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There was a time when plastic surgery was quiet, private, and reserved for a very small group of people. Now, it’s everywhere. You can scroll past it on Instagram, hear about it on TikTok, or walk into a strip mall and book a treatment like you’re buying skincare.

So this week, I’m taking a step back and looking at how we got here, and more importantly, what it means for you as a patient.

I walk through the evolution of plastic surgery, from its roots in reconstructive work after World War I to the rise of cosmetic procedures in Hollywood, and now into what has become a full-blown consumer industry. We talk about the role of social media, influencer marketing, med spas, and the shift from fixing problems to optimizing appearance.

But the bigger issue is this: when surgery starts to look like a product, what happens to safety, judgment, and the doctor-patient relationship?

I get into why speed, volume, and price are starting to replace experience and trust, why that’s a problem, and what I believe needs to change. This isn’t about being anti–plastic surgery, it’s about making sure the process still respects the fact that this is medicine, not retail.

And I’ll leave you with the question I’m still wrestling with: is the commoditization of plastic surgery empowering, or is it just a new form of pressure?

If you’re considering a procedure, or just trying to make sense of what you’re seeing online, this is where to start!