inevitable future allows us to modulate patients’ current health states, focusing on maintaining and improving them,” he adds.

What to watch out for:

  • The pillars of healthy ageing: Holistic treatment approaches that encompass the body as a whole system and look at sleep, stress and hormone management, brain function, exercise and diet
  • Future Patient: The team behind Menopause in Aesthetics, who we partner with, has launched Future Patient, a new digital publication focused on this space for 2025
  • Epigenetics, nutrigenomics and advanced testing: Unlocking the secrets to what’s going on at a gene level to enhance outcomes. Also, look out for advanced testing such as Skin Life Analytics’ new mitochondrial skin ageing test, which has come out of research from Newcastle University and allows you to detect damage before any visible signs of ageing are present
  • Hormone replacement and BHRT: Optimising internal balance to enhance overall wellness and appearance
  • Biohacking tech: From blood sugar monitors to Oura rings and other wearable health tech, there are lots of devices coming to the fore that offer insight and data into what’s going on inside the body in real time

Check out this episode of The Cosmetic Cast with special guest and wellness expert, Dr Mayoni Gooneratne, and our article on integrating wellness into your practice.

   2. ‘Less is more’ – The end of overfilled faces

Subtle, natural results will remain in high demand, driven by younger demographics like Gen Z. Patients are moving away from “overfilled” treatments, preferring enhancements that promote natural beauty.

This also coincides with a decline in traditional dermal filler use. In its recent trends report, Aesthetics and CCR reported that dermal fillers had decreased by 31% in 2024, according to RARE Group Consulting. Similarly, The British Association of Aesthetic Plastic Surgeons (BAAPS) reported filler injections fell by 26% in 2023 compared to 2022.

Journalist and founder of The Tweakments Guide, Alice Hart Davis, wrote on her Instagram: “It’s been a long time coming, but it seems that we are finally turning away from over-filled faces and over-enhanced bodies.”

She wrote an article for Femail revealing that patients now want smaller, neater boob jobs, subtle deep-plane facelifts known as the “stealth wealth facelift”, and no more “glow-in-the-dark teeth.”

She also noted a move away from fillers and towards skin-strengthening polynucleotides and bio-stimulating fillers.

Hart Davis writes: “Over the past few years, our appetite for fillers has begun to change. Thanks to a surfeit of over-stuffed and frankly weird-looking celebrity faces, plus a growing realisation that fillers don't always break down and leave facial tissue as quickly as we think they do, people have been spurning them in favour of other, newer treatments.

“Movie industry bible The Hollywood Reporter recently described the move away from fillers in the US, along with other trends in cosmetic surgery and tweakments, as the 'de-Kardashian-ification of America', by which it means 'deflating boobs, shrinking butts and little lips'.”

Nurse practitioner Julie Scott notes, “The era of overfilled and overtreating is over.” Patients now prefer subtle enhancements and natural rejuvenation. This trend aligns with the rise of younger patients, such as Gen Z, who are interested in skin health but favour a “less is more” approach.

Dr Leah Totton adds, “There is a movement away from obvious treatment outcomes towards a more natural aesthetic. That's something that I've been championing for a decade, so I am delighted that that's finally gaining more momentum in the public eye.”

Hamilton Fraser Cosmetic Lead Ella Vranjkovic agrees. She says, “There’s an increasing demand for subtle and ‘no-makeup’ looks. People are opting for treatments that subtly enhance their features without making dramatic changes

“Injectables which stimulate collagen production will also see even more popularity as they offer natural-looking, long-term results. These treatments are often used in conjunction with more traditional filler treatments for comprehensive rejuvenation.”

