The rapid adoption of glucagon-like peptide-1 (GLP-1) agonists is changing the life sciences landscape, with ripple effects extending well beyond cardiometabolic and obesity care. Global prescriptions of GLP-1 agonist therapies grew at a remarkable rate of roughly 38 percent annually between 2022 and 2024—sales are forecast to reach $100 billion by 2030. This growth has prompted interest in the downstream effects across healthcare and life sciences. In the medical aesthetics sector, the impact is already being felt. These medications are not only changing patients’ cardiometabolic health; they are also altering their appearance and, in turn, fueling demand for aesthetic products and services.
To better understand the impact of GLP-1-induced weight loss on the aesthetics industry and on facial aesthetics specifically, we surveyed 174 medical spas, dermatology and plastic surgery clinics, and other aesthetics providers at the end of 2024. Our findings suggest that GLP-1 therapies are expanding and reshaping the aesthetics customer base. For example, 63 percent of patients seeking facial aesthetic products or procedures were not active users of medical aesthetics services (Exhibit 1). Roughly half of these patients had never considered aesthetics prior to their weight loss. The rest of them were converted fence-sitters—people who had indicated their intention to receive an aesthetics treatment within the next five years.
This influx of new patients presents both opportunities and challenges for aesthetics providers, manufacturers, and investors. In this article, we provide insights into the expectations and needs of this emerging cohort, and we suggest actions that stakeholders can take to serve these patients effectively and become market leaders.
What GLP-1 patients want
Recent demand for medical aesthetics has been propelled by new patient segments, growing societal acceptance of aesthetic treatments, and an expanding array of treatment options. GLP-1 therapies are contributing to this momentum not only by expanding the patient pool but also by increasing engagement among fence-sitters, a key demographic that signals future market growth.
To capture and sustain this growth, the medical aesthetics industry should understand and address the specific needs of GLP-1 patients. Four defining traits of this cohort stand out.
-
Many GLP-1 patients have multiple aesthetic concerns. Weight loss, whether through lifestyle changes, surgery, or medication, can lead to common aesthetic concerns such as loose skin and facial volume loss, including the sagging and perceived aging of facial skin. GLP-1 agonists have multiple effects on fat and collagen production, and as such, GLP-1 users may experience multiple changes in their facial appearance.
Patients who have undergone significant weight loss often choose less-invasive medical aesthetics treatments in addition to traditional surgical options such as facelifts. Aesthetic providers reported that 61 percent of GLP-1 patients seeking treatment had lost 11 to 30 percent of their body weight. Many of them sought to improve skin laxity—particularly on the face and neck—skin quality, and facial fullness (Exhibit 2). Notably, 63 percent of these patients requested treatments for multiple concerns due to the interconnected changes between those aesthetic factors and weight-loss-driven changes to adipose and surrounding soft tissue.
- GLP-1 patients have diverging aesthetic objectives. One striking characteristic of this new cohort is that they are almost evenly split on the type of aesthetic they want to achieve. Roughly 56 percent of them say they are seeking a more “natural look”—a look that is closer to their pre-weight-loss baseline and that conceals any indications of aesthetic treatments—while 44 percent of them are exploring new looks and techniques.
-
Combination therapies and novel technologies may be required to fully address the range of needs of GLP-1 patients. Treating GLP-1 users presents unique opportunities and challenges for aesthetics providers. Almost a third of those surveyed said they believe that more advances are needed to enhance clinical efficacy and outcomes for GLP-1 patients.
Emerging evidence is guiding the use of existing solutions—either alone or in combination—such as the use of Sculptra (a biostimulatory injectable) with Lyft or Contour (hyaluronic acid fillers) or the use of single treatments such as platelet-rich plasma or radiofrequency (RF) microneedling. Protocols that strategically and safely combine surgical and nonsurgical approaches may also hold promise for addressing the complex and interconnected aesthetic concerns of GLP-1 patients. For example, facelifts (rhytidectomies) and laser surfacing could be delivered as a combination or staged procedure, or autologous fat grafting could be combined with fillers and skin resurfacing. These procedures could be offered to patients through new collaborations, such as between med spas and plastic surgery clinics.
Respondents to our survey indicated strong interest in generating the clinical evidence base of these therapies and developing tailored therapies for GLP-1 patients. Nearly half of respondents are excited about combination treatments and innovations such as RF microneedling and mRNA-based collagen replacement (Exhibit 3).
