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2020 Beauty Trends

Local cosmetic and plastic surgery experts share what’s popular and forecast emerging treatments and technologies.

Story by Dean Rowland

The cosmetic and plastic surgery industry remains steadfast in the American culture with its ever-advancing treatments, procedures and technologies as it enters the 2020s.

Nationally, 17.7 million cosmetic and reconstructive plastic surgery procedures were performed in 2019, a 2 percent increase from the year before, reports the American Society of Plastic Surgeons. Additionally, 1.8 million cosmetic surgical procedures were performed, 15.9 million cosmetic minimally invasive; and 5.8 million reconstructive.

Breast augmentation topped the list of cosmetic surgeries. Botulinum Toxin Type A (Botox for temporarily reducing or eliminating facial fine lines and wrinkles) ranked first in cosmetic non-invasive procedures, and the leader in reconstruction surgeries was tumor removal.

Overall, Americans spent more than $16.5 billion on cosmetic plastic surgery in 2018. Females far outnumber males undergoing cosmetic procedures (by 9-to-1), with 40 to 54-year-old women doing the most.

Local plastic surgeons benefit from the popularity of digital photography, self-monitoring apps, increased affordability for patients, lowered risk factors, faster recovery times and enhanced self-esteem.

Among the procedures that remain popular and others that are emerging in the industry in 2020 are:

Restylane fillers. This temporary hyaluronic acid-based product helps to refresh, restore and enhance the skin. It’s injected into the skin to fill wrinkles or add volume, shape the face or lips, or rejuvenate skin. Juvederm, another dermal filler has a smooth consistency gel. (Cost: $275 and $700 per treatment, per American Society of Plastic Surgeons.)

CoolSculpting. An applicator freezes and kills fat cells for the treatment of visible fat bulges. Target areas include under the chin and jawline, thigh, abdomen and flank, bra fat, back fat, underneath the buttocks and upper arm. (Cost: $2,000-$4,000 for a personalized treatment plan.)

Rhinoplasty. This nose job procedure requires plastic surgery to change its shape or appearance or improve its function. (Cost: average is $5,350.)

Liposuction. This surgical procedure uses a suction technique to remove fat from specific body areas such as the abdomen, hips, thighs, buttocks, arms, chin or neck. (Cost: $2,000-$8,000.)

Labiaplasty. This surgical procedure reduces the length of the labia minora to achieve vaginal rejuvenation. (Cost: average is $2,924.)

Botulinum Toxin Type A (Botox). This cosmetic injectable temporarily reduces or eliminates facial fine lines and wrinkles. Common areas of treatment are frown lines, forehead creases, crow’s feet near the eyes, thick bands in the neck, thick jaw muscles, lip lines and gummy smiles. (Cost: average is $397.)

Radio-frequency energy. This aesthetic technique heats tissue and stimulates subdermal collagen production in order to reduce the appearance of fine lines and loose skin. The technique includes tissue remodeling and treats sagging skin and jowls, stretch marks, cellulite and acne scars. (Cost: $750 to $7,500.)

Magnetic energy. This noninvasive muscle stimulation procedure sends electromagnetic energy into muscles, causing them to contract. Muscle fibers grow stronger, firmer and more toned. (Cost: Varies)

Gynecomastia. This condition is an enlargement of the glandular tissue of the male breast. Medications and surgical treatments can be used to treat the problem. (Cost: average is $3,978.)

Breast augmentation. This invasive surgery uses breast implants or fat transfer to increase the size of breasts. It also can restore breast volume lost after weight reduction or pregnancy, achieve a more rounded breast shape and improve natural breast size asymmetry. (Cost: average is $3,824.)

Breast reduction. This outpatient surgery (mammaplasty) removes extra fat, tissue and skin through cuts on the undersides of both breasts. Breast proportion and alleviation of discomfort are achieved. (Cost: average for aesthetic only is $5,680.)


“For trends in aesthetic surgery, I have to say that there are two fronts in the war (battle) against aging, or at least its appearance. The first is the ‘tried and true’ front of surgical aesthetic improvement, and the other front is non-surgical or non-invasive options to improve appearance. Breast reduction and augmentation, rhinoplasty, and facial and eyelid wrinkle reduction. Periodic enhancements have occurred over the years and have added options, reduced operative time, bruising and downtime. Injections to reduce wrinkles, place fillers in deeper folds, CoolSculpting, radio-frequency stimulation of collagen production, and NOW magnetic energy to tone muscles.”— Dr. David Reid, Hilton Head Plastic Surgery and MedSpa

Collagen induction therapy. Patients that have had this procedure report amazing textural improvement even after the first treatment. “The use of radio-frequency energy microneedling that penetrates the skin. The stimulated collagen produces firmer skin and is safe for all skin types.”— Dr. Thomas Bundy, Hilton Head Dermatology

“Growing trends are hair regrowth such as neografting for the head and eyebrows; microblading for the eyebrows; non-surgical nose job aka “Liquid Rhinoplasty” using hyaluronic acid fillers;  conservative lip filler with more natural, plump results; chin and jawline contouring with filler; Botox and Dysport for the prevention of fine lines and wrinkles is trending in the 20-40 year old age groups, where as previously it was being used in the 50-plus group for correction, younger patients are seeking out prevention, recognizing it as key to maintaining a youthful appearance longer; use of platelet-rich plasma for hair thinning treatments; natural skin rejuvenation from the body’s own natural resources; and laser treatment by Sciton that provides resurfacing, brightening and collagen stimulation with ablative and nonablative wavelengths.”— Karen Bouchard, PA-C, Lux: A Medical Spa

“As we age, our bodies change, and those changes impact our confidence in ourselves. Today’s consumers find themselves confronted with an array of options to fight the signs of aging including conventional and newly developed treatments. Although used worldwide for over 20 years, stem cell therapy continues to remain a strong anti-aging treatment choice for millions of patients because of its natural, minimally invasive procedure providing long-lasting results. Stem cell treatment replenishes the body with a natural dose of concentrated stem cells that will replace, regrow, repair and rejuvenate on a cellular level resolving age-related damage to cells. The process can increase blood flow and collagen production while reducing fine lines and wrinkles, giving you a refreshed and youthful appearance. Regenerative stem cell therapy provides a natural alternative treatment option to traditional cosmetic surgery and artificial agents.”— Dr. Brad Fraum, Fraum Center for Restorative Health