The number of minimally invasive cosmetic procedures performed has grown nearly 200 percent since 2000 and in 2019, that trend is expected to continue – but with a “less is more” twist.


‘We don’t see a lot of patients anymore who are bringing in photos of movie stars and saying they want to look like them,” says Dr. Jerome Potozkin, author of the new book Botox and Beyond: Your Guide to Safe, Nonsurgical, Cosmetic Procedures. “Most of our patients now just want to be a better version of themselves. They are taking advantage of the many low-cost minimally invasive procedures that have been introduced in the last few years.”

Minimally invasive procedures usually have less pain, a shorter hospital stay (or no hospital stay at all) and fewer potential complications. Other advantages include the low cost and little or no downtime, as some of the procedures can be done over a lunch break. Plus, many patients like that there is less of a chance that their friends will notice a dramatic change in appearance.

Dr. Potozkin, who is a board-certified dermatologist who is specially trained in the art and science of dermatological surgery, says just a few of the new trends expected to become even more popular in 2019 include:


The accessibility of injectables means there is less downtime for a procedure, lower cost and less invasiveness. Injectables, lasers, and skin resurfacing can be relatively quick procedures, often with immediately visible effects.

More cosmetic treatments by men

There has been a slow but steady increase in the number of men seeking cosmetic procedures as it becomes more mainstream. The total number of cosmetic surgical procedures performed among men was 1.2 million in 2015 — more than triple the number of men since 1997.

Exaggerated cosmetic procedures will decline

Patients are increasingly wanting to maintain their general face structure, inherited family traits, and just generally wanting to look like themselves, but with a few refined tweaks.

Less medical tourism

What was once an emerging trend of people going to foreign countries for cheaper cosmetic procedures will continue to decline. “Horror stories of complications with no way to remedy them have resulted in many patients realizing that the cost savings are simply not worth gambling with their appearance,” Dr. Potozkin says.

The non-surgical facelift

This procedure delivers focused ultrasound energy deep into the skin, which causes it to lift and tighten and promote maximum collagen rejuvenation. “Collagen is what keeps the skin looking plump, but it decreases with age,” Dr. Potozkin says. “Studies show that collagen production continues to increase in the six to 12 weeks after the procedure, resulting in a tighter, more contoured look that can last for more than a year.

“The number of people seeking non-invasive cosmetic treatments will continue to increase,” Dr. Potozkin says, “as even more innovative procedures are developed in the coming year.”

About Dr. Jerome Potozkin

Dr. Jerome Potozkin, author of the new book Botox and Beyond: Your Guide to Safe, Nonsurgical, Cosmetic Procedures is a leading dermatologist who practices in Danville, CA. He is a board-certified dermatologist and he is specially trained in the art and science of dermatological surgery. He completed his residency in dermatology at NYU Skin & Cancer Unit and is a member of the American College of Mohs Micrographic Surgery. A clinical instructor at the University of California San Francisco Medical Center, Dr. Potozkin is also a preceptor for Lumenis Medical, training physicians from all over the world in advanced laser techniques. For more information please visit,

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