Global Experts Urge Return to ‘Natural Breast Beauty’ Amid Rise in Aesthetic Complications

In response to rising rates of revision surgery and dissatisfaction with overly augmented results, an international coalition of leading plastic surgeons has introduced new framework for achieving more natural outcomes in breast augmentation.

The Global Consensus on Natural Breast Beauty, launched April 11 at Palazzo Turati in Milan, aims to shift the focus in aesthetic breast surgery from volume-driven trends to patient-centered, anatomy-based planning. The initiative was introduced during a summit organized by POLYTECH Health & Aesthetics GmbH, a German-based manufacturer of breast implants.

With the global breast augmentation market valued at $2.78 billion in 2024 and growing at 7.5% annually, experts say the demand for surgery is often influenced by social media and unrealistic visual standards. 

“Many women walk into their first consultation asking for a specific implant or shape they saw on Instagram,” Roy De Vita, MD, Chief of Plastic Surgery at the Istituto dei Tumori Regina Elena in Rome, said in a press release. “Implants are medical devices just like orthopedic or cardiac implants—not accessories. You wouldn’t choose a heart valve that way.”

The consensus outlines six core principles aimed at improving patient education, procedural planning, and safety standards. Recommendations emphasize individualized assessments, appropriate implant selection, and alignment with long-term patient well-being.

"Large doesn't equal beautiful," emphasizes Dr. Patrick Mallucci, renowned British plastic surgeon and co-author of the international Ideal Breast Shape study. "Beauty is about proportions—typically a 45:55 ratio between the upper and lower pole of the breast. This creates a natural, slightly concave upper area and a full, rounded lower area. It's geometry, not guesswork."

POLYTECH CEO and former plastic surgeon Karsten Hemmrich, MD, underscored the growing responsibility of both physicians and manufacturers: “This is not just a business—it's a responsibility. We're seeing two major global shifts: women seeking natural, harmonious outcomes and a growing demand for safety and scientific rigor in device manufacturing."

Globally, demand is surging. In 2024, U.S. breast implant sales accounted for $890 million, with international markets totaling $1.89 billion. Forecasts project the market will double by 2034, driven by both aesthetic and reconstructive procedures.

However, complications and revisions are also increasing. Experts attribute this trend to mismatched expectations, lack of anatomical consideration, and misinformation online. 

"Social media is full of unrealistic before-and-after photos, DIY comparisons, and influencer promotions," says Mariangela Dal Prá, Managing Director Italy and Head of Sales Central Europe at POLYTECH Health & Aesthetics. "We want women to be empowered—not manipulated. Sometimes the best decision is to wait, or even to avoid surgery altogether."