Once associated with wealth and celebrity, non-surgical cosmetic treatments to defy ageing have become more commonplace, rewiring perceptions of beauty for ordinary women. Mary Munson, a 41-year-old teacher and mother of two, first tried 'baby Botox' at 37 on a whim during a visit to a lash clinic. She now regularly receives Botox, platelet-rich plasma (PRP) therapy, and platelet-rich fibrin (PRF) treatments. 'I realised that I enjoyed it,' she says. Among her group of 11 friends in their early 40s, three regularly use these procedures.
The trend is reflected in the proliferation of clinics offering injectables alongside traditional dental or medical services. In Sydney's once working-class suburbs, dentists now list cosmetic injectables, and clinics with slogans like 'real change, real confidence' appear next to pastry shops. The language of self-care has been co-opted to describe these treatments. Bianca Lorena Saldes, 38, an aesthetic nurse who runs a clinic, compares it to getting a massage: 'For me, it is like having something nice or like going to the gym.'
Market data underscores the growth. Grand View Research estimates the Australian cosmetic injectables market at US$2.7bn, with a projected annual growth rate of 19.3% from 2024 to 2030. The International Society of Aesthetic Plastic Surgery reports 20.5 million non-surgical cosmetic procedures globally in 2024, up 44% from 2020. The pandemic, with its Zoom calls, fostered increased self-surveillance of appearance. Regulations tightened in Australia in June last year, but the industry remains decentralised.
Women have always faced pressure to maintain youth, with older female bodies often considered less valuable. While some celebrities embrace natural ageing, public backlash can occur, as when actor Rachel Ward, 68, posted an unaltered photo of her face. Dr Renae Fomiatti, a senior research fellow at La Trobe University, notes the complex dynamics at play as these treatments become normalised.
