Facelifts have long been associated with older women, but new data shows that men and people in their 40s are increasingly opting for surgical rejuvenation. According to the British Association of Aesthetic Plastic Surgeons (BAAPS), the number of facelifts performed in the UK rose by 8% in 2024, reaching 1,882 procedures. While women still account for the majority, the biggest rise was among men: a 26% increase compared to the previous year. So what’s driving this change? Exp