Unlocking the future of Aesthetic Medicine in India

Aesthetic medicine is a division of modern medical practice, devoted to enhancing physical appearance through non-invasive procedures. These treatments have gained substantial acceptance in the past decade due to their phenomenal characteristics that avoid cutting and stitching. Aesthetic methods are safe nature-wise, monetarily reasonable, and mostly have minimum to zero recovery periods compared to cosmetic surgery. India is gaining popularity in this domain due to its skilled professional base, reasonably priced healthcare, and high-quality treatments. These factors have cumulatively positioned the nation as a leading destination for aesthetic medicine, attracting international medical tourists looking for cost-effective cosmetic procedures. 

Current landscape of aesthetic medicine in India 

The field of aesthetic medicine is rapidly expanding due to its technological advancements, which are narrowing the gap between aesthetic and cosmetic procedures. Various treatments, formerly recognized as cosmetic surgeries, such as nonsurgical fat reduction and face-lifts, are brought under aesthetic procedures with the help of ongoing research, development, and use of advanced machinery. Aesthetic treatments that people commonly resort to include permanent hair removal, botox and fillers, medicated facials, skin lightening, vitamin injections, cellulite reduction, body contouring, hair restoration. Edibles available in the market include hair and skin gummies, weight loss tablets, skin-lightening supplements.  

According to Mordor Intelligence, the Indian aesthetics medicine market stands at approximately US$ 1.62 billion and is expected to reach approximately US$ 3.02 billion by 2030. Growing interest in non-surgical options, such as Botox and dermal fillers, has led to a more diverse client base that now includes both men and millennials. With a Compound Annual Growth Rate (CAGR) of 13.2%, the market is witnessing an increase in consumer interest, evidenced by a 45% rise in inquiries for non-surgical treatments between 2018 and 2023, according to KEN research. The female population currently contributes 85.7% to the current client base, though acceptance of aesthetic treatment is also gaining momentum among men.  

Adding to this growth, medical tourism in India yearly welcomes over 500,000 international patients for aesthetic services readily available at more economical rates (40–70% lower) compared to Western countries. Allergan India Pvt. Ltd., Cynosure India Pvt. Ltd., Galderma India Pvt. Ltd., Lumenis India Pvt. Ltd., and AbbVie Inc. are some of the key companies majorly contributing towards growth in aesthetic medicine in India. Aided by the nouveau riche middle class and the mushrooming of private health facilities, aesthetic clinics have increased from 2,800 in 2018 to almost 4,500 in 2023 across the country, especially in cities like Mumbai, Delhi, and Bengaluru. With fast-changing perceptions and aesthetic treatments becoming a mainstream affair in the society, India is expected become a global hub for this growing sector. However, the sector needs to evolve with innovative solutions to address the needs of a health-conscious populace. 

Source : PRICE’s ICE 360° 

Growth drivers 

• Medical tourism: 

 India has been ranked 10th on the medical tourism index in 2020–2021 out of the 46 destinations in the world. It was positioned 12th in wellness tourism and the 5th leading destination in the Asia-Pacific region. Furthermore, India's medical tourism market is projected to expand at a CAGR of 34.9% to Rs. 2,67,000 crore (US$ 32.01 billion) during 2023–27. The key growth drivers include affordable healthcare, skilled professionals, and advanced medical technology. 

Source : Medicaltourism.com 

• Economic drivers: 

India's rapidly expanding middle-class population, which accounted for 31% of the total population (approximately 432 million people) by 2021, is projected to reach 715 million by 2030–31, indicating to be a significant economic driver for the aesthetic medicine market. A burgeoning middle class is bound to drive the economy toward an aesthetic medicine market owing to several potential reasons. Disposable incomes accounted for an annual growth rate of 6.3% between 1995 and 2021. Additionally, a structurally growing per capita income, expanding at a CAGR of 6.3% between 2013 and 2023, suggests clear consumer behavioural change from 'essential spending' to expenditure on 'luxury and wellness'. As disposable incomes increase, more Indians will be able to spend on discretionary needs for aesthetic treatments. This would thereby nurture growth in the industry while catering to an increasingly aspirational consumer base seeking superior beauty and wellness solutions. 

Source : PRICE’s ICE 360° 

• Celebrity and influencer endorsements: 

Endorsements by celebrities and influencers are becoming imperative in the Indian aesthetic medicine market, as they shape the perception of consumers to a great extent and create demand for a particular treatment. As celebrities and influencers leverage their huge followings on social media, they create a direct touch with their audiences. This, in turn, normalises aesthetic procedures, making them more accessible to the general public. High-profile endorsements by celebrities add to brand credibility and trust that encourage potential clients to try "aesthetic treatments that might otherwise have gone unseen". This form of strategy not only helps aesthetic clinics gain more visibility but also builds an emotional connection since people in a fan base are more connected to the personalities they look up to. Moreover, the rise of digital platforms allows for engaging content that demystifies aesthetic procedures, showcasing real-life transformations and personal testimonials. Therefore, celebrity and influencer endorsements act not only as tools of marketing but are also important in driving growth and acceptance within the aesthetic medicine landscape in India. 

Trends shaping the future of Indian aesthetic medicine 

• Technological advancements

Technological innovations are significantly transforming aesthetic medicine in India, with Artificial Intelligence (AI) enhancing personalised treatment planning. Minimally invasive procedures, such as advanced Platelet-Rich Plasma (PRP) therapies and microneedling with radiofrequency, are gaining popularity for their effectiveness and reduced recovery times. Regenerative medicine techniques, including stem cell and exosome therapies, are also emerging as cutting-edge solutions. Additionally, telemedicine is expanding access to aesthetic services across urban and rural areas. As clinics adopt these advancements, the aesthetic medicine market is projected to expand at a CAGR of 25-30% by 2026.

• Consumer awareness and demand

Social media is reshaping consumer awareness and demand for aesthetic procedures in India, with platforms like Instagram and TikTok normalising treatments and educating potential clients. This trend is particularly strong in smaller towns and rural areas, where financial independence and awareness are driving demand. As consumers seek natural-looking results and personalised skincare, the focus on self-care has intensified, especially post-pandemic. This evolving consumer landscape presents promising opportunities for practitioners and clients alike.

• Regulatory framework

The regulatory framework for aesthetic medicine in India is evolving to ensure safety and standardisation. The Ministry of Health and Family Welfare is establishing guidelines for licensing, practitioner training, and medical device use, with oversight from the Central Drugs Standard Control Organization (CDSCO). There is growing emphasis on accredited training programmes and ethical guidelines from organisations like the Indian Association of Aesthetic Plastic Surgeons (IAAPS). Public awareness campaigns aim to educate consumers about their rights and the importance of qualified practitioners, fostering innovation while ensuring patient safety and trust in the industry.

Conclusion 

Aesthetic medicine in India is poised for significant evolution over the next 5–10 years, driven by technological advancements and changing consumer perceptions. Innovations such as artificial intelligence and minimally invasive procedures are not only enhancing treatment outcomes but also broadening their appeal to a diverse clientele, including men and the younger generation. The aesthetic market, currently valued at approximately US$ 1.62 billion, is expected to surge to US$ 3.02 billion by 2030, reflecting a growing demand for effective and accessible beauty solutions. To harness this potential, it is vital for government entities, industry stakeholders, and educational institutions to collaborate. This synergy will facilitate the development of regulatory frameworks and training programmes that ensure high standards of safety and expertise. By fostering a culture of innovation and investment in aesthetic medicine, India can position itself as a global leader in this field, offering advanced and affordable treatments to an increasingly health-conscious society.