Facelift procedures evolve to target deeper facial structures

Modern facial lifting procedures have evolved beyond simple skin tightening to include the repositioning of deeper anatomical structures, such as muscles and ligaments, to improve facial and cervical contours. According to plastic surgeon Beatriz Lassance, these techniques aim to address issues like jawline definition and neck sagging by working on different anatomical planes rather than just tensioning the skin.

Brazil currently leads the world in plastic surgery, performing approximately 2.35 million procedures, including roughly 121,500 facelifts in 2024. Globally, the International Society of Aesthetic Plastic Surgery (ISAPS) reported about 737,000 facelift procedures performed in the same period.

The trend is increasingly driven by professionals who utilize their personal image for business. For example, luxury real estate broker Mônica Poplawski underwent a facelift, neck treatment, and blepharoplasty to maintain confidence and presence during video presentations for her high-end clientele.