Author: Emma Sandler

The hyaluronic acid filler category has an image problem. After months of looking themselves in the mirror, pharmaceutical companies are ready to chart its comeback.Across the board, headlines in 2024 and 2025 reported that people were experiencing filler fatigue and either dissolving their fillers, pushing off appointments, or were otherwise uninterested in getting fillers to begin with. The aversion to fillers coincided with the resurgence of “natural-looking” makeup and “undetectable” procedures, which came to the forefront of culture, renouncing the now derided “Instagram face.”Giants like Allergan Aesthetics, Waldencast and Evolus are deploying a series of tactics ranging from unbranded reports,…