In 2019, the term “rich girl face” emerged, coined by U.K.-based Dr. Dirk Kremer, as an acknowledgment of women showcasing their expensive, apparent, noninvasive cosmetic treatments, akin to flaunting luxury handbags. This marked a swift and unwavering societal shift from considering such procedures unthinkable to embracing them.
Dr. Sherly Soleiman, founder of Cosmetic Injectables Center in Los Angeles, noted the popularity surge of dermal fillers in 2019, coinciding with celebrities openly discussing their procedures and the gradual dissolution of associated stigma. According to Soleiman, these treatments are now viewed more as routine skin maintenance, comparable to nail and hair care, rather than as taboo practices.
Soleiman’s observations align with a 2022 study by the American Society of Plastic Surgeons (ASPS), revealing a 19% uptick in cosmetic surgeries since 2019 and a significant increase in minimally invasive procedures, particularly hyaluronic acid filler treatments, which spiked by 70%. Additionally, 2022 marked the first year skin resurfacing and laser treatments were quantifiable.
Dr. Mariana Vergara, founder of Beauty Villa Vergara in Beverly Hills, attributed the rising popularity of dermal fillers to technological advancements and the influence of social media, which has heightened individuals’ image-consciousness and self-awareness. With celebrities and influencers setting beauty trends and endorsing specific brands, the stigma surrounding cosmetic enhancements has diminished.
The aesthetics industry shows no signs of slowing down. Fortune Business Insights reports that the facial injectables market was valued at $8.47 billion in 2022, with projections indicating growth to $13.84 billion by 2030, showcasing a compound annual growth rate (CAGR) of 6.5% between 2023 and 2030. North America dominated the global market in 2022, commanding a 47.57% share.
Recent discussions have surfaced regarding the dissolution of filler, referring to the reversal of tweakments achieved with injectables. Celebrities like Amy Schumer, Blac Chyna (Angela White), and Francesca Farago have publicly documented their experiences with filler removal, signaling a shift in attitudes towards cosmetic procedures.
