Key Takeaways:
In August 2025, the UK Government announced plans to introduce long-awaited regulations for high-risk aesthetic procedures, following sustained lobbying by The British Beauty Council and growing public concern over safety, accountability, and practitioner standards.
Set to be one of the most significant policy shifts in the UK’s aesthetics and wellness landscape, the Department for Health and Social Care confirmed it will move forward with a national licensing plan and stricter qualification requirements for practitioners performing noninvasive injectables such as Botox and dermal fillers. High-risk procedures such as Brazilian Butt Lifts (BBLs) will now only be allowed to be carried out by suitably qualified healthcare professionals, and there will be age restrictions to prevent kids from getting procedures, as seen on TikTok. The robust measures being put in place will protect consumers and save the National Health Service (NHS) from having to fix botched procedures. The move comes more than two years after Parliament passed legislation enabling such regulation and follows a 2023 consultation that drew over 11,800 public responses—an overwhelming majority in favor of reform.
“The cosmetics industry has been plagued by a Wild West of dodgy practitioners and procedures,” said Minister of State for Health Karin Smyth in a press release. “This isn’t about stopping anyone from getting treatments—it’s about preventing rogue operators from exploiting people at the expense of their safety.”
According to the British Association of Aesthetic Plastic Surgeons, 27,462 procedures were performed in 2024, and theValue of BeautyReport estimates that consumer spending on beauty services reached £10.1 billion ($13.5 billion), a 15% increase year over year. A sharp rise in consumer demand for noninvasive and aesthetic procedures is undeniable.
But as demand soars, so too have instances of botched procedures, with the death of Alice Webb following an unregulated BBL procedure reigniting calls for immediate reform. Without enforceable standards or oversight, the sector has seen an influx of untrained practitioners and pop-up training schools exploiting social media to lure vulnerable consumers.
“Any measures to protect this safety are highly welcomed,” said Millie Kendall OBE, CEO of The British Beauty Council. “We will be working closely with the government to ensure these outcomes professionalize our industry and sustain growth.”
What’s Changing and What’s Next
The government’s regulatory overhaul introduces a licensing scheme for clinics offering injectables like Botox and dermal fillers, while restricting high-risk procedures, including BBLs, to only qualified healthcare professionals. Age limits will also be implemented for certain aesthetic treatments. While immediate changes target the most dangerous gaps, a longer-term roadmap will explore regulation for lower-risk procedures such as skin boosters and microneedling.
The British Beauty Council continues to push for comprehensive protections, including mandatory practitioner training, insurance and infection control standards, official qualification guidelines, and a central system for tracking adverse incidents. The measures aim to safeguard both consumer well-being and the future of the industry.
For The British Beauty Council, which has championed safe, science-backed beauty since its founding, this moment represents a breakthrough. As the government begins to scope out the broader licensing framework, the Council has pledged to work closely with policymakers to ensure that regulation is “fit for purpose” and does not stifle legitimate, skilled practitioners.
“People should be able to look and feel as they please without the threat of something going wrong,” Kendall emphasized. “This is about safety, not limitation.”
With aesthetics firmly part of the modern beauty economy and a wellness generation seeking sculpting "perfection," the coming reforms signal a pivotal moment for safety in a minefield of procedures. Beauty brands, platforms, and professionals operating in this space need to prepare for an era of compliance, credibility, and consumer perfection. As The British Beauty Council put it, “This isn’t just a win for the Council or the industry. It’s a win for every person who deserves to feel safe in their beauty journey.”
