The rise of cosmetic injectables among Gen Z is a fascinating and controversial trend that's worth exploring. The quest for the 'perfect face' has taken a new turn, and it's not just middle-aged women seeking these procedures anymore.
According to industry experts and researchers, a combination of factors has led to this surge in popularity. Falling costs, the pressure to look good on video calls, and the increased openness of celebrities discussing their procedures have all contributed to this phenomenon. The industry's value, estimated at $4.1 billion in Australia in 2023, reflects a steady global demand increase over the past few years, with a notable 44% jump in non-surgical cosmetic procedures from 2020 to 2024.
But here's where it gets controversial: traditionally, the primary market for non-cosmetic injectables was middle-aged women. However, many in the industry are now witnessing a shift towards younger demographics.
"The majority of our patients are between 18 and 35," says Vivek Eranki, operator of cosmetic injectables clinics across Australia. He notes a rapid evolution from older patients to a younger clientele.
Maria Comyns, who runs a clinic in Canberra, agrees, stating, "You do see a lot more Gen Z coming in, asking for advice and showing videos."
So, what's driving this change? Professor Gemma Sharp, a psychology professor at Adelaide University, has been researching body image and cosmetic procedures. She believes the procedures have become more affordable, making them accessible to younger generations. "You can get them done quickly and easily, even during your lunch break. The prices have come down, making it more affordable for young people."
However, Professor Sharp also emphasizes the need for better regulation in the industry. She highlights that while Australia is ahead of some countries in this regard, it's still considered the 'wild west' of medicine, lacking the governance and rigor of other medical fields.
And this is the part most people miss: the impact of social media and video calling. Gen Z, influenced by online trends and celebrities, is seeking a more natural look. As Sarah Crocker, a registered nurse for cosmetic injectables, puts it, "Young people want the 'no-makeup' look."
Vivek Eranki compares the cosmetics industry to the airline industry, stating, "We've become safer and safer, and because it's safer, more people are seeking it out."
Dr. Comyns notes the reduced stigma among younger clients, attributing it to the influence of social media and celebrities openly discussing their procedures. "It was taboo before, but now it's much more open and spoken about, thanks to influencers and celebrities."
Professor Sharp agrees, stating that social media has propagated appearance ideals, particularly facial appearance ideals. "We're constantly looking at each other's faces for communication cues, and if we see the same types of faces, it tells us that's the ideal to aim for."
In response, AHPRA, the Australian Health Practitioner Regulation Agency, announced new guidelines in June last year. These guidelines ban social media influencer testimonials and target advertising to minors. They also introduce more training requirements for doctors and nurses performing these procedures, prioritizing patient safety and informed choices.
So, what do you think? Is this a positive step towards safer cosmetic procedures, or is it too little too late? Share your thoughts in the comments below!
