Liverpool named top city for aesthetic treatment searches

People from Liverpool perform more searches for non-surgical cosmetic procedures than any other region in the world, according to a report presented to the British Association of Aesthetic Plastic Surgeons (BAAPS).

Of the total number of searches for botox and lip fillers made in the UK, the majority were carried out by Liverpudlians, followed closely by those in Manchester, Leeds and Newcastle, the report found.

Plastic surgeons believe “regional cultural factors” are behind the trend, as those who live in southern England would rather go under the knife than have non-invasive treatments to enhance their appearance.

80% of global searches for non-surgical procedures are now made in the UK, the report found, and in the last five years (2011 to 2016), online interest for botox rose 31% and fillers 71%.

Dr Ryan Sugrue, a plastic surgeon at Cork University Hospital, said: “Traditionally the US has been the gold standard for interest in cosmetic procedures, but there has been a transatlantic shift to the UK.”

With injectable cosmetics in the UK becoming mainstream, experts are warning that the increase in online searches and demand means many could be seeking treatments from practitioners who are not properly qualified.

Sugrue added: "There are significant dangers in going away from board-certified or qualified cosmetic outcomes.”

A new survey has also revealed the most searched for aesthetic brands and clinics in the UK.