From technological and treatment advancements to shifts in consumer behaviour and the hope of regulation, the aesthetics industry looks poised for an exciting year in 2025.
In our article reflecting back on 2024, we observed significant momentum in areas such as regenerative aesthetics and menopause, as well as a continued move toward natural and subtle results and an increased focus on holistic wellness.
Here, we look ahead to the coming year with insights from the Hamilton Fraser team and some of our speakers from The Aesthetics Business Conference 2024.
Treatments like polynucleotides, bio-stimulating injectables, and exosomes surged in popularity in 2024, reflecting a growing preference for approaches that work with the body’s natural processes rather than simply masking issues. And this trend looks set to pave the way into 2025, with experts predicting we will see them being used more and more alongside other procedures to enhance results as well as in their own right. 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.”
Ella Vranjkovic, Cosmetic Lead at Hamilton Fraser, 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.”
With “treatment stacking” gaining traction, practitioners are combining therapies to address multiple concerns simultaneously.
According to Dr Priyanka Chadha, “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.”
This approach offers superior results, but practitioners must adhere to manufacturer guidelines and consult their insurers to mitigate risks associated with interactions between treatments.
Combining lots of different modalities in one also means training will need to adapt. Dr Raj 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”, he says. “I think that's a massive gap in the market.”
The integration of aesthetics into overall wellness will continue. Menopause-focused treatments, longevity-focused interventions, and skin health will become central themes in inpatient consultations.
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.”
As Julie Scott pointed out, “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.
“I really think that the other thing that's really come to the forefront is the movement away from obvious treatment outcomes and moving much more towards a more natural aesthetic”, says Dr Totton. “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.”
Ella adds, “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.”
You can listen to our podcast with Menopause in Aesthetics founder, Charlotte Body.
Personalisation is revolutionising the aesthetics industry, offering highly tailored treatment plans that go beyond a one size fits all approach. From Bioidentical Hormone Replacement Therapy (BHRT) to advanced skincare regimens, personalisation leverages breakthroughs in AI, epigenetics, and diagnostic testing to craft solutions uniquely suited to each individual.
AI powered analysis enables practitioners to predict treatment outcomes more accurately. 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.
Skincare is also becoming increasingly bespoke, with AI and diagnostic tools analysing skin conditions at a micro level to recommend targeted solutions. 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 wellbeing and aesthetic results.
The demand for weight loss injections is on the rise. However, reports of counterfeit products being sold online and tragic incidents, like the recent death of a nurse linked to tirzepatide, underscore the importance of education and careful patient selection. Practitioners must consult their insurers to understand the scope of their coverage and take precautions to avoid liability.
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.
And remember, clinics providing weight loss services should be CQC registered where:
“a medical practitioner provides or supervises advice or treatment in a clinic, including prescribing medicines, for the purposes of weight reduction.”
Weight loss injections are also sparking a rise in treatments to address the effects of the so called “Ozempic face”.
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 founder and CEO, Eddie Hooker, comments, “The tragic loss of Alice Webb has reinforced the urgent need for robust regulation, and we’ve continued to work closely with the Joint Council for Cosmetic Practitioners (JCCP) to push for progress. While it’s disappointing that the Government’s response to the licensing consultation has been delayed, I remain hopeful that 2025 will bring positive changes.”
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.
Vanessa Bird noted a shift toward “soft selling and ethical selling” in 2024, which aligns with patients valuing transparency and genuine care. This change not only strengthens trust but also fosters long term patient relationships through loyalty programmes, rewards and memberships, a trend expected to grow in 2025.
“I'm noticing more of a switch between soft and ethical selling”, she says. “I think businesses and clinics are finally realising that clinical skills are not enough, so they're now investing in their team in other ways, which I think is really important because we know sometimes it can be difficult to find good staff for clinics. The way forward for that is this new investment in them, valuing them and what they bring to the table. And that includes other skills other than clinical. This impacts the patient's journey as well, the patient now feels that the clinic staff are communicating more effectively, that they understand them, they feel heard, and it's this whole new approach to aesthetics.
“One thing I think is definitely going to be big for 2025 is loyalty schemes and memberships in clinics. It's big in America and is moving over here. It helps lock in that long term relationship with patients, makes them feel valued.”
Boundaries also became a key topic in 2024, with many professionals emphasising the importance of protecting personal time as we move into 2025. Setting clear work-life boundaries can reduce burnout and improve patient interactions. As the industry grows, clinics must find ways to support staff wellbeing alongside patient care.
Dr Chadha comments, “You have to set and define your boundaries. And it has to be no grey lines, it's black and it's white. Set the boundaries around protecting your time, and stick to them. There's no negotiation around it. Once you've set them a few times, it'll become a habit and automatic. You've got to have those boundaries.”
The rise in patient awareness around consumer rights means clinics must be more vigilant than ever about litigating as we move into 2025. According to Hamilton Fraser Claims Handler, Priya Chander, “Society is more aware of their consumer rights, leading to quicker litigation if patients are dissatisfied. Thorough consultations to manage expectations and leaning on insurance for support can help mitigate this risk.”
Clinics must document all procedures and manage patient expectations diligently. For instance, known side effects should always be discussed during consultations. Informing your insurer at the first sign of patient dissatisfaction can deter escalation and provide you with adequate support.
“Even if the patient unfortunately encounters a known side effect, the practitioner should still inform their insurance for assistance”, says Priya. “Our in house claims team deals with dissatisfaction about results to help negate litigation. We cannot avoid litigation, but we can certainly assist with deterring the patient from doing this.”
The aesthetics industry in 2025 looks set to expand on some of the key trends and shifts from 2024, blending innovation with patient centred care. As the field becomes more integrated with wellness, practitioners must remain vigilant, adaptable, and well-informed to navigate challenges and provide the best care possible. From regenerative medicine to ethical selling and beyond, the coming year promises to be an exciting one for the sector.
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