India’s Millennials and Gen Z are embracing early cosmetic treatments like fillers as part of their self-care routines

In recent years, a noticeable trend has emerged among India’s Millennials and Gen Z, the increasing popularity of early cosmetic treatments like fillers. This shift highlights evolving beauty standards influenced heavily by social media platforms such as Instagram and TikTok, where idealised images of flawless skin abound.

These platforms perpetuate an image-driven culture, encouraging young people to consider cosmetic enhancements as a means to maintain a youthful appearance and meet contemporary beauty ideals. Recent data from Deloitte underscores this trend, revealing that 65 per cent of Millennials and 58 per cent of Gen Z in India have a positive outlook on using technology and aesthetic treatments to improve their lives.

This optimism is coupled with a heightened focus on self-care and personal enhancement, which has led to the rising popularity of preventative fillers. Often referred to as ‘Baby Botox,’ these treatments involve minimal amounts of Botox or dermal fillers used before the onset of wrinkles, appealing to those who wish to stave off the visible signs of ageing before they even begin. A significant demographic shift is evident in data from NASSCOM, which indicates that Millennials and Gen Z comprise 52 per cent  of India’s population.

This figure highlights the growing influence of these younger generations who are increasingly well-versed in cosmetic procedures and less stigmatised by them. The normalisation of such treatments owes much to open discussions on social media, where people share their experiences and results, contributing to a growing acceptance. The American Academy of Facial Plastic and Reconstructive Surgery reports that 64 per cent  of practitioners have noted a rise in patients under 30 seeking cosmetic procedures, reflecting this broader cultural acceptance. The allure of preventative fillers lies not only in the desire to maintain a youthful appearance but also in the empowerment that comes from taking control of one’s aesthetic journey.

Young individuals today are more informed and proactive about their beauty routines, often seeking expert advice to make informed decisions. This proactive approach to beauty and self-care represents a significant cultural shift toward embracing enhancements as a normal part of life in a digital era. However, while the appeal of preventative fillers is undeniable, young people must approach these treatments with caution. Overuse can result in “filler fatigue,” a condition where excessive treatments lead to skin stretching and the need for more frequent interventions.

A balanced approach that integrates overall skin health with aesthetic goals is essential to ensure that beauty enhancements do not compromise one’s natural appearance.

Education plays a vital role in this process. Young individuals are encouraged to seek guidance from reputable professionals who prioritise safety and use high-quality products. By doing so, they can make informed choices that align with their personal beauty goals without succumbing to the pressures of fleeting trends. This emphasis on education and safety empowers them to navigate their beauty journeys with confidence, fostering a sense of self-assuredness in their natural selves.

The rise of early cosmetic treatments among India’s youth illustrates a significant cultural shift towards embracing self-care and beauty enhancements in a digital era. As these generations navigate their identities in a visually oriented world, they increasingly turn to options like fillers to maintain their youthful allure. By prioritising education and safety, young individuals are empowered to make informed decisions about their beauty routines, fostering confidence in their natural selves.

As this trend continues to evolve, it will be intriguing to observe how it shapes the ongoing conversation around beauty in modern society. The future of beauty is likely to be shaped by these young, informed consumers who value both innovation and authenticity, setting new standards for generations to come.

(The writer is Medical Director, Sculpt Clinics; views are personal)