Cosmetic Procedures Surge Among Americans Over 60
Cosmetic procedures are seeing a significant surge among older Americans, particularly those aged 66 and above, with a 24% increase in procedures in 2025, the highest growth rate across all age groups. This trend is largely driven by the aging Baby Boomer generation, who are now entering their senior years and represent a demographic with substantial financial resources. Americans aged 50 and over account for over half of U.S. consumer spending, totaling approximately $10.7 trillion annually, and possess a high rate of homeownership. Many in this age group remain active, working, and traveling, viewing cosmetic treatments as an investment in their quality of life, akin to vacations or fitness.
The types of procedures chosen by older demographics are also evolving. Those over 66 are increasingly opting for eyelid surgeries, facelifts, and liposuction. Individuals aged 56 to 65 are also seeking body contouring and facial volume restoration treatments. The widespread adoption of weight-loss drugs like Ozempic has further fueled demand, as rapid weight loss can lead to excess skin and facial volume loss, creating a need for fillers, skin tightening, and body treatments. This has expanded the customer base for aesthetic companies.
Most cosmetic procedures are paid for out-of-pocket, with costs varying by product, practitioner, and treatment type. Repeat business is common, with many patients returning for ongoing treatments. Allergan, a major player with products like Botox Cosmetic and Juvederm fillers, reported approximately $4.86 billion in aesthetic revenue for 2025, though overall aesthetic operations saw a 6% decline and Juvederm sales dropped 15% amid strong competition.
Galderma, another significant company offering Dysport, Restylane, and Sculptra, reported stronger performance with 2025 revenues of about $5.2 billion, a nearly 18% increase. Their aesthetic injectables segment grew over 11%, and products competing with Botox saw more than 14% growth. The breast implant market is also benefiting, with Establishment Labs, maker of Motiva implants, reporting a 32% revenue increase in the second quarter of 2026. Israeli companies are also active in the sector; InMode, which offers radiofrequency-based aesthetic systems, reported second-quarter revenues of approximately $95.6 million, with consumables and services up 13%. SuperWave, an Israeli company developing ultrasound skin tightening technology, saw its second-quarter revenues grow by 43% to about $30 million and achieved a net profit of $2.5 million.
