Beauty trends are no longer limited to makeup and fashion, as millions of people worldwide turn to cosmetic procedures to change or enhance their appearance.
Nearly 38 million aesthetic procedures were performed by plastic surgeons worldwide in 2024, reflecting growing demand for cosmetic treatments as changing beauty standards, advances in aesthetic medicine and easier access reshape the global industry, according to figures published in June 2025 by the International Society of Aesthetic Plastic Surgery.
The total included more than 17.4 million surgical procedures and about 20.5 million nonsurgical treatments. Overall procedure volume rose 42.5% over four years, highlighting the growing popularity of cosmetic treatments across different age groups and markets.
The United States recorded the highest overall number of procedures in 2024, with more than 6.1 million, followed by Brazil with about 3.1 million and Japan with roughly 1.6 million. Brazil led the world in surgical procedures, accounting for approximately 2.3 million operations.
Eyelid surgery takes the lead
Eyelid surgery became the most commonly performed surgical cosmetic procedure in 2024, surpassing liposuction with more than 2.1 million procedures worldwide.
Breast augmentation, scar revision and rhinoplasty were also among the most frequently performed surgical treatments. Procedures involving the face and head remained particularly popular, with more than 7.4 million recorded during the year, up 4.3% from 2023.
Eyelid surgery increased 13.4%, while facial fat grafting rose 19.2%. Rhinoplasty reached about 1 million procedures but declined 10% from the previous year.
Nonsurgical treatments remain popular
Nonsurgical procedures accounted for more than half of all treatments recorded in the 2024 figures.
Botulinum toxin was the most popular nonsurgical treatment, with about 7.8 million procedures, followed by hyaluronic acid injections at roughly 6.3 million.
Age also influenced treatment choices. People ages 18 to 34 accounted for more than half of breast augmentation and rhinoplasty procedures, while botulinum toxin treatments were most common among people ages 35 to 50.
Medical tourism fuels demand
Medical tourism has also become an important part of the cosmetic surgery market, with countries such as Colombia, Türkiye and the United Arab Emirates attracting international patients seeking aesthetic treatments.
Lower treatment costs, expanding medical infrastructure and access to specialized services have helped several countries emerge as major destinations for people traveling abroad for cosmetic procedures.
The latest figures show that aesthetic treatments have moved well beyond a niche market, with surgical and minimally invasive procedures becoming increasingly common worldwide. Advances in cosmetic medicine, changing beauty preferences and broader access to treatment continue to drive the industry’s growth.
The 2024 figures remain the latest comprehensive global dataset published by the society. The 2025 procedure totals are not yet included in its published global figures.
