The age range of those turning to aesthetic medicine and surgery is expanding

A recent separation? A new job? These are often key life moments in which men, in particular, decide to turn to cosmetic surgery. Men are increasingly attentive to their appearance, and in pivotal periods where they must regain confidence—emotionally or professionally—they seek support from aesthetic specialists. Not only adults in the “traditional” age range, but also younger patients and even those over 70: the age span of those choosing aesthetic medicine and surgery continues to widen, proving that the desire to look and feel one’s best has no age limit.

Generation Z plays a leading role in the rise of “beautification”, often not to correct signs of aging but to enhance attractiveness and align with social media beauty standards.

Pre-pandemic data show over one million aesthetic procedures per year in Italy, including both cosmetic medicine and surgery. However, the most significant development of the past two years is the expansion of the patient age bracket: from 18-year-olds to individuals well over 70. Men now represent around 15% of patients, with botox among the most requested procedures. The keyword is “naturalness”: enhancing features without exaggeration, in a broader wellness-oriented approach that integrates beauty and health.

A specific phenomenon concerns young people who, often with the support of their parents, undergo aesthetic procedures to feel more comfortable with their appearance. Recent data reveal that 53% of Italian teenagers have tried at least one aesthetic treatment. These range from hair removal and acne or stretch-mark treatments to anti-cellulite procedures. Some even turn to cosmetic surgery, mainly for rhinoplasty, breast surgery or ear correction.

Social media platforms such as Instagram and TikTok play a crucial role, shaping the desires of younger generations and increasing the demand for lips, cheekbones or facial features inspired by influencers.

For those under 25, preventive aesthetic medicine is increasingly popular. Among those over 40, high-tech corrective treatments dominate—addressing pigmentation, wrinkles and skin laxity. Excellent results are achieved with calcium hydroxyapatite fillers, a natural and fully absorbable compound. Many patients now request jawline sculpting, preauricular contouring and overall facial reshaping using hyaluronic acid and calcium hydroxyapatite, which stimulate collagen production and improve firmness.

by Maria Serena Patriarca