Popular procedures
Eyelid surgery has continuously been the most performed cosmetic surgical procedure in the nation. This is mainly due to the aesthetic standard of double eyelids that appear to make eyes look bigger. This standard is deep-rooted in the Japanese beauty ideal and constantly reinforced by representations of aesthetic norms in the media. Many Japanese follow this beauty standard from an early age. Students in school, for example, create double eyelids with a makeup tool and eventually get operated on at the later stage of their lives.Recently, however, the ratio of non-surgical procedures surpassed that of surgical procedures. This trend can be attributed to the more affordable price point of the non-surgical procedures, increased product portfolios, as well as hesitancy to painful treatments. As of 2020, approximately 835.6 thousand cosmetic non-surgical procedures were performed in Japan, while the surgery number was just over 222.6 thousand. Medical hair removal and the injection of Botulinum toxin (Botox) were the most widely performed aesthetic medicine procedures that year. With medical cosmetic dermatology and internal medicine becoming more of a basic beauty routine, especially among the young generation, the non-surgical field is expected to further grow in the coming years.
Aesthetic medicine as a private practice
Most aesthetic medical procedures in Japan are not covered by health insurance. There is no publicly set price or guideline for the treatments, and medical facilities can independently choose how they operate the business. This has led to intense competition among clinics, as they need to provide attractive prices and services to gain customers. This competition is accelerated by operators outside of Japan, specifically South Korea, that appeal to Japanese customers with reasonable prices. Additionally, medical errors during the procedures and post-treatment sequela are frequently reported by Japanese consumers. Following the constant expansion of the aesthetic medicine field, some experts suggest that public evaluations and restrictions should be enforced to improve the value and standards of the Japanese market.
