America is getting older and is very willing to spend money to look younger. The aging U.S. population, the extraordinary wealth held by baby boomers, and the explosive growth of GLP-1 weight-loss drugs from companies such as Eli Lilly & Co. (NYSE: LLY) and Novo Nordisk (NYSE: NVO) are creating a powerful new opportunity in the cosmetic surgery and aesthetics market.
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In fact, as demand for facelifts, body contouring, breast implants, dermal fillers and other anti-aging procedures accelerates, investors may want to pay attention to the companies positioned to benefit from this demographic and consumer spending trend.
According to recently released data from the American Society of Plastic Surgeons, cosmetic surgery increased 7% overall in 2025. But among patients 65 and older, the number of procedures jumped an astonishing 24%.
That’s not just a small uptick. It was the fastest growth among the age groups tracked.
And older Americans aren’t limiting themselves to relatively minor cosmetic treatments. Among patients 66 and older, demand for procedures including facelifts, tummy tucks, arm lifts, thigh lifts and breast augmentation all posted double-digit increases.
That makes sense when you consider the demographic wave behind the numbers. There are already roughly 61 million Americans over the age of 65. Meanwhile, the youngest members of the baby-boom generation are still approaching traditional retirement age.
This is also an exceptionally wealthy group. Federal Reserve data indicate that baby boomers control approximately $90 trillion in assets, or more than half of total U.S. household wealth.
In other words, we’re looking at millions of aging consumers with substantial financial resources who increasingly appear willing to spend money to look younger.
The Cosmetic Issue That Investors Shouldn’t Overlook
When someone loses a substantial amount of weight, for example, with weight-loss drugs. — the skin doesn’t necessarily shrink along with the underlying fat. The result can be loose or sagging skin, as well as changes in facial volume.
Plastic surgeons are seeing the impact.
In 2025, four out of five plastic surgeons reported receiving consultation requests connected to GLP-1 use. At the same time, procedures designed to tighten skin or restore lost volume were showing strong growth.
Suddenly, several powerful trends are converging. America is getting older. GLP-1 medications are producing dramatic weight loss. And consumers with the financial means to do something about the resulting changes are increasingly willing to spend money on aesthetic procedures.
Three Ways Investors Can Approach the Aging Trend
AbbVie (NYSE: ABBV) is one way to trade the story. The pharmaceutical giant became a major force in aesthetics through its acquisition of Allergan, bringing the Botox and Juvéderm businesses into its portfolio. That provides AbbVie with exposure to consumers spending money on wrinkles, facial volume and other signs of aging.
There’s also Galderma (OTC: GALDY), which owns neuromodulators, dermal fillers, and treatments aimed at restoring facial volume. Earnings appear to be accelerating here, with the company posting EPS growth of 68.5% year over year and net sales growth of 27.8% year over year. It also raised its full-year net sales guidance to 19% to 20%.
There’s even Establishment Labs (NASDAQ: ESTA), which manufactures Motiva breast implants that received U.S. FDA approval in 2024. Since then, its U.S. business has shown significant momentum. Second-quarter revenue increased roughly 32%, while U.S. Motiva sales more than doubled. That’s particularly noteworthy given the increase in breast procedures among older patients.
Institutions control 88% of this company's shares — BlackRock owns 32 million, Vanguard 48 million.
Karim Rahemtulla says it generates billions in operating income, uses Palantir's AI, and controls a major U.S. energy footprint, yet is valued at less than $8 billion.
A substantially large generation is entering older age with unprecedented wealth. New weight-loss drugs are changing the physical appearance of millions of people. And consumers appear increasingly comfortable spending their own money to address the aesthetic consequences of aging and weight loss. That creates a potentially powerful long-term market.
That being said, pay close attention to the companies that stand to capitalize on that rather large, wealthy generation.
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