What to watch out for:

  • A move away from HA dermal fillers towards bio-stimulating fillers for long-term, natural results. With the launch of the first “vampire” PRP filler that uses a patient’s own blood, we are expecting to see more and more of a shot towards bio-stimulating injectables. This ties in with the move towards regenerative aesthetics
  • The 'born with it' nose job: Hart Davis writes: “The latest trend in nose surgery is 'preservation rhinoplasty', which alters a nose so cleverly, it changes the way it looks while preserving its natural structure”
  • Skin health treatments: Light resurfacing, hydrating boosters, and subtle neuromodulators.

   3. Combination treatments and “treatment stacking”

Combination therapies are nothing new, but their importance has been coming more and more to the forefront and demand for them is now driving market growth.

The global combination therapy in the aesthetics market is estimated at a value of $3.69 billion in 2024 and is forecasted to reach $8.03 billion by the end of 2034.

“Treatment stacking”, where patient outcomes are refined by integrating multiple modalities for synergistic effects, is the latest term de jour. This holistic approach addresses diverse aesthetic concerns simultaneously.

Dr Priyanka Chadha explains, “We’ve gone beyond quick fixes. There's been a shift in the consumer mindset. Before, the consumer was coming in for a one-off here and a one-off there, a little bit of neuromodulator, and a quick skin booster. Now, we're managing to educate in the patient consultation that it's a complete holistic approach with combination treatments. And what that's translating into for them is that aesthetics is part of their wellbeing, akin to their daily routine.”

Dr Wassim Taktouk anticipates aesthetics is shifting towards what he describes as the "Quiet Luxury Face," where patients desire subtle enhancements without a look that’s overly altered or artificial. "The skin doesn’t need to be wrinkle-free; it just has to look and feel its best," he explains. To meet this demand, he advocates a holistic approach, combining advanced technologies, injectables, and professional-grade skincare.

Experts are also predicting we will see regenerative treatments being used more and more alongside other procedures to enhance results and aid healing. As Dr Raj Thethi shares, “The regenerative medicine side is really coming through, and we've taken that on board in my clinic. We're all about collagen banking and improving your own body's ability to regenerate, and we're pulling in aspects of regenerative medicine into more traditional areas, too.

“We have an oculoplastic surgeon who does blepharoplasty, and now, we're incorporating things like laser technology or PRP or polynucleotides into blepharoplasty to help further improve the quality of the outcome and make the patient have less downtime, less scarring, and longer-term maintenance of the result.”

However, as demand grows, practitioners need appropriate training and insurance compliance to avoid complications. As Dr Thethi points out, “If you've got a multifocal problem, you'll need multi-modality solutions. But there isn't anything that's unifying all of these different aspects of the sector together. I think that's a massive gap in the market.”

What to watch out for:

  • Utilising regenerative procedures alongside other modalities to enhance outcomes and healing from other aesthetic procedures, such as laser resurfacing combined with PRP or exosomes pre and post-procedure
  • Multiplatform devices: Combining multiple technologies in one for multi-layered results
  • “Liquid Laser”: Introduced by Dr Xavier Goodarzian at the Regenerative Aesthetic Medicine Conference and Exhibition (RAMCE) in London in November 2024, the Liquid Laser treatment is an exciting new protocol that incorporates Purasomes (a unique combination of exosomes and growth factors), with chemical peeling and microneedling.
  • "Quiet Luxury" Face: Combining technologies for smooth, refined, filter-like skin
  • New approaches to training: Combining different modalities in one means training will need to adapt

   4. Personalisation

Patients today are no longer satisfied with one size fits all treatments that fail to address their unique needs. They are seeking personalised solutions and tailored treatments that reflect their individuality.

As such, in 2025, we are likely to see personalisation becoming more and more important with Bioidentical Hormone Replacement Therapy (BHRT), personalised skincare, breakthroughs in AI, epigenetics, and diagnostic testing coming to the fore.

Thanks to technological advancements and sophisticated aesthetic analysis tools, including AI, it’s now easier than ever to analyse a client’s skin type, age, and even lifestyle habits to create a truly effective, customised treatment plan. At the same time, epigenetic testing delves into how lifestyle and environment influence a patient’s genetic expression, allowing for precision therapies that align with their biological needs.

