How ‘Ozempic face’ is pushing Gen X, already the biggest Botox and filler consumers, to the facelift table a decade early

As the “forgotten generation” squashed between the culturally dominant Boomers and millennials, the people born between the late 60s and 80s often go under the radar in conversations about Botox online. 

But that generation is now arriving at plastic surgeons’ offices not just for wrinkle treatments, but for facelifts once reserved for patients 15 years their senior, driven by a wave of GLP-1 weight-loss drugs that are hollowing cheeks, sagging jowls, and accelerating facial aging in ways Botox simply can’t fix.

The youngsters who watched Michael Jackson and Madonna on MTV are now middle-aged adults who are feeling the “natural signs of aging that occur in your 40s and 50s,” according to Dr. Bob Basu, the president of the American Society of Plastic Surgeons.   

“Men and women want to restore the best version of themselves, and I think that helps to drive demand for minimally invasive procedures,” Basu told Fortune. 

Gen X is also going beyond fillers and Botox and into surgeries once reserved for more elderly patients, a trend that’s driven by both awareness of facial aging and access to GLP-1s through the best online GLP-1........

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