Looking back, it’s clear that 2019 is the year that the aesthetics industry went mainstream, even among younger generations – perhaps led by the trend for plumped lips and defined cheekbones on Instagram and reality TV shows.
Lip fillers went from being something that celebrities got to gaining much wider popularity, while high-street chain Superdrug rolled out a new beauty treatment service offering Botox and lip fillers in-store to over 25s. Taboos about going under the needle also appear to be shifting globally – the Allergan 360º Aesthetics Report found that 82 percent of consumers around the world aged 21-35 thought injectables were socially acceptable.
While we should all be able to do what we like with our bodies (whether that means having cosmetic treatments or doing nothing at all), care and thought is needed before undergoing treatment. There are concerns, for instance, that the normalizing of non-invasive beauty procedures sends messages to young people, particularly that they have imperfections they need to ‘fix’.
Anyone considering any kind of treatment also needs to make sure they are fully informed about the potential risks and carefully choose a qualified practitioner they can trust. For those who are interested in finding out more about the kinds of cosmetic treatments that are available, we talked to five experts from the field and asked them to make their predictions on the aesthetic trends we’ll see in 2020. Brace yourself.
The Rise of the Super Facial
Kathy Taylor-Brewin, managing director of BioActiveAesthetics, predicts more people will opt for facials that include a more intensive treatments such as microneedling with SkinPen, which reduces acne scarring, fine lines, open pores, pigmentation, and rough or uneven skin tone.
Explaining the process, she says, “Microscopic incisions to the skin make it think it has a healing job to do, encouraging it to stimulate lots of fresh new collagen, thereby reviving and plumping the skin.” This, according to Taylor-Brewin, results in “a clearer complexion, softened lines and wrinkles, and overall lift – everything we look for in cosmetic products, but struggle to find”.
“Awareness is increasing regarding the benefits of collagen regenerating treatments such as Ultherapy, particularly amongst consumers aged 29 to 45 years who account for 70 percent of all Ultherapy patients,” says Dr. Tracy Mountford, medical director of The Cosmetic Skin Clinic.
This audience, she says, “has recognized the benefits of investing in their ‘collagen bank’ for better skin in the longer term, and are using it as a preventative method”. Ultherapy uses ultrasound to lift and tighten skin on the neck, chin, and brow. “This non-invasive treatment enables the skin to naturally lift and tighten, so patients can achieve a more defined jawline or natural-looking brow lift,” explains Mountford. “I predict it will be a growing trend in 2020.”
Focus on the Jawline
“The jawline will continue to be a main focus into 2020, and is set to become even more popular as women seek to emulate the likes of Angelina Jolie,” says aesthetic surgeon Dr. Jonquille Chantrey. She says that jawline ‘tweakments’ were one of the most requested at her clinic this year.
‘Tweakments’ are mild aesthetic procedures that don’t require any downtime, such as Juvederm Volux, which was new this year. “It is specially formulated to restore and create volume in the chin and jaw area for up to 18 to 24 months,” says Chantrey. “It has transformed patients’ results in my practice and is the perfect example of how minimal treatment can give an elegantly defined jaw, hide jowls, and assist tightening of the lower face.”
“The recent advances in technology and increased patient interest in non-surgical fat reduction means that my clinic has seen a 60 percent increase in bookings for their non-invasive combination body treatments in 2019. This looks set to continue in 2020,” says Patrick Mallucci, plastic surgeon and founder of Mallucci London.
Treatments such as CoolSculpting (which freezes and kills fat cells) and EmSculpt (which uses electromagnetism to eliminate fat) are some of the most popular choices. “CoolSculpting is so effective that, often, it is used instead of liposuction. A sequence of CoolSculpting to get rid of bulk, EmSculpt to refine and build muscle, and Radiofrequency to tighten the skin is the ultimate non-invasive body transformation, taking advantage of all treatments for the very best contouring results,” says Mallucci.
Injectables as Skincare
“Injectable skincare is becoming one of the most sought-after areas for our clinic,” Mallucci continues. “Our clients want effective skin solutions that deliver top results, which come from a combination of injectable treatments that smooth fine lines and wrinkles, but also hydrate the skin and improve texture and appearance.”
For example, Mallucci says Profhilo is an ultrapure hyaluronic acid that encourages the production of collagen and elastin. “Injectable skincare means skin hydrators that make your skin look and feel better from within, but without changing the shape of the face – think of them as a long-lasting hydrating serum,” he says.