Generation Z - Naturalness and minimally invasive procedures lead preferences

The pursuit of beauty has increasingly become a realm where naturalness has taken center stage. More preventive treatments have been taking over clinics. Generation Z - composed of young people born between the mid-1990s and 2010 - is shaping the global aesthetics market.

According to a report from the International Society of Aesthetic Plastic Surgery (Isaps), botulinum toxin remained the most common non-surgical procedure for men and women across all age groups, with 8.8 million procedures performed by plastic surgeons worldwide. In second place, hyaluronic acid procedures increased by 29%, totaling 5.5 million. For plastic surgeon Dr. Humberto Pinto, a member of the Brazilian Society of Plastic Surgery, the behavior of this generation is closely linked to new values, with fewer excesses than seen in previous generations, and also to technological innovations directly related to the beauty universe. "Today, in addition to Botox, facial harmonization procedures, techniques such as hyaluronic acid fillers allow for small corrections and enhancements without the patient losing their essence," explains the doctor. "They seek subtle improvements that provide a more harmonious face, but without completely transforming their features," the doctor adds. In addition, we perform surgeries for corrections, such as otoplasty (correction of protruding ears), gynecomastia (reduction of male breasts), rhinoplasty (nose surgery), as well as breast augmentation or reduction. "These are the main complaints among teenagers and young adults. From the age of 7, there is a demand for correction of protruding ears, always with parental supervision, as required by law," explains the plastic surgeon.