The number of Brits needing hospital treatment after getting cosmetic surgery abroad has soared by 94% in the past five years with around 38 million procedures, including surgical and non-surgical, taking place worldwide in 2024.
Searches for ‘cosmetic procedures’ in the UK have risen 12% year-on-year, indicating a growing domestic appetite for both surgical and non-surgical enhancements. From anti-ageing injections to complete facial reconstructions, more Britons than ever are exploring the possibilities of aesthetic enhancements.
To better understand what treatments are driving this demand, dermatology experts at The Devonshire Clinic analysed Google search data from June 2024 to June 2025, revealing the top 10 most in-demand cosmetic procedures. They also shared expert insight into the top five trends shaping the industry this year.
Top 10 most sought-after cosmetic treatments
| Searches for cosmetic treatments between June 24 – 25 | ||
| Rank | Cosmetic Procedures | Total Volume |
| 1 | Intense Pulsed Light | 2,531,400 |
| 2 | Laser Hair Removal | 859,330 |
| 3 | Hair Transplant | 831,880 |
| 4 | Microneedling | 253,710 |
| 5 | Botox | 251,470 |
| 6 | Dermal Fillers | 236,850 |
| 7 | Rhinoplasty | 223,610 |
| 8 | Eyelid Surgery | 177,000 |
| 9 | Chemical Peel | 148,630 |
| 10 | Abdominoplasty | 133,140 |
- Intense Pulsed Light (IPL)
Leading the pack is Intense Pulsed Light, with a remarkable 2.53 million searches over the past year. This non-invasive skin treatment has skyrocketed in popularity thanks to its ability to tackle a wide range of concerns whether that be from sun damage and rosacea to acne scars and uneven skin tone.
Often dubbed a ‘lunchtime facial fix,’ IPL delivers visible results with minimal downtime, making it especially appealing to busy professionals and skincare-savvy Millennials looking for multitasking solutions.
- Laser Hair Removal
Following in second, laser hair removal attracted over 859,000 searches across the UK. The appeal lies in its long-term reduction of unwanted hair, offering a convenient alternative to shaving and waxing.
Technological advances have made the procedure faster, safer, and more inclusive with newer lasers now effective on a wider range of skin tones. Both men and women are increasingly booking in for full-body sessions as the stigma around cosmetic maintenance fades.
- Hair Transplant
Hair transplants saw a significant surge, generating more than 831,000 searches in the past 12 months. Once a quiet corner of the cosmetic industry, hair restoration is now mainstream, thanks to minimally invasive techniques like FUE (follicular unit extraction), and increased public awareness.
High-profile men speaking openly about their procedures have further reduced the stigma, with many men aged 30 – 50 now exploring surgical solutions to hair loss.
- Microneedling
With over 253,700 searches, microneedling has become a go-to for those seeking smoother skin and a youthful glow without injectables or surgery. By using tiny needles to stimulate the skin’s natural collagen production, the treatment can improve texture, reduce scarring, and tighten pores.
Its growing popularity is also linked to social media, where skincare influencers regularly feature it as part of high-performance routines.
- Botox
Botox continues to hold strong with more than 251,400 searches during the same period. Traditionally used to soften fine lines and wrinkles, it’s now gaining traction among younger generations as a preventative measure.
Many Millennials and Gen Z patients are turning to ‘baby botox’, which are small, subtle doses designed to delay visible ageing while maintaining a natural look.
While non-invasive treatments dominate UK search trends, experts are urging caution for those considering more invasive procedures overseas. A surge in cosmetic tourism has resulted in a sharp rise in post-operative complications being treated by the NHS.
Leading dermatologist, Dr Conal Perrett, from The Devonshire Clinic, who conducted the research, said: “The rise of botched private cosmetic surgeries is placing an increasing burden on the NHS, as patients seek corrective procedures for complications ranging from infections to severe scarring, and, in some cases, life-threatening conditions.
“Many of these surgeries are performed abroad or by unregulated practitioners, leaving patients with little to no aftercare, even though surgeries take both a physical and emotional toll.
“There needs to be reinforcement of stricter regulations and improved patient education on the risks of choosing cost over quality when it comes to these life-changing procedures.”
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