This is the paradox of authenticity in aesthetics. It has always been important, but there are rules to how “real” is expected to look. Any respectable company in the industry would never use AI-generated models, or even risk being suspected of doing so. Excessive image retouching is equally taboo. Whatever is promoted must be perceived as realistic, but beautifully so.
The latest development in aesthetics is that we have gone from ‘natural’, that is, enhanced (or should we perhaps admit slightly distorted) facial proportions, to completely natural. Contouring is out, skin quality and authenticity are in.
The drive towards authenticity, besides being fuelled by AI fatigue, is spurred by entirely new target groups: people who previously would never have considered an aesthetic treatment. Not only the ‘Ozempic-face patients’, but also the biohackers and longevity seekers, who are looking for their longevity efforts to become visible on the outside.
A few years ago, aesthetics was all about rejuvenation. Today, looking younger has been replaced by looking fresh and healthy. The new audience is unlikely to be attracted to anything that feels fake.
In 2011, I started working with the aesthetics portfolio of a pharmaceutical company. At the time, the aesthetics industry was still young and, in many ways, considered a bit embarrassing. My division was seen as a little odd by the other departments. I doubt they would have been particularly upset if the entire aesthetics business had simply been spun off.
Today, the aesthetics market is well-established and growing rapidly.4 It has proven resilient through economic downturns, experiencing relatively minor and short-lived dips in growth before quickly picking up again. And now, with new, financially strong, somewhat older target groups entering the market, this growth trajectory will continue. It is one of few industries that could potentially survive a stock market crash.
So, how do you appeal to these new and existing audiences across social media and the broader digital landscape? To people who don’t want to look like celebrities, or necessarily even younger? They simply want to look like themselves—just a little better, healthier and more refreshed. And, above all, they don’t want it to be obvious that they’ve had anything done.
Suddenly, results don’t have to come quickly; they are now allowed to take time.
Previously, it was all about instant gratification, the results had to be more or less immediate. Fillers were the ultimate solution as you can walk into a clinic and come out again after an hour with enhanced cheeks and luscious lips (although with a few potential side effects such as swelling and bruising).
Muscle-relaxing treatments, widely known as Botox and nowadays often referred to as ‘wrinkle treatments’ in clinics, offered almost the same level of instant gratification. Results typically appear within 3–5 days;5 reducing that period to 2–3 days was even a selling point.
But the mindset is changing. For the new target groups, the goal is no longer immediate transformation. They are increasingly willing to wait for a more gradual, subtle and natural-looking result.
This represents a 180-degree shift from the past. Cosmetic effects and beautification are becoming less relevant, except for perhaps younger consumers. The focus has moved towards skin quality and healthy-looking skin.
The benefits of an improved lifestyle take time; they are earned through discipline and consistency. So, the natural reflection would be: Shouldn’t I also deserve to look healthier as a result?
Because a healthier lifestyle doesn’t automatically guarantee a healthier appearance. In fact, the opposite can sometimes happen. Whatever your blood biomarkers may show, they aren’t always reflected in your skin. Internal health and external appearance don’t always tell the same story.
For these new consumers seeking aesthetic treatments, superficial marketing with polished images isn’t very effective. They want to understand how things work. The person communicating the message needs to be credible. Trust is the foundation.
The typical beauty influencer is unlikely to resonate with this audience, or even many existing aesthetics consumers, because they aren’t necessarily seen as knowledgeable or authoritative. Physicians and experienced injectors, on the other hand, bring the expertise and credibility that these audiences are looking for.
Another potential pitfall is chasing every new social media trend in an attempt to stay relevant. On social platforms, it is easy to become overly focused on the format, on the latest viral concepts, and new ways of presenting information, rather than sticking to your own product, knowledge and expertise.
Formats can be exhausted but a quality product is a quality product and in aesthetics, the life cycle of a product is usually counted in decades. Whereas makeup and skincare need constant new product launches to maintain attention, aesthetic companies can share their knowledge and educate patients for years and still be relevant.
This raises an interesting question: how do people actually absorb information on social media? For some time now, the standard advice has been simple: make reels. But recently, I came across an expert suggesting that carousels are making a comeback.
And why not? When people genuinely want to understand a product, the latest trendy format isn’t necessarily the most effective, or the most pedagogical. Unless, of course, it comes with something far more valuable than a slick format: a knowledgeable expert, such as a physician.
Perhaps authenticity should be understood in a broader sense. It isn’t only about how you present yourself, but about staying true to what your product does best and not allowing your expertise to be overshadowed by whatever format happens to be trending this month.
A typical example of the shift towards authenticity and trustworthiness are the many physicians who share photos and videos of themselves, often captured in the same way as the Angelina Jolie interview: ordinary lighting, no heavy makeup, and no attempt to create a perfectly polished image.
Looking at the comments on the Angelina Jolie video, the reactions were divided. Some people responded with: ‘She looks old.’ There have been similar reactions to Pamela Anderson, who for some years now has chosen to appear without makeup.
And yet, these videos are also genuinely authentic. Nothing is enhanced or disguised through flattering lighting, makeup or post-production.
When it comes to choosing someone to trust with your face, wouldn’t you rather sit in the treatment chair of an aesthetics physician who is confident enough to show their own face as it is?
Credibility matters more than the latest content format
Use the format that best suits your message
Stay true to your brand and its guidelines. Don’t dilute what makes your brand distinctive or risk becoming anonymous in the pursuit of the latest social media trends.
Use experts as your influencers
Stay focused on the benefits of your own product. These are what differentiate you from competitors, rather than following trends where everyone ends up using the same buzzword
A safe long-term investment is probably in an aesthetic company
Looking to level up your aesthetics marketing on social media? Want your brand to be more visible in AI-powered search?
References:
1. What Is the Human-Made Premium? Why AI Backlash Is Creating New Value for Human Creativity, Mind Studio, April 13, 2026, https://www.mindstudio.ai/blog/human-made-premium-ai-backlash-authentic-content
2. Human content is 8x more likely than AI to rank #1 on Google: Study, Search Engine Land, April 6, 2026, https://searchengineland.com/human-content-ai-rank-google-study-473697
3. BrightEdge Research: Google AI Cites Facebook in 19.5 Million Answers as Social Platforms Become AI Discovery Sources, Mon, 07/20/2026, https://www.globenewswire.com/news-release/2026/07/20/3329739/0/en/brightedge-research-google-ai-cites-facebook-in-19-5-million-answers-as-social-platforms-become-ai-discovery-sources.html
4. Fortune Business Insights, Aesthetic Medicine Market Size, Share & Industry Analysis, By Procedure Type (Invasive, Non-invasive Procedures), By End Use (Hospitals, Clinics & Aesthetic Centers), and Regional Forecast, Last updated: August 03, 2026, https://www.fortunebusinessinsights.com/industry-reports/medical-aesthetics-market-100631
5. Rappl T, et. al., Onset and duration of effect of incobotulinumtoxinA, onabotulinumtoxinA, and abobotulinumtoxinA in the treatment of glabellar frown lines: a randomized, double-blind study, Clin Cosmet Investig Dermatol. 2013 Sep 24;6:211–219.