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The United States leads the world in cosmetic procedures, with over *** million performed in 2024. This figure underscores the country's dominant position in the global aesthetic medicine market, surpassing Brazil's *** million procedures. The popularity of cosmetic enhancements in the U.S. is driven by a mix of surgical and non-surgical treatments, reflecting a growing acceptance of aesthetic interventions across demographics.

Trends in procedure types and gender preferences

While the U.S. tops the overall list, Brazil leads in surgical procedures, highlighting regional differences in cosmetic preferences. While liposuction was the most sought-after surgical procedure for both men and women in 2023, in 2024, eyelid surgery has emerged as the number one procedure. Women, though, still opt for more liposuction than blepharoplasty. The share of cosmetic surgery undergone by women is gradually decreasing. Men, on the other hand, are increasingly pursuing cosmetic enhancements, with their participation rising from **** percent in 2018 to **** percent in 2024.

Non-invasive procedures gain traction

Non-surgical treatments are a significant driver of the U.S. cosmetic market's growth. In 2024, an estimated **** million minimally invasive cosmetic procedures were performed in the U.S. Botox and other neuromodulator injections led the pack with *** million procedures, followed by HA fillers and skin resurfacing.