An increasing number of people are turning to modern body contouring methods to improve their appearance and health, embracing new technologies and treatments that promise visible results. This trend is being observed in cities across the world, with both men and women investing in procedures that range from traditional liposuction to advanced non-surgical therapies.
In São Paulo, Brazil, well-known performer Gretchen recently began a new aesthetic journey at a high-end clinic, focusing on a blend of body contouring and hair health treatments. At age 65, the celebrity opted for a protocol that uses a mix of radiofrequency, ultrasound, and injectable bio-stimulators, aiming to reduce body measurements, tone muscles, and stimulate hair growth. These sessions, which can cost up to R$15,000 each, combine modern equipment for heating skin layers and toning muscle fibers, helping to fight fat and sagging while firming specific areas for a more defined look. Injected bio-stimulators also encourage natural collagen production, offering lasting and natural-looking results.
Gretchen’s decision to share her journey openly has sparked positive discussions about body image, self-care, and the choices of older adults seeking to maintain both health and appearance. This openness is seen as helping to break down age-related stereotypes and supports growing trends in hybrid treatments that address multiple cosmetic goals at once. According to industry experts, this rise in investment by public figures reflects the expanding market for aesthetic treatments, especially in countries like Brazil where demand continues to grow rapidly.
Meanwhile, in the United States, more men are turning to body contouring procedures, particularly liposuction, to help them achieve their desired body shape. Ross Catanzarite from New Jersey underwent liposuction in 2019, spending around $15,000 to address areas like his chest, abdomen, and flanks. Catanzarite, like many others, tried multiple diets before surgery and was pleased with the results, which helped him balance his body proportion and improve self-confidence. Recent data reveals over 21,000 liposuction procedures were performed on men in the US last year, signaling a notable rise in male participation in cosmetic treatments.
Doctors report that men now view such procedures as tools for personal optimization—on par with fitness or skincare—rather than as acts of vanity. Modern techniques are more adapted to male physiology, providing subtle changes without feminizing features. Beyond liposuction, technologies like VASER and Renuvion are being used for better fat removal and skin tightening, while non-invasive treatments like EmSculpt Neo help strengthen abdominal muscles. However, these surgeries can carry risks—ranging from scarring to more severe complications—so experts urge thorough consideration before undergoing such procedures.
As body contouring continues to grow in popularity, both men and women are benefitting from improved techniques, shorter recovery times, and customizable treatment packages. Social media and celebrity endorsements are helping to drive awareness, making these procedures more mainstream and accessible, while also encouraging a broader conversation about health, self-care, and body positivity.
