Aesthetic Trends 2020: An overview

With an increased demand for beauty innovations coupled with growing wellness concerns, the medical aesthetic market is expected to embrace newer trends and techniques in the year 2020. Priya Chaphekar speaks to the experts.

The field of medical aesthetics has never been more explosive than it is today. An area of medicine that focuses on improving an individual’s cosmetic appearance through the treatment of conditions, the aesthetic industry is now big business. Clinical treatments include chemical peels, medical facials and injectables, anti-ageing devices range from lasers to radiofrequency, ultrasound and automated-needling. Body contouring involves fat reduction, butt implants and other minimally invasive procedures that target tough-to-reach body parts. “In the last decade, medical aesthetics procedures have increased exponentially in India. One of the primary reasons is raising awareness of medical aesthetic procedures. Skin disease like vitiligo was a taboo in India at one point in time. However, increased awareness and treatments availability have changed the mindset of the people. Moving beyond skin diseases, people are now more willing to control the signs of ageing and look their best. The influence of social media is playing a vital role and making people more self-aware,” points out Bharat Sachdev, Managing Director – South Asia, Leader Healthcare India.

From invasive to non-invasive
Thanks to the subtle but visible results and relatively lower cost, it’s indeed the era of non-invasive, non-surgical and no-downtime procedures. “We have already seen a spike in medical facials, laser hair removal, Botox® and fillers. Potential candidates are now moving towards more advanced treatments. Light-based fat reduction devices such as SculpSure® by Cynosure, and fractional plasma technology like Brera Plasmage® for blepharoplasty, which is traditionally surgical procedures, are gaining popularity,” shares Sachdev.

Holistic non-invasive treatments are fast replacing one-time invasive procedures. “A good example of this is body contouring. Body shaping is a trend that has shifted from fat and circumferential
reduction on body shaping to offer a holistic approach. It includes internal and external
modification of fat, skin and muscle tissue,” says industry expert Madhusudan HK.

Tattoo removal
A decade ago we would think things over before getting a tattoo – especially the name of our beloved. Well, not anymore. Tattoo removal will be one of the trending medical aesthetic practice in the coming year. “The industry has seen a growth in Q-Switch Laser technologies, and technological advancement to the picosecond laser will drive the light-based devices sales growth.

Cynosure USA has spearheaded the nano and picosecond market for over three decades and was responsible for inventing both q-switch (Medlite/Revlite SI) and picosecond (Picosure) lasers for
aesthetic procedures” shares Sachdev.

Sexual rejuvenation
Vaginal rejuvenation treatments not only improve the cosmetic appearance but also involve the
tightening of the vagina to enhance sexual function. From Kim Kardashian to Danielle Lloyd,
there’s a slew of celebrities openly advocating such treatments. The non-surgical alternatives of this treatment are done using non-ablative energy-based devices such as laser and radiofrequency (RF) to improve vaginal laxity. A handheld probe is inserted into the vagina and the energy is targeted at specific levels within the vaginal wall to boost collagen production and encourage the contracture of elastin fibres.

“Sexual rejuvenation – for men and women – is emerging as one of the most trending procedure.

Nowadays, people are more aware of these procedures, their safety and importance. Radio-frequency device Tempsure® is one of the leading devices in the segment. Additionally, radio-
frequency devices combined with micro-needling is already gaining popularity for the treatment of
stretch marks,” explains Sachdev.

Taking the natural route
More and more women opting for cosmetic surgical are looking for a subtler, rather than an ultra-
glam look. The year will be about lunchtime procedures or ‘tweakments’ that’ll be done without
compromising on the natural physical characteristics. According to the American Society for
Aesthetic Plastic Surgery, the use of the patient’s own body fat in these enhancements, or implanted in their face is significantly on the rise. The trend is a continuation of the growing trends of Platelet Rich Plasma injections and non-surgical nose jobs “Aesthetics procedures that extract natural fats or PRPs from the candidate’s body for face lifting, lip fillers and treating scars are huge. They are safer and non-allergic, as compared to their synthetic counterparts,” highlights Sachdev.

The switch to energy-based devices is a positive one. “People are willing to wait for naturally
enhancing collagen, helping the skin tighten without material going into their face. The overfilled face is thankfully over, the trend now is to look more natural,” shares celebrity dermatologist, Dr Rashmi Shetty. According to Manju Garg, Country Manager, Merz India Healthcare Private Limited, individualised products made with the person’s own serum/plasma are also expected to climb the charts.

Oral medication
As aesthetic medication is on the rise, we will witness a growth in oral and topical medications that are going to be more potent and bio-ingredient based. “These medications will have better efficacy, without adverse side effects of chemical-based counterparts. Oral sunscreen and topical serums are already gaining momentum. Kissun Pharmaceuticals from Australia is ready to launch its oral and topical range in India for skin pigmentation and sun damage protection. iS Clinical, an international cosmeceutical brand which is widely known for using pharmaceutical grade botanically derived ingredients is now stepping in India in 2020 to expand its global reach,” elaborates Sachdev.

A detailed approach
Consultant cosmetic and plastic surgeon and Director of Designer Bodyz, Dr Parag Telang is of the
opinion that people want specific things. “A lot of change in the way aesthetic surgeries are
happening. From nose surgeries and liposuction to candidates going down to the intricate details,
aesthetic medicine procedures have come a long way. The approach is clear – whether it is high
definition contouring, six-pack abs, breast contouring using fillers, or thread lifts or minimally invasive facelifts. The recent advancements have been in the field of implants – pectoral or chest implants for males and buttock and hip implants for females. Facial feminisation surgeries, or surgeries are done to feminise a masculine face to make it look more feminine, are also on the top of the game,” affirms Dr Telang.

As far as the face is concerned, the focus has shifted from the upper part to the lower portion.
“Consumers are looking to improve the proportion, angle and enhancing the look of the lower face.
Chin enhancements, elongation of chin and protrusion, mentalis treatment, and jawline reshaping
are some of the most common procedures,” says Madhusudan.

According to reports, the medical aesthetics market is growing at +10% CAGR annually, and
expected to grow more in the coming future. As people are focussing more on their physical
appearance, the demand for more innovative, safer and affordable aesthetics medical solutions will steadily soar northward. However, medical practitioners are also taking into account the
repercussions of these trends on the mental well-being of a person. Hopefully, the Year 2020 will
provide a more holistic approach to aesthetic medicine for practitioners and patients alike.

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