As we close out 2024, a clear shift in plastic surgery trends has emerged, signaling the end of an era dominated by exaggerated enhancements and the rise of a more subtle, natural aesthetic. Dubbed the “De-Kardashian-ification of America,” this trend is marked by patients opting for reversals of Brazilian Butt Lifts (BBLs), downsizing breast implants, and dissolving facial fillers. For aesthetic surgeons and professionals, these changes present not only a shift in patient preferences but also a call to refine techniques and counsel patients through this period of aesthetic recalibration.
A Shift Away from Extreme Enhancements
For much of the past decade, the aesthetic ideal was largely shaped by the exaggerated curves of celebrities like the Kardashians and Cardi B. Large breast implants, extreme BBLs, and overfilled faces became the norm. In 2024, however, patients are increasingly seeking procedures that offer a slimmer, more natural look. This year has seen a marked rise in requests for:
- BBL Reversals: Many patients who previously opted for dramatic buttock augmentation are now returning to their surgeons for revisions or reductions.
- Breast Implant Downsizing or Removal: The pendulum is swinging away from large implants in favor of modest augmentations or complete explantation, combined with lifts for a more natural contour.
- Dissolving Facial Fillers: The phenomenon of “pillow face”—where excessive filler creates puffiness and distortion—has prompted patients to dissolve fillers and opt for subtler alternatives like facelifts, brow lifts, and blepharoplasty.
The Influence of Weight Loss Trends
One of the key drivers behind this shift is the widespread use of GLP-1 agonists such as Ozempic and Wegovy for weight loss. As these medications have surged in popularity, they’ve contributed to the phenomenon known as “Ozempic Face”—a gaunt, hollowed-out look resulting from rapid weight loss. This has led to a corresponding uptick in procedures to address the after-effects, including:
- Facial Fat Grafting: To restore lost volume and combat the hollow appearance caused by extreme weight loss.
- Abdominoplasty (Tummy Tuck): To address excess skin left behind after significant weight loss.
- Body Contouring Procedures: Including thigh lifts, arm lifts (brachioplasty), and breast lifts to refine the body’s silhouette after fat loss.
Patients are increasingly turning to these procedures to achieve a more balanced and youthful appearance post-weight loss, aligning with the trend toward a natural and proportionate aesthetic.
The Rise of Subtle Rejuvenation
The decline in exaggerated enhancements has been accompanied by a rise in subtle, restorative procedures. Many patients are seeking treatments that provide a refreshed look without overt signs of intervention. This has led to increased demand for:
- Facelifts and Mini-Facelifts: These offer long-lasting rejuvenation by addressing sagging tissues and restoring youthful contours without the overfilled look associated with excessive injectables.
- Brow Lifts and Blepharoplasty: These procedures rejuvenate the upper face by lifting sagging brows and addressing eyelid aging.
- Skin Quality Treatments: Procedures like laser resurfacing, microneedling, and PRP therapy are gaining traction as patients focus on improving skin texture and tone.
These approaches provide a “natural refresh” that aligns with the desire to look youthful and healthy without appearing “done.”
Patient Preferences: “Did She or Didn’t She?”
Today’s patients are increasingly requesting outcomes that leave others guessing. The goal is no longer to achieve dramatic transformations but to enhance natural beauty subtly. The ideal aesthetic in 2024 reflects a desire for:
- Balance and Proportion: Whether through body contouring or facial rejuvenation, patients are prioritizing harmonious, proportional results over exaggerated features.
- Discreet Enhancements: The trend is to undergo procedures that leave subtle, undetectable improvements. Patients want their friends and family to wonder, “Did she or didn’t she?” rather than recognize clear signs of intervention.
Implications for Aesthetic Surgeons: From “More is More” to “Less is Best”
1. Refined Surgical Techniques
Surgeons must be adept at delivering natural-looking results, which requires a focus on refined, conservative techniques. Whether performing a breast lift, a facelift, or body contouring, precision and restraint are key to meeting these evolving patient expectations.
2. Managing Patient Expectations
Clear communication is crucial. Educating patients on the limitations and potential outcomes of procedures like BBL reversals or filler dissolutions helps align their expectations with reality.
3. Offering Comprehensive Solutions
As patients seek to address issues like Ozempic Face or post-weight-loss skin laxity, surgeons who offer a full spectrum of facial and body contouring procedures will be well-positioned to meet demand.
4. Focus on Holistic Rejuvenation
Combining surgical procedures with non-invasive treatments for skin quality and texture ensures a comprehensive approach to natural aesthetics. Consider integrating treatments like PRP therapy, laser resurfacing, and microneedling into your practice to offer complete rejuvenation packages.
Looking Ahead to 2025
As we move into 2025, the “Great Deflation” is likely to continue shaping the aesthetic landscape. This shift toward natural beauty offers an opportunity for surgeons to highlight their expertise in delivering balanced, subtle results. By staying attuned to these trends and adapting your practice accordingly, you can meet the growing demand for a more refined and authentic aesthetic.
