As 2024 draws to a close, we look back on the highs and lows of the year.
2024 has been a rollercoaster of a year for the aesthetics sector. While booming areas like regenerative aesthetics, menopause and wellness have expanded the field into new and exciting areas, the market’s continued lack of formal regulation has once again been firmly in the spotlight, particularly in light of headlines surrounding the death of a patient from a non-surgical Brazillian Butt Lift.
Here at Hamilton Fraser, it’s our job to keep on top of what’s going on in the market and to reflect that in the products and services we offer, and one of the key ways we do that is to make sure we are speaking to the people on the ground running clinics: you.
Our annual survey kicked off the year, and so what better way to round it up than to look back on how the trends and market predictions laid out in that came to fruition?
We also asked some of our speakers at The Aesthetics Business Conference what their key reflections on 2024 were. Here are our insights as well as what they had to say.
We started 2024 by releasing the results of our annual survey, which showed that 64.1% of practitioners were interested in aesthetic regenerative procedures. In addition, 'Prejuvenation' (treating younger patients with preventative treatments) was also popular, with 58.2% of those who responded citing it as a top trend.
Our emerging trends and technologies report took this a step further, highlighting these trends as well as other key areas, such as:
Nicola Bowtell, Account Executive - Healthcare, comments, “2024 has been an interesting year, the beginning of the year seemed to carry over from last year’s demand for weight loss injections and as we are ending the year I am seeing a higher demand for regenerative and longevity treatments. The most common treatments being added to policies are polynucleotides and when I speak our clients it appears the requests of their patients for polynucleotides has surpassed dermal fillers enquiries. There is also a lot more conversation surrounding menopause then there was in 2023 which is great to hear! I am excited to see what 2025 has to offer!”
In 2024, we announced a partnership with Menopause in Aesthetics (MiA). Both Hamilton Fraser and MiA are passionate about raising standards in the aesthetics industry, particularly as menopause care and services are emerging as a key area of practice.
There has been a surge in treatments specifically aimed at alleviating menopausal symptoms, with nearly half (47%) of practitioners responding to Hamilton Fraser’s annual survey confirming that they are offering procedures targeting this niche.
We believe this demand is only going to grow, and so we know how important it is that practitioners understand the associated insurance risks.
To get the message out there and put patient safety at the forefront, our founder and CEO, Eddie Hooker, took part in a panel on safeguarding at MiA 2024 and also at our own Aesthetics Business Conference.
If you are interested in menopause, you can read our article on insurance risks of aesthetic treatments for menopause and listen to our podcast with MiA founder Charlotte Body.
One of our philosophies has always been to support aesthetic practitioners in business as well as clinical practice. We partnered with Success in Aesthetic Business (SIAB) in 2023/2024 as well as hosting our seventh-annual Aesthetics Business Conference featuring speakers such as:
In addition, throughout the year, we have been bringing you regular business-related content on our Content Hub. Check out some of our 2024 guides and articles you may have missed:
We also created a series on getting started in aesthetics. You can read our personalised guides here:
Attending other industry events has also been key for Hamilton Fraser when it comes to getting the message out there. Ella Vranjkovic, Cosmetic Lead, reflects, “Attending cosmetic industry exhibitions offers valuable opportunities for networking, staying ahead of trends within the world of aesthetics and discovering the latest innovations. It allows Hamilton Fraser to engage with professionals, manufacturers and training courses whilst providing our support and knowledge surrounding insurance. It is also an ideal space to gain insights from experts and explore new opportunities as well as expand existing ones.”
"This has been a really interesting year. For the first time since I began practising, I’ve noticed a dip in dermal filler treatments. Over the past decade, dermal fillers have experienced a meteoric rise due to their transformative, non-surgical capabilities. However, this year has seen increased awareness about their limitations and potential risks. While it’s encouraging to see more discerning use of these products, there’s also been some scaremongering in the media. It’s all about finding the balance and understanding where these treatments fit among the many options now available."
- Dr Emily Mehta
"Aesthetics took a slight dip in early 2024, and innovation felt like it was plateauing. But behind the scenes, researchers have been making tremendous progress. Now, we’re seeing an explosion of innovation – particularly with the blending of devices and non-surgical injectables. Combination treatments and stacking techniques have transformed results, shifting the consumer mindset. Patients are no longer seeking one-off treatments; they’re embracing a holistic approach. Aesthetics is becoming part of their wellbeing, as integral to their routine as dressing up or brushing their hair. I’m certain this will become commonplace among millennials, and in five to ten years, part of their weekly or daily habits."
- Dr Priya Chadha
"We’ve come full circle, and the ‘less is more’ philosophy is gaining momentum. Regenerative aesthetics and natural rejuvenation are becoming broader and more significant, which is incredibly exciting. I’m also hopeful for positive changes in regulation and safety standards—something the industry has been in dire need of for a long time."
- Julie Scott
2024 has witnessed some exciting advancements, notably regenerative aesthetics and the integration of wellness. However, it has also faced challenges, underscoring the importance of addressing persistent issues like regulation and patient safety.
At Hamilton Fraser we have seen a rise in complaints about results, although this hasn’t correlated with more claims being paid out. Priya Chander, Claims Handler explains, “2024 has seen a rise in complaints about results and formal claims. I believe this is due to the cost-of-living crisis with the current climate. While there has been a rise in complaints this has not resulted in more claims being paid out. With the rise of new regenerative treatments, awareness of lifestyle changes and the rise of AI it will be interesting to see what 2025 brings! The most common complaint we have seen this year is in relation to treatments not lasting as long as patients would like, this is where demands for refunds have seen a rise again likely due to the current economic climate. 2025 will be an eye opening year with the new budget in place and aesthetics continuing to thrive!”
"As 2024 draws to a close, it’s clear that this year has been a pivotal moment for the aesthetics industry. We’ve witnessed remarkable innovation, particularly in the areas of regenerative medicine and wellness integration, which are redefining what aesthetics can offer. At the same time, the ongoing challenges around regulation and patient safety underscore the critical importance of safeguarding standards as the industry grows. At Hamilton Fraser, we remain committed to supporting practitioners with insights, tools, and solutions that empower them to thrive in this ever-evolving landscape. Here's to building a safer, more innovative, and inclusive future for aesthetics in 2025."
– Eddie Hooker, Founder and CEO, Hamilton Fraser
As we look ahead to 2025, we are excited to see how the sector continues to evolve to meet the diverse and growing needs of an increasingly discerning patient demographic.
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