By Alicia Civita

Sisters Marcia and Susan Gilles live together in Miami Beach (Florida), where during the first weeks of the pandemic they shared the frustration of discovering physical defects in video calls on the Zoom platform, which became the favorite of professionals who used it to stay connected with your co-workers.

“That of being watch day after day, hour after hour gives a lot of self-criticism,” acknowledged Marcia, a 30-year-old lawyer, who had resisted the “social pressure” to apply Botox, until she discovered some “wrinkles” when she saw screen.

Susan, 33, had had a breast augmentation a decade ago and began to worry about the social media posts of some of her favorite artists, such as Mexican Salma Hayek who said she had her implants removed. “With the confinement I started to worry almost obsessively,” she admitted. As soon as the authorities of the city, located in the south of the state of Florida, authorized the opening of beauty centers and elective operations in May, the two rushed to solve “our problems and of course, one always ends up doing more,” they acknowledged.

Today, the Gilles are part of the “boom” enjoyed by estheticians and plastic surgeons in the United States where, according to a report by the American Association of Plastic Surgery, beauty treatments this year have registered an increase of 68% compared to 2019.


“The first wave of customers we received as soon as we opened the doors were people who wanted to improve the image they saw on the screen during Zoom calls,” confirmed dermatologist Alicia Barba.

They were mainly women, but also men.

In her Miami practice, Barba also recorded an increase in medical patients, “with problems such as psoriasis, eczema and other dermatological conditions exacerbated by the stress of the situation, in addition to” those who had fallen behind in their regular treatments.

“She had to expand the hours to be able to attend them and maintain biosafety standards, which include the sterilization of all offices and treatment rooms after each patient, in addition to the presence of the minimum number of people possible in the spaces.

Plastic surgeon Trini Vega said we are “barely able to cope” at her Biotech Cosmetic Surgery and Medical Spa.

“There is a great demand for treatments. It has risen considerably since we reopened.” In addition to rejuvenating treatments, Vega has also seen a surge in requests for lip sculpture and facial alteration.

“Many patients feel that they will be able to calmly recover at home without anyone seeing them, something that previously was an obstacle to making the changes they wanted,” she explained.


Hernan Salazar still cannot believe that “one of the things that I am going to remember of this 2020, in addition to the bad news of the covid-19 is that I have become a ‘brotox’,” he said when using the term coined by young people to refer to men who use injectables to maintain their appearance, a combination of brother and Botox.

“My wife convinced me that this was the best time to do the experiment, because we are not seeing anyone to avoid contagious and we have a little more money because we do not go out to eat or to the movies,” explained the 38-year-old fitness trainer, who applied botulinum toxin to his forehead. The Giles sisters are more than happy with their treatments, which also included double chin injections to remove fat, in Susan’s case, and “micro blading, “a semi-permanent makeup technique, in Marcia’s.

All the interviewers, professionals and patients, agreed that this trend will continue in the coming months. As Dr. Barba stated, “the reasons for making us feel good is only seems to be increasing.”