Over 50% of Americans say they’re willing to give up their everyday expenses to afford aesthetic treatments, according to a new national survey commissioned by LaserAway and conducted by Morning Consult.
LaserAway, which is one of the nation's leading aesthetic dermatology providers, contracted the study in February 2026 in honor of its 20th anniversary.
Polling a nationally representative sample of ~2,200 U.S. adults, the survey examines how Americans are prioritizing aesthetic care, weighing financial trade-offs and placing greater emphasis on medical credibility when choosing a provider —key signals for medspas navigating growth and patient education.
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"As we mark 20 years in business, we wanted to understand how consumer expectations around aesthetic care are evolving," said Scott Heckmann, co-founder and CEO of LaserAway. "What we're seeing is a shift from stigma to strategy. Consumers are budgeting for aesthetic care, expecting medical transparency and viewing these treatments as part of modern self-care."
Lasers Replace Laquer
Aesthetic treatments are increasingly shedding their "special occasion" status and moving into the realm of routine upkeep. Across LaserAway's laser and injectable services, patients visit roughly every other month on average.
When asked what they wish would happen in the next five years regarding non-surgical aesthetic treatments, more than a quarter (26%) of Americans say they would like these treatments to feel as routine as a manicure, while 21% say they would like them to become as common as regular checkups, signaling a desire for continued normalization and maintenance-focused care.
Technology is accelerating that evolution. One in five Americans (20%) say they want AI-designed personalized treatment plans within five years, rising to 26% among Gen Z. As beauty becomes more data-driven and customized, consumers are expecting precision that mirrors the rest of their digital lives.
Check out the findings below:
Beauty Meets Budget
Americans aren't just scrolling skincare TikTok, they're budgeting for it. More than half (53%) say they would sacrifice another expense if cost were the only barrier to getting their desired non-surgical aesthetic treatment, signaling that aesthetic care is increasingly viewed as a priority rather than a splurge.
- 17% would forgo dining out.
- 20% would stop ordering takeout.
- 15% would cancel at least one streaming service for a year.
- 18% would take on extra work to afford treatment.
The App-Era Aesthetics
The pre-date prep routine is evolving, and men are increasingly part of the conversation. This aligns with a nearly 40% year-over-year increase in male treatments at LaserAway clinics nationwide, with men now accounting for one in every ten patient visits.
The survey reveals a notable gender shift in aesthetic attitudes, particularly around dating and that younger generations are also accelerating normalization:
- Men are 60% more likely than women to consider a non-surgical aesthetic treatment before a first date.
- 29% of men hope aesthetic treatments become as common for men as they are for women within five years.
- Two-thirds of Gen Z adults are open to aesthetic treatments.
- 62% of Millennials report openness, with 36% considering treatment in the past year.
- 19% of Americans already view aesthetic treatments as part of routine self-care, signaling a broader cultural shift toward maintenance-based beauty.
