The pulse of aesthetics is no longer dictated by trends alone. It’s being driven by real-time data from real beauty consumers. In NewBeauty’s The State of Aesthetics Summer 2025 report, powered by the BeautyEngine platform, our aesthetic panelists revealed exactly what is influencing decision-making in treatment rooms today.
“It’s no secret that consumers are being more intentional with their spending right now, including their spending on aesthetics,” says NewBeauty CEO Mike Glaicar. “Our BeautyEngine data shows that patients are prioritizing treatments with long-term value over fleeting trends. This report sheds light on how they’re approaching those choices, what they’re investing in and what they expect in return.”
From the post–GLP-1 body shift to an uptick in skin-care literacy, here’s what patients are really prioritizing in 2025 and why that matters.
1. Regenerative aesthetics is gaining traction
Nearly 86% say they’re interested in treatments that work with, not against, the body, with collagen stimulators (65%) and microneedling (62%) leading the charge. But interest alone isn’t enough. More than half of those surveyed said they need a better understanding of how regenerative treatments actually work before they would book them.
2. GLP-1s are just the beginning
Among those using GLP-1 medications, more than two-thirds have lost over 20 pounds, and it’s prompting a new wave of aesthetic goals. As patients adapt to their changing bodies, nearly 70% are interested in muscle-defining treatments, fat transfer interest is also up and half report noticing hair thinning. As bodies change, so do goals, and patients are actively seeking ways to restore balance and feel like themselves again.
3. Natural still wins
Looking “done” is out. Looking like yourself on your best day is in. In fact, it tops the list of what patients value most, with 69.3% saying “natural-looking” is the most important factor when choosing a neurotoxin, and nearly 70% say they’re more likely to book filler treatments if the conversation is framed around facial balancing.
4. Strategic spending is the new normal
Patients may be reevaluating their budgets, but skin care and treatments remain non-negotiables. Only 5.5% say they’d cut back on skin care, while more than half would forgo dining out first. Aesthetic treatments are holding strong, with just 24% saying they’d reduce spending in that category. Financing is also gaining traction, with 22.9% now opting for payment plans, up from 17.5% the year before. The bottom line: patients are being selective, not skipping out.
5. Men are joining the conversation
According to our BeautyEngine panelists, men are stepping further into the aesthetic space. Thirty-one percent say the men in their lives are already getting injectables, and many are receiving professional skin care (35.4%) or hair restoration treatments (32.7%). The top concerns include thinning hair (54.8%), skin quality (40.2%), wrinkle prevention (37.9%) and muscle tone (34.8%).
6. Neurotoxins are still number-one
Neurotoxins continue to lead in popularity, with 42.2% of patients planning to book a treatment in the next year. Forehead lines, crow’s-feet and glabellar lines remain the most common areas, but lips, jawlines and under-eyes are gaining momentum. As the category evolves, so do the ways patients are using it.
7. Surgery is still in the plan
While nonsurgical treatments may get booked first, surgical options are still top of mind for many. Forty-one percent of patients say they’re interested in skin-tightening surgery, and when looking beyond the next 12 months, more are considering facelifts, necklifts and liposuction. For long-term results, surgery remains a clear part of the aesthetic roadmap
8. What patients wish they could erase
If patients could wave a magic wand and erase just one concern, wrinkles would be the first to go. Twenty-six percent chose them as their top target, far outranking hyperpigmentation (12.1%) and dark circles (11.2%). On the body, cellulite leads the list at 18.3%, followed by crepey skin (12.9%) and sagging or loose skin (12.4%). The takeaway? Texture is still the biggest frustration, and patients want lasting solutions—not just temporary fixes.
9. Muscle treatments are sparking major interest
Only 9.4% of patients have tried treatments that build and define muscle, but nearly 70% say they’re curious. That curiosity spikes even higher among GLP-1 users and younger patients. Abs, thighs and arms are the top targets, and with so many still in the consideration phase, muscle-toning tech is poised to become a major player as body goals shift and the GLP-1 effect continues to shape the aesthetics landscape.
Report Methodology: The 2025 NewBeauty “State of Aesthetics” report is based on real-time data gathered from BeautyEngine subscribers. Surveys were deployed in Spring of 2025, focusing on individual patient considerations during the aesthetic treatment process and projected spending habits and attitudes in the coming year. BeautyEngine’s extensive reach taps into a community of beauty enthusiasts with a passion for aesthetic treatments, ensuring that the report’s data accurately represents the preferences and attitudes of informed and engaged consumers. To read full report, click here for a full digital copy.