 |
| Getty Images; Alyssa Powell |
From ultrasound to radiofrequency, here’s how cutting-edge treatments are replacing facelifts for a younger, more natural look
Facelifts themselves have had a makeover.
Once associated with overdone celebrity procedures, surgical facelifts have evolved into subtler, more refined enhancements and demand is rising.
Recent transformations, from Kris Jenner to Lindsay Lohan, have drawn attention to expertly performed (and often extremely expensive) procedures that can cost six figures. For those who admire the results but don’t have the budget or desire for surgery, new alternatives are gaining traction.
 |
| Kris Jenner's facelift made headlines earlier this year. Ernesto S. Ruscio/GC Images |
Dr. Joshua Korman, board-certified plastic surgeon and founder of Korman Plastic Surgery in Northern California, says his practice has seen a surge in requests for minimally invasive methods, such as tiny incisions hidden near the hairline that gently lift the skin. But he’s also noted a significant rise in interest for skin tightening a category that includes radiofrequency, ultrasound, lasers, and microneedling, sometimes casually referred to by patients as “non-surgical facelifts.”
While each technique works differently and targets distinct layers of skin, the common goal is the same: stimulate collagen production to improve firmness, smooth wrinkles, and restore a youthful glow.
 |
| Laser resurfacing can smooth wrinkles and tighten skin over multiple sessions. Jomkwan/Getty Images |
“These treatments won’t match the dramatic effect of surgery after just one session,” says Dr. Jimmy Sung, founder of Tribeca Aesthetics in New York City. “There’s no such thing as a true ‘non-surgical facelift.’” But when multiple skin-tightening techniques are strategically combined, he notes, they can deliver a noticeably refreshed look. Today, roughly 50% to 70% of his patients undergo some form of skin tightening.
Though the price tag can be steep, the market is expanding and investors see opportunity in devices that combine multiple benefits at a lower cost.
Skin-Tightening Devices: Ultherapy, Red Light, Sofwave
“We age in four ways,” Korman explains: “gravity, volume loss, dynamic wrinkles, and sun damage.”
While surgical facelifts are best at counteracting gravity, skin-tightening treatments can address all four factors. The secret, according to Korman, is to start early and remain consistent.
Skin tightening works by prompting the skin to produce more collagen, boosting cell turnover and creating firmer, plumper skin. This can help soften fine lines, fade dark spots, and improve overall tone.
For the budget-conscious, a daily skincare routine that includes vitamin C and retinol can help maintain collagen levels. Chemical peels, averaging about $1,800, go deeper, removing dead cells from the surface while stimulating renewal.
Energy-based devices, however, reach deeper layers for more visible effects:
-
Laser resurfacing targets the epidermis and dermis to improve texture. Non-ablative treatments like Clear + Brilliant or Fraxel cost a few hundred to $1,000 per session, while ablative lasers, which remove surface cells, are typically more expensive.
-
Ultrasound reaches the deeper dermis and the SMAS (superficial musculoaponeurotic system), a fibrous layer around facial muscles. Ultherapy and Sofwave treatments can create a subtle lift, costing about $200 per session, often totaling $4,000–$5,000 for a full course.
-
Radiofrequency works on the dermis and subdermal fat to tighten areas such as the jawline and neck. It’s often paired with microneedling for enhanced results. Treatments like Thermage generally range from $1,000 to $4,000 per session.
 |
| Skin tightening treatments like Ultherapy can be performed on the face, neck, and chest. yacobchuk/Getty Images |
Compared to surgical facelifts or PDO thread lifts, these methods have minimal downtime and low risk when performed by qualified professionals. Results can last a year or more sometimes several years and require fewer follow-ups than Botox.
Sung adds that annual ultrasound sessions like Sofwave can create what he calls a “Benjamin Button effect,” with subtle but cumulative rejuvenation over time.
Younger generations are also fueling demand. While some Gen Z consumers still opt for injectables, others are embracing the “notox” trend, avoiding frozen facial muscles and filler migration in favor of treatments that stimulate natural skin renewal. Korman notes a generational shift his own daughter in her 20s uses a red light mask for prevention rather than correction.
Brow Lifts via Botox Similar Price Tag, Different Approach
Facelift prices can range anywhere from $7,500 to $200,000, depending on complexity and location. Seeking cheaper options, some patients turn to “filler facelifts” or Botox brow lifts.
A Botox session can cost several hundred dollars to $1,000, with maintenance required every three to four months. Fillers can run into the thousands, depending on how much product is needed.
 |
| Radiofrequency treatments like Thermage can be pricey, but typically don't require follow-ups for 6 months to a year. SCIENCE PHOTO LIBRARY/Getty Images/Science Photo Library RF |
When patients realize that years of consistent Botox and filler treatments can add up to the same cost as a surgical facelift, some opt for surgery instead. Still, for others, annual skin-tightening sessions are more appealing than frequent injectable appointments.
Sung points out that Botox and fillers mainly camouflage aging by freezing muscles or adding volume, without actually slowing the process. In contrast, skin-tightening devices activate natural repair mechanisms, leading to genuine rejuvenation.
The Next Wave of Innovation
Because each device targets different skin layers, Sung often recommends “stacking” multiple technologies for example, combining ultrasound and radiofrequency to enhance results.
Manufacturers are working on all-in-one machines, but Korman warns that multi-function devices sometimes underperform compared to specialized equipment. That said, he’s seen promising advancements, including new combination treatments from South Korea and the debut of XTherma at the 2025 Aesthetic Show in Las Vegas. This radiofrequency device cools the skin during treatment for added comfort, a feature that could expand its appeal.
As history shows, the quest for youthful skin is nothing new. “I have a little poster from 100 years ago advertising a chin strap to stop wrinkles,” Korman says with a laugh. “People have always been thinking about this it’s just gotten far more advanced.”