Similarly, comprehensive hormone profiling and health testing provide insights into optimising the body’s internal balance, making sure every aspect of a treatment plan is designed to enhance overall well-being and aesthetic results.

Skincare is also becoming increasingly bespoke. The global market for personalised skincare products is expected to grow at a steady compound annual growth rate (CAGR) of 8.0% from 2023 to 2030.

Offering personalised treatments shows clients that you are listening and understanding their specific needs, which is essential for building trust and satisfaction. By adopting this level of personalisation, you not only make sure your patients leave happy but also set your aesthetic clinic apart from the competition. It demonstrates that you care about them as individuals, not just about delivering another procedure.

What to watch out for:

  • Personalised settings on devices: For its 2025 predictions, The International Association for Physicians in Aesthetic Medicine said we could expect to see more devices that can be adjusted based on specific skin types and objectives
  • AI-powered skin analysis: Tools that map skin concerns at a micro level for bespoke solutions
  • Bioidentical hormones: Personalised hormones to support women through menopause
  • Genetic testing: Predicting outcomes and optimising treatment efficiency

   5. The continued rise of regenerative aesthetics

Regenerative medicine was one of our 2024 trend predictions, and it will continue to dominate in 2025, emphasising treatments that stimulate the body’s natural healing processes while extending beyond traditional injectables. Treatments like polynucleotides, bio-stimulating injectables, and exosomes surged in popularity in 2024 - trends that have paved the way for collagen banking and long term rejuvenation.

Patients are increasingly opting for regenerative treatments that focus on collagen and elastin production, offering natural results, which feeds into one of the other top aesthetic trends for 2025.

Dr Taktouk says, “Patients are looking to harness their own bodies' abilities to produce collagen, elastin, and hyaluronic acid” through methods like biostimulant injections and energy-based devices.

Ella observes, “Stem cells and exosome-based treatments will likely become more mainstream for facial rejuvenation, offering anti-ageing and healing benefits. These therapies focus on regeneration at a cellular level, promoting youthful skin renewal.”

What to watch out for:

  • Stem cell therapies: Leveraging fat-derived stem cells for natural volume restoration
  • Collagen banking: The concept of collagen banking involves using treatments, skincare products, and lifestyle habits early in life to "bank" or build up collagen reserves, slowing down its depletion and minimising the visible effects of ageing
  • Exosomes: The global exosome market was valued at $140.7 million in 2023 and is anticipated to grow at a CAGR of 28.38% from 2024 to 2030. Look out for plant-based exosome treatments that promote elastin and hyaluronic acid production without the controversy of human-derived sources
  • PRP fillers: Cellenis® (distributed in the UK by AMP) is launching the first fully autologous regenerative volumiser. Cellenis® DermaFiller is an autologous, biological filler providing extended release of platelet-derived growth factors using the slow reabsorption properties of plasmatic proteins

Read our article, ‘Unlocking the promise of regenerative medicine’ for more information on this topic.

   6. Weight loss medication

The demand for weight loss injections is on the rise. The global market for obesity drugs is expected to reach $105 billion by 2030, up from $6 billion in 2023.

Not since Botox® has a brand name become part of the cultural zeitgeist as “Ozempic”, one of a number of brands of weight loss drugs that have hit the market.

These injections work by suppressing appetite, increasing feelings of fullness, and delaying gastric emptying. By mimicking natural hormones released after eating, they can support adherence to diet plans and help decrease overall calorie consumption.

Some of these injections also lower blood sugar levels. When administered under prescription and ongoing medical supervision, they've proven clinically effective, particularly for individuals with Type 2 diabetes.

However, reports of counterfeit products being sold online and tragic incidents, like the recent death of a nurse linked to tirzepatide, known under the brand name Mounjaro, and reports that a woman in her 50s passed away after allegedly receiving an injection from an unlicensed provider, underscore the importance of education and careful patient selection.

