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The aesthetic sector is rapidly evolving, driven by groundbreaking technologies and evolving consumer attitudes that are reshaping the very foundation of beauty and wellness and heralding a new era of innovation and inclusivity.
At Hamilton Fraser, we delve into the significant trends and technologies set to redefine the aesthetics sector in the second half of this year and beyond.
Artificial Intelligence (AI) looks set to play a pivotal role in aesthetic medicine in the future by introducing new levels of precision and personalisation that were previously unattainable.
Seven ways AI technologies are being employed in aesthetics:
Regenerative medicine is one of the most exciting developments in aesthetics today. It is the buzzword on everyone’s lips, addressing the root causes of ageing rather than just its superficial symptoms.
Our annual survey showed that 64.1% of respondents were interested in regenerative aesthetics, and it’s no wonder—these therapies work by harnessing the body's natural healing processes, offering more natural and long-lasting results. They are particularly appealing for their holistic approach to beauty, aligning with the growing demand for treatments that work in harmony with the body.
Driving this trend is the emergence of polynucleotides and exosomes.
Polynucleotides can be used in a wide range of applications, including rejuvenating older skin and preventative treatments for younger skin. They have become popular due to their low side effects and downtime and because they offer a natural alternative to traditional injectables.
Polynucleotides are used to treat everything from fine lines and wrinkles to hyperpigmentation and hair loss. Their versatility and efficacy make them an attractive option for patients seeking comprehensive rejuvenation.
Exosomes drive regeneration and can be applied topically or delivered via microneedling. They can treat fine lines and wrinkles, scars, sun damage, sagging skin, uneven texture, restricted hair growth and poor scalp condition.
Exosomes can come from plants, animals, or human sources. But remember, cosmetic or off-label use of human biological products is illegal in Europe and the UK, so be cautious about what you are using.
We must also not forget treatments like Platelet-Rich Plasma (PRP), which have been around for a lot longer and can be used for skin rejuvenation, sexual rejuvenation and hair restoration.
“A really nice key trend in 2024 that I’m seeing is patients coming in wanting more natural results. I’m really glad that a lot more patients are now coming in saying, ‘I want to look the best version of myself.’ For me, that’s music to my ears.”
- Dr Manav Bawa, Medical Director of Time Clinic
The aesthetic industry is increasingly recognising the importance of a holistic approach that integrates treatments with lifestyle and wellness advice. This approach considers the whole person—their health, lifestyle, and overall wellbeing—and seeks to provide treatments that enhance not just physical appearance but also the overall quality of life. This paradigm shift reflects a deeper understanding of beauty as a component of overall health and wellness.
This encompasses any product or service that benefits physical and mental health, including health, fitness, appearance, sleep, nutrition, and mindfulness.
Beauty is now an inside-out experience, and consumers are increasingly craving experiences that transform not only their physical appearance but also their mental and emotional well-being. By embracing a 360-degree approach to aesthetics, practitioners can foster a sense of well-being within their clinics and communities, empowering patients to look and feel their best.
“I suspect there’s going to be a move away from what we see now as individual, isolated treatments, and a move towards a holistic approach with wellness and a combination of devices and products and injectables, combining that with mental health and wellbeing.”
- Dr Priyanka Chadha, Director of Acquisition Aesthetics
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.
Prejuvenation, a trend focused on preventing signs of ageing before they appear, is gaining momentum. This proactive approach to skincare and aesthetic treatments is popular among younger demographics, who are increasingly opting for preventative measures like light laser therapies, skincare routines, and gentle chemical peels. The movement reflects a shift in focus from correction to prevention in beauty care.
In fact, 58.2% of respondents cited prejuvenation as a top trend in our annual survey, while Galderma’s NEXT report selected “proactive beauty” as one of six key future drivers of the industry.
"Prejuvenation treatments are a great alternative to cosmetic surgery and give your patients a choice of various skincare regimes combined with non-surgical treatments ranging from botulinum toxin and dermal fillers to radio frequency and microneedle therapy to prevent signs of ageing. Having a wide range of options available to your patients will assist with a more personalised approach to individual patient needs and a more tailor-made treatment plan."
- Ella Vranjkovic, Cosmetic Lead at Hamilton Fraser
Key behaviours underpinning the trend include:
Non-invasive and minimally invasive treatments are now the norm rather than the exception. Procedures such as advanced laser therapies, micro-needling, and ultrasound-based treatments are favoured for their effective results, minimal downtime, and lower risk profiles.
As the demand for non-invasive cosmetic treatments grows, we are also likely to see a surge in needle-free enhancements in 2024. Treatments offering a no-needle approach to beauty focus on delivering results without injections, providing effective, convenient, and less intimidating options for those seeking cosmetic improvements. This reflects a broader movement towards patient-friendly solutions that cater to the modern consumer's desire for minimal downtime without compromising on results.
Here's how they are changing the landscape:
These methods are particularly popular among patients seeking cosmetic enhancements with less commitment and fewer risks than traditional surgery. This trend also ties into the needle-free trend, the move towards prejuvenation for younger patients and the advent of regenerative aesthetics. 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.
Body contouring technologies are advancing rapidly, with treatments like non-thermal green lasers and high-intensity focused ultrasound (HIFU) offering more efficient and comfortable experiences and muscle-stimulating devices offering options that go beyond fat reduction and lead towards toning muscle, too.
There are also tried and tested treatments like cryolipolysis, radiofrequency and laser lipolysis.
