Neurotoxin boom reshapes U.S. aesthetic trends across generations
Neurotoxins now make up nearly a third of all non-surgical aesthetic spending in the U.S. In 2024, patients spent $6.4 billion on these treatments, marking an 8% rise from the previous year. The growth reflects shifting trends, as younger generations increasingly turn to these procedures while older users maintain steady demand.
A new report from Guidepoint, titled Generational Neurotoxin Use Across the United States, highlights how neurotoxin treatments serve as a gateway for patients exploring other aesthetic services. While dermal fillers and energy-based devices have seen slower growth, neurotoxin use remains robust. Millennials are rapidly catching up to Generation X in treatment numbers, narrowing the gap in usage.
The neurotoxin market continues to expand, driven by generational shifts and regional trends. With $6.4 billion spent in 2024, these treatments now represent a significant share of the non-surgical aesthetic industry. Practices that adapt their strategies to generational and regional differences may see further growth in patient engagement.
