From Ozempic to Zoom, modern life is reshaping our faces – and fuelling a facelift comeback.
According to the latest data from the British Association of Aesthetic Plastic Surgeons (BAAPS), face and neck lift procedures rose by 8% in 2024, signalling a strong return for one of the most enduring forms of cosmetic surgery. After years of ups and downs, facelifts are back — and evolving to fit the demands of the modern age.
Why Are Facelifts Making a Comeback?
BAAPS President and Consultant Plastic Surgeon Nora Nugent, attributes this shift to several key factors:
“We are seeing more patients who have reached the limitations of non-surgical treatments and are now seeking longer-lasting, natural-looking facial rejuvenation. Many are also choosing to reduce their reliance on repeated injectables by opting for surgical options.”
Unlike temporary fillers or Botox, facelifts offer results that can last a decade or more, making them an increasingly appealing choice for patients looking for value, longevity, and natural results.
The “Ozempic Face” Effect
The rise of GLP-1 weight-loss medications such as Ozempic and Wegovy is also driving demand. While these treatments can deliver dramatic weight loss – and significant health benefits, they can also cause facial volume loss and skin laxity, leading some patients to seek surgical rejuvenation.
“With the growing use of these weight-loss treatments, we have seen a noticeable increase in patients seeking facial rejuvenation surgery,” said Ms Nugent. “It’s an extension of a pattern we’ve always observed in post-weight-loss patients, now amplified by the wider use of these medications.”
Younger Patients, Subtler Results
BAAPS also notes a demographic shift among facelift patients. While the majority remain in their 50s and 60s, there is increasing interest among patients in their 40s, driven by the desire for discreet and longer-lasting results. Less comprehensive techniques such as the short-scar facelift, which targets the lower face and jawline, have become especially popular among this group for their subtle yet effective outcomes. Meanwhile, the deep-plane facelift has also seen a surge in demand.
BAAPS Vice President Anthony Macquillan adds:
“The rise in facelifts may also reflect wider social dynamics. With the pension age rising and many seeking to remain visible and confident in professional environments, surgery can be both an aesthetic and functional choice. We also believe the ‘Zoom effect’—increased time spent seeing ourselves virtually—has heightened awareness of facial ageing across all age groups.”
Regenerative Surgery: The Future of Facial Rejuvenation
A major theme at this year’s BAAPS “Redefining Aesthetics” conference was regenerative medicine, which uses fat, stem cells, and exosomes to repair and rejuvenate the face at a cellular level.
“We were thrilled to hear from pioneering surgeons Dr Steve Cohen and Dr Alexis Verpaele about their ground-breaking work in regenerative facial surgery,” says Nugent. “The future potential here is huge.”
“Wide Awake” Facelifts
Innovation is also transforming the surgical experience itself. UK Plastic Surgeon Simon Lee presented his work on performing facelifts under local anaesthetic, known as “wide awake” surgery – according to Lee, 95% of his facelift patients choose to remain awake during surgery and can leave the hospital the same day. This results in faster recovery, avoidance of general anaesthetic-related risks, and reduced costs due to the lack of an overnight hospital stay.
This approach avoids the risks of general anaesthesia, reduces costs, and speeds up recovery – all while delivering natural, long-lasting results.
“With up-to-date techniques, we can achieve subtle, scar-minimised outcomes – often under local anaesthetic,” says Lee. “BAAPS surgeons are leading the way in deep-plane and preservation approaches that set global standards.”
Safe, Specialist-Led Surgery
BAAPS continues to remind patients that cosmetic surgery should always be performed by a qualified specialist. Its accredited directory allows the public to search for certified plastic surgeons by procedure – ensuring transparency, safety, and professional excellence.
For press enquiries, interviews, or further information, contact:
📩 press@baaps.org.uk
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