Facelifts Normalised: Ageing Becomes a Liability in 2025's Visible Economy

• By 2025, facial surgery became openly discussed and normalized, moving from tabloid speculation to casual conversation.
• The trend is global, with cosmetic tourism hubs in Thailand, Turkey, Iran, Brazil, and India, driven by social and professional pressures.
• A rise in facial surgery among younger women (30s-40s) was noted, often due to dissatisfaction with fillers or fear of visible ageing in competitive fields.
• In a visibility-driven economy, youth signifies relevance and competence, making ageing a professional risk, especially in media, entertainment, and the creator economy.
• The normalisation of facelifts highlights a narrowing threshold for acceptable embodiment, where ageing is reframed as a personal failure rather than a shared human experience.

Why It Matters: Facelifts are now normal, but this normalisation makes ageing a professional and social liability, especially for women.