Facelifts Surge by 26% Among Men: What the BAAPS 2024 Audit Tells Us About Cosmetic Surgery

The British Association of Aesthetic Plastic Surgeons (BAAPS) has revealed its annual audit for 2023–2024, uncovering the latest trends in cosmetic surgery across the UK. With a 5% rise in total procedures from the previous year, the data paints a clear picture: facial rejuvenation and body contouring are booming, while male cosmetic surgeries are seeing a subtle shift in focus rather than growth.

The total number of procedures performed in 2024 reached 27,462, up from 26,046 in 2023. Women accounted for 93.5% of all cosmetic surgeries, with eyelid surgery seeing the sharpest rise at +15%, followed by brow lifts and thigh lifts, both up 25%. Breast augmentation remained the top procedure overall, climbing 6% to 5,202 cases, with breast reduction (4,707 procedures) and eyelid surgery (3,138) rounding out the top three.

For men, numbers declined slightly by 1.5% overall, but a deeper look reveals changing priorities. Face and neck lifts surged by 26%, reflecting a growing male interest in anti-ageing procedures. In contrast, traditional male favourites like rhinoplasty and liposuction saw drops of 14% and 7% respectively. The most common male surgery was still rhinoplasty (332 cases), despite the decline.

Commenting on the trends, BAAPS President Nora Nugent noted: "The decline in male plastic surgery may appear more pronounced due to the smaller number of procedures overall, making fluctuations more noticeable. However, we are seeing a rise in facelifts among men, mirroring the trend observed in women."

The audit also highlighted the rise of non-surgical treatments, with Botox use up 5% and dermal fillers jumping 27% across both sexes—an indication that patients may be leaning toward less invasive alternatives, or combining both to maximise results.

Vice President Anthony Macquillan linked the increase in surgeries like abdominoplasties and breast reductions to changing societal pressures: "Post-COVID, we’ve observed a shift in patient priorities, with a greater focus on both mental and functional health. This may explain the rise in procedures like abdominoplasties and breast reductions, which offer both physical and psychological benefits. At the same time, the increase in facelifts could be linked to societal changes, such as the rising pension age and the desire to remain relevant in the workplace. For many, this type of surgery is not just aesthetic but also functional helping to maintain confidence, secure employment, and reduce anxiety associated with age-related bias."

With body contouring and facial refinement at an all-time high and gender-specific patterns continuing to evolve, the 2024 BAAPS audit reveals a nuanced portrait of Britain’s cosmetic priorities—where self-image, wellness, and long-term confidence became a nuanced trend.

The full BAAPS audit can be found here.