2024 brought an exciting wave of innovations in medical aesthetics, including biostimulatory treatments such as Polynucleotides and the newest addition to STORY, Profhilo Structura.
At our Southwell and Marylebone clinics, patients embraced a variety of treatments in 2024. Anti-wrinkle injections, premium fillers, and Polynucleotides were the most popular, while Morpheus8, a transformative skin-tightening treatment came in fourth place.
As we reflect on a brilliant year, we turn our attention to 2025. We asked our expert practitioners for their predictions in skin, injectables, and medical aesthetics for the year ahead. From the continued rise of regenerative medicine and AI to advancements in microbiome-focused products, here’s what we’re expecting.
Expert Predictions: Insights from Our Practitioners
Dr Marcus Mehta, Co-Founder and Lead Practitioner
“2025 will bring an even greater demand for natural, refreshed-looking results. Patients are moving away from dramatic transformations, focusing instead on subtle, strategic enhancements. This means practitioners will be using fillers strategically and more sparingly to avoid the ‘overdone’ look.”
AI and Imaging Technology
“I think AI is going to play a significant role in personalising care. We’ll see advanced tools combining imaging technology with AI to create bespoke treatment plans, not only for injectables but also for skincare. These innovations will help tailor treatments to individual needs with greater accuracy.”
Regenerative Medicine
“In terms of regenerative medicine, Polynucleotides have been a breakthrough, particularly for rejuvenating the under-eye area. These DNA-based therapies stimulate collagen production, encourage skin repair and improve skin quality. Polynucleotides are a safe treatment with minimal downtime and long-term benefits, so I think the demand for this treatment will only grow in 2025.
“We’ll also see an increase in bio-stimulator fillers. These innovative products not only restore volume but also stimulate the body’s natural collagen production, offering dual benefits.
“Lastly, Exosome therapy is set to gain popularity. This cutting-edge regenerative treatment uses tiny cell-derived particles—packed with proteins, RNA, and other molecules to repair tissue, reduce inflammation, and rejuvenate the skin.”
Dr Harriet Jenkins, Clinical Director at Harley Academy and Lead Practitioner at STORY
“Profhilo Structura is set to dominate in 2025. Since its launch in September 2024, we’ve been one of the first UK clinics to offer this revolutionary treatment.
“Unlike traditional Profhilo, which focuses on skin hydration and elasticity, Profhilo Structura targets subcutaneous fat, which thins and sags as we age. By regenerating this fat layer, it increases firmness and supports tissue at a deeper level. Combined with Profhilo’s skin rejuvenation benefits, it creates a powerful, multilayered approach to anti-ageing. We’re already seeing excellent results in the clinic, and I predict demand will continue on an upward trajectory next year.”
Maja Swierczynska, Skin Specialist
“As research into the skin’s microbiome advances, 2025 will bring a significant shift toward products that prioritise microbiome health. In clinical practice, we often see disruptions in the microbiome leading to impaired barrier function, hypersensitivity, or persistent inflammation.
“To address this, skincare formulations will increasingly include prebiotics, probiotics, and postbiotics. These ingredients maintain balance, strengthen the skin’s natural barrier, and help manage conditions like acne, rosacea, and chronic inflammation, embracing a holistic approach to skin health.
“We also anticipate the rise of diagnostic tools that allow consumers to personalise their skincare routines based on their unique microbiome composition. In clinics, advanced diagnostics like swabs or tape-stripping are already enabling detailed microbiome analyses. Soon, at-home kits could make this technology widely accessible, using AI to recommend microbiome-specific products with precision.
“Since every microbiome is unique, these advancements will allow us to detect imbalances early and provide highly personalised treatments. It’s an exciting step forward for skincare science, blending cutting-edge research with practical, in-clinic expertise to deliver better outcomes for skin health.”
Looking Ahead to 2025
With so many advancements on the horizon, 2025 promises to be a transformative year for medical aesthetics. From regenerative medicine and AI innovations to microbiome-focused products, our expert practitioners are excited to bring the latest trends to STORY Clinics.
As always, our patients remain at the heart of everything we do. Thank you for trusting us with your skin health and aesthetic goals in 2024. We can’t wait to help you continue to tell your story in 2025.
Finally, a special congratulations to our founders, Dr Emily and Dr Tristan Mehta, on the arrival of their healthy baby boy and the newest member of the STORY family!