The UK’s aesthetics industry is undergoing a significant transformation, with a notable shift from surgical to non-surgical procedures. According to the latest report by Tilious, “State of UK Aesthetics“, the demand for aesthetic treatments remains strong despite economic pressures, regulatory changes, and the collapse of major industry players. The report reflects on the key developments of 2024, offering a forward-looking analysis of the trends, challenges, and opportunities shaping the sector in 2025. By examining market shifts and evolving consumer preferences, it provides valuable insights for clinics and practitioners looking to navigate the industry landscape in the year ahead.
The Rise of Non-Surgical Treatments
While traditional cosmetic surgery is experiencing a decline, non-surgical treatments continue to grow in popularity. With 92% of all aesthetic procedures now being non-surgical, patients are increasingly seeking minimally invasive options, such as Botox, dermal fillers, and laser treatments. A key driver of this trend is the increasing emphasis on ‘prejuvenation’—preventative treatments that help maintain a youthful appearance before visible ageing signs emerge.
Men are also emerging as a significant demographic in the industry. Research shows that 38% of those who underwent non-surgical treatments last year were men, highlighting a cultural shift in attitudes towards cosmetic enhancement.
Market Disruptions and Opportunities
The collapse of the SK:N Group in July 2024 sent shockwaves through the industry, leading to the closure of over 70 clinics across the UK. Although Lorena Investments acquired the brand in August, the instability underscores the challenges even major providers face in an increasingly fragmented and competitive landscape. For smaller clinics, this presents an opportunity to capture new patients who were left without a provider.
Additionally, the sector remains dominated by single-location providers, with only 7% of clinics operating in multiple locations. This fragmentation means there is significant potential for consolidation, partnerships, and expansion strategies for those looking to gain a stronger foothold in the market.
Regulatory Shifts: A Game-Changer for the Industry
Upcoming regulations on non-surgical procedures are set to reshape the industry, making it increasingly difficult for unregulated providers to operate. Under the proposed licensing scheme, aesthetic practitioners will be required to meet stricter safety and training standards.
This shift will likely drive solo practitioners and beauty salons offering non-surgical treatments out of the market, benefitting clinics that prioritise compliance, quality, and patient care. Clinics that proactively prepare for these changes will have a competitive advantage in building trust and credibility among consumers.
The Challenge of Rising Costs and Cosmetic Tourism
Economic challenges and rising treatment costs are pushing some patients to seek more affordable options abroad. The report highlights a 94% increase in UK patients requiring hospital treatment after complications from cosmetic procedures performed overseas, particularly in Turkey.
To compete with medical tourism, UK clinics must focus on balancing affordability with quality. Flexible financing options, transparent pricing, and strong patient education on the risks of cosmetic tourism will be crucial in retaining patients locally.
Key Strategies for Clinic Success
To thrive in this evolving landscape, clinics must focus on six core areas:
- Alleviating Risk Concerns: Transparency is key. Clinics should highlight their practitioners’ qualifications, offer clear information about procedures, and showcase patient testimonials to build trust.
- Addressing Financial Motivations: Providing financing options can make treatments more accessible and reduce the appeal of lower-cost overseas alternatives.
- Leveraging Expertise and Quality: Emphasising the use of high-quality products and experienced practitioners can justify premium pricing.
- Expanding Non-Surgical Offerings: Given their rising demand, clinics should incorporate more non-surgical treatments and consider collaborations with surgical specialists.
- Enhancing Digital Presence: A strong online presence, including an engaging website and active social media strategy, is critical for attracting and converting potential clients.
- Optimising Patient Experience: A welcoming clinic environment, personalised treatments, and loyalty programmes can improve patient retention and advocacy.
Looking Ahead: The Future of UK Aesthetics
The aesthetics industry is poised for continued growth, driven by advancements in technology, a greater emphasis on personalised treatments, and a cultural shift towards minimally invasive procedures. As the market evolves, clinics that prioritise adaptability, innovation, and patient trust will be best positioned for long-term success.
With regulatory changes on the horizon and shifting consumer expectations, now is the time for clinics to refine their strategies and establish themselves as leaders in this dynamic sector.
