Millennials and Gen Z Embrace "Baby Botox" to Prevent Wrinkles

As of November 2025, Botox has become a popular choice among young adults in their 20s, who are seeking to stave off wrinkles before they even appear. Clinics are now marketing "baby Botox," which involves lower-dose treatments administered less frequently than for midlife adults—perhaps only once or twice a year.

The demand for Botox and other cosmetic procedures has skyrocketed since the COVID-19 pandemic, when people's lives migrated more to virtual spaces. Younger generations, including Gen Z, have become increasingly self-conscious about their appearance, frequently comparing their faces to curated images on social media. Some even attribute their early Botox use to their more expressive facial features.

While the idea of 20-somethings getting Botox may seem absurd to some, patients view it as a preventive measure, much like putting on sunscreen. They believe investing in their appearance at a young age will pay off in the long run. However, experts warn that overuse of Botox can lead to muscle atrophy and an unnatural, frozen look. Additionally, the treatments can become addictive, with patients needing higher doses as they age.