Everyone remembers when Facebook (Meta) was king. Back then, there weren’t any other social media platforms to speak of—at least not any in Facebook’s league. (As Facebook’s star was rising, MySpace was already in a free-fall of senescence.) But almost immediately, other Silicon Valley players got in on the social game, and many of the biggest platforms—Twitter, LinkedIn, YouTube, Pinterest, and Instagram, among others—are still thriving today. But as almost everyone knows, there’s a new(ish) kid on the social media block—one whose astronomic growth is set to surpass even Instagram, the only other image-centric social media platform in TikTok’s class.
TikTok’s epic ascent and explosive popularity might appear to the casual observer to come out of nowhere. But its success represents a perfect storm of factors that owe as much to cultural and economic circumstances as a shrewd business practice and virtuosic algorithmic engineering. And in this sense, the unprecedented boom in aesthetic medicine (and the resultant demand for aesthetic training) has much in common with TikTok’s stratospheric growth.
The Perfect Storm Behind the Boom in Aesthetic Medicine
As with TikTok’s growth surge, the boom in aesthetic medicine is a multivariate phenomenon. But three variables, in particular, go far in accounting for the skyrocketing demand for aesthetic treatments:
- The “Zoom Boom”
- Increases in discretionary income
- Cultural normalization
To understand why aesthetic medicine has become such a sought-after specialty and why more and more RNs, NPs, PAs, MDs, and even dentists are seeking Botox certification, let’s take a deeper look at each.
The Zoom Boom
When the global pandemic hit, the professional class was suddenly faced with the prospect of working from home indefinitely. But it turns out that they were also faced with something else—themselves. As in-person professional interactions and face-to-face meetings were replaced with high-resolution Zoom calls, upper-wage earners were suddenly looking at themselves on camera for hours at a time. And many of them didn’t like what they saw.
The main areas of concern? Forehead and glabellar wrinkles, under-eye hollowness, crow’s feet, lip lines, sagging jowls, general volume loss, double chins, and unattractive noses. And while each of these concerns has long been addressed by cosmetic surgery, each can now be treated with aesthetic injectables. (Though in extreme cases, surgical intervention may be required.) With a whopping 40.6% of those expressing these concerns saying they intend to seek treatment, the market for medical aesthetics is poised for record-breaking growth.
Increases in Discretionary Income
With what has become a permanent shift to virtual work for the professional class (the class that comprises the largest income demographic for consumers of aesthetic medicine), upper-income earners are now enjoying the benefits of an increase in their discretionary income. This increase is related to reduced commute expenses, but there’s a more significant variable at play—housing costs.
More than 30% of upper-income earners in coastal cities (among the most expensive in the country) are fleeing these areas in favor of more affordable locations where housing costs are dramatically lower and where their income will go considerably further. With fewer expenses funneled into commute and housing costs, more and more professionals are investing in aesthetic procedures.
In a recent article by McKinsey & Co., From Extreme to Mainstream: The Future of Aesthetic Injectables, the piece details how consumer attitudes about wellness, beauty, and healthy aging have resulted in the cultural normalization of aesthetic medicine. While as little as five years ago, aesthetic procedures were widely regarded as strictly the province of celebrities, socialites, soccer moms, and media personalities, today, it enjoys a much broader acceptance. It is even embraced by a rapidly widening consumer demographic.
This widening consumer demographic includes Millennials, males, and median income earners. (In the latter case, these individuals are making reasonable and affordable use of Botox, Dysport, and other popular neuromodulators—products often referred to within the aesthetics industry as “gateway drugs” to more extensive treatments.) And as the consumer demographic for injectables widens, many medical professionals are investing in aesthetics training to cash in on rising demand with a newly acquired skill set.
AAAMS Delivers Industry-Leading Training for Today’s Hottest Medical Specialty
AAAMS (The American Association of Aesthetic Medicine and Surgery) is the premier, fully-accredited learning platform for Botox and filler training. We give you everything you’re looking for on your aesthetic training journey with more than 15 years of trusted experience, world-class instructors, a dedicated platform for finding personal and professional support, and an affordable, enjoyable, accelerated path to certification.
Like TikTok, aesthetic medicine is without peer in its singular and unprecedented growth. If you’re ready to take your first step into the exciting world of aesthetic medicine, visit us today. Explore our courses, see everything the Aesthetic Network has to offer, and enroll in the course that’s right for you.
We look forward to training with you!