- The financial outlook for GLP-1 patients seeking aesthetic treatments is mixed. For many GLP-1 patients who are highly motivated to improve their appearance through aesthetic services, the cost of ongoing GLP-1 therapy—which can exceed $500 for a copay, even for those with insurance coverage—has created budget constraints. About 60 percent of patients report a reduction in overall aesthetics spending, while 40 percent say they have increased their investment in aesthetic treatments, driven by a heightened focus on their post-weight-loss facial appearance.
How the industry can provide value
To respond to the growing demand from GLP-1 patients—and lead the next chapter of medical aesthetics—stakeholders can act decisively across multiple fronts. GLP-1 patients represent a new kind of aesthetics consumer, one who is often new to the industry and presents with multiple concerns. We propose five actions that stakeholders can take to meet the needs of these patients and capture value for their organizations.
1. Review marketing, messaging, and patient engagement
The GLP-1 patient cohort includes aesthetics customers who appear to have been previously unreached by traditional aesthetic marketing. This population could be targeted with precision marketing that considers the patient’s demographic and psychographic profiles and their treatment goals. Educational campaigns could build on existing efforts to explain both the science of skin changes and the potential solutions. These explanations could be delivered across a wide range of channels, such as digital health platforms, wellness influencers, and nutrition forums.
2. Consider the potential of tiered pricing or subscription models
To serve this financially diverse cohort, aesthetics providers can evolve their approach—blending traditional, high-touch strategies with digitally enabled, consumer-centric models that appeal to newer segments and foster long-term loyalty. Tiered pricing structures could offer accessible entry points, such as basic maintenance plans focused on skin quality, while still catering to premium consumers with comprehensive packages that can address additional concerns through a broader set of approaches, such as injectables, resurfacing, or combination therapies. Subscription models may further enhance affordability and engagement by spreading costs over time, encouraging routine care, and supporting better outcomes through consistent treatment.
3. Design treatment protocols tailored to post-weight-loss needs
A one-size-fits-all approach does not address the complex medical and aesthetic needs of GLP-1 patients. Aesthetic providers could partner with manufacturers to develop evidence-based algorithms optimized for this population. They should consider treatment timing, sequencing of injectables, energy-based devices, and skincare regimens that most effectively address their goals while considering the patient’s broader medical and psychosocial factors. Providers should also consider developing and implementing clinical guidelines to establish standard clinical pathways for different patient profiles and treatment approaches.
4. Expand access to combination therapies and novel technologies
Synergistic interventions may be more appropriate for GLP-1 patients seeking to address multiple aesthetic issues. In response to emerging research on weight-management patients, manufacturers should consider reviewing their R&D efforts and expanding their innovations, including injectable biostimulators, collagen-enhancing topicals, and RF microneedling devices. These solutions could be integrated into comprehensive treatment packages that are scalable across a range of provider settings—from medical spas to dermatology clinics.
5. Explore investment and dealmaking opportunities across the value chain
The growing need for integrated treatment solutions, scalable care models, and differentiated, evidence-based technologies has created investment opportunities. Investors could engage in strategic M&A to acquire early-stage companies that are developing novel aesthetic tools and combination therapies, which could help bigger players accelerate their access to next-generation injectables, biotech innovations, and AI-enabled technologies. Alongside business development teams, investors could also build portfolios around the needs of GLP-1 patients and engage with other aesthetic providers within the weight loss and cardiometabolic ecosystem, including specialists and pharmacies.
In this pivotal moment, as demand for GLP-1 agonists continues to rise, providers, manufacturers, and investors should seize the opportunity to innovate, adapt, and shape the future of aesthetics. Those that act now—by developing novel and cost-effective treatment plans, investing in next-generation technologies, and creating tailored go-to-market and pricing strategies—can meet current demand and establish leadership in this evolving market.
“Our firm is designed to operate as one—a single global partnership united by a strong set of values. We are equally committed to both sides of our mission: attracting and developing a talented and diverse group of colleagues and helping our clients create meaningful and lasting change.
From the C-suite to the front line, we partner with clients to help them innovate more sustainably, achieve lasting gains in performance, and build workforces that will thrive for this generation and the next.”
Please visit the firm link to site