22 Apr 2026

Gen Z and Aesthetics: Why a New Generation Is Changing the Conversation

A new report from leading hyaluronic acid-based injectable and skincare brand Teoxane has revealed that Gen Z is not just entering the aesthetics industry, they are actively reshaping it.

Titled “Gen Z Comes of Age in Aesthetics”, the report shows that while millennials still form the backbone of the aesthetics market (with treatment uptake rising from 23% to 30% since January 2025), younger patients are quickly becoming one of the most influential groups in the industry.

In short, aesthetics is gaining a new audience and they are approaching it differently.

What the data shows

The research, collected in August 2025 from 2,500 UK participants, highlights several key trends:

Interest in dermal fillers among Gen Z has increased by 19 percent, reaching 49 percent since last January
28 percent of 18 to 34 year olds have already had dermal fillers, making them the leading age group for treatment uptake
Nearly half of 18 to 25 year olds, 47 percent, say their main motivation is improving skin quality
44 percent of people who see filler as a long-term investment are under 34

Rather than focusing purely on appearance changes, younger patients are increasingly motivated by skin quality, confidence and long-term maintenance.

Why are younger patients interested

We asked Dr Kaly Jaff from The Secret, Glasgow, why she believes Gen Z is increasingly engaging with aesthetic treatments.

She explains:

“From my experience, I believe it’s a mix of two major factors; intrigue and social pressure. There’s so much information available now and we’re constantly getting exposed to beauty standards on all social media platforms, billboards, radio etc. There’s no escaping it. Subconsciously, that’s always playing in modern day living. Add to that, that it’s the most exposed we’ve ever been to our own reflection through phones, zoom calls, mirrors, glass. It’s impossible to avoid. So you’re subconsciously being told what the beauty standards are and equally having to literally reflect. It’s human nature that intrigue wants to explore what aesthetics could look like. It’s more accessible, more people are open about it and ultimately, the intrigue turns into action.”

She continues:

“It’s not as straightforward as prevention or aesthetic. I think it’s much deeper than that and society has a big part to play.”

Education is changing the conversation

One of the most important findings in the report is not just who is having treatments, but how people understand them.

Dr Jaff highlights that confusion still exists around hyaluronic acid, with many patients assuming it always refers to volume or filler treatments.

She explains:

“It’s vital to educate and inform our patient dynamic that HA doesn’t always mean filler. I think the language in aesthetics is really starting to change as information becomes easier to access. I still believe a large majority think all HA equals volume, so it is important that we educate so patients can make informed decisions.”

This shift is also encouraging more people to explore treatments that focus on hydration and skin quality rather than volume alone.

The bigger picture

What this report highlights is a wider cultural shift in how aesthetics is perceived.

Younger patients are not only asking how they can look different, they are asking how they can better understand and care for their skin.

As access to treatments and information continues to grow, aesthetics is moving away from being purely transformational and becoming more about education, choice and long-term skin health.

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