Clinics need to stay alert to regulations and patient education to avoid counterfeit products and safety risks.

According to the Joint Council for Cosmetic Practitioners (JCCP), weight-loss injections must always be prescribed and overseen by licensed professionals in regulated facilities.

The JCCP has called for more stringent regulation of online weight loss treatment sales and greater public education about the dangers of unlicensed cosmetic procedures.

In an article on the risks of weight loss injections, the JCCP wrote: “We received over 50 complaints within a 12-month period regarding weight loss injections. This significant number of complaints in such a short timeframe highlights the growing concerns surrounding these treatments and underscores the need for increased scrutiny and regulation in this area of cosmetic medicine.”

Practitioners must consult their insurers to understand the scope of their coverage and take precautions to avoid liability.

CQC registration is mandatory for weight loss services that involve medical prescriptions. Where: “A medical practitioner provides or supervises advice or treatment in a clinic, including prescribing medicines, for the purposes of weight reduction.”

With the rise of weight loss medications like Ozempic and tripeptide, complementary treatments will emerge to address resulting skin laxity known as “Ozempic face”. This term has been coined to describe facial ageing that occurs due to the rapid speed of the weight loss achieved through using these drugs.

What to watch out for:

  • Increased demand for weight loss services: An opportunity to support patients with their weight loss by combining weight loss medications with dietary and lifestyle changes under medical supervision
  • Treatments for “Ozempic face”: A rise in demand for treatments to target the effects of extreme weight loss on the face
  • Medical oversight: Far from being a fad, the JCCP warns that weight loss injections are “powerful hormonal agents that should never be administered without strict medical oversight”
  • Increased regulation: Calls for increased regulation of weight loss medications following reported patient fatalities. Make sure you are vigilant about the risks and complications associated with weight loss medications

   7.  A move towards medicalisation

The aesthetics industry anticipates greater government action on licensing cosmetic procedures to improve safety as well as a push towards legitimising the medical nature of aesthetic treatments, something that both The British Association of Medical Aesthetic Nurses (BAMAN) and British College of Aesthetic Medicine (BCAM) have championed.

The recognition of the sector by the Royal Society of Medicine (RSM) as a speciality was a significant move towards the medicalisation of aesthetics in 2024.

The creation of the RSM Section of Aesthetic Medicine and Surgery (SAMAS) significantly enhanced the credibility and medical standing of the field, signalling a growing acceptance of aesthetics within the wider medical community, often seen to have not considered it “real medicine”.

Aesthetics and CCR highlighted this trend in its recently published report, noting that “50% of private dentists in the UK have expanded their service offerings to include aesthetic treatments” and that a “comparable number of ophthalmology providers are also offering some form of pathetic treatment (47%) with this trend being reflected in Optical Expresses acquisition of Harley Medical Group and sk:n Clinics.

The report continues: “As more dental and ophthalmology clinics begin to offer aesthetic services, the market is becoming increasingly diverse, with more points of entry for patients seeking treatment. This diversification helps to destigmatise aesthetic procedures, aligning them more closely with the kind of expert care patients expect from medical professionals.

“In turn, this expansion will likely contribute to greater patient trust and confidence in the safety, effectiveness and professionalisation of aesthetic treatments. Ultimately, this shift suggests a future where aesthetics is seen as an integral part of healthcare, further solidifying its place in a wider medical landscape.”

Regulation will also be a crucial piece of the puzzle here. While the Government was not forthcoming with its response to the consultation on the Licensing scheme for non-surgical cosmetic procedures in 2024, the industry is hopeful this will move forward in 2025.

Hamilton Fraser CEO Eddie Hooker comments, “We are hopeful that 2025 will bring much-needed regulatory progress, enhancing safety standards and patient trust.”

