“AI and Social Media Create Impossible Beauty Ideals”: A Plastic Surgeon on Trends, Pressure and Responsibility
Since 2018, Kelly Vasileiadou has been running a centre for plastic surgery and aesthetics in Hünenberg See. In this interview, she shares her views on the booming industry – and reveals which treatments she has chosen for herself.
Kelly Vasileiadou was born and raised in Greece. She studied medicine there and completed a doctorate in breast cancer research. She then obtained her specialist qualification in surgery in Basel and became self-employed in 2018 with the “Dr. Kelly Clinic” in Hünenberg See. Today, she welcomes patients not only from Switzerland, but also from abroad.
What does your profession mean to you?
I couldn’t imagine doing anything else. I love aesthetics and see it everywhere. I can often recognise aesthetic harmony before others even notice it. When I look at someone, I often immediately sense which small change could create balance. What touches me most is the gratitude of my patients: we may not save lives, but we give back a sense of self-confidence.
How do your patients react to your work?
When people leave their final check-ups glowing, hug me, or even cry with joy, I know why I chose this profession. I built the clinic with very limited financial resources, which makes me even prouder of the trust we receive. We have a very loyal patient base, which is far from a given in this industry.
The industry is booming like never before. Are there developments that concern you?
Yes, above all the many unqualified providers. For laypeople, it is difficult to recognise who is truly reputable. In addition, social media, AI and heavy image editing create unrealistic beauty ideals. Influencers often spread misinformation about risks, pain or downtime. This leads to impulsive decisions and significantly increases the need for education. Medical opinions are questioned more than ever – we often have to justify ourselves more than Google or ChatGPT.
The classic facelift is making a comeback. Why?
Hyaluronic acid was long a good interim solution for treating facial wrinkles, but it was often overused, leading to so-called “pillow faces”. Today, many people want more natural results again. Surgical facelifts still tighten the skin most effectively. We are also seeing more male patients – this year alone an increase of around 113 percent. Age has shifted as well: patients used to come at 65 to 70, today often already at 40. People are better informed and want to look well cared for at every age.
When do you refuse procedures?
When expectations are unrealistic or unnecessary procedures are requested. Particularly problematic are patients who believe AI-generated or filtered images are achievable in reality. We have no intention of recreating this digital perfection. Such individuals would never be satisfied with any result. Extra caution is also required in cases of mental illness or ongoing antidepressant therapy. Cosmetic surgery is not a solution to depression.
Has aesthetic pressure increased?
Definitely. In the past, people oriented themselves towards real celebrities; today, towards AI-generated or heavily edited images. The gap between reality and expectation has grown enormously. Many patients move from doctor to doctor and end up with overcorrections.
More and more patients come to you after unsuccessful cosmetic procedures. Which treatments go wrong most often, and why?
Above all, injectable treatments and breast surgeries. We repeatedly see unnatural facial features or incorrectly placed implants. This is often due to a lack of qualification on the provider’s side.
How can you assess whether a provider is qualified?
Through thorough research: education, experience, before-and-after photos, and the reputation of the clinic. The chemistry during the consultation must feel right. And most importantly: do not decide based on price. Cheap offers often come at a high cost later on. Many unsuccessful procedures are carried out by beauticians who are not even legally allowed to perform injections. Personal recommendations are still the most reliable indicator.
What has been your experience with the so-called “Ozempic face”?
Weight-loss injections can be safe and effective when properly medically supervised. Problems arise when they are prescribed without adequate control. Rapid weight loss leads to accelerated fat loss and skin laxity in the face, breasts and throughout the body. An “Ozempic face” appears tired and aged. We have successfully treated over 1,500 patients in this area. Modern plastic surgery now offers many options to address the consequences of rapid weight loss – provided the treatment is individualised and medically sound.
Do patients talk more openly about aesthetic procedures today?
In cities such as Zurich or Geneva, yes. Social media has contributed to normalisation. In Zug, people are more reserved, but openness is increasing – especially among men.
What procedures do men typically choose?
Men are looking for fast, sustainable solutions with minimal downtime: liposuction, correction of male breast tissue, eyelid surgery or Botox. For them, it is less about beauty and more about a well-groomed appearance.
And what is the difference compared to female patients?
For women, beauty plays a more central role. They want not only to look younger and fresher, but also to achieve beautiful contours and overall harmony of the body.
Do women prefer female doctors and men prefer male doctors?
Chemistry is what matters most. Many appreciate that I have personal experience with aesthetic procedures and know exactly what I am talking about. That creates trust – for both men and women.
Which procedures have you had done yourself?
Breast augmentation, a breast lift, liposuction and regular facial treatments. For me, aesthetic procedures – like exercise and nutrition – are part of self-care.
Specialist FMH for Surgery & Founder and CEO Dr. Kelly®
Beauty is not perfection. Refining your face or body image to enhance or restore your natural beauty – that is my mission. Your trust commits me to providing you with excellent medicine and exceptional care. My team and I work tirelessly to satisfy you. That’s what I stand for with my name.
Before you decide on a treatment, you have the great opportunity for a personal consultation. Our goal is to care for you not only medically, but also from person to person.
