Cosmetic procedures are more accessible — and less taboo — than ever before. Younger women are going along for the ride.

Sarah started experimenting with Botox and cosmetic fillers in her late 20s. "I started to notice some changes in my skin, like more prominent lines on my forehead and crow's feet," she says. "I also wanted slightly fuller-looking lips but nothing unnatural."

Sarah, who asked not to use her last name, watched TikTok videos to learn more about how injectables work and read reviews of med spas and cosmetic clinics in her area, a suburb outside of New York City. Doing so left her feeling better informed and able to advocate for herself and what she wanted (and didn't want).

"Overall, I was really happy with my experience," Sarah says. "It looked subtle but noticeable enough to me and really boosted my confidence." Now 33, Sarah gets Botox once or twice a year and lip filler every 12 to 15 months ("as far as invasive procedures go, I'd never say never," she adds).

She also appears to be in it for the long haul. "There's so much pressure on women to stay looking young and beautiful, not to mention that social media makes it hard not to compare yourself to others," says Sarah. "I'm a confident person, but if I can afford to remain looking as young as I feel in my 40s and 50s, I wouldn't rule that out."

But it's women who are currently in their 40s and 50s who are less inclined to get an injectable or go under the knife. Sarah represents part of a generational shift in how women of different ages view beauty and cosmetic procedures. Today young women are documenting their nose jobs on social media while Gen Z and millennial influencers get transparent about what work they've had done . And according to a survey of 1,677 U.S. adults conducted by Yahoo News and YouGov in late March, 34% of women ages 18 to 39 would consider getting a cosmetic procedure, compared with 20% of women over 40.

This raises the question: Why?

“Two decades ago, cosmetic procedures were often associated with vanity, secrecy or wealth —something to be hidden or denied,” Dr. Samuel Lin , a plastic surgeon and associate professor of surgery at Harvard Medical School, tells Yahoo Life. “Today that stigma has eroded due to increased openness, media representation and an evolving definition of beauty that emphasizes empowerment and choice.”

In other words, there's a lot at play here. Women didn’t become more accepting and open about aesthetic treatments overnight. Like most ideological shifts, it happened slowly over time as a response to changes in society, technology, accessibility and increased education and transparency around a topic that was once considered taboo to talk about. Here's how we got here — and what experts and young women think about it.

Social media’s role

If it weren’t for the rise of apps like Instagram, TikTok and Snapchat, we might not be having this discussion. Skin-perfecting filters aside, we’ve also witnessed more and more creators getting candid about their experiences with cosmetic treatments, which over time has worked to normalize the conversation.

“Platforms like Instagram and TikTok have not only normalized but glamorized aesthetic enhancements,” confirms Lin. “Influencers and celebrities openly sharing their experiences with Botox, filler and even surgical procedures have created transparency that didn’t exist before.”

Brooke Morton , a family nurse practitioner and cosmetic provider at JECT in New York City, believes this transparency has led to younger generations breaking the pattern of being so competitive with one another. “It’s an anti-gatekeeping mentality that makes things like injectables and lasers more socially acceptable,” she says. “We’re less judgmental now, and people feel more free to do what they want.”

This newfound openness has also contributed to increased education about these procedures. Patients as well as derm influencers are sharing the nitty-gritty details of different treatments, from downtime to cost, allowing consumers to make more calculated decisions about procedures they’d consider trying.

“Due to the connectivity of the world through online and social media, it is so much easier nowadays to see what’s possible with cosmetic procedures,” says New York City plastic surgeon Dr. Bianca Molina . “It allows people to gain a real view into what to expect during and after cosmetic procedures, and so that has made things more predictable, less scary and more accepted.”

Accessibility and advancements in technology

Abigale Coleman , a 28-year-old social media and content strategist based in Bellingham, Wash., hasn't undergone any cosmetic procedures herself but understands why there's curiosity among her peers. For one, getting work done no longer feels quite so out of reach. It's not just for the rich and famous, but for the girl next door too.

