Summary
From celebrity-endorsed clinics to viral beauty trends, Thailand has become a global powerhouse in aesthetic medicine. It is one of Asia's fastest growing aesthetics medical hubs, second only to South Korea.
Cosmetic procedures once reserved for the wealthy are now marketed as everyday self-care, fuelling a booming industry driven by social media, medical tourism and changing ideas of beauty. But behind the promise of confidence and transformation lies a complicated story of commercial pressure, unlicensed practitioners, safety concerns and shifting social expectations. As aesthetic medicine becomes increasingly lucrative, concerns are growing that it is diverting scarce medical talent away from hospitals and essential healthcare services.
Yet, as the Thai government look to grow the industry as part of medical tourism, how can Thailand's beauty boom expand safely and sustainably? And what happens when the pursuit of perfection goes too far.
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