It’s February 2025 and whilst the “hot trends of 2025 pieces may have been left behind in January’s news, at WOI, we’re still obsessed with understanding more about how consumers are behaving. What do people want? What don’t they want? Today, we sit down with esteemed surgeon and renowned aesthetics expert, Dr. Pian Yip, founder of Jolie Beaute, to explore some of the evolving trends in aesthetic procedures (Botox, filler, thread lifts, Morpheus 8, Exilis Ultra 360, laser treatments and more). What we learned is that preferences might be shifting away from the “more-is-more” philosophy toward a refined, understated approach.
Beyond “Pillow Face” – why subtle enhancements are in for 2025
Dr. Yip shares, “over the last ten years or so, the aesthetic industry has been dominated by aggressive sales tactics, package deals, and an emphasis on high-volume procedures. Sometimes, this has led to patients having more treatments than they needed and a lot of correction work is now taking place, globally.
This has impacted the patient experience and now, we’re seeing a shift. Since early 2024 and continuing into 2025, we’re seeing a more thoughtful approach emerging—one that prioritises patient needs over trends and commercial interests. Increasingly, people are seeking treatments that enhance their natural look while maintaining their individuality. This is a massive shift from the days when clients would come into the clinic with an Instagram or celebrity image and ask for that homogenised look. It’s lovely to see my patients feel more empowered to find their own style; as a doctor, I want my clients to feel confident at any age.”
Many forward-thinking clinics in Hong Kong are focusing on personalisation, patient respect, and long-term results. According to Dr. Yip, the most long-lasting aesthetic treatments are those that take into account the unique structure of each individual’s face. She says that subtlety and expertise in delivering treatments seems to be a top priority to her clients, taking precedence over fleeting trends.
Less dramatic change, more subtle “tweaks”
Speaking with Dr Yip, it’s clear that fewer patients are looking for dramatic transformations and more are asking for gentle refinements that preserve their personal expression. This shift towards respecting natural beauty indicates that treatment choices are driven by genuine patient wishes rather than pressure. “We understand the pressure to stay looking young and whilst we can help with that, we also want to be sure we’re delivering the right treatments for every individual. Such an approach fosters trust between practitioner and patient, ensuring that decisions are made collaboratively rather than as a result of aggressive marketing or external factors”.
Aesthetic trends in 2025
According to Dr. Yip – the “old favourites” remain popular, but with some updates:
- A move towards preventative treatments like “baby Botox,” which softens fine lines without freezing expressions.
- A decline in high-pressure sales environments, with some clinics adopting a zero-sales approach to ensure ethical treatment choices.
- A growing interest in non-invasive procedures that refresh and rejuvenate without downtime.
- The integration of aesthetics with wellness, ensuring that patients feel respected, safe, and confident in their choices.
As the field of aesthetics continues to evolve, thoughtful treatments that celebrate each patient’s unique features seem to be shaping the future of the industry. According to Dr. Yip, aesthetic treatments are no longer solely about looking younger—they’re about presenting the best version of yourself in a way that feels genuine. “For one client, a noticeable frown is not acceptable, for another – they prefer to retain movement in their face. Personalisation is everything now – not a one size fits all approach”.
The Role of the Doctor
Dr Yip ends our chat by saying, “innovation in the aesthetics is moving quickly and Hong Kong is well placed to deliver world-class beauty care. There is clearly a demand for anti-ageing treatments and in parallel, patients are telling me that they want to have a “safe space” to have a discussion about looking and feeling their best. We’re here to give information, education, and support”.
If you found these insights valuable, please share them with anyone that might find it useful. Speaking with Dr. Yip, one thing is clear – a crucial element of the shift is the power of the consumer to make informed choices and the role of the practitioner. Our conclusion? It’s important for clinics to employ trained doctors and surgeons that have a deep understanding of facial anatomy and who embrace an approach rooted in medical expertise rather than sales-driven incentives. This ensures that patients receive expert guidance, tailored treatments, and an environment that prioritises safety and trust.
We hope you enjoyed this WOI blog.
