Top Aesthetic Medicine Trends for 2025: Insights from Darin Messina, PhD, of Allergan Aesthetics

As 2025 approaches, the field of aesthetic medicine continues to evolve with new innovations and consumer demands shaping the landscape.

Darin Messina, PhD, senior vice president of Aesthetics R&D at Allergan Aesthetics, shares his insights into the top trends that will define the year ahead.

From the rise of non-surgical treatments targeting the lower face, neck, and jawline to the growing influence of GLP-1 medications on aesthetic choices, Messina explores the factors driving the industry’s future.

With a focus on evidence-backed skin care and advancements in regenerative medicine, he also highlights how technology and personalized care are paving the way for more precise and natural-looking results.

Darin J. Messina, PhD | Image Credit: © AbbVie

Q&A

Q: What were some of the most significant trends or innovations in aesthetic medicine in 2024?

A: 2024 was a pivotal year for aesthetic medicine. One of the most notable trends was the growing focus on reshaping the lower face, neck, and jawline using minimally invasive treatments. Individuals sought natural-looking results without downtime, and advancements in non-surgical options provided a range of options. We at Allergan Aesthetics also saw a growing emphasis on science-backed skin care solutions, reflecting the need for products with proven efficacy to complement in-office treatments.

Q: What do you see as the top trends shaping aesthetic medicine in 2025?

A: We anticipate 3 core trends will rise to the top in 2025. First, the growing demand for non-surgical lower face and jawline treatments will drive innovation in the category. Second, we are following the impact of GLP-1 medications on appearance-focused behaviors, as we know many people who engage in medical weight-loss are more interested in aesthetics afterwards. In addition, the focus on scientifically proven skin care products will expand, addressing the gap between the array of options and clear, data-driven cosmetic solutions.

Q: How have consumer demands shifted in recent years, and how is the industry adapting to meet these changes?

A: Consumers today are more informed and discerning than ever before. They’re looking for treatments that deliver natural results, align with their unique aesthetic goals, and fit seamlessly into their lifestyles. This demand led to the development of minimally invasive procedures with shorter recovery times. The rise of holistic beauty and health is reshaping how providers approach aesthetic care. The industry also is leveraging technology to create more precise, customizable solutions, reflecting a shift toward personalization in aesthetics.

Q: Why has reshaping the lower face, neck, and jawline become a key area of focus for consumers?

A: The lower face, neck, and jawline are highly visible areas that naturally show signs of aging, including loose skin and loss of definition. Historically, surgical procedures were the primary option for addressing these concerns. Now, with advancements in minimally invasive techniques, patients have access to effective, more accessible solutions.

Q: How have GLP-1 medications influenced the demand for aesthetic treatments? What are some of the unique challenges in addressing aesthetic concerns following weight loss?

A: GLP-1 medications transformed the weight loss landscape, but they often come with changes in skin elasticity and facial volume that patients might not anticipate. Aesthetic treatments can address these concerns and our customers and our consumers are absolutely participating in this market.

Q: How do you address the gap between the wide range of skin care options and consumers’ demand for scientifically validated products?

A: While the skin care market offers an abundance of options, not all products are created equal. Consumers are becoming more aware of the importance of effective, science-backed solutions. At Allergan Aesthetics, we prioritize rigorous research to ensure our skin care offerings are supported by clinical evidence, including 200+ global clinical efficacy studies, 90+ peer-reviewed publications and 50+ US patents. By combining high-quality ingredients with robust, cutting-edge science, we’re empowering consumers with products they can trust to deliver real results.

Q: What role do technology and regenerative medicine play in shaping the future of aesthetic medicine?

A: Technology and regenerative medicine are at the forefront of the industry’s evolution. Advancements in AI and imaging technologies are enabling providers to deliver more precise and personalized treatments. Meanwhile, regenerative medicine is opening doors to innovative solutions that can help enhance the body’s natural repair processes. For example, by focusing on stem cells, biomaterials, and growth factors, we aim to restore tissue function through regenerative cues, enabling our body's stem cells to rebuild damaged tissues. This approach is pivotal in both aesthetic and therapeutic applications, showcasing our commitment to innovation in regenerative medicine. Together, these advancements are pushing the boundaries of what’s possible in aesthetic medicine, offering patients more effective, longer-lasting, and natural-looking results.

Q: Is there anything else you feel is relevant for clinicians to know or consider?

A: Clinicians need to recognize the growing importance of patient education and trust in the aesthetic journey. As patients become more informed, they’re looking to their providers for guidance on everything from treatment options to post-care skin care. Staying informed about emerging trends and the science behind available treatments is key to fostering that trust and delivering the best outcomes. Additionally, a holistic approach that combines aesthetic treatments with wellness and skin care can help patients achieve their goals more comprehensively. By continuing to facilitate discussion among top researchers, physicians, and other innovators, we can explore cutting-edge science and evolve the collective approach to aging, shifting the industry dialogue from lifespan to health span (e.g., the number of years lived in good health).