Key conclusions:
- Global surgical volume declined slightly in 2024, but demand remains strong—especially for non-surgical and age-specific treatments.
- The US leads in injectables, Brazil in body surgery. Asia performs the most comprehensive procedures worldwide.
- Skin tightening and blepharoplasty increased, marking a shift toward visible results with minimal downtime.
Each year, the International Society of Aesthetic Plastic Surgery (ISAPS) – the leading global organization for board-certified plastic surgeons – publishes its definitive snapshot of the state of aesthetic medicine. The ISAPS Global Survey is widely recognized as the industry benchmark, gathering data from more than 2,900 plastic surgeons in 117 countries. The new release Report 2025based on procedures performed last year, reveals a changing cosmetic landscape: while overall procedure volume declined slightly for the first time in years, consumer demand remains strong—especially for non-invasive solutions and age-appropriate enhancements.
At the same time, cultural attitudes toward surgery are becoming more open, with public figures like Kris Jenner normalizing transparency around cosmetic work. The celebrity’s latest facelift sparked a wave of curiosity on social media, with fans directly asking the name of her surgeon and praising her choice. From global procedure rankings to medical tourism hotspots, BeautyMatter breaks down the numbers shaping the future of the beauty industry.
World Totals
- Total Aesthetic Procedures: 37,953,870
- Surgeries: 17,415,324 (-6.7% YoY increase (YoY)
- Non-surgical: 20,538,546 (-3.1% YoY increase)
Top five countries with global process
- United States: 6,170,212 (highest non-surgical volume)
- Brazil: 3,121,206 (highest surgical volume)
- Japan: 1,627,356
- Mexico: 1,366,519
- Germany: 1,205,926
Total Plastic Surgeons (Worldwide) 58,504
- United States: 7,752
- Brazil: 7,136
- Mexico: 2,429
- Germany: 1,648
- Turkey: 1,540
The US and Brazil continued to dominate the global aesthetic landscape, but for different reasons. The US leads the way in non-surgical procedures, while Brazil champions surgical procedures, particularly enhancements that focus on the body. Japan, Mexico and Germany complete the top five. Together, these countries represent not only volume but also strategic diversity, injectable balancing, facial surgery and body contouring.
With more than 58,000 practicing surgeons worldwide, the industry remains firmly global, although US surgeons still hold the largest share. an average of 649 procedures per doctor.
Top 10 Surgical Procedures (Worldwide)
- Blepharoplasty: 2,115,360 total, +13.4% year-on-year increase
- Liposuction: 2,087,189 total, -12.6% annual increase
- Breast augmentation: 1,658,615 total, -17.5% increase per year
- Scar Revision: 1,156,446 total, 0% YoY increase (new entry)
- Rhinoplasty: 1083,631 total, up 9.8% year-on-year
- Abdominoplasty: (tummy tuck), 1,023,227 total, -16.7% year-on-year increase
- Facelift: 764,974 total, -9.5% YoY growth
- Breast lift: 690,172 total, -9.4% year-on-year increase
- Breast reduction: 657, 232 total, -16.8% year-on-year increase
- Fat grafting: 628, 379 total, -20.5% YoY increase
Top 10 Non-Surgical Procedures (Global)
- Botulism toxin: 7,887,955 total, -17.4% YoY increase
- Hyaluronic Acid Fillers: 6,338,184 total, +5.2% YoY increase
- Hair removal: 1,487,130 total, -12.9% year-on-year growth
- Skin Tightening: 1,239,306 total, +38.9% YoY increase
- Chemical peels: 820,225 total, +33.3% annual increase
- Full Field Removal: 494,351 total, +17.9% YoY increase
- Non-surgical fat reduction: 454,042 total, +1.7% YoY increase
- Photo reproduction: 434,639 in total, -10.8% annual increase
- Micro-ablative resurfacing: 352,092 total, -5.3% annual increase
- Calcium hydroxyapatite: 293,096 total, -3.3% YoY increase
Despite the overall decline in the industry, some processes are showing unexpected growth. Blepharoplasty increased by 13.3% annually, becoming the most performed surgery worldwide. In the non-surgical space, skin tightening and chemical peels posted double-digit gains, up 38.9% and 33.3%, respectively, reflecting consumer demand for visible results with little downtime. Elsewhere, traditional procedures like Botox and liposuction have declined, possibly due to market saturation, shifting consumer expectations, or even less spending due to economic uncertainty.
