Gen Z is normalising Botox. Paying for it is another matter

Devana Turner, 30, used to be sceptical about Botox. But when her wedding and 30th birthday began to creep up, she decided to book an appointment, becoming one of the many young people getting cosmetic treatments at earlier ages.

“I wanted to go into 30 feeling good,” Turner says of the procedure, which she began in 2024. “I wanted to physically look more refreshed. I wanted my skin to be clear.”

Turner estimates that the procedure cost between $800 and $1,000 — an upfront cost she could afford while working a six-figure job at Google. But what she didn’t account for was the cost of maintenance: She got the treatment once in December 2024, and then again in late July 2025 ahead of her September wedding. To keep up with the treatments would have cost up to $2,000 a year, she says, so she ultimately opted to stop, focusing instead on more affordable skincare like collagen face masks, cleansing balms, and a good sunscreen and moisturiser.

Still, Turner hasn’t ruled out getting more Botox in the future (“I think when I hit 35, I will want to do it a little more,” she says) and sees it as a worthwhile investment in her overall wellbeing.

“When you have one life,” she says, “if you're thinking about that wrinkle, or weight loss, or something that you're really self-conscious about, I'm in support of people doing what makes them happy.”

The Wider Trend

Botox was one of Gen Z's most requested aesthetic treatments, according to a 2025 study in the Journal of Cosmetic Dermatology, with researchers noting a shift towards earlier preventative treatment (or “prejuvenation”) among younger generations.

Juan G. Hernandez-Ariano, founder and principal of WealthCreate, says there is nothing wrong with a young person spending money on Botox. The issue, he says, is its recurring cost. “The trouble is that it comes due again every three or four months, and most people plan for it like a one-time purchase,” he says.

Instead, Hernandez-Ariano advises treating these procedures as one might treat a car payment. “Take what a session costs, divide it by the months between appointments, and that amount has to come out of cash flow before the appointment instead of after.” If the money cannot come from a specific source, such as a raise or a car payment that is about to end, it comes from whatever is left at the end of the month. For many people in their twenties, he adds, there is not much left.

Key Takeaways

Gen Z is normalising cosmetic-procedure spending. Younger consumers are helping turn cosmetic procedures from secretive or exceptional expenses into visible, budgeted lifestyle costs.

Budget for maintenance, not just the first appointment. Turner paid up to $1,000 for one Botox treatment, which became too expensive to maintain. Consumers should consider not only whether one appointment fits their budget, but also whether repeat treatments do.

Separate wants from essentials. Consider the role a cosmetic treatment plays within discretionary beauty spending. It should not displace savings, debt payments, housing costs or other core priorities.