Julie Scott adds,  “I am positive and hopeful for change when it comes to regulation and safety in the industry. I'm delighted that, very recently, I've been taken on as part of JCCP for driving forward regulation, and I'm positive and optimistic that over the next couple of years, those conversations are just going to accelerate. And I'm really optimistic and excited for that change because we are long, long overdue.”

You can listen to our podcast with JCCP chair Professor David Sines here.

What to watch out for:

  • The Government’s response to the consultation on the UK licencing scheme, anticipated in 2025
  • The RSM’s new Section of Aesthetic Medicine and Surgery (SAMAS), which will facilitate regular educational events to support relevant professionals in providing evidence-based care and optimal practice, as well as provide a platform for scientific debate in the field
  • Changing terminology: The sector is becoming more mindful about the words it uses that align it more with medicine: “sector” over “industry”, “patient” over “client”, “layperson” over “non-medic”, etc

   8.  Advances in botulinum toxin

The global market for non-invasive treatments reached $8.86 billion in 2024 and is expected to climb to $13.78 billion by 2030. And leading the way in this space is still botulinum toxin.

Botulinum toxin is the most performed cosmetic procedure worldwide and has been a staple of aesthetic clinics for almost three decades. Until recently, the market remained relatively stable, with a handful of major players offering toxin products. In the last couple of years, we have seen the introduction of new types of toxins to the market for the first time, and recently, Allergan got the world’s first approval for the use of BOTOX® Cosmetic in moderate to severe vertical bands connecting the jaw and neck (platysma bands).

As the market has evolved, use of toxins has become more and more advanced, and 2025 looks also set to welcome some new innovations in this area.  

What to watch out for:

  • Longer lasting results: New formulations that extend the effect of botulinum toxin from three to four months to six to nine months, which means fewer treatments are required
  • AI-guided precision: Artificial intelligence will guide practitioners in injecting with more precision, considering each patient’s facial anatomy to create a more natural outcome
  • New approvals: Previously off-licence uses in the lower face and neck are now receiving approval, such as Allergan’s recent announcement that BOTOX® Cosmetic has been approved by the FDA for Moderate to Severe Vertical Bands Connecting the Jaw and Neck (Platysma Bands)
  • Needle-free injections: ​​A study published in Annals of Dermatology has found that a needle-free microjet drug injector could be a useful method for treating crow’s feet wrinkles with botulinum toxin due to its ability to reduce pain

Check out our article, Non-invasive procedures: The rise of needle-free enhancements which explores the growing demand for non-invasive procedures and the key needle-free enhancements shaping the future.

   9. Hair loss  

The field of hair and scalp health is rapidly emerging as one of the most dynamic areas in aesthetics. With an anticipated annual growth rate of 15.4% over the next five years, the demand for effective solutions is intensifying.

Meanwhile, the global market for hair loss and growth treatments and products is forecasted to reach $5.66 billion by 2032, reflecting increasing consumer interest and spending. Hair loss is seen as a medical issue and a key aesthetic concern, driving demand for cutting-edge therapies that restore confidence and appearance.

The rising demand ties in with other trends, such as the capabilities of regenerative treatments in addressing hair loss as well as noted side effects of weight loss medications, including hair thinning.

Weight loss medications: The rising popularity of weight loss medications (like GLP-1 receptor agonists) has brought an unintended consequence – hair thinning. While there's no direct evidence that Ozempic causes hair loss, rapid weight loss from taking such drugs can lead to a condition called telogen effluvium, which can cause hair shedding. This is prompting patients to seek targeted treatments to combat this issue.

