The impact of the pandemic on aesthetic surgery in italy: from fifth to eighth place worldwide. non-surgical procedures on the rise driven by the “zoom effect”

The International Society of Aesthetic Plastic Surgery has recently published global data that shed light on how the Covid-related health and social emergency has affected Aesthetic Surgery trends in Italy over the past two years.

The statistics, based on a survey conducted on a broad international sample of plastic surgeons, reveal a general decrease in surgical activities. During the first year of the pandemic, aesthetic surgery procedures — globally and in Italy — were suspended for extended periods due to lockdown measures.

As a result, Italy dropped from fifth to eighth place worldwide in the ranking of total aesthetic procedures (surgical and non-surgical), now preceded by the United States, Brazil, Germany, Japan, Turkey, Mexico and Argentina.

In 2020, according to the Italian Association of Aesthetic Plastic Surgery, approximately 830,868 aesthetic procedures were performed in Italy, compared with over 1,088,000 in 2019. While surgical procedures decreased by about 10%, non-surgical treatments increased by 5.7%, confirming a macro-trend already present before Covid.

Breast augmentation remains the most requested procedure among women, especially in the 19–34 age group, while blepharoplasty continues to be the most popular among male patients.

Among non-invasive treatments, Botulinum Toxin and Hyaluronic Acid fillers remain the top choices — particularly among 35–50 year-olds — followed by chemical peels, permanent hair removal treatments and facial rejuvenation procedures.

Non-surgical Aesthetic Medicine has also rapidly regained popularity after lockdowns, strongly influenced by the so-called “Zoom Effect”, which has pushed many professionals to improve their facial appearance due to frequent video meetings.

For patients over 40 — in an era where “40 is the new 30” — botox, fillers, body contouring and liquid lifting remain the most sought-after procedures. Experts predict these treatments will continue to grow in popularity, supported by the example of celebrities who shape modern beauty standards through magazines and social media.

Among the most famous cases: Britney Spears has openly shared her use of lip fillers; Jennifer Aniston has credited her refreshed look to non-surgical ultrasound lifting; and supermodel Paulina Porizkova posted a photo showing the small red marks left after her recent plasma pen treatment.

Maria Serena Patriarca