The Future of Beauty Is Medical

Beauty is going medical — and nearly 40% of people are already participating.

The beauty market is shifting from hype to outcomes — and medical aesthetics is perfectly positioned to deliver.

The latest State of Fashion: Beauty report by McKinsey & BoF highlights how consumer behaviour is shifting: away from hype and celebrity, and toward results, evidence, and value. This is creating a powerful opening for clinics, platforms, and practitioners working in injectables, skin rejuvenation, and other aesthetic treatments.

Below, we break down the most relevant insights from the report — and what they mean for players across the medical aesthetics ecosystem.

1. Aesthetic Treatments Are Becoming Mainstream

The data speaks volumes:

• 11% of global consumers have had an aesthetic injectable in the last year
• An additional 28% say they're interested in getting one
• That's nearly 40% of consumers globally already participating or considering aesthetic medicine — a number that's likely underreported due to stigma and privacy.
• Aesthetic injectables are the fastest-growing category in beauty, projected at 9–12% annually through 2030 (vs. 3–5% for skincare and 2–5% for colour cosmetics).

2. The New Beauty Consumer Is Value-Focused — Not Just Price-Conscious

Consumers are becoming more selective. Many are unconvinced that higher price automatically means higher performance. They're evaluating purchases — whether skincare or skin boosters — based on ingredients, clinical backing, and credible reviews.

As medical aesthetics gains visibility, this mindset translates into higher expectations from treatments, too. People want:

• Proven results (before-and-afters, clinical evidence)
• Transparency on pricing and risks
• Trust in the practitioner's qualifications and approach

In short: price matters, but only in the context of performance and experience.

3. Wellness, Beauty, and Medical Aesthetics Are Blurring

The report confirms what many in the industry have already seen: consumers are increasingly folding aesthetic treatments into their broader wellness and self-care routines — alongside skincare, nutrition, supplements, and mental wellbeing.

• 44% of global consumers now define beauty as taking care of the mind and body
• Categories like beauty supplements, spa services, and aesthetic injectables are all growing as part of this expanded view
• Medical aesthetics is no longer seen as luxury-only — it's becoming part of how people maintain their appearance and confidence over time

The uptake is especially visible in regions and demographics where disposable income and beauty engagement are high — including Europe, the Middle East, and India, where premium beauty spend and interest in clinical services are on the rise.

4. Discovery Is Fractured — and That Matters for Treatments

The report points to a growing challenge across beauty: consumers are finding it harder to navigate discovery. Digital channels are oversaturated, influencer trust is declining, and the cost of acquiring attention keeps rising.

While e-commerce works well for repeat skincare purchases, it's far less effective for helping people explore higher-consideration categories like medical aesthetics — where trust, education, and clarity matter.

This creates a meaningful gap between curiosity and action. People are interested in treatments but unsure where to go, how to compare options, or what's right for them.

Platforms and clinics that make discovery easier — by providing trusted guidance and transparent information — are well placed to close that gap and meet growing demand.

5. Consumers Don't Want More Hype — They Want Help Making Decisions

The report shows that the influence of beauty founders and influencers is fading:

• Only 13% of consumers cited a founder as a reason for brand choice
• 51% said real user reviews are their most trusted source of information

For clinics and service providers, this is an opportunity to rethink how credibility is built. Education, expert voices, clinical transparency, and authentic testimonials matter more than aspirational branding.

It's not about having the flashiest Instagram — it's about making it easy for someone to understand what they're signing up for, and why it's worth their time and money.

TL;DR — Why This All Matters

• Nearly 40% of global consumers are already participating in or considering aesthetic medicine
• Aesthetic injectables are the fastest-growing category in beauty, projected to grow 9–12% annually
• Consumers want value and performance, not luxury for its own sake
• The lines between beauty, wellness, and medical aesthetics are blurring
• Discovery is fragmented — and consumers are craving better ways to explore and decide

Medical aesthetics isn't benefiting from a passing trend — it's aligned with long-term shifts in what consumers want from beauty: substance, not surface.

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