The 'menopause makeover' is 2024's booming plastic surgery trend.

According to recent research, cosmetic surgery in Australia is booming. More than $1 billion is spent every year on more than 500,000 procedures, making it more popular per capita than the United States. 

Which is... huge.

And while millennials are up there as one of the biggest demographics for cosmetic surgery, the findings show there's been a surge in procedures throughout a whole new demographic. A whopping forty-five per cent of Gen Xers (aged 43 to 58) and 28 per cent of Boomers (aged 59 to 77) account for cosmetic procedures in 2023 — and it's slowly climbing.

When it comes to specific procedures, it's been found that a greater proportion of Gen X are opting for a facelift than any other generation (25 per cent), suggesting a shift in the approach to aesthetic procedures of those entering middle age. 

Baby boomers also scored high on the list, and were found to be the happiest about their cosmetic outcomes, with half (50 per cent) feeling "highly satisfied" with their surgery.

Now, thanks to a new targeted focus on this demographic, there appears to be one very strong trend cropping up — and it's been dubbed the next big thing in aesthetics.

It's called the 'menopause makeover.'

Watch: Welcome to The Very Peri Summit - expert advice for perimenopause. Post continues below.

Mamamia asked experts in the aesthetic industry to share their thoughts on the trend.

Below, you'll find everything to know about the changes women will notice in their skin during menopause, the top procedures used to negate these changes and exactly why the 'menopause makeover' has blown up.

How the skin changes during menopause.

In 2024, the discussion around menopause has grown, with a surge in high-profile women like Cate Blanchett, Gillian Anderson and Trinny Woodall chatting openly about their journey through menopause helping to cut through the confusion, misinformation and societal taboos.

"People are definitely talking about menopause more, it still isn't enough but it's a better starting point," said Dr Yalda Jamil, a cosmetic doctor from Epios Cosmetic Clinics. 

"Women are more open about their symptoms and if something is bothering them, they are more likely to get help. Historically, women have suffered in silence and just 'got on' with it when it comes to menopause."

And these symptoms are life-changing — impacting everything from your mental and physical health to, of course, the structure and appearance of your skin.

While it usually affects those who are 50 and over, some people can experience early menopause in their early to mid 40s (or even 30s).

 "During menopause, the body undergoes significant hormonal changes, particularly a decline in oestrogen levels, which can have noticeable effects on the skin," said Dr Jamil. "This hormonal shift leads to a reduction in collagen production and skin elasticity, resulting in the formation of fine lines, wrinkles, and sagging skin." 

Together with this, women will also experience drier skin, thanks to decreased oil production, while increased skin sensitivity may lead to irritation, itchiness and redness. "Estrogen is the holy grail to the vitality of skin," Dr Steven Liew, a specialist plastic surgeon and founder of Shape Clinic, told Mamamia.

"Without estrogen, the skin becomes dry, dehydrated and more sensitive to chemicals and nature. It’s lost its firmness, hydration, and elasticity. What it means is we become wrinkled, with evident sagging and deflation," he said. 

"Our skin becomes dull in appearance, with more pigmentation, and this applies to the facial skin as well as skin throughout the body." 

In the first five years of menopause, there is a depletion of up to 30 per cent to 50 per cent of the estrogen content of the skin, Dr Liew told us. From there, there is a two per cent loss per year after menopause.

According to Dr Ania Olympia Smialkowski, a specialist plastic and reconstructive surgeon at Shape Clinic, beyond the level of the skin, the effects of decreasing levels of estrogen in our body. 

"We know from studies that menopause is associated with increased central accumulation of fat. Through peri-menopause and menopause, many women experience changes in their metabolism and in the way their fat is stored. No matter how hard women train, stubborn areas of fat develop where they previously haven't — such as above the knees, the hips and the back. Their body shape can change due to this redistribution of fat."

"Decreasing estrogen levels also cause changes in the breast tissue, as it changes from being mostly gland, to mostly fatty tissue. This combined with the loss of collagen and elastin in the skin causes the breasts to appear flatter and saggier. Loss of estrogen also causes our ligaments and support structures to lose their strength, causing more sagginess."

For some women these changes, said Dr Jamil, can seem very sudden and alarming. How many times have you heard women over 40 say they don't recognise themselves when they look in the mirror?

She told us, "Changes to the skin and hair can be significant and women in this age category often feel a sudden acceleration in the ageing process which can have a negative impact on their mental health. Our current approach to ageing is leaning towards preventative cosmetic approaches."

"I see a lot of women in my clinic who are perimenopausal preparing for this exact transition. We are rapidly learning more about ageing, especially in this age category and the support we can provide women will get better and better as we learn more with time."

The rise of the 'menopause makeover'.

To help patients overcome the breadth of these aesthetic changes, the cosmetic industry now offers a wealth of non-invasive and invasive treatment options, specifically tailored to an individual's needs and wants.

Enter: the 'menopause makeover'.

Our experts told us they've noticed an increase in patients in this demographic, signalling a shift in attitudes when it comes to cosmetic procedures

"From a non-surgical cosmetic perspective, women over 40 are more likely to attend my clinic for the first time compared to even five years ago," Dr Jamil said.

"Women in this age category are more interested in still looking and feeling their best. This also extends to other aspects of life such as a better focus on exercise, nutrition and overall wellbeing. There is more focus on preventative medicine and living healthier for longer.

"Your appearance has a direct impact on how you feel psychologically and plays a huge role in confidence. For some people, cosmetic treatments and looking after their skin is an important piece of the puzzle."

