According to the American Society of Plastic Surgeons (ASPS), there were nearly 1.6 million cosmetic surgeries in the U.S. in 2024. The most popular part of the anatomy to be operated on involved the breast with just over 600k surgeries, although the single most popular procedure, by far, was for liposuction with 350k cases. The least popular procedure – fortunately – was for buttock implants with just over 1,200 cases. Globally, cosmetic surgery is estimated to be more than a $90 billion market, which will more than double over the next several years. The U.S. accounts for approximately 25% of the market with women accounting for 93% of all procedures.
Size of Global Cosmetic Surgery Market

Source: Grand View Research
Adjacent to cosmetic surgery are minimally invasive procedures, of which there were a staggering 28.2 million in 2024 according to ASPS data. The leading procedure was for neuromodulator injections (e.g., Botox, Jeuveau, etc) with 9.9 million followed by 5.3 million hyaluronic acid filler procedures which add volume and fullness, offering “patients the perfect plump and youthful aesthetic” according to ASPS literature. Sometimes mocked are the 1.5 million lip augmentations that will “leave you grinning ear to ear,” again according to ASPS literature.
Interestingly, South Korea is considered the global leader in cosmetic surgeries on a per capita basis with more than 13 procedures per 1,000 people as compared to the U.S. with just under 10 per 1,000. Unlike in the U.S. though, the South Koreans are particularly excited about rhinoplasty (nose jobs), liposuction, and something called blepharoplasty (removing excess eye lid skin) which are the three most popular surgeries there.
Cosmetic Procedures per 1,000 People

Source: International Society of Aesthetic Plastic Surgeons
To support this explosion in surgical procedures, the academic community has raced to train more cosmetic surgeons. The distribution of plastic surgeons in the U.S. is expectedly unbalanced, with a density of providers in some of the more obvious markets such as Florida, New York, and California. According to Salary.com data, the average plastic surgeon will earn $464k this year, with top decile earners reaching $591k. Entry level surgeons will make $379k. One might imagine that plastic surgeons in South Korea are crushing it given the relative shortage of providers as compared to the market demand.
Countries with Most Plastic Surgeons

Source: Statista, American Board of Plastic Surgeons
The prevalence of cosmetic surgeries has spiked over the last several years due to a number of factors, not least of which is the popularity of weight loss drugs (GLP-1s). For some patients this has created the near-gaunt “Ozempic Face.” The Center for Obesity Research and Education estimates that nearly one in eight Americans have now been prescribed GLP-1s. And it is likely to be even more given this past week’s announcements that Medicare will pay a $50 copay starting in April 2026, and that Eli Lilly and Novo Nordisk will significantly reduce drug prices. Furthermore, the ASPS estimates that 20% of people taking GLP-1s will at some point have cosmetic surgery.
Staring at one’s face on zoom has helped drive an extreme level of self-awareness, coupled with the “Kris Kardashian” effect (who looks fabulous, by the way), have given broader permission for people to consider and openly discuss the merits of physical modification and reinvention. Obviously, the use of Instagram filters has now provided consumers an easy way to envision a “more beautiful you.” All of this is facilitated by the tremendous advances in medical technologies and products.
Given these procedures are for the most part private pay, unless deemed medically necessary in certain reconstruction cases, the recent dramatic concentration of wealth whereby the top 10% of U.S. households now account for almost half of all consumption, has further facilitated the increase in volume. While some may mock the “Mar-a-Lago Face” now so popular with many on the conservative Right (see Kristi Noem, Lara Trump, Kimberly Guilfoyle, the First Lady), that too has ushered in a much greater acceptance of a significant re-architecting of one’s body.

While mortality risks tied to cosmetic surgeries are relatively low, estimated to be approximately one in 50k procedures, many patients are now looking overseas for cosmetic surgery given cost considerations. “Medical tourism” for cosmetic surgery has been shown to be materially less safe, most notably and tragically in the Dominican Republic where nearly 100 Americans have died over the past few years, causing the Centers for Disease Control and Prevention to issue a warning.
Obviously, social media has played an amplifying yet pernicious role in all of this. According to Influencer Hero, Dr. Daniel Kaufman in Miami (@bodybykaufmanmiami) ranked #1 for “Plastic Surgeon Influencers” with an 87% Real Follower Score, tops among all plastic surgeons. Dr. Anthony Yuon (aka “America’s holistic plastic surgeon”) has 8 million followers on TikTok and 1.6 million on Instagram.
Adjacent to the cosmetic surgery phenomenon is the excitement about the longevity movement, which seeks to both extend life and improve the quality of those later years. Cynics have challenged the consumption of precious medical resources for endeavors such as cosmetic surgery, to say nothing of raising unrealistic expectations of newfound and perhaps unattainable beauty for many/most. Notwithstanding the very real and profound emotional and physical benefits for some that come with cosmetic surgery (heightened confidence, improved self-esteem, enhanced weight loss, etc), the debate swirling around the merits and appropriateness of these procedures persist.
While the nearly $20 billion spent on cosmetic surgery is a relatively small component of overall health care costs in the U.S. (see below), there is a legitimate debate about the utilization of finite medical resources on such elective procedures. The more nuanced concerns with increased social stratification and the chase for unrealistic beauty also have merit, particularly given that 40% of those under 45 years old have received some type of cosmetic procedure.
Distribution of Healthcare Expenditures

Source: National Health Expenditure, KFF (2023)
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