Ageing is universal and so is the anxiety surrounding it. Whether it’s the pursuit of a wrinkle-free complexion in Tokyo, a subtle filler appointment in Stockholm, or a facelift consultation in Warsaw, the desire to keep looking youthful manifests differently depending on where you live. And while the global anti-ageing industry is worth hundreds of billions of dollars, the countries driving that demand per head of population might not be the ones you’d expect.
To explore this, we analysed online search behaviour to understand public interest. In simple terms, we looked at how often people in different countries search for common anti-ageing treatments and concerns, adjusted for population size, to allow a fair comparison between nations.
The results challenge assumptions about which cultures are most preoccupied with looking young, and paint a clear picture of how wealth, environment, and cultural attitudes shape our relationship with the ageing process.
Spoiler: it’s not America that worries most about getting old.
The full methodology can be found at the end of the article.
Key Findings
- Japan is the world’s most age-anxious nation, generating 1,311 anti-ageing searches per million people each month โ more than 20% higher than second-place Sweden.
- Three Scandinavian countries occupy the top four spots. Sweden, Norway, and Denmark all outrank the UK and the US, upending the assumption that cosmetic anxiety is driven primarily by Anglo-American celebrity culture.
- The US ranks only seventh despite generating the most searches overall across all countries โ 261,500 total monthly searches across all tracked keywords, more than any other country โ but its population of 349 million dilutes that figure considerably.
- Poland has the highest per-million facelift search rate in the world by a wide margin, with 11,000 monthly facelift searches across a population of 37.8 million โ a cultural quirk that sets it dramatically apart from every other market.
- Ireland punches dramatically above its weight, ranking eighth globally despite a population of just 5.3 million.
- Brazil, the country most associated globally with cosmetic surgery, ranks only 19th โ its enormous population of 213 million diluting even its very considerable absolute search volumes.
- Japan leads in filler searches specifically, with the highest searches-per-million for dermal fillers of any country โ suggesting a market that has moved well beyond Botox as a starting point.
- Australia’s strong showing may be partly environmental โ as one of the world’s highest UV-exposure countries, sun-driven skin ageing is a uniquely pressing concern for Australian consumers.
A Record-Breaking Industry, and a Shifting One
Before diving into the country-by-country rankings, it’s worth setting the scene. The global cosmetic treatment industry is huge, and it is only accelerating. Almost 38 million aesthetic procedures were performed worldwide in 2024, including 17.4 million surgical and 20.5 million non-surgical treatments. That represents a 42.5% increase in total procedure volume in just four years. [Source]
But the more telling story isnโt just the scale of the industry, itโs the growing interest in less invasive, more natural-looking options. Across the aesthetic field, patients are increasingly drawn to treatments that offer subtle enhancement, lower downtime, and repeatable maintenance, while surgical procedures remain an important and active part of the market. Injectables like Botox and dermal fillers continue to be widely used, alongside newer approaches such as energy-based devices, collagen-stimulating treatments, and advanced skin rejuvenation techniques. [Source]
This global context matters when reading our search data. The countries topping our rankings aren’t necessarily the ones booking the most surgeries โ they’re the ones most actively researching how to age on their own terms, increasingly through treatments that are subtle, low-risk, and repeatable. As we’ll see, the split between facelift searches and filler searches across different countries tells a revealing story about where each market sits on that spectrum.
The Countries Most Worried About Ageing
1. Japan – 1,311 Searches Per Million People
Japan topped the list of countries most concerned about ageing. With 1,311 ageing-related searches per million people every month, Japan sits in a league of its own, outpacing second-place Sweden by more than 22%. The numbers behind this are staggering: 66,000 monthly searches for “ใใใใฏใน” (Botox) alone, alongside 59,000 for “ใใขใซใญใณ้ ธ” (hyaluronic acid fillers).
This isn’t entirely surprising. Japan has one of the world’s oldest and longest-living populations, with a deeply ingrained beauty culture that places enormous value on youthful, radiant skin. The concept of bihaku โ the pursuit of a flawless, pale complexion โ has long driven a multi-billion dollar skincare industry, and that cultural obsession seems to have extended firmly into the cosmetic treatment space.
