As further evidence that medical aesthetic treatments are moving mainstream, a new survey conducted online by The Harris Poll on behalf of RealSelf reveals more than one in three adults (37%) in the U.S. are considering at least one cosmetic treatment in the next 12 months, with significantly more considering nonsurgical procedures (34%) than surgical ones (24%).

The RealSelf Aesthetics Interest Survey also revealed that interest is highest among younger adults. In fact, U.S. adults under 45 (49%) are nearly twice as likely as those 45 and older (28%) to be considering a surgical or nonsurgical treatment in the next 12 months.

According to RealSelf Chief Medical Officer and board-certified plastic surgeon Dr. Lara Devgan, patients in their twenties and thirties are also changing how we think about cosmetic treatments in general.

“In many ways, younger adults are shifting the way society views cosmetic procedures—they are more open to the idea that beauty is individualized and customizable, and that cosmetic interventions represent their personal choices about their own bodies for their own confidence,” said Dr. Devgan.

Amen to that.

Below we’ve summarized the most interesting findings from the new report.


Top treatment considerations improve smile, fight fat

Among those considering nonsurgical treatments, cosmetic dentistry (36%) and nonsurgical fat reduction (29%) topped the list, whereas the highest interest in surgical options were reported for tummy tuck (32%) and liposuction (26%).


Confidence and self-esteem are top motivators

Among those who have had cosmetic treatments or are considering them in the next 12 months, the top motivation was/is to improve self-esteem and confidence (43%). Other motivations are to look as good as one feels (34%) and to help with weight loss or fat removal (32%).


Work-related appearance and other key events driving interest

Life events may also influence the decision to pursue cosmetic work with nearly 3 in 5 (58%) of those who have had a cosmetic treatment or are considering one in the next 12 months reporting a life event influenced their decision. This is significantly greater among men (71%) than women (46%). Work-related events were cited most often, with more than one in four (26%) influenced by the desire to appear youthful at work and/or looking for or starting a new job, followed by a milestone birthday (15%), and starting dating or a new relationship (14%).


Men are twice as likely (36%) as women (18%) to cite wanting to appear youthful at work or looking for/starting a new job as influencing their decision. Men are also three times more likely than women (7%)  to say entering the dating world or starting a new relationship influenced their decision.


Consideration comes with concerns, most notably cost, complications

Among those who would ever consider a cosmetic treatment, roughly nine in 10 (92%) admit having at least one concern related to the procedure, most notably paying for their procedure (52%) followed by fear of complications/bad results (48%).


Check out the full report here.