Compression devices for lymphatic drainage are also becoming increasingly popular, aligning with the wellness trend. Jennifer Anniston has been credited with driving this trend after posting a picture of herself in a giant pair of inflatable trousers.
There are even new injectable treatments for the body, including new treatments for cellulite, but always make sure you check with us before adding any new treatments to your menu. There’s been a lot of controversy around fat-dissolving injections like Lemon Bottle, so make sure you are not just following fads and are doing your research.
These technologies provide non-surgical alternatives to traditional liposuction, offering targeted fat reduction and skin tightening with minimal downtime and discomfort. The advancements in this field are making body contouring accessible to a wider audience, with treatments increasingly tailored to individual body types and goals.
In our annual survey, skincare was cited as the second most common service practitioners offer after injectables, with 56.9% saying they sell it.
Skincare is a powerful tool for tackling age-related concerns as well as managing and treating skin conditions, but it can sometimes be overlooked in favour of new treatments, devices, and technologies.
In skincare, the future is all about combining scientific research with organic, natural ingredients that respect the environment.
This trend reflects a growing preference for effective skincare that is also aligned with natural, sustainable practices. It also reflects the increasing demand for regenerative aesthetics, with potent ingredients like growth factors, which accelerate the skin's natural renewal process, and peptides, which stimulate collagen production and improve skin elasticity, continuing to be popular. Exosomes are also leading the way because they can instruct older cells to act like younger ones.
In terms of the ingredients being touted as the next big thing, Beauty Pie listed the amino acid ectoin as the biggest skincare trend for the year ahead.
The second biggest trend for the year ahead was identified as ‘skin streaming,’ which advocates a slimline skincare routine to prevent damaging the skin barrier.
The rise in popularity of aesthetic treatments amongst men represents a significant shift in beauty culture. A survey conducted by the British College of Aesthetic Medicine showed a 70% rise in men’s aesthetic treatments since 2021.
More men are embracing procedures traditionally associated with women, such as botulinum toxin, fillers, and skincare treatments. This trend is breaking down gender stereotypes and expanding the market for aesthetic treatments, reflecting a broader acceptance of beauty and self-care among all genders.
Improving self-confidence is the most important driver for men, according to research carried out by Rare Consulting.
This is followed by men who want to slow down or reverse the ageing process (35%), look their best for a special occasion or event (31%), or look good for a holiday (28%).
Procedures such as jawline fillers, botulinum toxin, often referred to as “brotox”, and microneedling, have been highlighted as being popular among men. However, concepts of masculine beauty are also evolving as we welcome the next trend: Embracing diverse beauty standards.
The sector is moving towards a more inclusive and diverse representation of beauty. This shift is about celebrating a wide range of beauty standards and moving away from narrow, traditional definitions of attractiveness.
It's a reflection of a broader societal change towards inclusivity and diversity in all aspects of life, including beauty.
“Non-surgical cosmetic procedures like dermal fillers and botulinum toxin continue to be popular trends in aesthetics treatments, offering minimally invasive options for facial rejuvenation. Additionally, there's a growing interest in personalised skincare routines and holistic approaches to beauty. This goes beyond a one-size-fits-all approach, acknowledging the diverse concerns of your patients and promoting a comprehensive and patient-centred approach to beauty and wellness from the ground up.”
- Nellie Harris, Cosmetic Account Handler at Hamilton Fraser
Check out our article on Gender identity and inclusivity, where we chat with Dr Vincent Wong in more detail about evolving beauty standards.
The intersection of aesthetic treatments and mental health is receiving increasing attention. The industry is moving towards a more ethical approach, where practitioners consider the psychological wellbeing of their clients alongside their physical appearance. This shift acknowledges the profound impact of aesthetic treatments on an individual's self-esteem and mental health, and underscores the importance of a responsible, holistic approach to beauty treatments.
Sustainability is becoming a central concern in the aesthetic sector. There is a growing demand for eco-friendly products and practices that minimise the environmental footprint of beauty treatments. This includes the use of biodegradable materials, energy-efficient technologies, and sustainable sourcing of ingredients.
Consumers are increasingly making climate-conscious decisions, and a sustainable approach can attract eco-aware clients. The Galderma NEXT report indicates that many patients prefer products made sustainably to maximise the chances that their treatment choices do not significantly harm the environment and align with their ethical values.
As consumers become more environmentally conscious, aesthetic practices are adapting to meet these values. Read our article on sustainability in aesthetics which five ways in which you can make your aesthetics business more sustainable.
The aesthetic industry will see a number of key shifts in 2024. With the integration of AI, personalised treatment plans, prejuvenation, and regenerative aesthetics, we are witnessing some exciting innovations. The industry is also embracing a more holistic approach that integrates wellness and lifestyle advice, reflecting a deeper understanding of beauty as part of overall health.
With over 26 years of experience, Hamilton Fraser is the industry's leading provider of cosmetic insurance services and was the first to offer medical malpractice insurance. As a leader in the market, we’ve got you covered and are proud to insure the most comprehensive range of cosmetic treatments.
At Hamilton Fraser, we offer insurance for both essential and more specialised cosmetic practices, covering a wide variety of treatments. We are also able to provide bespoke cosmetic insurance policies and are continuously monitoring the sector to allow for emerging treatments to meet our customers’ needs. Get a quote online today or call the team to discuss your requirements on 080063 43 881.
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