Dr Alek Nikolic reflects on the key trends that shaped the aesthetics industry in 2024, from advancements in technology to the growing preference for natural results. He offers insights into what these changes mean for patients and practitioners, and explores what lies ahead in terms of trends for 2025.
This year, the medical aesthetics industry witnessed a remarkable transformation. There’s been an increased interest in aesthetic treatments, with more practices opening their doors to these services, and the adoption of new technologies to meet consumer needs. It’s an exciting time for all of us in this field.
A report by McKinsey and Company highlights how medical aesthetics is undergoing a major transformation. After experiencing a 7% loss in 2020, the industry is now thriving and is poised to grow by as much as 14% annually through 2026. From my perspective, 2024 has truly been a year of growth, and I believe several factors are driving this surge.
Here, I’ll reflect on the pivotal trends I’ve observed this year and share my thoughts on what the future may hold for 2025.
Trends that shaped 2024
1. Lip enhancements
Lip enhancements have continued to evolve, with a clear shift towards natural enhancements, personalised aesthetics, and cutting-edge techniques. Patients I see in my practice are seeking everything from subtle results to more dramatic transformations. Whether someone wants a barely-there enhancement or a bold look, the focus is on creating lips that look natural and fit the proportions of their face. As I always tell my patients, “Your lips should look uniquely yours, but natural.”
2. Non-surgical face lifts
In today’s fast-paced world, many people are looking for instant, gratifying results. While surgical treatments can offer dramatic, long-lasting results, they come with higher costs, potential scars, and longer downtimes. That’s why non-surgical methods such as soft tissue fillers and treatments like biostimulators are so appealing. These are less invasive, more affordable, and can still achieve subtle enhancements – though they do require ongoing maintenance. One development I’m particularly excited about is how injectable techniques have progressed. We can now achieve significant lifts without overusing fillers, which helps us avoid the dreaded “pillow face”.
3. Behind the filter: Social media’s impact
Social media continues to play a significant role in influencing aesthetic choices. Studies show a correlation between time spent on social platforms, the use of filters, and an increased desire for aesthetic treatments. What’s interesting is how open people have become about their aesthetic journeys online. I’ve noticed that the trend of using fewer filters has brought about increased transparency regarding procedures and outcomes, which makes aesthetic enhancements feel more accessible and acceptable to many.
4. Revolutionising treatments with technology
Technology is making aesthetic procedures safer and more effective. Handheld ultrasound devices, for instance, enable us to visualise vascular structures in the face, improving safety and ensuring precise filler placement. Among the game-changers are AI-powered skincare analysis tools, which can analyse various aspects of the skin to provide a more accurate diagnosis. These advancements not only improve outcomes but also elevate patient confidence in the treatments we offer.
Looking ahead to 2025
As I look to the year ahead, I foresee several exciting developments that will shape our industry in profound ways.
One trend that stands out is the integration of AI into treatment planning and care. AI is already enhancing diagnostic accuracy, and it’s paving the way for truly personalised beauty care. I’m eager to see how this technology will continue to revolutionise what we do.
Alongside the technological advancements, established treatments such as botulinum toxin, dermal fillers, and laser technologies will continue to thrive as patients seek effective and reliable solutions.
The focus on skin rejuvenation is also intensifying with a rising interest in advanced options like exosomes, polynucleotides, and stem-cell-like injectables. These innovations are particularly exciting because they can transform ageing skin at the cellular level, delivering more natural-looking and rejuvenated results.
Another significant shift I’ve observed is the increasing recognition of the connection between mental health and outer appearance. Aesthetic interventions are no longer approached purely from a physical perspective but also with an understanding of their impact on emotional wellness. More patients are seeking treatments that align with a holistic view of health and beauty, which I believe is a very positive direction for our industry.
In conclusion
The year 2025 is shaping up to be an incredible one for aesthetics. With consumer needs and demands continuing to evolve, I’m confident we’ll see even more innovative treatments that prioritise safety, efficacy, and overall wellness.
I look forward to navigating this exciting future together with my patients and colleagues.
MBBCh (WITS) ATLS (ACS) MBA (UCT)
Dr Alek Nikolic is a doctor with a special interest in aesthetic medicine and is at the forefront of the latest developments in his field. With a focus on skin care, skin ingredients, and cosmetic dermatology treatments such as lasers, chemical peels, Botulinum toxin, and Dermal Fillers, he has performed over 20 000 procedures to date and is responsible for training many medical practitioners both locally and internationally. After receiving his MBBCh from the University of the Witwatersrand (1992) he went on to do an MBA at the University of Cape Town (2000). With over 24 years in private practice, he has lectured and performed live demonstrations across the globe, including Bangkok, Rome, Paris, Monte Carlo, Prague, and Warsaw. Some of his accolades include: Owner of Aesthetic Facial Enhancement, Owner of online skincare store SkinMiles.com, Owner and formulator of Skin Ingredients (sk.in): www.skiningredients.com, Founding member of the South African Allergan Medical Aesthetic Academy, Advisor to Allergan Local Country Mentor in Facial Aesthetics, EXCO Member of the Aesthetic and Anti-Aging Medicine Society of South Africa (AAMSSA), and is an Associate Member of the American Society of Laser Medicine and Surgery (ASLMS).
- Dr Alek Nikolichttps://www.aestheticappointment.co.za/author/dr-alek-nikolic
- Dr Alek Nikolichttps://www.aestheticappointment.co.za/author/dr-alek-nikolic
- Dr Alek Nikolichttps://www.aestheticappointment.co.za/author/dr-alek-nikolic
- Dr Alek Nikolichttps://www.aestheticappointment.co.za/author/dr-alek-nikolic
