Americans Embracing a ‘De-Kardashian’ Look, Say Plastic Surgeons

In 2024, a clear trend is reshaping the world of cosmetic surgery: Americans are moving away from the exaggerated hourglass figures and overfilled faces made popular by the Kardashian family. Plastic surgeons across the country report a rising demand for more natural, athletic looks as patients opt to “de-Kardashian” their bodies.

Procedures like Brazilian butt lifts (BBLs) and oversized breast implants, which soared in popularity during the Kardashian era, are now being swapped for breast reductions, body lifts, and tummy tucks aimed at creating a fitter appearance.

• Breast Reductions and Lifts: Dr. Lyle Leipziger, a prominent plastic surgeon in New York, notes a 20% increase in lift procedures compared to last year, with many patients choosing implants that only enhance by a single bra size.

• Toned Midsections: New York surgeon Darren Smith adds that tummy tucks are on the rise as patients seek more defined midsections.

• Later-in-Life Procedures: Interestingly, this shift is not limited to younger patients. Leipziger observes an increasing number of women in their 60s, 70s, and even 80s opting for breast and tummy enhancements.

A subtler approach to facial enhancements has also taken hold, with what some call the "tweakmovement." New York facial plastic surgeon Sean Alemi explains that patients in their 40s are pursuing minor, localized procedures like upper and lower eyelid lifts rather than waiting for dramatic aging to set in.

In Southern California, cosmetic dermatologist Dr. Annie Chiu has seen what she calls an “injectable backlash,” noting a decline in demand for fillers. “People no longer want that overfilled Instagram face,” she said. The focus has shifted to avoiding an unnatural appearance, a sentiment echoed across the industry.

Despite this broader shift, preferences still differ depending on geography. In Los Angeles, exaggerated, full-faced looks remain popular. New York dermatologist Howard Sobel observes that many of his patients from LA “still want that full round face look,” while New Yorkers favor a subtler aesthetic. “They want to look natural, even if the work they’ve done is obvious,” Sobel said.

The rise of social media and increasing awareness of bad cosmetic outcomes have played a significant role in this evolving trend. Dr. Chiu notes, “At first, everyone was encouraged to get that very contoured, overfilled Instagram face, but now there is a real fear of looking weird.”

As the demand for extreme enhancements continues to wane, plastic surgeons anticipate a future where beauty is defined by balance and individuality rather than cookie-cutter celebrity aesthetics. With the growing popularity of natural enhancements and more targeted procedures, Americans are redefining beauty standards for a more understated era.

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