The US used to be the home of aesthetic treatments, but it seems demand in the UK is set to outstrip the US, according to a survey by the doctor booking website, RealSelf. 

A survey of more than 1,000 UK residents aged over 18 years of age showed that 76% of people in the UK wanted to change something about their face or body compared with 80% in the US, but here, more people are considering taking action.

The survey showed 40% of Brits are considering a surgical or non-surgical cosmetic treatment in the next 12 months, while 37% of Americans are thinking of booking in.

Driving demand are the millennials with 62% of 18-34 year olds thinking about having a non-surgical treatment within the next 12 months compared to 28% of the 35+ age group.

Most desired improvement

The most desired improvement, according to the poll conducted by Harris Poll for RealSelf, was not Botox and fillers but cosmetic dentistry.

Some 43% of UK respondents wanted to improve their teeth with whitening, veneers or Invisalign, in comparison with the recognised home of the pearly whites, the US, where just 36% were interested in procedures for teeth.

This may in part show the UK is catching up with the US.

What’s driving the trend? 

In both countries 43% of respondents to the online poll said their motivation was to improve their self-esteem and confidence:



Improve self-esteem/confidence



To look as good as I feel



Combat ageing



To look younger




Important events such as a milestone birthday or wedding were also cited as prime reasons for wanting procedures, along with divorce, starting a new job or a new relationship.

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