Natural beauty and modern tech: paths of cosmetology development

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On 22/01/2025

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In recent years, cosmetology has been experiencing a real revolution related to the fashion for excess forms. Cheekbones magnified several times, plump lips and the so-called "Jolie corners", which gave the face hard and sometimes masculine features, became a kind of beauty standard. This trend embraced not only ordinary women, but also celebrities who set trends, and led to the spread of the idea that the bigger and brighter the better. During this period, it was important not so much to conform to natural proportions as to create the impression of a hypertrophied and vibrant appearance.

However, over time, interest in such extreme beauty formulas began to fade. Women began to realize that natural look and harmony are much more attractive than artificially increased volumes. The focus is now on skin care, maintaining its health and freshness through affordable and safe methods. Instead of striving for extreme changes in appearance, women began to look for ways to emphasize their individuality without resorting to radical methods.

Skin care, anti-stress treatments and the use of natural cosmetics have become current trends. The emphasis on natural textures, lightness and transparency in makeup has been replaced by bright, overloaded images. Cosmetic companies are increasingly offering products that help maintain the natural relief of the face without resorting to serious interventions. This approach focuses on internal health, skin care, and balance, rather than creating artificial ideals.

Radical changes in appearance through surgery and injections have become less popular even among those who were once the "face" of trends. Technologies that made it possible to quickly change the shape of the face gave way to more delicate, long-term care methods. In the modern world, not only appearance is valued, but also natural beauty, which requires minimal intervention and is supported by a healthy lifestyle. Cosmetic trends are becoming more and more focused on harmony with oneself and the world around us, rather than striving for artificial standards.

One of these procedures, which confidently occupies a leading position, is the use of fillers. These injections help to regain lost volumes, compensate for defects and emphasize the natural contours of the face. Instead of radical surgical interventions, more and more people are choosing fillers as a non-surgical way to restore freshness and youth. The popularity of fillers is explained by their ability to effectively cope with age-related tasks, such as loss of skin elasticity and volume reduction in various areas of the face. This procedure allows you to keep your face natural, while returning it to the desired volume and fresh appearance. Unlike more aggressive methods, fillers offer not only temporary improvement, but also gentle skin care.

One of the key factors driving the growth of the global cosmetic market is the increasing demand for minimally invasive and non-invasive procedures. Over the past decade, there has been a significant shift in consumer preferences toward treatments that offer quick, effective results without the need for surgery or extended recovery times.

Statistics from the American Society of Plastic Surgeons (ASPS) highlight the massive growth in minimally invasive procedures, with a reported increase of around 200% in their global use. This surge can be attributed to several factors, including advancements in treatment techniques, the growing accessibility of such procedures, and a heightened focus on self-care. Thus, the market for filler products in the United States is expected to grow over the next 5 years.

Over the past ten years, American manufacturers have taken a leading position in the field of medical innovation, and laboratories in France and Switzerland also offer traditionally strong developments in this field. However, in recent years, South Korean companies have been actively beginning to show themselves in the aesthetic cosmetology market, introducing innovative technologies and products that meet the growing demand for effective and safe methods of appearance care.

South Korea stands out from other countries not only for its unique cosmetic developments, but also for government support. The country actively provides grants for research in the field of genetic engineering and innovative medicine, which allows South Korean companies to integrate the latest medical discoveries into cosmetic procedures. This contributes to the development of cosmetics and technologies that are becoming increasingly popular on the international market.

By 2024, significant growth was predicted in the "men's sector" of cosmetology, with sales expected to exceed $81.2 billion. However, according to the International Society of Aesthetic Plastic Surgery (ISAPS), men make up only about 14% of all visitors to cosmetologists, which confirms that aesthetic procedures are not so popular among men yet. At the same time, this figure varies from country to country, and in some regions the interest in such services is much higher.

In South Korea, for example, aesthetic procedures are highly popular among both men and women, and patients are not segregated by gender. There is a huge demand for rejuvenation and appearance correction procedures among both sexes in the country, which emphasizes the openness and acceptance of cosmetic services for men. In some of the CIS countries for example, men make up only 5-6% of the total number of cosmetology clients. This is because many men believe that their appearance is normal, and age-related changes on the skin appear later, due to a denser skin texture.

Nevertheless, with age, especially after 45 years, men begin to pay attention to aesthetic changes and are increasingly looking for solutions to eliminate facial wrinkles or make up for the lack of facial volume. In recent years, there has been an increase in interest in such procedures among the male audience, which confirms the trend towards the gradual erasure of gender barriers in the field of cosmetology.