What’s particularly striking is Japan’s dominance in the fillers category specifically, with the highest searches-per-million figure for that keyword of any nation in the study.
2. Sweden – 1,075 Searches Per Million People
Sweden’s second-place ranking might surprise some. The Nordic nation is famously associated with body positivity, social progressivism, and a culture that arguably celebrates natural ageing more than most. And yet, there are 1,075 searches for anti-ageing treatments each month for every million Swedes, the second highest rate in the world, and the highest per-million Botox search rate of any country in the study.
One interpretation is that Sweden’s high disposable income, strong healthcare literacy, and culture of personal investment in wellness have all converged to normalize cosmetic treatments in a way that feels less taboo than elsewhere. In Sweden, Botox may increasingly be viewed less as vanity and more as routine self-maintenance.
It’s also worth noting that Sweden’s relatively small population of 10.7 million means that even a modest absolute search volume translates into a high per-million figure. Still, with 11,500 total monthly searches across our tracked keywords, the absolute numbers are genuinely impressive for a country of its size.
3. Norway – 933 Searches Per Million People
Norway follows closely behind with 933 ageing-related searches per million people each month. Like Sweden, Norway boasts high average incomes, excellent healthcare access, and a population that appears increasingly comfortable discussing and seeking cosmetic procedures.
Norwegians lean particularly heavily toward Botox, while interest in “Ansiktslรธft” (facelifts) is also notably present. The pattern across Nordic countries might suggest something culturally distinctive about the region’s relationship with ageing treatments: high awareness, high access, and apparently high demand, despite the broader cultural narrative of Scandinavian naturalism.
4. Denmark – 872 Searches Per Million People
Denmark rounds out an extraordinary Nordic trio in the top four, with 872 searches per million people each month. All three Scandinavian countries outperform the UK and the US โ countries with vastly larger cosmetic industries in absolute terms โ which may be telling an interesting story about how wealth, healthcare access, and cultural attitudes intersect.
What’s notable about Denmark’s data is how evenly spread it is across all keyword categories. Rather than one treatment dominating the search landscape, Danish interest is consistently high across Botox, fillers, wrinkles, and facelifts alike โ a sign of a market that is both mature and broad, where consumers are researching the full spectrum of cosmetic options rather than fixating on a single solution.
5. United Kingdom – 795 Searches Per Million People
The United Kingdom’s fifth-place ranking will surprise few who follow the cosmetic treatment industry. Britain has a famously active aesthetic medicine market, fueled by relatively accessible pricing, a dense network of clinics, and a celebrity culture that has long normalized cosmetic procedures.
The UK’s raw search numbers are huge: 36,000 monthly searches for “botox,” 7,000 for “crow’s feet,” and 5,200 for “dermal fillers.” There are 795 searches for anti-ageing treatments each month for every million people in the UK. What’s particularly notable is the UK’s leading per-million interest in “crow’s feet” among all English-speaking countries, suggesting a sophisticated consumer base that is researching specific anti-wrinkles concerns rather than just broad anti-ageing solutions.
The UK’s position may reflect the growing mainstream acceptance of cosmetic treatments, which has moved decisively beyond the celebrity sphere into everyday life across all demographics.
6. Netherlands – 764 Searches Per Million People
The Netherlands comes sixth, with 764 searches per million people each month. The Dutch show particularly strong per-million interest in facelifts and Botox, suggesting a market that has matured beyond introductory treatments.
The Netherlands has a high average income, excellent healthcare infrastructure, and a cosmopolitan, image-conscious urban culture centered on cities like Amsterdam and Rotterdam. The country’s strong performance here may reflect how thoroughly anti-ageing conversations have entered the Dutch mainstream, even if the Netherlands rarely features in global discussions about cosmetic tourism or treatment trends.
7. United States – 749 Searches Per Million People
The United States generates the overall largest search volumes in the study by a wide margin. 167,000 monthly searches for “botox” alone, and 261,500 total searches across all tracked keywords. In raw terms, no country comes close. And yet, when adjusted for its population of 349 million, the US ranks seventh. There are 749 searches for anti-ageing treatments each month for every million Americans.
