The beauty industry thrives on its ability to adapt, innovate, and tap into emerging consumer needs. Post-procedure care is one of such emerging consumer needs. It is now gaining momentum as a critical growth area, driven by the increasing normalization of cosmetic and plastic procedures, advancements in skincare technology, and shifting consumer expectations. For beauty and wellness brands, this presents both a need for product innovation challenge and also a market ripe with untapped potential— a billion dollar venture according to Fortune Business Insights.

The global scar treatment market, a subset of post-surgery skincare, was estimated at $2.32 billion in 2023, and is expected to grow at a compound annual growth rate of 11.5% from 2024 to 2030, according to Grand View Research. This growth is bolstered by rising demand for surgical and nonsurgical aesthetic procedures. With the American Society of Plastic Surgeons in partnership with CosmetAssure and PatientNow, reporting that 26.2 million cosmetic and reconstructive procedures—both surgical and minimally invasive—were performed across the United States in 2022, the addressable market for post-surgical care products is both vast and lucrative​​. According to numbers obtained from Spate, aftercare searches from consumers in the US alongside face services receive an average of 3,200 monthly searches with top search queries including Botox aftercare and CO2 fractional laser aftercare. Recovery searches along with face services also garnered higher volume, with 56,700 average monthly searches.

Although still apparent, the stigma surrounding cosmetic surgery has largely dissipated, thanks to social media and a culture of transparency. Today, influencers and everyday consumers alike share their surgical journeys, creating a new demand for products that not only aid recovery but also optimize surgical outcomes. Dr. Smita Ramanadham, a double board-certified plastic surgeon and IT Cosmetic Board Member, highlights how the evolution of nonsurgical and minimally invasive treatments has further democratized access to aesthetic procedures. “With advancements in technology, consumers are no longer restricted to expensive, high-risk surgeries,” she tells BeautyMatter. “Preventative treatments like neuromodulators and chemical peels have created a gateway to full-scale cosmetic interventions,” she continues.

This consumer shift has redefined wellness to include post-surgery care as a lifestyle investment, as much as fitness routines or diet plans. For businesses, this opens avenues to a market high in margin, with specialized products targeting consumers at various stages of their surgical recovery journeys.

The Science-Driven Market: Innovation Meets Consumer Expectations

Center to this post-surgery care boom lies innovation. The modern consumer demands products that not only heal but also deliver scientifically validated results. Dr. Anthony Rossi, a board-certified dermatologist at Memorial Sloan Kettering Cancer Center and founder of the medical-grade skincare line, Dr. Rossi Derm, has his entire line premising on the significance of addressing post-surgical inflammation. His biomimetic peptide technology, developed over seven years, targets the TRPV1 receptor to mitigate redness and irritation while accelerating recovery. “Chronic inflammation in the skin [which can also occur as a result of surgery] breaks down collagen and elastin, compromising results,” Rossi explains to BeautyMatter. “By targeting inflammation directly, we improve healing and long-term outcomes,” he continues​.

Similarly, Dr. Alexes Hazen, an NYC-based aesthetic and reconstructive surgeon, has positioned her brand, Zen Essentials, as a leader in clean, inclusive post-surgery skincare. With a focus on hydration, anti-inflammatory ingredients, and sustainable formulations, her scar cream stands out for its use of shea butter and grape seed oil to support collagen production. “The simplicity of our ingredients belies their effectiveness. This is about feeding the skin what it needs to heal, without unnecessary toxins,” she says to BeautyMatter​.

These innovations not only elevate post-surgical recovery but also align with broader consumer trends favoring clean beauty and transparency in ingredient sourcing. Brands that fail to meet these expectations risk being overshadowed by science-backed competitors that deliver measurable results.

Investors are also taking note, with venture capital pouring into start-ups that address this emerging need. Brands like Alastin Skincare and Nuance Medical’s BIOCORNEUM have already established themselves as leaders in this space, leveraging proprietary technologies to differentiate their offerings. However, with barriers to entry like clinical validation and manufacturing costs, competition remains limited, allowing early entrants to capture significant market share.

Strategic Distribution Channels: Direct-to-Consumer and Beyond

Distribution is a key consideration in scaling a post-surgery skincare brand. While direct-to-consumer (DTC) remains a dominant model, partnerships with dermatology offices and plastic surgery clinics offer unique advantages. Rossi’s products, for instance, are stocked in dermatology practices alongside being sold online, blending professional endorsements with consumer accessibility. As much as this hybrid approach builds credibility, it also positions products as essential components of the recovery process​.

Dr. Hazen echoes this sentiment, emphasizing the value of word-of-mouth marketing among medical professionals. “Patients trust their surgeons and dermatologists implicitly. By integrating our products into their post-operative care recommendations, we establish ourselves as part of the healing journey,” she explains​.

However, despite its potential, the post-surgery skincare market is not without challenges. Experts opine that educating consumers about the benefits of specialized products remains a hurdle, particularly when budget-friendly alternatives crowd the market. Moreover, the high cost of clinical validation and sustainable manufacturing can deter smaller players.

However, these challenges also serve as opportunities for differentiation. Premium positioning, backed by scientific rigor and professional endorsements, allows brands to command higher price points while maintaining consumer trust. As Dr. Ramanadham states, “The bottom line isn’t about affordability—it’s about delivering results that consumers can see and feel.”

The Path Forward: A Market Poised for Growth

Experts say that the future of post-procedure skincare lies in personalization, with brands leveraging advancements in biotechnology to tailor solutions to individual needs. For businesses, this means investing in research and development, while aligning with consumer values of inclusivity and sustainability. As the market matures, the potential for cross-industry collaborations—with technology firms, health start-ups, and even insurance providers—will redefine the post-surgery care landscape.

Ultimately, the rise of post-surgery care is a testament to the beauty industry’s ability to innovate and adapt. For brands and investors willing to take the plunge, this emerging sector offers not just profitability, but also the chance to shape a market that prioritizes health, wellness, and the power of recovery.