The “tyranny of beauty” troubles citizens in many countries around the world, but in Greece, it appears to have surpassed all limits. Greece ranks 10th globally in aesthetic procedures (such as Botox treatments), while last year the country recorded a record number of procedures, with an increase of over 50% compared to the years before 2024. The United States, however, still holds the top position globally in almost all categories, except for hair transplants, where India leads.

These figures are based on an international survey conducted by the International Society of Aesthetic Plastic Surgery (ISAPS) covering 32 countries. Regarding Greece, one factor driving the surge in aesthetic procedures is the involvement of two groups of citizens who previously were less concerned with achieving a standout appearance: men and adolescents, who now undergo multiple aesthetic procedures, leaving behind the philosophy of body positivity (challenging stereotypical beauty standards and accepting all body types).

Growing Interest Among Men

According to the most official global survey data, which collected responses from plastic surgeons, over half a million aesthetic procedures were performed in Greece in 2024, the majority involving non-surgical treatments with Botox and hyaluronic acid. The actual number is likely higher, considering that non-surgical procedures are also performed by professionals outside of plastic surgery, and that procedures by non-specialists appear to be increasing.

Plastic surgeon and President of the Panhellenic Medical Association, Athanasios Exadaktylos, tells To Vima that non-invasive aesthetic treatments (office procedures) are becoming increasingly popular in Greece, especially among younger people, due to beauty standards and online influences. He notes that although men traditionally showed less interest in aesthetic procedures, this trend seems to be changing.

Exadaktylos also emphasizes that “doctors must guide patients toward the appropriate treatments, even if they differ from what the patients request.” The previous hesitation among men about whether correcting flaws in their face or body would be socially frowned upon seems to have diminished. ISAPS survey data is telling: one in three ear correction procedures is performed on men, as is one in four rhinoplasties. Additionally, one in six Botox treatments and one in eight hyaluronic acid procedures are performed on men.

Procedures Starting at 18

Regarding age, the most frequent recipients of aesthetic procedures are young adults between 18 and 35 years old. Specifically, this age group accounts for 54% of breast augmentations, 60% of rhinoplasties, and 43% of liposuctions. In non-surgical procedures, 23% of Botox treatments are also performed in this age group.

However, in the category of non-surgical procedures, individuals aged 35 to 50 lead with 47%. This age group also dominates liposuctions with 43% and accounts for 37.4% of breast augmentations.

These percentages are based on responses collected from plastic surgeons and do not provide detailed country-by-country data. However, the same ratios are considered valid for Greece, especially for non-surgical procedures. Specifically, Greece ranks 10th in Botox procedures, 9th in hyaluronic acid treatments, 4th in hair transplants, and 6th in chemical peels. The United States holds the top position in nearly all categories, while India leads in hair transplants.

Global Increase of 42%

The International Society of Aesthetic Plastic Surgery conducts this survey annually. For 2024, 2,975 plastic surgeons participated, representing a strong sample. The survey found that around 80% of plastic surgeons worldwide focus on aesthetic procedures, and Greece had better representation than in previous years. After statistical analysis, the results were extrapolated to the total population, reflecting the procedures performed by plastic surgeons only. Participating countries include most major Western economies (USA, Germany, France, Italy, UK, Norway) as well as Japan, Australia, Turkey, Singapore, and Brazil.

ISAPS notes that aesthetic procedures in 2024 increased by 42% globally compared to 2023, while in Greece, with a total of 529,440 procedures, the increase was about 36%, with surgical procedures rising by 51%. Based on these figures, Greece appears to have set a record in procedures last year.

However, Plastic Surgeon and ISAPS President Paraskevas Kontoes cautions that 2024 data are not directly comparable to previous years due to the inclusion of additional procedures and a more representative sample. Therefore, it is not certain whether a true record was set. He also notes that one individual may have undergone multiple procedures.

Despite this, there is no doubt about the trend in recent years and Greece’s high international ranking.

Medical Tourism for Procedures

Greece is also a destination for citizens from Albania, the United Kingdom, Germany, and other countries for aesthetic procedures, which account for roughly 10% of all procedures performed in the country.

Kontoes points out a rising trend in non-surgical procedures, noting: “There is an upward trend rather than an explosion. More age groups, especially younger people, are opting for non-surgical procedures, as well as significantly more men, since previous taboos have diminished. Beyond that, we must emphasize the safety of these procedures, which must be performed by specialists.”