Global Trends in Cosmetic Treatments: Insights Into Shifting Preferences

Over the past decade, the global landscape of cosmetic treatments has evolved rapidly, driven by the influence of social media, technological advancements, shifting cultural norms and trends, and increasing accessibility. As interest in enhancing physical appearance grows, cosmetic procedures have become a routine part of personal care for millions of people worldwide.

In this report, the Healthnews team analyzed Google search trends related to cosmetic treatments across 70 of the world's most developed countries, as ranked by the Human Development Index (HDI).

Methodology

To analyze global interest trends in cosmetic procedures, Healthnews utilized data from Google Trends. This tool provides insights into the relative search volumes of specific topics and queries and helps adapt queries to local contexts.

Most popular related queries have then been screened by us for relevance to our study. We retrieved the data in August 2024 and covered search activity from the past 12 months.

Here's how Healthnews conducted the study:

• The analysis focused on the top 70 countries with the highest HDI rankings, ensuring these countries have sufficient internet access and Google usage to provide reliable data.
• Search queries were explicitly collected within the ‘cosmetic procedures’ category to identify relevant trends.
• The top three most-searched cosmetic treatments were identified and recorded for each country.
• The most searched procedures were analyzed to discern patterns and trends across different regions. This allowed us to compare and contrast global consumer interest in cosmetic treatments and understand the factors driving these trends.

Finally, an in-depth analysis was conducted to examine trends in interest for popular cosmetic procedures in the United States over the past decade (2014–2024) by analyzing relative search volumes of different queries over time.

Analysis of cosmetic treatment trends

Our analysis reveals a clear shift toward non-invasive procedures, with collagen treatments leading the way globally. Cultural influences and medical advancements are shaping cosmetic preferences, as explored in the following sections.

Collagen treatments are the leading choice globally

One of the most striking findings from our analysis is the skyrocketing popularity of collagen treatments. Collagen, a crucial protein that maintains the structural integrity of skin, joints, bones, and internal organs, has surged in popularity due to its potential role in enhancing skin elasticity and overall appearance.

Collagen treatments were the most searched cosmetic procedure in 38 of the 70 countries analyzed, accounting for over 54% of all top-ranking searches. In total, collagen treatments appeared 58 times in search rankings across the first, second, and third positions, highlighting their widespread interest globally.

This high demand may be attributed to the minimally invasive nature of collagen fillers and their perceived effectiveness in reducing signs of aging. Countries like the United Kingdom, Canada, and Australia have consistently seen collagen treatments leading search rankings, indicating a strong interest in non-surgical methods for achieving youthful skin.

However, while there might be a global fascination with collagen cosmetic procedures, it does not necessarily mean that increased search interest always translates into actual procedures.

Plastic surgery is still in fashion

Despite the increase in popularity of non-invasive alternatives, plastic surgery still remains a popular choice, particularly in regions where surgical enhancements are more culturally accepted or even celebrated.

According to our analysis, plastic surgery was the most searched category in 23 out of the 70 countries analyzed, representing approximately 33% of the top searches. Additionally, when accounting for specific procedures such as rhinoplasty (popular in 15 countries), breast augmentation (ranking in 10 countries), and liposuction (7 mentions), the interest in plastic surgery becomes even more evident.

In countries such as the United States, Hong Kong, and Germany, plastic surgery is frequently the top search, underscoring a cultural preference for more dramatic transformations. These findings suggest that in certain regions, the allure of significant aesthetic changes continues to outweigh the appeal of subtler, non-surgical options.

The rise of injectable treatments

Injectable treatments, particularly Botox and hyaluronic acid fillers, have significantly increased in popularity, reflecting a global shift towards less invasive cosmetic procedures.

Interest in Botox, a neurotoxic protein known for smoothing wrinkles and fine lines when injected, was prominent in 18 countries, making it the third most mentioned cosmetic treatment in our analysis.

Meanwhile, hyaluronic acid treatments, primarily used to add volume and hydration to the skin, appeared 16 times across the rankings.

In countries like Israel, Malta, and Georgia, the preference for Botox and hyaluronic acid over other treatments highlights a broader population interest in preserving youthful appearances.

The growing interest in these treatments might also underscore the increasing demand for ‘tweakments’ — minor cosmetic adjustments that can be performed quickly with minimal disruption to daily routines.

Local culture continues to shape beauty standards

While the increasing access to the internet and social media continues to accelerate globalization and influence beauty and fashion trends, regional differences in cosmetic procedure trends still persist. Researchers have previously identified that cultural, demographic, and societal factors significantly influence the interest in specific cosmetic treatments.

Eyelid surgery, or blepharoplasty, is primarily sought after in regions where a more defined eye shape, such as double eyelids, is considered a beauty standard. Although blepharoplasty did not dominate searches in many countries, it was notably popular in countries like Switzerland, the Netherlands, Japan, and Hong Kong.

Rhinoplasty, commonly known as a nose job, is one of the most popular surgical procedures globally, appearing 15 times in our analysis. Interest is particularly strong in Belarus and Russia, Mexico, South Korea, and regions of the Middle East, including Israel, Saudi Arabia, and Turkey.

Globally, interest in liposuction was prominent in 7 countries, while abdominoplasty (also known as tummy tuck) was among the most searched for in 4 countries, particularly in Central and South America. Interestingly, queries about breast implants were prevalent in 10 locations, notably all located in Europe.

In contrast, Scandinavian countries like Norway, Denmark, and Sweden strongly prefer non-surgical treatments like collagen therapy and Botox, reflecting cultural values that favor natural beauty and subtle enhancements. More minimalist beauty ideals in these countries stand in stark contrast to the more dramatic transformations favored in regions such as South America and East Asia.

Cosmetic procedure trends in the U.S.

A deeper dive into consumer interest in the United States over the past years has revealed several interesting insights.

Over the past decade, the interest in cosmetic procedures has tended to rise during the spring and early summer months, likely driven by individuals preparing for the summer season. These trends are particularly notable for body-focused treatments like liposuction and tummy tucks, as people focus on achieving their ideal physique.

On the other hand, facial enhancements such as Botox and collagen treatments show noticeable interest at the beginning of the new year, likely tied to ‘new year, new me’ resolutions and a desire for a refreshed, youthful appearance to kick off the year with confidence.

One of the most notable declines in interest in popular cosmetic treatments occurred during the COVID-19 pandemic, particularly in March and April 2020. For instance, searches for Botox dropped by over 40% within just a few months. However, interest rebounded significantly after May 2020, eventually surpassing pre-pandemic levels later that year. This surge was likely due to increased demand for cosmetic touch-ups following the long period of lockdown and social distancing.

Another unusual trend that emerged during the pandemic was the so-called 'Zoom Boom.' Many people turned to facial cosmetic procedures like Botox, lip fillers, and facelifts due to the increased time spent on video calls. There was a notable rise in search interest for these procedures as people became more conscious of their facial appearance on camera, particularly those working remotely who no longer had to wear face masks daily.