According to a recent report by Teoxane, ‘mid-face’ treatments have seen a noticeable increase over the past several years—demand rose from 22 per cent in 2023 to 33 per cent in 2024, with continued growth. But for those of us so used to hearing about lip enhancements and muscle-relaxing injections, the premise of a ‘mid-face’ aesthetic treatment may be alien.

What exactly does this term refer to, how can treatments here make the biggest difference to our face, and who could consider them as part of their aesthetic journey? We break these questions down, with the help of our trusted Etre Vous Experts.

What counts as a ‘mid-face’ treatment?

Treatments such as lip filler and muscle-relaxing injections in areas like the forehead, have continued to dominate the aesthetic space in the past decade. But a move towards a more natural approach and appreciation for skin-boosting treatments, has significantly altered the appointments we prioritise (more on this later). A notable example of this is, as mentioned, the growing appreciation for treatments in and around the mid-face.

Dr Raquel Amado, Director and Medical Practitioner at Dr Raquel Skin and Medical Cosmetics and Etre Vous Expert, explains that the term ‘mid-face treatments’ “normally refer[s] to mid-face volume replacement with dermal filler,” however, it can more broadly relate to a number of aesthetic techniques. “Mid-face treatments typically target the cheeks, tear troughs, and surrounding support structures. This might include dermal filler in the first instance, biostimulators, or skin boosters,” notes Cosmetic Doctor and Etre Vous Expert Dr Emmaline Ashley. “Enhancing this area improves contour, reduces under-eye hollowness, and may subtly lift the lower face,” she adds, touching on some of the key benefits. “By thinking about where we naturally lose structure and support as we age and restoring it, we can give a fresher, well-rested look without chasing individual lines.”

Why are they becoming so popular?

First, because of the myriad of benefits these fillers and boosters in this area can offer, and the kind of results patients are achieving. “Mid-face treatments are often more subtle than dramatic changes to the lips or jawline. They restore volume and lift without making someone look ‘done,’ which appeals to a broader demographic,” says Dr Amado, touching on the more modern, ‘less is more’ approach.

Having injectables here can make the biggest difference in the face overall, and necessitate the ‘need’ for other treatments, too. “The mid-face supports the entire facial structure—improving it can lift the lower face, reduce under-eye shadows, and restore youthful contours. A refreshed mid-face often means you don’t need to touch other areas as much (like the jaw or eyes), giving a more harmonious result,” she continues.

This, Dr Amado says, is, as mentioned, in line with our newfound appreciation for more natural-looking aesthetic results, as well as an increased awareness of facial proportions—we are becoming more educated about facial structure, and how the mid-face contributes to youthfulness and balance.

Mid-face treatments therefore suit our needs perfectly, and sometimes even more than ‘traditional’ injectable placements.

Who are they best suited to?

Mid-face treatments are suited to most people as they are flexible and adaptable, depending on concerns and desired results. More specifically—as well as those wanting to have more of a sense of ‘balance’ within their facial structure—they can work wonders for anyone seeking anti-ageing benefits. “As we age, we lose volume, fat padding, and ligament support in the mid-face, which leads to flattening of the cheeks, sagging, deep nasolabial folds, and under-eye shadows,” says Dr Ashley. “Rebuilding structure here helps restore youthful proportions and smooth transitions across the face.” Skin appears fresh and contoured with more volume, meaning a more youthful appearance.

The rise in mid-face aesthetic treatments is also aligned with the increase in GLP-1 medication usage like Ozempic. For patients who are using these medications, volume loss in the face is common, which can amplify the appearance of fine lines and wrinkles. “Patients experience gauntness, sagging, or hollow cheeks after rapid weight loss,” says Dr Amado. “The mid-face is one of the first areas where this is noticeable, and patients often seek fillers or volumising treatments to restore balance and avoid looking ‘unwell.’”

Mid-face injectables can help to reverse that ‘hollow’ effect and restore lost volume, particularly when using certain combinations, says Dr Ashley. “Early results from several recent clinical trials show that combining biostimulators with filler significantly improves facial volume, structure, and even skin quality in patients experiencing medication-driven weight loss.”

In summary, mid-face treatments can help with a variety of skin concerns, meaning we’re likely to continue to see a rise in popularity over coming years.