From Ozempic Face to “Wide Awake” Surgery: What’s Fuelling the Facelift Comeback?

13 October 2025 (Last updated: 13 Jan 2026 14:40)

From Ozempic to Zoom, modern life is reshaping our faces — and fuelling a major facelift revival. According to new audit figures from the British Association of Aesthetic Plastic Surgeons (BAAPS), face and neck lift procedures in the UK rose by 8% in 2024, marking a continued comeback for one of the most enduring forms of cosmetic surgery. After a decade of fluctuations, surgical facelifts are proving remarkably resilient — and increasingly relevant in an age shaped by virtual meetings, weight-loss medications, and the pressures of looking ageless on screen.

Consultant Plastic Surgeon and President of BAAPS, Nora Nugent, attributes this shift to several key factors:

“We are seeing more patients who have reached the limitations of non-surgical treatments and are now seeking longer-lasting, natural-looking facial rejuvenation. Many are also choosing to reduce their reliance on repeated injectables by opting for surgical options.”

Facelifts offer results that can last a decade or more, making them a compelling alternative to frequent maintenance treatments such as Botox or dermal fillers.

Ozempic Face

Another contributing factor is the rising popularity of GLP-1 receptor agonist medications such as Ozempic and Wegovy, which are widely used for weight management. While these medications can lead to significant weight loss and associated health benefits, they may also result in facial volume loss and skin laxity.

“With the growing use of these weight-loss treatments, we have seen a noticeable increase in patients seeking facial rejuvenation surgery,” said Ms Nugent. “It’s an extension of a pattern we’ve always observed in post-weight-loss patients, now amplified by the wider use of these medications.”

BAAPS also notes a demographic shift among facelift patients. While the majority remain in their 50s and 60s, there is increasing interest among patients in their 40s, driven by the desire for discreet and longer-lasting results. Less comprehensive techniques such as the short-scar facelift — which targets the lower face and jawline — have become especially popular among this group for their subtle yet effective outcomes. Meanwhile, the deep-plane facelift has also seen a surge in demand.

BAAPS Vice President Anthony Macquillan adds:

“The rise in facelifts may also reflect wider social dynamics. With the pension age rising and many seeking to remain visible and confident in professional environments, surgery can be both an aesthetic and functional choice. We also believe the ‘Zoom effect’—increased time spent seeing ourselves virtually—has heightened awareness of facial ageing across all age groups.”

Regenerative Facial Surgery & Medicine

One of the most exciting developments in facial rejuvenation surgery is the arrival of regenerative techniques that utilise fat, stem cells, and exosomes. Regenerative medicine and surgery aim not only to restore the face from the effects of ageing, but also to repair and rejuvenate at a cellular level — addressing ageing and tissue health at their core.

“We were very fortunate to hear from two of the world’s leading regenerative facial surgeons, Dr Steve Cohen (US) and Dr Alexis Verpaele (Belgium), at this year’s BAAPS conference about their ground-breaking and innovative work in this area. The potential for future treatments is huge, and we look forward to seeing how this field develops over the coming years,” said Nora.

“Wide Awake” Facelifts

New techniques are also driving demand for facelifts. At the recent 2025 BAAPS “Redefining Aesthetics” conference, leading surgeons from around the world discussed how innovative approaches are reshaping the field.

One such advancement, presented by UK plastic surgeon Simon Lee, is the use of endoscopic short-scar surgery for the upper and mid-face, as well as the periocular region, combined with deep-plane face and neck surgery. Notably, Mr Lee performs his face and neck lift surgery under local anaesthetic as outpatient treatments — commonly referred to as “wide awake” surgery. According to Lee, 95% of his facelift patients choose to remain awake during surgery and can leave the hospital the same day. This results in faster recovery, avoidance of general anaesthetic-related risks, and reduced costs due to the lack of an overnight hospital stay.

“This is an exciting time in facelift surgery. With modern and up-to-date techniques, natural outcomes can be achieved. Many of these procedures are now possible under local anaesthetic or with minimal access and almost invisible scars. As a group, BAAPS surgeons are embracing the important concepts of deep-plane reshaping and preservation techniques, leading international trends,” said Lee.

BAAPS reminds the public that any decision to undergo cosmetic surgery should be informed, considered, and carried out by a qualified specialist. To support patients, BAAPS provides an accredited directory of certified plastic surgeons across the UK — searchable by procedure — ensuring the highest standards of care and safety.

For press enquiries, interviews or further information, please contact:
British Association of Aesthetic Plastic Surgeons (BAAPS)
Email: press@baaps.org.uk
Website: www.baaps.org.uk

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