The US has the world’s largest aesthetic medicine market, a deeply embedded celebrity beauty culture, and widespread insurance exclusions that have pushed cosmetic treatments into a booming cash-pay economy.
That the US ranks seventh rather than first is perhaps one of the most interesting findings of the entire study. This reframes the Nordic nations as the true global leaders in ageing-related searches per million people.
8. Ireland – 698 Searches Per Million People
Ireland’s eighth-place finish is one of the study’s more striking results. With just 5.3 million people, Ireland generates 3,730 monthly searches across our tracked keywords โ translating to 698 searches for anti-ageing treatments each month for every million people, putting it firmly ahead of far larger and wealthier markets.
Ireland shares cultural and media influence with the UK, meaning the same celebrity-driven normalization of cosmetic treatments that has shaped British beauty culture may have had an equally powerful effect across the Irish Sea. The rising incomes and growing access to aesthetic clinics in Dublin and beyond, appears to have created a market with an appetite that far outstrips the country’s size.
Ireland’s per-million Botox search rate is notably high โ higher than both the US and Australia โ suggesting the treatment has achieved genuine mainstream status in the country.
9. Canada – 681 Searches Per Million People
Canada’s ninth-place ranking reflects a market with strong cultural and geographic ties to the United States, but with its own distinctive cosmetic landscape. With 18,000 monthly Botox searches and 3,900 for “crow’s feet,” there are 681 searches for anti-ageing treatments each month for every million Canadians.
Canada’s high income levels, well-developed clinic infrastructure, and cultural proximity to US beauty standards might be what contributes to its strong showing.
10. Australia – 680 Searches Per Million People
Australia rounds out the top ten with 680 searches for anti-ageing treatments each month for every million people. Australia’s 18,500 total monthly searches come from a population of 27.2 million, reflecting the country’s well-established cosmetic treatment culture.
What makes Australia particularly interesting is the environmental context. Australia has one of the world’s highest rates of UV radiation exposure, and the long-term skin damage associated with sun exposure is a well-documented driver of accelerated skin ageing. It’s possible that this environmental reality contributes meaningfully to the 680 anti-ageing searches made each month for every million people in the country.
The Invasive vs. Non-Invasive Divide
One of the most interesting patterns in our data is the ratio between searches for surgical procedures โ facelifts โ and non-surgical ones like Botox and dermal fillers. This ratio offers a window into how mature, risk-tolerant, and culturally open each market is to cosmetic intervention.
Japan – Refinement over transformation: Despite topping the overall rankings, Japan’s facelift search volume is comparatively modest. Its strength lies overwhelmingly in Botox and fillers, reflecting a beauty culture that has long favored subtle, non-dramatic enhancement โ and aligning closely with the global shift toward minimally invasive treatments.
Poland – The surgical outlier: Poland sits at the opposite end of the spectrum. With 11,000 monthly facelift searches and a per-million facelift rate that outdoes every other country in the study, Polish search behavior suggests a market that remains firmly oriented toward invasive surgical solutions โ leading this global trend.
Brazil – A surgical culture at scale: Though Brazil ranks only 19th overall in per-million terms, its total facelift search volume of 21,000 is the highest of any country in the study โ consistent with industry data identifying Brazil as the world leader in surgical body contouring. Its enormous population dilutes the per-million figure, but the surgical appetite is unmistakable.
Scandinavia – Leading the non-invasive wave: Sweden, Norway, and Denmark all show search profiles dominated by Botox and fillers, with relatively modest facelift interest. This mirrors broader European trends toward subtle facial rejuvenation and non-invasive skin treatments โ and may help explain why all three countries rank so highly overall.
Methodology
Using Google Keyword Planner, we first identified the following seed keywords relating to ageing concerns and treatments with high search volume across the globe:
- anti ageing
- skin tightening
- face lift
- best anti ageing cream
- best eye cream for wrinkles
- how to get rid of forehead wrinkles
- Botox
- crows feet
- dermal fillers
We then translated each keyword into the relevant local language for some of the biggest countries in the world, and found monthly search volumes within each country for every keyword. Finally, we totalled up the search volume across all keywords, divided by each country’s population, and multiplied by one million, to give a searches-per-million-people figure and identify the countries most concerned about ageing.