Facing facts…
With various beauty procedures such as Baby Botox and K-beauty treatments making waves in 2025, findings from RationalFX in their latest report reveals this type of ‘beauty enhancement’ is having a boon.
Exploring the market for cosmetic procedures in the United States demonstrates that Americans are obsessed with looking young, spending billions of dollars on Botox and other beauty enhancements every year.
As beauty standards constantly change with new trends coming and going, the search for the perfect look generates billions of dollars in revenue for the cosmetic surgery and beauty industries.
Interested to see the size of the aesthetic procedures market stateside, the team at RationalFX analysed the latest statistical data published by the American Society of Plastic Surgeons (ASPS) and calculated the annual expenditure for a host of different non-invasive cosmetic procedures, as well as for the most commonly performed cosmetic surgeries.
Their findings discovered that Americans spend more than $4.1 billion on botulinum toxin injections a year, with more than 90% of the anti-wrinkle substance being injected on women. In total, there were more than 25 million non-invasive beauty procedures in the U.S. in 2023, as well as 1.54 million cosmetic surgeries.
The report highlights that according to the latest ASPS data, the most popular beauty treatment in the United States is the botulinum toxin, known by the brand name Botox. More than 9.4 million Botox injections were done in 2023, 8.52% up from the previous year.
Based on an average cost of $435 per treatment in 2023, Americans spend $4.1 billion on Botox injections a year while findings note that the only treatment with a higher expenditure in the U.S. is skin resurfacing and the variety of procedures included in this group. A total of $6.4 billion was spent on roughly 3.5 million treatments in 2023.
After Botox the next most popular treatment is hyaluronic acid fillers with 5.2 million, then skin resurfacing with 3.5 million and skin treatment with lasers with 3.1 million.
Botox is the most preferred beauty procedure among people aged 40-54, but for younger generations (aged 19 and under, and ages 20-29), the most popular procedure is laser skin treatment. Those aged 70 and older prefer skin resurfacing, on the other hand.
The most popular cosmetic surgery in the U.S. is liposuction, which was performed 347,000 times in 2023 at a total cost of $1.6 billion.
