What is prejuvenation? A look at the growing wellness and beauty trend
Anti-ageing treatments used to mean waiting until there was something to fix. But between 2019 and 2022, botox use rose by 73 per cent globally, with younger patients increasingly seeking preventative treatments in their 20s and early 30s. A new generation is no longer just thinking about turning back the hands of time or reversing wrinkles; they’re preventing them from forming in the first place, with the most coveted cosmetic outcome of freezing time.
Welcome to the era of prejuvenation. The term is a portmanteau of prevention and rejuvenation, describing proactive treatments designed to avoid, rather than correct, the visible signs of ageing. But its implications ripple far beyond semantics, representing a fundamental shift in how an entire generation approaches beauty, wellness and the ageing process itself.
The trend sits at the intersection of two powerful cultural forces: the booming longevity industry, which attracted nearly over US$8 billion dollars in investment in 2024 alone, and a generational shift in attitudes toward ageing. Today’s younger consumers don’t just want to look good; they want to preserve their foundational health, delay invasive procedures indefinitely and maintain what researchers call “healthspan”, the years we spend in good health, not just alive.
It’s common knowledge that over time the skin naturally loses collagen and elasticity, leading to fine lines, wrinkles and sagging. By intervening early with targeted treatments, collagen production can be bolstered and skin resilience maintained before visible damage occurs. Below we take a look at some of the common and favoured technologies designed to stop the ageing clock.
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Radiofrequency
Radiofrequency (RF) devices use safe levels of low-frequency electromagnetic waves to generate heat that penetrates deep into the skin’s layers. This warmth triggers natural repair mechanisms—causing the skin to release heat-shock proteins that stimulate collagen production—resulting in tightening and firming effects without damaging the surface.
The technology comes in various forms: monopolar (single electrode with grounding pad), bipolar (two electrodes), or fractional RF (which combines RF with microneedling for enhanced results). Some of the popular treatment options include Volnewmer, Thermage, Oligio and Morpheus8.
Laser treatments
CO2 fractional laser is one of the many different laser treatments for skin (Photo: Getty Images)
Laser treatments are widely used for prevention, and come in a variety of wavelengths. These lasers work by breaking down pigmentation and stimulating collagen production, making them particularly safe for skin types which are more prone to hyperpigmentation.
Unlike traditional lasers, picosecond or pico lasers deliver energy in ultra-short bursts measured in trillionths of a second, making them gentler and more effective. Fractional lasers, on the other hand, create controlled micro-injuries that trigger collagen production.
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Red light therapy
Red light therapy has also been used by athletes for recovery (Photo: Getty Images)
Using LED devices rather than lasers, red light therapy emits specific wavelengths of red and near-infrared light to stimulate cellular activity, reduce inflammation and promote collagen production. It’s gentler than laser treatments and works well for surface-level skin concerns, though it doesn’t penetrate as deeply as some other technologies.
Microneedling
In microneedling, tiny, fine needles are used on the skin’s surface to create micro-injuries (Photo: Getty Images)
Microneedling, also known as collagen induction therapy, uses fine needles to create controlled micro-injuries in the skin. These micro-injuries trigger the body’s natural wound-healing processes, leading to increased production of collagen and elastin. The procedure can be performed with manual dermarollers or electric devices that allow practitioners to adjust needle depth, depending on the treatment area and skin concerns.
RF microneedling combines traditional microneedling with insulated needles that deliver RF energy to the skin, enhancing collagen production by reaching deeper skin layers.
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Ultrasound
Using various cartridges, the Ultraformer focuses ultrasound energy at precise depths to heat targeted tissue (Photo: Gemini)
Focused ultrasound treatments like Ultherapy or Ultraformer use micro-focused ultrasound energy to target tissue deep within the skin, reaching depths of up to five millimetres. The treatment heats the tissue to above 60°C, creating small thermal coagulation points in the deep reticular dermis and subdermis.
This heat causes collagen fibres to become denatured and contract, whilst simultaneously stimulating new collagen production. Unlike lasers or radiofrequency, ultrasound can reach the same tissue depth as a surgical facelift without affecting the skin’s surface.
Injectables
Injectables like botox and dermal fillers are popular among consumers to help prevent wrinkles (Photo: Getty Images)
When lifestyle modifications and topical treatments aren’t enough, some turn to more invasive procedures. Minimally invasive injectables form the core of most prejuvenation protocols.
Neuromodulators like botox work by temporarily blocking nerve signals to specific facial muscles. The active ingredient, botulinum toxin type A, prevents the release of acetylcholine, a neurotransmitter that causes muscle contraction. By relaxing the muscles that create dynamic wrinkles from repetitive expressions—such as frowning, squinting, or raising eyebrows—these injectables prevent the formation of deep lines.
“Baby botox”—micro-doses that soften without freezing—has also become a popular treatment. By temporarily relaxing muscles before repeated contractions etch permanent lines, facial muscles are trained to contract less forcefully over time.
What’s behind the rise
Several converging factors have fuelled prejuvenation’s rise, creating what industry observers call a “perfect storm” of demand. The pandemic accelerated a trend already in motion. With videoconferencing becoming ubiquitous, people spent unprecedented hours viewing their own faces on screen. This constant self-surveillance heightened awareness of perceived imperfections and accelerated interest in aesthetic treatments.
Social media platforms, particularly TikTok and Instagram, have normalised discussions about cosmetic procedures, removing much of the stigma that once surrounded them.
For younger generations, the line between health, wellness, and beauty has all but dissolved. In McKinsey’s 2025 Future of Wellness survey of US consumers, nearly 30 per cent of Gen Z and millennial respondents say they are prioritising wellness “a lot more” than they were a year ago, compared with up to 23 per cent of older generations.
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The complications
For all its promise, prejuvenation raises thorny questions that the industry is only beginning to grapple with.
The most pressing concern is the long-term safety of decades-long treatment. For instance, if someone begins doing botox at 23 and continues into their 60s, they’ll have used neuromodulators for most of their adult life. Research on such extended use remains limited. Some studies suggest potential risks, including facial muscle atrophy that could paradoxically cause the drooping these treatments aim to prevent.
There are also psychological and cultural dimensions worth considering. Does prejuvenation represent empowered self-care or internalised pressure to conform to narrow beauty standards?
Moreover, the prejuvenation conversation raises fundamental questions about ageing itself. In our rush to prevent every line and maintain perpetual youth, do we risk pathologising the natural process of growing older?
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Questions arise about the effects of starting invasive treatments early (Photo: Gemini)
The tension between empowerment and pressure, between prevention and acceptance, between looking healthy and looking young—these contradictions lie at the heart of the prejuvenation phenomenon. They mirror larger cultural conversations about beauty standards, ageing, authenticity and the increasingly blurred line between wellness and vanity.
What’s undeniable is that prejuvenation has moved from niche trend to mainstream practice with remarkable speed. Whether it represents a new approach to ageing gracefully or merely the latest iteration of society’s discomfort with growing older remains an open question.
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