Facelifts have long been associated with older women, but new data shows that men and people in their 40s are increasingly opting for surgical rejuvenation. According to the British Association of Aesthetic Plastic Surgeons (BAAPS), the number of facelifts performed in the UK rose by 8% in 2024, reaching 1,882 procedures.
While women still account for the majority, the biggest rise was among men: a 26% increase compared to the previous year. So what’s driving this change? Experts point to social media influence, weight loss medications like Ozempic, and advances in surgical techniques.
Social media and the pressure to stay youthful
Platforms like Instagram and TikTok have helped normalise aesthetic procedures. Influencers often share their cosmetic journeys, sometimes receiving treatments for free, which can create unrealistic expectations. The message is clear: youthfulness and “freshness” are now seen as markers of success and self-care.
High-profile celebrities, such as Kris Jenner, have also added fuel to the trend. Her recent facelift made headlines and reinforced the idea that ageing gracefully increasingly means turning to surgery.
The role of weight loss drugs
The rise of medications like Ozempic and Wegovy has transformed body image conversations. These treatments can lead to rapid fat loss, sometimes leaving the face looking hollow, a phenomenon known as “Ozempic face”. Surgeons report that up to half of their facelift consultations now involve patients who are on, or have recently used, weight loss drugs.
A facelift can restore volume and redefine contours, helping patients feel more balanced and confident after significant weight loss.
Why people in their 40s are considering facelifts
Traditionally, facelifts were associated with people in their 50s and 60s. But the trend is shifting, with more patients in their 40s exploring surgery. The reasons include:
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Earlier exposure to cosmetic enhancements such as fillers and Botox.
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A desire for longer-lasting results instead of constant maintenance.
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The fading stigma around cosmetic surgery.
Modern techniques also offer more subtle, natural outcomes compared to the “pulled” look of the past.
Risks and considerations
It’s important to remember that a facelift is still major surgery. Risks include:
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Scarring
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Nerve damage
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Infection
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Uneven results
Recovery typically takes several weeks, and results last between 5 and 10 years. Costs vary, but most patients pay between £20,000 and £40,000 for a full facelift and neck lift.
Experts stress the importance of choosing a qualified surgeon with proven experience. Patients should review before-and-after photos, check credentials, and ensure their surgeon’s aesthetic aligns with their goals. A psychological assessment is also recommended to ensure motivations and expectations are realistic.
Key takeaway
The facelift is no longer the “last resort” option it once was. For many men and people in their 40s, it’s becoming a proactive step toward maintaining a youthful, refreshed appearance. Social media, new weight loss drugs, and improved surgical techniques are making facelifts more appealing and accessible, but patients must balance the benefits with the very real risks of surgery.