The cosmetic injectables industry, particularly Botox and other anti-wrinkle treatments, has seen a massive surge in popularity, shifting from a trend primarily among women to a booming market for both genders. While this growth brings significant financial rewards, experts warn that safety could be compromised as the demand for procedures rises.
Once seen as a cosmetic treatment primarily sought by women to combat aging, Botox and other injectables have become mainstream. The growing consumer demand, coupled with regulations allowing nurses to prescribe injectable treatments via telehealth consultations, has contributed to the rapid expansion of this industry.
Peter Duncan, 63, who has been using anti-wrinkle injections for about five years, describes the procedure as “body maintenance” aimed at addressing a lifetime of sun exposure. “I see it more as an extension of just a healthier lifestyle,” said Duncan, who recently returned to Australia after living overseas.
Jenny Kimmins, a specialist in general practice and skin cancer medicine with a decade of experience in the cosmetic field, has observed a marked increase in male patients seeking anti-wrinkle treatments. “The number of men that we treat has been slowly increasing over time,” said Kimmins. She estimates that male clientele has grown from 5% in the early days of her clinic to around 15-20% today.
According to Kimmins, many of her male patients initially seek the treatment at the urging of their wives, though the trend is shifting. “Men are taking more care of their appearance,” she added. “They are probably in the workplace for longer than they used to be, and they may feel like the ‘old person’ in the office.”
Market researchers estimate the Australian facial injectables industry was valued at $4.1 billion in 2023, with projections indicating a growth rate of 19.3% annually until 2030. The majority of these procedures are performed for aesthetic rather than therapeutic reasons, reflecting a broader societal shift towards cosmetic enhancement.
Corporate interest in this booming market is also on the rise. Wesfarmers, the owner of retail giant Bunnings, has become a significant player in the injectables space, acquiring brands such as SILK Laser Clinics, Clear Skin Care, and Australian Skin Clinics. Other major industry participants include Laser Clinics Australia and a host of private operators expanding across high streets and suburban shopping centres.
Jun Bei Liu, a market analyst from Tribeca Investment Partners, notes that despite the broader economic challenges, the cosmetic injectables market remains resilient. “We’ve seen substantial corporate interest in this space, and it’s still strong despite challenges like inflation and rising interest rates,” she said.
In Australia, only doctors and nurse practitioners are legally permitted to prescribe Schedule 4 drugs such as Botox. However, a new business model has emerged, allowing registered and enrolled nurses to access telehealth services, known as “scripters,” to obtain prescriptions.
In this model, nurses pay a membership fee to telehealth companies that connect them with doctors who prescribe the anti-wrinkle drugs via video consultations. The nurse, after receiving a prescription, can then administer the treatment. The process has raised some concerns, particularly regarding the safety and oversight of these telehealth consultations.
Some jurisdictions, such as New South Wales, allow doctors to prescribe enough product for up to six months of treatment, while others permit prescriptions for up to a year. This has led to a significant increase in the number of injectables being used, creating lucrative opportunities for both telehealth companies and the nurses who sign up for these services.
Wesfarmers’ $135 million purchase of digital health company InstantScripts, which also operates the InstantCosmetics service, highlights the growing corporate interest in this space. InstantCosmetics, alongside other players like Fresh Clinics and Juv’ae, provides nurses with prescription services and injectables products across Australia.
While the cosmetic injectables industry is thriving, there are rising concerns about the safety and quality of treatments. Cosmetic procedures are not without risks—unwanted side effects such as redness, swelling, bruising, and drooping muscles can occur, sometimes lasting for days or longer. Botox, a form of botulinum toxin, can cause complications if not injected properly, and in rare cases, the toxin can spread, leading to more serious health issues.
Cosmetic nurse Priscille Vrljic, who started her own business after joining the scripting service Fresh Clinics, sees both the benefits and risks of the boom. While she notes that the cost-of-living crisis has prompted some clients to space out their appointments, she continues to see an influx of new patients, with some reporting up to seven new clients per week. Despite the industry’s rapid growth, the increasing number of patients seeking cosmetic injectables brings new challenges.
“We’re seeing a lot of new people coming in, but with that comes an increase in complaints,” Vrljic said. “The risks of these treatments are real, and as more people get injected, the possibility of complications grows.”
The cosmetic injectables market continues to flourish, driven by consumer demand and the industry’s accessibility via telehealth services. However, experts stress the importance of ensuring that these treatments are performed by qualified professionals using high-quality products to minimize the risks involved. As the industry expands, it is essential to maintain rigorous safety standards to protect consumers from potential harm while meeting the growing appetite for aesthetic enhancement.
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