Female hair loss: Historically, the discussion around hair loss primarily focused on men; however, female hair loss is now gaining critical attention. With NHS statistics indicating that eight million women in the UK experience varying degrees of hair loss, there is a growing need for tailored solutions. This is further amplified by:

  • Menopause and hormonal changes: Women experiencing menopause are particularly susceptible to hair thinning and loss, leading to an increasing emphasis on therapies that address hormonal-related scalp concerns
  • Social acceptance and awareness: As women become more vocal about hair loss challenges, the stigma surrounding female hair thinning is diminishing, enabling more proactive treatment approaches

Regenerative solutions: Another driver is the fact that the aesthetics market is increasingly embracing regenerative solutions with treatments like platelet-rich plasma (PRP) therapy, stem cells, exosomes and polynucleotides also designed to rejuvenate the scalp and promote hair growth. These technologies are seen as non-invasive, effective, and progressive alternatives to traditional hair transplant surgery.

Wellness and personalisation: A broader understanding of wellness is influencing the market as brands and practitioners promote a holistic approach to hair and scalp care. This includes personalised treatments that address underlying causes like stress, nutrition, and hormonal imbalances. Combined with advancements in AI diagnostics, patients can receive highly individualised solutions that optimise results.

What to watch out for:

  • Regenerative solutions: PRP, exosome-based treatments, and stem cell therapies will dominate the conversation as non-surgical interventions continue to grow
  • Female hair loss: With menopause taking centre stage in the health and aesthetics market, expect an influx of innovations catering to women’s unique needs

Tech-driven solutions: AI diagnostics and wearable devices for scalp monitoring will become integral to customised treatment plans

   10. Women’s health

Women’s health and menopause have been firmly on the agenda for the past couple of years, and the demand for not only intimate health procedures but addressing the impact of hormones on women’s overall health (and skin) will continue to rise.

Dr Leah Totton highlighted the importance of addressing life-stage-specific concerns, stating, “The fact that our industry has now expanded into menopause help, advice and treatment, I think, has been really, really important. That's the thing that I speak to most of my clients about because it's so impactful in the agent journey of a female patient. It's not something we as a sector should be ignoring. It's an important part of any consultation.”

Consultant gynaecologist Tania Adib says she expects to see a growing number of women and men seeking to optimise intimate health as they age, integrating these treatments as part of a comprehensive aesthetic routine. “With advancements in technology and the availability of non-invasive solutions, treatments addressing intimate health are becoming more accessible and accepted, paving the way for an aesthetic landscape that prioritises both external and internal wellness”, she says.

We are proud to be partnering with Menopause in Aesthetics and are carrying out a survey on safeguarding. You can enter the survey here and be in with a chance to win two Menopause in Aesthetics 2025 conference tickets with Awards entry.

You can listen to our podcast with Menopause in Aesthetics founder Charlotte Body.

What to watch out for:

  • More open conversations about menopause and women’s health
  • Hamilton Fraser CEO and founder Eddie Hooker taking part in a panel on “Becoming a menopause first responder: The business case for introducing menopause services into your aesthetics practice” at Menopause in Aesthetics 2025 on 7 February 2024 in London
  • An increased demand for intimate health procedures
  • Femtech innovations: Leading the charge in menopause innovation are health management systems that use biometric data to track personal health trends. A wave of companies are starting to bring menopause tracking to wearable tech – including Oura, Clue, Mira Care, Amira and Whoop – and are partnering with research institutions to harness this data.

Our 2025 predictions highlight an industry embracing the future. Patients are demanding treatments that not only enhance beauty but also improve overall health and vitality. From regenerative medicine to subtle aesthetic results and cutting-edge biohacking solutions, 2025 marks the convergence of technology and wellness, paving the way for a more informed, holistic approach to aesthetics.

Further reading from the Hamilton Fraser Content Hub on trends in aesthetics treatments and technologies:

Integrating wellness and a holistic approach into your practice

‘Prejuvenation’ is emerging as a key trend

Non-invasive procedures: the rise of needle-free enhancements

The future of advanced body contouring technologies

Unlocking the promise of regenerative medicine

Men’s aesthetics: breaking stereotypes

Gender identity and how to be more inclusive in aesthetics

Sustainability in aesthetics

10 ways AI is revolutionising aesthetic medicine

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