The “Hollow Cheek” trend: following the supermodels, Bichat fat pad removal booms worldwide

The latest trends in aesthetic surgery, as often happens, are shaped by Hollywood stars and international supermodels. It is therefore no surprise that Europe is experiencing a boom in the “hollow cheek” look, with an increasing demand for Bichat fat pad removal.

In Italy as well, the most in-demand facial procedure is the removal of buccal fat to create a slimmer face and more defined features.

Removing the Bichat fat pad has become the go-to method to say goodbye to round, full cheeks and achieve pronounced cheekbones and sculpted contours, inspired by red-carpet celebrities (as seen at the Cannes Film Festival). Influencers and social icons seem fully aligned: no more facial fullness — yes to sharper, more angled features. Requests come from women of all ages: younger patients with “baby face” features often want to look more mature, while those over 40 aim to reduce the “bulldog” effect caused by skin laxity.

The Bichat fat pad is a rounded mass of fat located between the facial muscles beneath the cheekbone. Everyone has it — especially children — but its size varies significantly, influencing facial shape. With age, the fat diminishes and descends. As summer approaches, demand rises for buccal lipectomy (bichectomy) to slim the cheeks and refine the lower third of the face.

The procedure can be combined with rhinoplasty, facelift, lip augmentation or chin implants, but is not recommended for individuals with very thin faces or significant facial aging. When appropriate, the procedure is performed with sedation in day hospital: a small incision is made inside the cheek, and the fat pad is gently extracted.

Post-operative care includes a liquid diet for a few days and the use of disinfectant mouthwash. Normal activities can resume the following day, although complete healing — including reduction of swelling and bruising — generally requires up to two months.

A parallel trend gaining traction in the U.S. is Body Contouring. Liposuction is up 5%, abdominoplasty 9%, and mastopexy 7%. After childbirth or with age, many seek procedures to remove excess fat and skin. Fat grafting is also increasingly common: facial lipofilling is up 13%, buttock fat grafting 26%, and breast lipofilling an impressive 72%.

by Maria Serena Patriarca