Cosmetic procedures are becoming increasingly popular amongst the general public. This is confirmed by a study carried out in May 2026 by The Benchmarking Company, which surveyed more than 4,000 American women.
28% of female respondents say they have undergone a cosmetic procedure in the last five years. But it is amongst the youngest age groups that the trend is accelerating. 32% of Millennials and Generation Z have done so, compared with just 18% of Baby Boomers.
When it comes to non-surgical procedures, manual hair removal is by far the most common (49%), ahead of Botox (33%) and laser treatments (19%).
Among surgical procedures, breast augmentation, body contouring and liposuction top the list.
From the clinic to the home
This is where the study becomes particularly insightful for the cosmetics industry.
34% of respondents state that the procedures they undergo directly influence the products they buy. This figure rises to 46% among Generation Z.
The ‘post-procedure’ consumer has specific expectations. She seeks to:
• Maintain her results between sessions (50%)
• Prolong the benefits (49%)
• Prepare her skin beforehand (25%)
• Reduce recovery time (17%)
The most commonly used product categories are gentle cleansers (77%) and moisturisers (71%), followed by restorative skincare (68%) and sun protection (64%).
What brands need to understand
Consumer expectations are clear. Women want formulations that speed up healing, …