Side note: The Very Peri audio series is your all-in-one survival guide for getting through perimenopause. With 10 topics covering everything from science and symptoms to solutions and support. Everything you need to know to take on peri with confidence. Listen Now.

Dr Liew has also noticed an uptick of women over 40 coming through his clinic.

"At Shape Clinic we certainly have seen a significant rise in the number of women over 40 (beginning early 40s to early 50s) undergoing plastic surgery procedures," he said.

"What we have noticed is this is a different group compared to the so-called 'mummy makeover'. This is a woman approaching the age where they're either perimenopausal or postmenopausal where there is a depletion of estrogen." 

What kind of treatments does the 'menopause makeover' entail?

From a procedure perspective, Dr Liew said the facial skin comes first, with patients coming in wanting advice about their skincare. 

"The skincare requirements when we are young in our 20s and 30s is very different compared to those in the menopausal and peri-menopausal patient, as they need more hydration, including a skin barrier cream," he shared.

"We also start using skincare containing estrogen to improve the deteriorated skin. This includes the use of regenerative skincare that have growth factors, which seem to provide improvements to the firmness and laxity of the skin."

Together with a focus on skin health, Dr Liew said his clinic is also starting to see more surgical intervention within this age group. 

"Unlike younger patients, fillers may not be the right choice in maintaining the natural appearance, due to sagging. Filler is not a good choice for sagging skin. In this patient cohort, surgery is the gold standard where patients tend to request upper and lower eyelid surgery due to sagginess and puffiness of the eyelid area."

"Face and neck lift is also common in this group of patients. We have seen the face and neck lift patients become younger because of the so-called 'menopausal makeover' and also because of a change in our perception and acceptance."

According to recent research, rhinoplasty (nose surgery), breast augmentation, blepharoplasty (eyelift), facelift and liposuction account for the top five procedures in Australia.

"There is also so much that can be done non-surgically," said Dr Jamil. "Usually they opt for more biostimulatory treatments to boost collagen and elastin, volume loss replacement treatments as well as resurfacing lasers to improve fine lines, pigmentation and texture."

"I think cosmetic procedures have become more accessible and better accepted in society. There is a treatment out there for everyone with the extensive array of treatments available and the advancements of the cosmetic medicine industry."

But it doesn't just stop at the face.

As Dr Smialkowsk shared, there are a number of procedures women are requesting to address the effects of menopause on their bodies. 

"In younger post-partum women, their focus is often lifting and filling breasts and repairing the muscle separation of the abdomen after pregnancy. Women in their menopausal years [tend to] focus on procedures dealing with the sagginess of skin and changes in fat distribution, often combining excision procedures (abdominoplasty, brachioplasty, thigh lift, breast lift) with liposuction or liposculpture. We may combine a breast lift procedure with liposuction of the abdomen or thighs and fat grafting to rejuvenate the breast skin."

There are some non-invasive technologies that can also be used to address some of the changes in the body as well, said Dr Smialkowski.

"They can have a moderate effect on skin tightening and improving the contour of areas where surgery might leave obvious scars such as the inner thigh, above the knee, and the upper arms. These treatments usually require multiple sessions and a longer time to see an effect, but are gaining interest as well," she said.

Is the 'menopause makeover' the new 'mummy makeover'? 

As Dr Liew explained, in 2024 we have a much better understanding of the requirement and the effect on estrogen depletion in menopause and our overall approach to ageing. 

"However, I feel that this is something that is not generally appreciated by the community at large," he added. "People tend to be quite shocked as to what happens in menopause to skin, and this is something that we should provide more public education. I think there is a big difference between a mummy makeover and a menopausal makeover."

Because while we've come a long way in creating a discussion and awareness around menopause, we're still not there yet.  

"Mummy Makeover patients tend to be younger and still have a lot of estrogen," said Dr Liew. "While there are stretch marks and a depletion in the breast volume and some stretching — sagginess is not really a major issue. Whereas menopause we are not dealing with sagginess alone; we're also dealing with thinning of the skin and dryness of the skin."

This accelerates the age-related changes, said Dr Liew, and requires a very individualised and holistic approach to perimenopause and menopausal patients that will "address their face, skin, breasts, and the rest of the body affected by menopausal change with both a combination of surgery and nonsurgical modalities." 

In the next few years, Dr Liew said, we can expect to see a great conversation around menopause and a rise of better-quality skincare with the use of something called 'exosomes' (molecules secretes by cells) that hopefully can "further improve the patient's skin texture and quality."

While the future advancements in plastic and cosmetic surgery are exciting, at the same time, it's important to consider the rhetoric around ageing in 2024. 

Over 50s beauty is having a moment, and the market is exploding and representing a segment of women who have been, for quite some time, under-represented in the beauty industry. However, it becomes important to ask whether women’s expectations of how they want to look as they age have really changed. With aesthetic trends such as 'menopause makeovers', are we just setting women up to reach another impossible goal?

Dr Jamil gave us some food for thought. "There is already a huge pressure on women to look good regardless of their age. 'Mummy makeovers' and now 'menopause makeovers' can often be seen as a marketing tool that can influence individual decisions. My only worry is that these terms can lead to more insecurities."

"It is interesting to note that society does not have these terms or expectations on men. On the contrary, their ageing is more celebrated and accepted."

Are you experiencing menopause symptoms? What changes have you started to notice? Share your thoughts on the trend below.

Feature image: Canva.