Women’s bodies are designed to change throughout life; it’s just a fact. The body positivity movement has helped women accept some of those changes and even embrace them.
For instance, a few smile lines around the mouth or a not-totally-flat tummy may not seem like a big deal to a woman. She’s completely fine with some shifts in her body; they are little reminders she’s been living her life. When our patients come in looking to improve some parts of their body, they choose what that is, not society. If they want to leave some things alone, we respect them! Yet we do see a pattern in the changes women want to make. And requests for breast augmentation procedures in our Beverly Hills clinic continue to rise. In fact, the American Society of Plastic Surgeons posted a 2025 report showing breast augmentation surgery rose, as did breast lifts and breast reductions.
This makes sense when you consider all the things that happen to a woman’s breasts during her lifetime. There are pregnancy and breastfeeding, weight changes, hormonal fluctuations, and menopause. Genetics also affects breast tissue elasticity, which can lead to deflated, sagging breasts.
Where are you on the Breast Augmentation Spectrum?
Our Beverly Hills clinic is always ready to listen to what our patients expect from a breast augmentation. And to be honest, many women come in telling Dr. Ourian they only want to feel ‘normal’ again. Meaning they desire even, full, lifted breasts in a comfortable size. That’s it. The type of breast augmentation women want might depend on the stage in life they are in.
Women ages 66 and over: Although facial cosmetic surgery is popular for this age group, it’s the fastest-growing demographic for breast augmentations and mostly focused on breast lifts.
Women in their 40s to 50s: Around 29% of breast augmentations occur in this age group. The number one cosmetic procedure is facial rejuvenation, like facelifts and laser therapy while breast surgery is a close second.
Women in their 30s and 40s: If you guessed this is the largest demographic for breast augmentations, BINGO, you are right! In fact, women in their 30s are 37% of all breast augmentations. These life stages include big natural changes to the breasts, such as childbirth and menopause, that can leave breasts stretched and deflated.
Women in their 20s: For this age range, a breast augmentation is the number one surgical procedure. Young women might be looking for a breast enlargement, reduction, or reconstruction.
Teenagers 19 and under: This is the smallest group, but usually their desire for breast augmentation surgery is medically related. A girl’s breasts might become overly large and very uncomfortable as they complete puberty. Breast reduction surgeries make up 7% of this group.
To read more about age-related breast changes, WebMD has a piece offering more details (https://www.webmd.com/healthy-aging/older-breasts-what-to-know).
If you’re considering breast augmentation, Dr. Ourian is a Beverly Hills surgeon with expertise across all life stages. He can help women get back to full, lifted, and comfortable breasts for any age range. The goal is to create a personalized approach to achieving a natural-looking, well-proportioned body. If breast augmentation is medically necessary, Dr. Ourian’s Beverly Hills clinic team will review a woman’s medical insurance to see if there is coverage as well!