8 AUGUST 2023IN MY OPINIONIN MY OPINIONINTRODUCTION In recent years, Malaysia has seen a substantial increase in the acceptance of cosmetic and aesthetic surgery. Younger generation, in particular, are increasingly interested in both non-invasive and surgical procedures to maintain their youth and improve their appearance. This expanding trend is being fuelled by the active participation of key opinion leaders (KOLs) in the aesthetic business, who play an important role in promoting and normalising such operations. This article will investigate the reasons behind this cultural shift, the popularity of non-invasive treatments, the appeal of invasive surgeries, and the powerful role of key opinion leaders (KOLs).CHANGING PERCEPTIONS OF BEAUTY There has been a progressive transition in societal conceptions of beauty in Malaysia, as in many other countries. With the advent of social media and more exposure to global beauty trends, younger people are becoming more interested in personal transformation through cosmetic operations. The urge to look well, feel confident, and have a youthful appearance has grown stronger. As a result, Malaysians of all ages are increasingly interested in cosmetic and aesthetic operations.PREVALENCE OF NON-INVASIVE PROCEDURES The availability and accessibility of non-invasive and minimally invasive treatments is one of the primary elements driving the increased acceptance of cosmetic procedures. Botox injections, dermal fillers, laser treatments, and chemical peels have grown in popularity due to their rapid and relatively painless nature. These procedures provide individuals a variety of alternatives for addressing various concerns, ranging from minimising fine lines and wrinkles to improving face features and skin texture. Furthermore, the quick recovery time associated with non-invasive therapies allows people to resume their regular activities almost immediately, which appeals to the younger population.THE ALLURE OF INVASIVE SURGERIES While non-invasive or minimally invasive procedures continue to dominate the aesthetic scene, invasive surgeries continue to draw a sizable section of the population looking for more lasting and transformative effects. Surgical operations such as rhinoplasty (nose job), breast augmentation, liposuction, and facelifts are growing more popular among Malaysians, especially among the younger generation. Surgical techniques, anaesthesia, and post-operative care advancements have made these treatments safer, more dependable, and with shorter recovery times. The desire for extreme modifications and long-term effects, as well as increased acceptance and normalisation of such treatments, all contribute to their growing appeal.THE INFLUENTIAL ROLE OF KOLS Key opinion leaders (KOLs) have played an important role in influencing social attitudes towards cosmetic and aesthetic THE RISING TREND OF COSMETIC AND AESTHETIC SURGERY IN MALAYSIA: EMBRACING YOUTHFUL TRANSFORMATIONSBy Ts. Dr. James Chong, Director, Allied Health, Thomson Hospital Kota Damansara
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