Industries & Trends
In recent years, medical aesthetics has emerged as a dynamic and rapidly growing market. Here, we examine key components of the industry, factors driving its growth, and trends to keep an eye on this year.
By Rachel Studebaker
Over the past decade, the medical aesthetics industry has been expanding globally at a rapid pace, with significant growth concentrated in the U.S. market. This multibillion-dollar industry intersects the realms of medicine, beauty, and wellness, centered on enhancing patients’ appearances using minimally invasive, elective treatments performed by certified medical professionals.
Medical aesthetics encompasses a wide variety of treatments that require little to no downtime. Designed to result in a rejuvenated or more youthful appearance, the majority of services focus on improving complexion, with additional options targeting fat loss or hair removal.
The most common options include:
Neurotoxin injections, such as Botox, are injected into select muscles to smooth lines across the face
Dermal fillers are injections that can reduce wrinkles; plump lips; and restore volume in the cheeks and jawline
Skin tightening treatments often utilize energy from ultrasound or radiofrequency to heat skin tissue and stimulate collagen production to lift and tighten skin
Laser treatments include laser skin resurfacing, used to improve complexion, and laser hair removal, which heats the pigment at the base of the hair follicle to prevent its growth
Microneedling uses fine needles to puncture the skin and stimulate collagen production, treating scars and wrinkles
Body sculpting, also called body contouring, uses technology to reshape specific areas of the body through methods such as freezing
Chemical peels are applied as a solution to remove damaged skin cells and are used to treat discoloration, uneven texture
Microdermabrasion gently exfoliates the uppermost layer of the skin to improve texture, tone, and appearance
According to the American Society of Plastic Surgeons, more than 28.5 million minimally invasive procedures were performed in 2024. Approximately 34% of these were neurotoxin injections such as Botox, which continue to rank as the top minimally invasive treatment, and demand for dermal fillers also remains high. Additionally, the industry is seeing increased interest in treatments that stimulate the body’s natural regenerative processes, particularly collagen production.
The medical aesthetics industry comprises various professions in the medical field, including physicians, nurse practitioners, physician assistants, registered nurses, medical estheticians, and technicians.
Already addressing cosmetic concerns, dermatology and plastic surgery practices were pivotal to the industry’s beginnings and continue to capitalize on the demand for minimally invasive options as they incorporate medical aesthetics into their services.
A new business model has also emerged as a direct result of the medical aesthetics industry: the medical spa, or med spa. Defined as a “hybrid between an aesthetic medical center and a day spa” by the American Med Spa Association (AmSpa), med spas combine the atmosphere of a spa with medical aesthetic services. At med spas, practitioners provide minimally invasive aesthetic medical services under the supervision of a licensed healthcare professional, with a medical director providing clinical oversight. Injectable treatments are performed by licensed injectors, while non-invasive treatments can be conducted by medical estheticians.
According to AmSpa’s 2024 Medical Spa State of the Industry Report, med spas are a $17 billion-dollar industry and have grown from 1,600 locations in the U.S. in 2010 to a projected 13,000 in 2026, reflecting the rising demand for aesthetic services. The industry employs approximately 100,000 people across the nation and is poised to provide additional employment opportunity as it continues to grow.
89% of med-spa patients are women
70% of med-spas are woman-owned
Approximate numbers according to the American Med Spa Association
The minimally invasive and non-invasive treatments offered by medical aesthetics are at the forefront of the industry’s growth and represent the largest and fastest-growing segment within the broader market of aesthetic medicine. These treatments provide quick results with minimal discomfort and downtime and offer less risk than traditional surgical techniques, making them an attractive option for busy professionals, who can immediately return to their normal activities afterward.
Thanks to advancements in technology, the types of treatments in medical aesthetics and the technologies available to administer them are continually evolving. These technologies are enhancing treatment in the industry and driving its growth by making procedures safer, more efficient and effective, and customizable to patients. New devices are delivering cutting-edge care using advanced laser, light, radiofrequency, and ultrasound technologies, with innovative options combining treatment modalities. Practices are also leveraging AI-powered treatment planning tools to improve precision and patient care. Providing long-lasting results through less invasive practices, these advancements are driving an increased interest in aesthetic services.
The demographic for medical aesthetics is also growing, due in large part to an aging population and changing preferences among younger generations. Women ages 50 and up are opting for injectables like Botox and fillers, while younger adults, particularly Gen Z, are entering the market earlier and prioritizing preventative treatments that support long-term skin health.
The demand for routine treatments to maintain results rather than a single, high-cost corrective procedure, is also leading to growth, driven by a cultural shift that views medical aesthetics as self-care. This rising popularity has led to increased awareness of medical aesthetics and its availability, producing first-time patients.
The aesthetics industry is entering 2026 with continued momentum and shows no signs of slowing down as demand remains high and spending remains strong. Locally, Chattanooga reflects this trend, with more than two dozen med spas now operating in the area and many minimally invasive aesthetic services available at its dermatology and plastic surgery practices.
On both a national and local level, the continued growth of the medical aesthetics industry presents both opportunity and increased competition as new med spas enter the market and existing medical practices adopt minimally invasive treatments. Industry trends present opportunities for practices to stand out and sustain long-term growth by:
Investing in innovation. In a constantly evolving field, it’s important that practices stay on top of adopting the latest treatment options and technologies to enhance the patient experience and outcomes.
Creating returning clients. According to AmSpa, 73% of daily med spa visitors are repeat patients. Practices can capitalize on this high rate of returning clients by offering ongoing treatments, and exploring recurring revenue models and loyalty programs, while client retention efforts can help grow these numbers.
Providing personalized services. Practices can meet evolving expectations around personalization by providing treatment plans tailored to each client’s individual goals and lifestyle and taking advantage of AI-powered tools to further boost personalization.
Ultimately, the industry’s outlook appears strong, as the popularity of services continues to surge and drive economic growth across the nation.