"You don’t have to go to New York or L.A. to get work done anymore; now even in small towns you can likely find someone to do lip filler," Coleman notes, pointing to the rise of suburban med spas offering injectables. The prices also feel "more accessible," Coleman says.

Lin agrees. "Minimally invasive procedures with little downtime are now widely available and more affordable than in the past," he says.

Cosmetic dermatologist Dr. Terrence Keaney , founder of SkinDC , adds that the industry has made considerable gains in the more than two decades since Botox was first FDA-approved for cosmetic use, in 2002, paving the way for more aesthetic treatments. “This has slowly normalized these procedures, opening up the cosmetic market beyond the traditional patient, which used to be women ages 35 to 55," he tells Yahoo Life.

Then there are advancements in technology and technique, which have made treatments more appealing and less alarming to consumers. “Our knowledge and techniques continue to get better, safer," says Molina. 'Time and experience [are] on our side now. This has led to more natural and favorable results and better nonsurgical treatments that are safer and more effective.”

The self-care and longevity effect

We're in the era of self-care — a concept that originally meant pampering yourself by putting on a face mask, taking a long, leisurely bath or setting time aside to meditate. Now self-care has evolved into something bigger as folks grow more focused on longevity and maintaining their youthfulness for as long as possible.

“Millennials and Gen Z see cosmetic work as routine self-care or maintenance, akin to getting facials or fitness training.” Lin says.

According to Dr. Usha Rajagopal, a plastic surgeon and medical director of San Francisco Plastic Surgery and Laser Center , younger adults are more inclined to view these treatments not as superficial but as part of a broader commitment to self-improvement and wellness.

"The younger generation prioritizes life experiences and self-care over traditional measures of success like big houses or luxury cars,” Rajaopal tells Yahoo Life. “They’re seeking ways to enhance their well-being and personal happiness, and as this mindset evolves, so does their perception of cosmetic procedures.”

This shift, she adds, "reflects a new cultural approach to beauty, where cosmetic enhancements are seen as tools for empowerment, confidence and self-expression."

But neuropsychologist Sanam Hafeez, director of Comprehend the Mind , doesn’t believe it’s so cut-and-dried. “Although aesthetic treatments can represent empowerment and self-care for younger women, we must acknowledge the societal pressures influencing their choices,” Hafeez cautions.

That includes selfies, social media and Zoom meetings.”The demand to maintain a polished and youthful appearance for camera-based interactions has become especially intense because screens mediate both their social engagements and professional responsibilities," Hafeez says.

Is this shift good or bad?

That's not so easy to answer; it's a nuanced issue with both pros and cons, depending on your perspective. Many see the transparency around it as a positive. Hafeez points out, however, that this growing acceptance of cosmetic surgery, and the comparison culture underpinning it, may convince some women — not just young ones — that they're not enough as they are.

“The current environment becomes complicated because it involves personal choice alongside societal expectations,” says Hafeez. “The choice to undergo cosmetic procedures does not happen in isolation, because cultural influences and peer pressure, combined with modern beauty ideals, drive the decision.”

Lin agrees that while normalizing the conversation and reducing stigma is a positive step toward bodily autonomy, the increased pressure to conform is definitely a downside. “Cosmetic procedures can boost confidence, improve quality of life and help individuals align their outer appearance with how they feel inside,” he says. “But when filters and enhancements become the norm, young people may internalize unrealistic expectations, leading to body-image issues.”

But for Jenna Berube, a 31-year-old copywriter in New Hampshire, seeing women her age embrace treatments like Botox and fillers isn't shameful ... it just is .

“I think for younger women, cosmetic procedures just feel more part of the conversation now because we talk about it so much more openly, especially on social media, so it doesn’t feel taboo or like something to be ashamed of,” Berube tells Yahoo Life. “It’s really become just about doing what will make you feel good in your own skin — no judgment either way.”