Sculpting confidence: How the aesthetic dermatology industry is taking off in Bangladesh

Simmi Rahman (pseudonym), a Dhaka-based businesswoman in her 40s, believes in living life without regrets. A self-proclaimed beauty enthusiast, she has undergone several cosmetic procedures over the past two years, including under-eye fillers, lip fillers, and double chin removal.

"When it comes to looks, we all have our insecurities. It's completely fine to either embrace them or do something about them. I chose the latter, and I have no regrets," she said.

Not too long ago, aesthetic medicine and cosmetic dermatology in Bangladesh were mostly limited to laser treatments. The industry took a major step forward in 2004 when Dr Jhumu Khan launched Laser Medical Center Ltd., pioneering laser treatments in the country.

What started with basic procedures like scar removal, mole removal, and laser hair removal has now expanded into a range of advanced treatments—Botox, fillers, laser glow therapy, Power Thread Lift with PRP, and cutting-edge acne scar treatments. Today, the clinic has two branches in Dhaka, catering to a growing demand for aesthetic enhancements.

According to Statista, Bangladesh's skin treatment market is expected to reach $145.57 million in 2025, with an annual growth rate of 14.45% from 2025 to 2029. While specific data on aesthetic medicine is scarce, the global medical aesthetics market, valued at $15.59 billion in 2023, is projected to grow at a CAGR of 12.8%, reaching $35.32 billion by 2030.

Clinics like Dr Jhumu Khan's Laser Medical, Laser Treat by Prof Dr Sarker Mahbub Ahmed Shamim, and Surecell Dermatology & Aesthetic Center are gaining recognition for their advanced treatments and specialised care, positioning themselves as leading names in the country's aesthetic dermatology sector.

International franchises have also entered the Bangladeshi market, further fueling its expansion. Este Medical Group, founded in Turkey in 1994, has grown into a global aesthetic brand. Since launching in Bangladesh in 2020, Este has established two clinics and is the country's first dedicated hospital for aesthetic invasive surgeries.

Dr Syeda Maria Adnin, an MSc in Clinical Dermatology from King's College London and a certified Botox and filler injector, highlighted the growing demand for cosmetic procedures.

"The demand for aesthetic treatments has never been higher, and social media has played a crucial role. Everyone wants celebrity-like facial features. At Este, we perform Botox and filler procedures daily," she shared with The Business Standard.

Dr Maria emphasised that the dramatic and immediate results of these treatments contribute to their popularity. 

Mashiat Islam Maisha, a private banker, recently underwent Botox at La Mano Derma & Laser Medical.

"Both my sisters had Botox in Thailand a few years ago. Initially, I was sceptical about getting the procedure done in Bangladesh, but the results exceeded my expectations. It's impressive to see how advanced this industry has become here," she said.

Is the stigma fading?

"There's definitely a shift in mindset," said Dr Shaheen Sultana Jolly from Miracle Aesthetics in Dhanmondi.

"People used to believe that procedures like Botox and fillers could cause cancer. Some even thought that once you start, you have to keep getting them, or your face would become deformed. But now, people are much more informed, and demand is higher than ever," she said.

Dr Jolly also pointed out a shift in the type of clients seeking these treatments.

"A few years ago, most of our clients were over 30, looking to maintain their skin or facial features. Now, we see a growing number of younger clients who want to enhance their features through these procedures," she added.

Despite the rising popularity, the stigma around aesthetic treatments hasn't disappeared. Many clients prefer to keep their procedures private.

"We perform a large number of treatments daily, but most clients don't want their before-and-after photos shared. Some even deny having had any work done," said Dr Maria.

However, more public figures are helping to normalise these procedures. Brand promoter Barish Haque and actress Toma Mirza have openly shared their experiences with facial enhancements, gradually shifting perceptions.

Abdullah Al Mamun, business development executive at Bio-Xin Cosmeceuticals, noted that today's clients are much more knowledgeable.

"Our customers know exactly what they want. Interestingly, we're also seeing more interest from male clients, though women still make up the majority," he said.

Bio-Xin, a leading local brand in aesthetic treatments, now operates 15 branches across Bangladesh with over 80 trained doctors and skin therapists. Notably, 80% of its workforce is female.

A luxury for the financially stable

Aesthetic procedures come with a hefty price tag. High-end Botox fillers (1ml) can cost Tk40,000–45,000, while microblading starts at Tk8,000.

The minimum price of face lifting starts from Tk20,000 and can go up to Tk100,000, depending on the clinic, technology used and follow-up sessions taken.

The minimum price for face v-shaping is Tk100,000.

Despite the rising popularity, the stigma around aesthetic treatments hasn’t disappeared. Photo: Courtesy

"These treatments are not essential but rather a luxury. Undergoing them is deeply linked to financial stability, purchasing power, and an open mindset," Dr Maria explained.

Beyond the services, most of the clinics also sell authorised derma products, which are also quite expensive. 

Dr Jolly shared that out of all these services, the most popular one in her clinic is the combination package (botox, filler and threading) they offer for full face reconstruction.

The plastic surgery scene in the country

As of now, Este Bangladesh remains the only certified clinic offering cosmetic plastic surgery for facial corrections in the country. However, medical plastic surgeries, particularly for burn victims and reconstructive procedures, are routinely performed at Sheikh Hasina National Institute of Burn and Plastic Surgery, Dhaka Medical College, and several renowned private hospitals.

Reportedly, some surgeons specialising in reconstructive plastic surgery are also performing a few cosmetic procedures on a personal level.

Dr Jolly believes that cosmetic plastic surgery in Bangladesh is still in its early stages but has immense growth potential.

"Prosthetic surgeries are a game-changer because they offer a permanent solution. In contrast, Botox and fillers typically wear off within a year or two. But with plastic surgery, the structural changes last a lifetime," she explained.

She noted that social stigma has been a major hurdle in the industry's growth.

"Botox and fillers are quick, minimally invasive procedures—you can get them done in 30 to 40 minutes, even during a lunch break. However prosthetic surgeries are more complex. They require specialised clinics, advanced equipment, and highly trained professionals, making them a bigger commitment," she said.

A growing industry or a risky gamble?

Aesthetic dermatology is a rapidly growing field, and not all clinics are the same. Some stick to non-invasive treatments like Botox and fillers, while others offer both surgical and non-surgical options. Then some clinics specialise purely in laser therapies.

Clinics like Bio-Xin take it a step further by offering skin screenings and customised treatment plans tailored to individual needs.

However, the industry still faces challenges when it comes to regulation and oversight, leaving room for debate on how best to ensure safety and quality.

In Dhaka, the beauty and aesthetic industry has seen a surge in new clinics, often started by entrepreneurs from non-medical backgrounds—including some with controversial pasts. Take, for example, an online shop owner who once faced legal trouble after a customer reported developing a skin condition from one of her products. 

Despite the backlash, they later opened an aesthetic dermatology clinic offering treatments like melasma correction, HIFU therapy, and bio-fillers. With the power of social media marketing, influencer endorsements, and a rapidly growing follower base, clinics like hers continue to draw attention and clients. 

"We have many reputable and trustworthy aesthetic clinics in the country, but some operate in ways that raise serious concerns," said Dr Adnin. 

"In some cases, surgeries are carried out by nurses without a certified doctor overseeing the process. There's an urgent need for better regulation and oversight in this industry," she added.