Skin tightening is getting more advanced — and less painful. Here are the new techniques replacing facelifts.

Facelifts have gotten, well, a facelift.

Previously associated with botched celebrity plastic surgeries, facelift techniques have vastly improved over the years, making them more subtle — and more sought out.

From Kris Jenner to Lindsay Lohan’s recent makeovers, expertly executed (and extremely expensive) facelifts have caught the eye of those wishing they had a spare six figures to shell out for a fresher look.

Dr. Joshua Korman, a board-certified plastic surgeon and founder of Korman Plastic Surgery in Northern California, told Business Insider that his office has experienced an uptick in requests for minimally invasive procedures, such as one that involves a small, concealed incision near the hairline to gently lift the skin up.

But he’s also seen more interest in skin tightening, achieved through less invasive methods (radiofrequency, ultrasound, lasers, microneedling) and sometimes referred to as “non-surgical facelifts” by clients.

Though different in their approaches and how they target the skin, these treatments generally work the same way: stimulating collagen production to increase firmness and smooth fine lines.

These treatments aren’t particularly drastic, especially after just one session. “There’s really no such thing as a ‘non-surgical facelift’ because no matter what, these devices are not going to be able to accomplish what a surgical facelift can accomplish,” Dr. Jimmy Sung, a board-certified plastic surgeon and founder of Tribeca Aesthetics in New York City, told BI.

However, he said stacking skin-tightening techniques that target different layers of the skin can “achieve a pretty significant, clinically observable end result” similar to a subtle facelift. He said about 50% to 70% of his client roster comes in for some form of skin tightening.

So far, the financial roadblocks are steep. But investors are already eyeing the opportunity for cheaper, all-in-one skincare treatments.

“This is definitely a growing market,” Sung, who’s seen more dual-purpose skincare devices on the market, many from South Korea, told BI.

Skin-tightening devices: UItherapy, red light, Sofwave

“We age in four ways,” Korman said. “Gravity, volume loss, dynamic wrinkles, and sun damage.”

While surgical facelifts (if done well) can be great for tackling the issue of gravity, skin tightening treatments can touch upon all four. The key, Korman said, is starting early and staying consistent.

Skin tightening is an umbrella term that refers to triggering natural collagen production in the skin, which boosts cell turnover. An abundance of new skin cells can plump and firm up skin, smooth wrinkles, and fade dark spots.

The simplest, cheapest way to boost collagen production is to use vitamin C serums and retinol in your daily skincare routine. Chemical peels, which cost around $1,800 on average, are more potent. They remove dead skin cells on the outer layer of skin while encouraging collagen production.

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Energy-based devices are the next step and can penetrate deeper layers of the skin, resulting in a more drastic effect. They vary based on your skincare needs:

• Laser resurfacing targets the outer and middle layers of the skin (epidermis and dermis), smoothing overall skin texture. Non-ablative treatments like Clear + Brilliant and Fraxel (which don’t target the outer layer of skin) can cost a few hundred dollars to around $1,000 per session, while ablative laser treatments (which remove dead skin cells from the epidermis), typically cost more.
• Ultrasound reaches the deeper dermis and superficial musculoaponeurotic system (SMAS), the fibrous tissue surrounding facial muscles. Treatments like Ultherapy and Sofwave can create a subtle facelift effect and can cost around $200 per session, adding up to $4,000 or $5,000 in total.
• Radiofrequency impacts the dermis and subdermal fat, the deepest layer of skin containing both fat and connective tissue. With multiple sessions, it can tighten areas like the neck and jowls. Radiofrequency can also be combined with other treatments like microneedling for a stronger skin tightening and smoothing effect. Treatments like Thermage typically start at $1,000-$4,000 per session.

Unlike more involved treatments like surgical facelifts or PDO thread lifts (weaving threads under the skin for the appearance of one), these treatments aren’t particularly high risk if you’re going to reputable, licensed professionals. With the exception of ablative laser treatments, most have a very short recovery time. Usually, the results last at least a year or even several years, requiring fewer touch-up appointments than Botox.

Sung said that, with commitment, ultrasound treatments like Sofwave pay off. “If you do it once a year, you kind of start having this ‘Benjamin Button’ effect.”

What’s more, skin tightening treatments may line up more with younger generations’ skincare habits. While social media-fueled cosmetic injections are all the rage among some Gen Zers, there’s a competing “notox” movement,” in which people seek to maintain youthful skin without the invasiveness and risks of frozen facial muscles, filler migration, or botched plastic surgery.

To many, skin tightening devices can just feel like more intense deviations from prescription retinoids — without involving any knives or needles.

Korman, whose daughter is in her 20s and uses a red light mask to prevent wrinkles, feels there’s been a generational shift in reducing signs of aging — a big change from the sun-baking trends of decades past.

“We’re living longer,” he said, noting that people are thinking about what they’ll look like in their 60s and 70s. “Probably because of social media, people are more educated about this.”

Brow lifts via Botox — comparable costs, different breakdowns

Facelift costs vary wildly, starting from $7,500 to $200,000, depending on the exact procedure and where it’s done. To cut down on costs, some consumers try to get similar results through “filler facelifts” and brow lifts à la Botox.

The latter, which usually requires upkeep at least a few times a year for as long as one wants those perky eyebrows, can cost a pretty penny. A Botox appointment usually racks up several hundred dollars to $1,000, Korman said, with recommendations to follow up every three to four months. Fillers can range in the thousands, depending on how many syringes are used.

Korman said a lot of his patients who come in asking for plastic surgery are partly motivated by seeing the numbers — added altogether, five years of consistent Botox and filler can cost the same as a surgical facelift, so they figure they may as well go all in.

Skin tightening treatments aren’t much cheaper. But done once a year, some clients might prefer a one-shot skincare treatment that costs more upfront than several sessions of injectables.

“It’s really important to be an informed consumer,” Korman said. “It’s good to understand, as best you can, what it is that bothers you and what you can do,” rather than hopping on skincare trends like fillers, which he said go in and out of style.

Some may also prefer skin tightening, which relies on triggering natural processes in the skin like creating new skin tissue, rather than freezing muscles or adding volume via hyaluronic acid. Botox and fillers “were there to mask aging,” Sung said, neither of them slowing down skin aging. “But these devices, they actually make you more youthful.”

What’s next?

Because skin tightening treatments target different layers of the skin, Sung usually recommends “stacking” multiple treatments, such as using different ultrasound devices, for more noticeable changes.

Doctors are still searching for technologies that can combine multiple features without sacrificing quality. “If you have a machine that’s a fax machine, a copier, and a printer, usually it won’t do any of them great,” Korman said. But he’s also seen an “increasing number of devices that are trying to address more than one thing.”

The wait might not be long. Attending the 2025 Aesthetic Show in Las Vegas, Sung noted new treatments like the XTherma, a radiofrequency device that simultaneously cools the face for added comfort. He said he’s seen more interest from investors in merging and combining skin tightening devices for more drastic results.

If recent history reveals anything, it’s that youthful skin has always been coveted. Investment in achieving it more cheaply and quickly probably won’t go to waste.

“I have a little poster in one of my offices, which is from 100 years ago, where there’s a chin strap you can buy at a pharmacy to stop wrinkles,” Korman said. “People were thinking about it a long time ago, but it’s gotten a lot more sophisticated in recent times.”

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