How Worried Should We Be About Gen Z’s Approach to Tweakments?

You can’t ignore it – Gen Z’s influence on tweakments is already starting to change the industry – from the treatments they are fascinated by (and making trend on social media) to what they expect from their practitioners and clinics too. But should we be worried about their approach to tweakments and how much sway do they actually have? Discover what the experts have to say as we investigated…

Who is Gen Z anyway?

The term is often bandied around and misused, (sometimes disparagingly to refer to ‘the kids’), but Gen Z actually refers to individuals who were born broadly between 1996 and 2012. That makes them between 12 and 27 years old in 2024 – so they range from teenagers to young adults.

Why is this generation causing a stir in the aesthetics industry?

Changing perceptions

They might only be on the cusp of starting their tweakment journeys due to their age, but Gen Z already view tweakments differently and discuss them more openly than their parents and grandparents.

“Gen Z’s relationship with cosmetic procedures marks a significant departure from that of previous generations,” reveals Dr Souphi Samizadeh. “For them, aesthetic treatments are less about reversing ageing and more about self-expression, confidence-building, and embracing individuality. They are hyper-aware of their appearance, shaped by both real-life interactions and how they are perceived online, particularly on platforms like Instagram, TikTok, and Snapchat.”

“The indications are that procedures could become increasingly common with time,” agrees Mintel’s beauty and personal care analyst Maddie Malone. “Gen Z is a generation that has grown up during a more social media-focused era – which places a high focus on physical appearance. As a result, they may be more influenced to undergo these types of procedures when they can afford them.”

Growing demand

According to trend forecasts, this mindset shift is already causing tweakment demand to skyrocket. A recent Mintel report, for example, found that a quarter of women aged 18-34 (older Gen Z and younger Millenials) are interested in having wrinkle-relaxing (or preventing) toxin treatments like Botox, compared to one in ten of Brits as a whole. Equally, last year, The American Academy of Facial Plastic and Reconstructive Surgery reported that 75% of plastic surgeons have seen a surge in clients younger than 30.

New trending tweaks

One of the defining trends among Gen Z is their focus on “pre-rejuvenation,” which ultimately has seen individuals start tweakments earlier, while causing a shift in what they are having too.

“Unlike older generations, who might have waited to address visible signs of ageing, Gen Z is proactively engaging in aesthetic treatments in their late teens and early 20s to preserve their youthful appearance,” explains Dr Samizadeh. “That means non-invasive treatments like early-stage neurotoxins, medical-grade skincare, and gentle skin treatments such as microneedling and light peels are particularly popular. This proactive approach demonstrates a cultural shift, where cosmetic interventions are viewed as an integral part of self-care rather than reactive measures.”

The need for clinics to pivot

Gen Z attitudes to tweakments could also influence how practitioners themselves operate, suggests the New York City plastic surgeon Dr Richard Westreich: “As social media and visual self-representation continue to dominate our culture, traditional customer demographics across many sectors are being replaced with a younger, highly mobile, and heavily engaged client base. Essentially, the quest for the fountain of youth now begins in the 20s for many people.”

To engage with this younger demographic, Dr Westreich predicts (and we are already seeing) that clinics will have to have “a strong social media presence, engage patients over text, direct messaging and email rather than telephone calls, and also offer online booking.” All in all, this serves to make access to tweakments appear much more in reach…

So, why are people potentially concerned?

The biggest concern is that young people – who can be more easily influenced – are jumping in too soon and without proper consideration when it comes to tweakments. “With people buying into these procedures at a young age, it’s important to ensure that patients understand the potential side effects,” warns Malone. “At the moment there is limited research around the impact of long-term usage of toxin, for example, with ‘Baby Botox’ [which is a big trend for this age group] being a relatively new phenomenon.”

Equally, “the pervasive influence of social media and filters can foster unrealistic beauty standards, pressuring some individuals to pursue tweakments unnecessarily,” says Dr Samizadeh. “The emphasis on perfection can lead to a focus on external appearance at the expense of mental and emotional well-being. Additionally, while pre-rejuvenation has benefits, it’s crucial to ensure that younger patients make informed decisions and avoid over-treating their skin too early. Professional guidance and ethical practice are key to mitigating these risks.”

But is it really Gen Z to blame?

Despite this generation often stealing the headlines, almost half of Gen Z’ers aren’t legally able to have tweakments (for the majority you need to be over 18). And, at their age, they may lack the disposable income to invest in them too. In fact, the American Academy of Facial Plastic and Reconstructive Surgery found that it was currently younger Millennials who were powering treatment interest, with 27-33-year-olds most likely to have had two or more surgical procedures – with almost three in ten (28%) having done so.

Yet, conversations about tweakments are much more open in the Gen Z age group. They certainly power discussions on social media, and those who are over 18 are already starting to influence the types of tweakments that are popular. So, Gen Z’ers are likely to take over very soon and that’s something to be aware of.

Could Gen Z actually be a positive force for the industry?

Yes, and that’s probably what we should focus on more if we can (as long as the right safeguards are in place).

Driving innovation

“Gen Z is driving a profound transformation in the aesthetics field,” affirms Dr Samizadeh. “Their preference for pre-rejuvenation is catalysing advancements in non-invasive technologies, such as advanced neurotoxins, bespoke fillers, and biostimulatory injections. As a result, the industry is increasingly focusing on delivering natural, long-lasting results with minimal downtime, and their interest in regenerative aesthetics is another major force shaping the industry. Treatments that harness the body’s natural healing processes—such as stem cell therapies and advanced collagen stimulators—are gaining momentum. These therapies not only enhance skin appearance but also improve its overall health, reflecting Gen Z’s holistic approach to beauty.”

Powering inclusivity 

“Gen Z’s approach also encourages a more informed and inclusive view of aesthetic medicine,” highlights Dr Samizadeh. “By normalising these treatments and openly discussing their choices, they reduce stigma and emphasise the importance of safety. Gen Z individuals are seeking procedures that align with diverse identities too, emphasising authenticity over conformity. This push for diversity is likely to influence the aesthetics industry’s offerings, marketing strategies, and practitioner training in the coming years, especially as inclusivity and gender-neutral treatments shape the market.

So, in that regard, Gen Z’s influence on tweakments actually sounds really rather exciting…

For more advice about tweakments, head to The Guide. For skincare advice,  book in for a consultation with our skincare consultant Shenaz.