Procedures by Gender
Women (85.5% of all operations)
Top Surgery:
- Liposuction: 1,792,232 total
- Blepharoplasty: 1,625,597 in total
- Breast augmentation: 1,611,758 total
- Abdominoplasty: 945,636 in total
- Scar review: 836, 458 total
Top Non-Surgical:
- Botulinum toxin: 6,622,473 total
- Hyaluronic acid: 5,458,666 total
- Waxing: 1,224,695 total
- Skin tightening: 1,046,361 total
- Chemical peeling: 662,200 in total
Men (14.5% of all operations)
Top Surgery:
- Blepharoplasty: 489,763 in total
- Gynecomastia: 383,656 total
- Scar Revision: 319,987 total
- Liposuction: 294,866 total
- Rhinoplasty: 287,398 total
Top Non-Surgical:
- Botulinum toxin: 1,265,482 total
- Hyaluronic acid: 879,517 total
- Hair Removal: 262,435 in total
- Skin tightening: 192,946 total
- Full field removal: 159,474 total
There is a stark gender gap in the aesthetics market, with women leading the way, accounting for 85.6% of all procedures. Among these, liposuction, blepharoplasty and breast augmentation lead the way, while botox and filler dominate the non-surgical landscape.
Men only account for 14.5% of patients, but they continue to embrace blepharoplasty, gynecomastia correction and injectables. Notably, men’s demand for full-field ablative resurfacing also ranks in the top five, indicating growing male interest in visible skin improvements.
Top procedures by age
- 18-25: Rhinoplasty
- 26-35: Liposuction
- 36-45: Liposuction
- 46-60: Blepharoplasty
- 60+: Blepharoplasty
When it comes to aesthetics, age is more than just a number. For younger patients under the age of 25, rhinoplasty tops the chart, possibly reflecting aesthetic and cultural trends around facial enhancement. Liposuction dominates the 26-45 age group, aligned with body contouring ideals during peak career and family years. As patients age, blepharoplasty is clearly becoming a favorite, surpassing other procedures in the 46-60 and 60+ age categories, as consumers seek more subtle rejuvenation tactics.
Medical Tourism
Top countries accepting foreign patients:
- Turkey: 1,290,000
- Mexico: 870,000
- Colombia: 648,000
- Switzerland: 603,000
- Thailand: 564,000
Rate of procedures in foreign patients:
- Turkey: 49.2%
- Switzerland: 52.2%
- Thailand: 33.2%
Aesthetic medicine is no longer bound by borders. Turkey, Mexico and Colombia top the list for international patients, with Turkey alone receiving 1.29 million foreign treatments annually. In some cases, more than half of the procedures performed in these destinations involve international clients. Medical tourism is not just about the cost. It’s about perceived expertise, hosting infrastructure and social media fueled by word of mouth.
Procedures by Region
- North America: 7,434,535 total, 19.6% global total
- South America: 4,845,757 total, 12.8% world total
- Europe: 7,021,339 total, 18.5% world total
- Asia: 13,761,731 total, 36.3% global total
- Africa: 598,104 total, 1.6% world total
- Oceania: 290,925 total, 0.8% of global total
- Middle East: 2,001,479 total, 5.3% global total
Surgical operations by Region
- North America: 2,636,113 total, 15.1% of global total
- South America: 2,661,161 total, 15.3% world total
- Europe: 2,697,211 total, 15.5% world total
- Asia: 6,541,074 total, 37.6% global total
- Africa: 265,567 total, 1.5% world total
- Oceania: 113,087 total, 0.6% of global total
- Middle East: 501,111 total, 2.9% global total
Non-surgical procedures by region
- North America: 4,798,422 total, 23.4% global total
- South America: 2,184,596 total, 10.6% world total
- Europe: 4,324,128 total, 21.1% world total
- Asia: 7,220,657 total, 35.2% global total
- Africa: 332,537 total, 1.6% world total
- Oceania: 177,838 total, 0.9% of world total
- Middle East: 1,500,368 total, 7.3% of global total
Regional Snapshots
North America
- Most surgeries: Liposuction
- Most are performed non-surgically: the botulinum toxin
- The US alone accounted for 6.17 million procedures
South America
- Brazil dominates in surgeries
- High volume of breast-related surgeries
Europe
- Strong non-surgical growth (especially fillers and skin tightening)
- Germany leads with 1.2 million total procedures
Asia
- The highest number of total procedures worldwide
- Significant demand for blepharoplasty and face contouring
Middle East
- Rapid growth in non-surgical treatments
- Over 2 million total procedures
Africa
- Still an emerging market
- Non-surgical aesthetics are gaining popularity
Oceania
- Moderate overall volume but higher procedures per capita in Australia
- Focus on injectables and non-invasive resuscitation
While the global aggregate gives a broader picture, regional disparities reveal much more nuanced insights. Asia leads overall, with 13.7 million procedures, fueled by demand for blepharoplasty, face contouring and non-invasive rejuvenation. North America, largely led by the US, remains a driving force in both injectables and body contouring. Europe shows strong non-surgical adoption, particularly in Germany, while South America continues to prioritize surgical improvements, especially in Brazil. The Middle East is rapidly emerging, driven by younger beauty-conscious consumers and a growing cultural openness to aesthetic work. Meanwhile, Africa and Oceania remain smaller markets but offer high growth potential, particularly in Australia, where per capita processes are among the highest globally.
