In the U.S., beauty standards are undergoing a transformation. This phenomenon, termed “de-Kardashianization,” references the famous American sisters who have long embraced cosmetic surgery as a way of life. The current trend moves away from exaggerated curves in favor of a more athletic and natural appearance. Plastic surgeons report a decline in requests for hourglass silhouettes, with a growing preference for less invasive procedures.
Following the decline of overly accentuated body shapes, the trend now focuses on scaling back fillers and implants. New York-based surgeon Darren Smith notes a rise in procedures like facelifts, breast reductions, and abdominoplasties aimed at enhancing tonicity without drastically altering a natural look.
Even on the West Coast, traditionally associated with a more flamboyant aesthetic, this decline is evident. However, Los Angeles still leads in the use of larger breast implants compared to the East Coast.
Dermatologist Annie Chiu highlights a growing “fear of fillers,” driven in part by social media. Overly plumped faces are no longer fashionable, as illustrated by actress Kristin Davis, one of the four stars of Sex and the City, who faced harsh online criticism for excessive “touch-ups.” As a result, more people are turning to less invasive alternatives, such as regenerative treatments based on salmon DNA or polynucleotides, touted as the future of rejuvenation.
Smiles are also evolving. Dentists in New York City, such as Dr. Marc Lowenberg, emphasize that patients “don’t want their teeth to enter the room before they do,” opting for natural-looking smiles. Meanwhile, on the West Coast, the preference for a more striking effect persists.
Beverly Hills plastic surgeon Linda Li observes a shift in rhinoplasty trends. A more subtle approach is now favored, as “a nose should fit the face.” Procedures like buccal fat removal, which reduce cheek volume but have been criticized for potentially accelerating aging, are also gaining popularity.
The era of excessive “fixes” appears to be over. Younger patients, in particular, seek less invasive, personalized procedures, often supported by advanced technologies like artificial intelligence, which allows for result simulations. This shift is transforming the aesthetic industry, making the process of enhancement more harmonious and tailored.
