For many women, the signs of aging, such as sagging jowls and a less defined jawline, become more apparent in their late 40s and 50s. Belinda Gavin, 54, experienced this change, noting that while she had previously relied on fitness and skincare, the gradual changes in her face, amplified by the increased use of video calls, became a point of concern. "Once I hit 50, the wrinkles and skin tone really were noticeable and the change in my face as it all drops and spreads was obvious," Gavin told the Daily Mail.
This shift led Gavin to explore non-surgical cosmetic treatments. While she had considered a traditional facelift, concerns about the cost and the invasive nature of surgery made her hesitant. Instead, she researched High-Intensity Focused Ultrasound, commonly known as HIFU, a treatment gaining traction for its ability to provide subtle results with minimal downtime. Described as a 'lunchtime facelift,' HIFU uses focused ultrasound energy to stimulate collagen production beneath the skin, leading to a gradual tightening and lifting effect.
"There's definitely a move towards more subtle treatments now," said cosmetic nurse Bianca Laver, founder of BLC Aesthetics Clinic. "Women are still wanting to look refreshed and confident, but they don't want to look overdone. I see more people asking for treatments that are progressive, not aggressive."
HIFU appeals to patients seeking to address sagging around the jawline, jowls, and under-chin area without surgery. According to Laver, the treatment can cost upwards of $950. The procedure involves marking the face, applying ultrasound gel, and using a handheld device to deliver focused energy. While some may feel a slight warmth or tingling sensation, most patients tolerate the procedure well, which typically takes less than an hour.
Gavin found the experience less painful than she had anticipated, describing it as a "little warm sensation and a slight twitch near my back teeth." She was able to resume normal activities almost immediately, with the exception of avoiding intense exercise for a few days.
Unlike treatments like Botox or fillers, HIFU results are not instant. Collagen production continues for several weeks post-treatment, with noticeable changes appearing gradually. Gavin reported seeing the most significant improvements around the six-week mark. "I got a lot of compliments around the six to eight-week mark," she said. "People started asking if I'd done something, but in a good way. Some people asked if I'd lost weight or been on holiday."
While HIFU is not as dramatic as surgical facelifts, Laver notes that it can still produce significant lifting and tightening effects for suitable candidates. She also emphasizes the importance of thorough research, advising patients to seek experienced practitioners and understand that not all HIFU machines and operators are equal. Contraindications include pregnancy, breastfeeding, and significant skin laxity in younger individuals.
Gavin expressed satisfaction with the outcome, stating it gave her back a "perky face" and made her feel more like herself. She recommends exploring such options for personal well-being. "Go for it," she advised other women. "You really do it for yourself."