Demand for face-lifts has grown significantly, with a rising number of patients opting for the procedure, according to data from the American Academy of Facial Plastic and Reconstructive Surgery. In the past year, more than 50,000 face-lifts were performed by its members, marking a record high and making it the third most popular facial surgery, trailing only rhinoplasty and eyelid-lifts. This increase includes a noticeable uptick in patients under 55 and more men seeking the surgery.
Experts attribute the heightened interest in face-lifts to several factors. Greater openness among celebrities about undergoing cosmetic procedures has contributed to normalizing the surgery. Advances in technique, particularly the deep-plane face-lift—which repositions both skin and underlying muscle and connective tissue—offer more natural-looking results, helping to reduce previous concerns about overly taut or unnatural outcomes. Additionally, the widespread presence of idealized faces in media and social networks appears to influence individuals to seek more extensive alterations to align their appearance with digital and cultural standards of youth and beauty. Overall, the Academy projects nearly a 20 percent rise in facial procedures this year, including injectable treatments such as Botox and fillers.
Three individuals who recently underwent face-lifts share insights into their decisions.
Jo C., 62, a restaurant owner from Saskatchewan, Canada, chose to have a deep-plane face-lift combined with a deep neck-lift and a lip-lift in March. She explained that though she had often been called pretty in her youth, she felt her appearance no longer reflected her vitality and happiness. Initially hesitant due to the invasive nature of the surgery, she was convinced after consulting with her surgeon and reflecting on her desire to look as energetic as she feels. Her family was initially concerned, but their views shifted after seeing before-and-after photos. While her son expressed anxiety seeing her swollen post-surgery, he later came to accept her choice.
R., an 18-year-old from Colorado, underwent a deep neck-lift and rhinoplasty shortly before starting college. She cited longstanding insecurities about her jawline and side profile, amplified by exposure to idealized images on social media during her formative years. After conversations with her father, who recognized her distress, she sought surgical options. Despite some family reservations, particularly from her mother who wanted her to wait longer, R. opted for the procedures to gain confidence ahead of college. She noted mixed reactions from peers, with some misunderstanding her decision as contradictory to her advocacy for self-acceptance. Nonetheless, she described the surgery as helping her see a more authentic version of herself and enable previously avoided grooming styles.
Harley H., 53, an engineer from Idaho, underwent a deep-plane face-lift and deep neck-lift inspired partly by his wife’s positive experience with similar procedures. Concerned about the loose skin on his neck when seen in professional photos, he decided to pursue surgery despite initial worries about cost and societal perceptions. He emphasized that his focus on health and fitness motivated him to align his appearance with his lifestyle. While the recovery process proved more demanding than anticipated, involving surgical drains and swelling, Harley expressed optimism about the outcome and intended to reveal his transformation to coworkers during future visits to the office.
These personal accounts illustrate how the face-lift, once confined to older celebrities, has become more accessible and appealing to a broader demographic seeking to reconcile their outward appearance with how they feel internally. The procedure’s growing acceptance reflects broader cultural shifts regarding aging, self-image, and cosmetic intervention.