Consumer Attitudes Towards Dermal Filler Procedures, and Their Growing Popularity

New research conducted in 2025 by Norstat on behalf of Teoxane has highlighted a shift in consumer behaviour over the last year. The brand surveyed 2,500 women aged between 18-55 in the UK to discover more about how consumers view, understand, and seek out dermal fillers today.

Over half of UK respondents receiving dermal fillers were under 35, with millennials leading the demographic. This trend may reflect higher disposable incomes and a shift toward preventative self-care – addressing early signs of ageing (fine lines and wrinkles) while boosting confidence.

Dr Saleena Zimri says, “Millennials are one of my top spenders, aged mid- to late 30s or early 40s, who have a bit more money, may have kids and are in their peak professional life, so have a little more disposable income, and they expect to pay more for their dermal filler treatments. Younger generations like Gen Z are usually on a tighter budget than millennials (unless their profession, such as social media, has led them to more disposable income). Also, due to more areas of concern with ageing, millennials are spending more as they’re treating more areas, whereas Gen Z may be only looking to treat one or two areas and have limited concerns at this stage.”

The data showed:

• 24-34-year-olds are more likely to seek HA dermal filler treatments to improve their skin quality
• 35-44-year-olds are driving demand when it comes to treating the signs of ageing/fine lines
• 45-50-year-olds are showing a consistent increase in interest and research into treatments.

Regionally, demand for dermal fillers is highest in the North of England and London, with 20% of respondents having had dermal filler treatment

The top treatment areas for returning patients are: 47% lips, 35% fine lines/wrinkles, and 33% mid-face dermal filler treatment.

The number one treatment indication in the UK is lip fillers, according to data collected over the last 12 months mid-face treatments have seen the biggest increase in demand (from 22% in 2023 to 33% in 2024).

Dr Wassim Taktouk shares, “Treating the midface for me has the highest impact when rejuvenating the face. The majority of the ageing process takes place in the midface, and consequently, it is the first area to start to show changes. Treatments in the midface have a knock-on improvement to the lower face too.”

Recently, there has been an increase in GLP-1 patients wanting mid-face fillers, as these medications are causing significant facial volume loss that requires dermal fillers.

There has also been an increase (4%) for people wanting to look good for social media (from 2023-2024).

Dr Bonny Armstrong says, “Beyond social media influence, we’re seeing more people working for themselves, creating content, or relying on a strong online presence for their careers. In this digital age, where your face is often your brand, there’s a growing awareness around how you present yourself visually. Things like video calls, profile images, and content creation all contribute to that.