Why Younger Patients Are Opting Into Cosmetic Procedures

February 23, 2026

A smiling, relaxed woman receiving a beauty treatment

A significant shift is happening in the world of cosmetic surgery, with people in their 20s and 30s seeking procedures previous generations reserved for middle age or later – from Botox to eye lifts.

What’s driving this trend, and is it cause for concern? University Hospitals facial plastic and reconstructive surgeons Saikrishna Gourishetti, MD, and Amanda Goslawski, MD, and Division Chief Cyrus Rabbani, MD, share more.

The Youth Revolution and “Prejuvenation”

According to the most recent survey of the American Academy of Facial Plastic Surgeons (AAFPRS), facelift patients are trending younger, with patients aged 35-55 rising to represent over one-third of facelifts in recent years. Other less invasive procedures are on the rise too.

A few factors explain this surge. Social media has normalized cosmetic procedures by showcasing real recovery timelines on TikTok and Instagram. “People are posting selfies after treatment,” says Dr. Goslawski, “so there’s less secrecy and more emphasis on self-care culture, which makes people more comfortable exploring these options.”

As the importance of health, wellness and self-care continue to rise, an increasing number of younger patients are incorporating these minimally invasive treatments into their self-care regimens. “Tech-savvy younger patients come into the office highly informed about newer procedures and minimally invasive surgical techniques,” adds Dr. Gourishetti.

Additionally, cosmetic surgery trends are driven by an increase in GLP-1 use – which can change facial fat volume and cause skin sagging – and by what Dr. Goslawski calls the “Zoom effect,” where video calls trigger self-consciousness. “Patients tell me they see themselves on a work call and think, ‘Why do I look so old?’” she says.

Perhaps most striking is a shift toward what some call “prejuvenation” – preventative procedures aimed at staying ahead of visible aging rather than fixing it after the fact. This includes injectables like preventative Botox in the 20s and 30s to minimize future wrinkles, as well as early facelifts in the 40s and 50s to address volume loss before it becomes pronounced. “It’s a shift from ‘I want to look younger’ to ‘I want to keep looking like the best version of myself, now,’” adds Dr. Goslawski.

Procedures of Choice for Younger Patients

Rhinoplasty, commonly known as a “nose job,” has become a breakout procedure among younger patients. “In the past, plastic surgery procedures like breast augmentation were sought after by patients before going to college,” Dr. Goslawski explains. “However, now we are getting requests for rhinoplasty in patients as young as 16.”

Many of those patients are motivated by functional concerns – such as nasal airway obstruction, snoring or difficulty breathing during exercise – combined with cosmetic goals. “These functional concerns align with the increased popularity of health and fitness,” adds Dr. Goslawski. “The younger generation is noticing issues with nasal breathing while exercising, often prompting the initial consultation for rhinoplasty and nasal airway surgery.”

Beyond rhinoplasty, patients are pursuing brow lifts and eyelid surgery to address a persistent complaint: “I look tired.” Lasers are also popular, especially during winter when post-procedure downtime is easier to hide. There are two main types: ablative lasers that remove the top skin layer to address wrinkles and sun damage, and non-ablative options like intense pulsed light (IPL) photo facials that treat discoloration with minimal downtime.

Fat grafting – harvesting fat from the abdomen and injecting it into areas like under the eyes or jawline – offers permanent, natural-looking volume restoration. A popular treatment dubbed “vampire facials” combines microneedling with platelet-rich plasma (PRP) to stimulate collagen and elastin production in the skin.

The Doctor’s Honest Take: When to Say No

Though cosmetic surgeons provide safe and effective treatment when it is indicated, they also know when to advise patients against procedures. “If a young patient tells me she hates the way her skin is sagging, but there’s no evidence of that, I will tell her clearly that she’s not a candidate for surgery,” Dr. Goslawski explains.

Another cause for caution is trendy procedures that might not suit individual faces, such as the so-called “Barbie nose” trend, popularizing a slender, turned-up nose profile, on social media. “Just because some people have it doesn’t mean it will look good on your face,” she says, “and you could end up living permanently with a passing trend.”

Dr. Gourishetti also counsels his patients to carefully deliberate before deciding on rhinoplasty. “Younger patients may still experience facial growth that changes the nose’s appearance,” he cautions. “So it’s critically important to mindfully weigh physical and psychological factors when making that choice.”

For young patients who don’t need surgery, she emphasizes prevention: sunscreen, smoking cessation and good skincare. “These are everyday steps you can take to support your skin and overall health,” Dr. Goslawski says.

If you do opt for a cosmetic procedure, the goal should be natural-looking results. “You want to look like you got the best sleep of your life or just got back from vacation,” Dr. Goslawski adds.

Finding the Right Doctor

If you’re considering a cosmetic procedure, word of mouth can lead you to the right doctor. “More people are willing to talk about the procedures they’ve had done, and recommend their doctor,” Dr. Gourishetti observes.

Dr. Goslawski’s advice is to find a doctor you trust. “You want to be able to speak openly and freely about your concerns and options,” she says.

Additionally, research your doctor’s experience and choose an expert highly trained in specialties, with appropriate board certifications. “If you’re searching for somebody to augment your face, you want someone who understands face mechanics,” Dr. Goslawski advises. “Be sure they are focused on cosmetic work and that they do these procedures regularly.”