The Aesthetics Opportunity in Dry Eye

Now, more than ever, consumers are prioritizing looking their best—and slowing the effects of aging. This trend is expanding the demand for nonsurgical aesthetics procedures (aka Botox, dermal fillers, and lasers)—and those who can perform them—at a rapid pace.

In the U.S. alone, nonsurgical facial aesthetic treatments are estimated to generate more than $16.5 billion annually, according to a recent study in Aesthetic Surgery Journal. And, according to a 2024 report from the International Society of Aesthetic Plastic Surgery, the number of cosmetic procedures performed increased an impressive 42.5% over the last four years with nonsurgical aesthetic treatments leading the way with 20.5 million performed in 2024.

As this demand grows exponentially, more cosmetics procedures are being performed outside of traditional dermatology and plastic surgery settings. In fact, according to a national analysis, physicians outside of dermatology and plastic surgery were already performing nearly one-third of cosmetic procedures in the United States. In addition, a recent study in Clinics in Dermatology revealed that physicians in a range of specialties across 74% of states can now delegate laser and other cosmetic procedures to non‑physician staff, reflecting how these services have broadly moved beyond traditional cosmetic dermatology.

This movement presents a distinct opportunity for eye care providers, who are in an ideal position to pair ocular surface health with aesthetic care to help patients look and feel their best. In fact, the American Optometric Association has an inaugural aesthetics CE track in the works with a target launch in early 2026. And some vision care practitioners are already making successful inroads into the aesthetics area.

Melissa Toyos, MD, an ophthalmologist and co-owner of Toyos Eye Clinic, with offices in Tennessee and New York City, has been involved with aesthetics in her own practice for more than 20 years. She believes it intersects well with the services already offered by eye care providers: “Not everyone takes full advantage of it, but I think there’s a lot of opportunity there.”

Here, we share how Dr. Toyos and one North Carolina optometrist are specifically using dry eye and periocular treatments as a gateway to aesthetics.

Insight Media Video Interview: Melissa Toyos, MD, Discusses the Aesthetics Opportunity in Dry Eye

Longer Lives, Dryer Eyes, Looser Skin

Affecting up to 30 million Americans today, dry eye prevalence—and treatment—is on the rise. Aging is a key contributing factor to dry eye, causing discomfort and lower-quality vision.

A large U.S. claims-based analysis estimated that about 2.7% of adults aged 18–34 years have diagnosed dry eye disease, compared with approximately 18.6% of those aged 75 years and older, underscoring how sharply prevalence rises with age. Also, a JAMA Ophthalmology study showed prevalence rising from 8.4% in those under 60 to 19% in people over 80.

At the same time, age-related loss of collagen and elasticity can cause lower lids to droop and the skin around the eyes to become loose and lined, even affecting strength and efficiency of blink. Puffiness under the eyes also becomes more common with age.

We’re treating their dry eye with IPL. That’s a functional component. And then if people have rosacea or…skin pigmentation, if they want their skin texture to look better or an anti-aging effect, for example, it’s very easy while you’re already there talking to the patient.

Melissa Toyos, MD

Light-Based Therapy and Eyelid Rejuvenation

Some eye care providers have found that one bridge for moving into aesthetics is to utilize technologies that are already available to treat dry eye. A prime example is intense pulsed light (IPL), which is used to alleviate dry eye-caused meibomian gland disease.

Melissa Toyos, MD, puts IPL to good use for both the treatment of dry eye as well as for aesthetic enhancements. In fact, Dr. Toyos shares that her husband, Rolando Toyos, MD, pioneered the use of IPL in eye care.

Many of the patients in Dr. Toyos’ practice receiving dry eye treatment via IPL have also been diagnosed with rosacea, which causes both skin and eyes to have a red, inflamed look. IPL treatments can address both the dry eye caused by rosacea as well as the eye and skin redness.

“We’re treating their dry eye with IPL. That’s a functional component,” she says. “And then if people have rosacea or…skin pigmentation, if they want their skin texture to look better or an anti-aging effect, for example, it’s very easy while you’re already there talking to the patient. You’ve gained their trust, and you’ve had conversations about what IPL does.”

Dr. Toyos says that once patients experience the comfort and cosmetic benefits of IPL around the eyes, they often become more open to additional aesthetic options, such as neuromodulator injections, brow and lid contouring, or skin-tightening treatments. These dry eye visits can naturally evolve into conversations about a broader periocular and facial rejuvenation plan, she notes.

“As I’m talking to patients about IPL, about sensitive skin, about rosacea specifically, I’m talking to them about the skincare products that they should and shouldn’t be using,” says Dr. Toyos. “So, I think that naturally leads into [the] aesthetics market as well.”

In addition, Dr. Toyos has been using the MiXto CO2 laser for the last 15 years. Along with enhancing the quality and texture of skin, Dr. Toyos says the CO2 laser can also provide patients with an effective, non-invasive upper- and lower-lid blepharoplasty.

Muscle Stimulation Periocular Lift

Owner of Elite Eye Care in Arden, N.C., Haley Perry, OD, has had success with the OptiLift device from Lumenis for both dry eye treatment and aesthetics. She shares that this instrument is especially effective at facilitating dynamic muscle stimulation.

“As individuals age, the periocular muscles gradually weaken and lose structural integrity, resulting in functional changes compared to their younger physiology,” says Dr. Perry. “Beyond the aesthetic implications, restoring these muscles to a more optimal functional state enhances their support of the meibomian glands.

“When muscular function more closely resembles that of a younger state, the meibomian glands demonstrate improved expression similar to earlier years,” she adds, noting that besides easing dry eye discomfort, patients report less eyelid laxity following treatments.

The Aesthetics Opportunity for Practice Growth

For those looking to get started in aesthetics, look no further than the patients already in your clinic, says Dr. Toyos. These patients can be very interested in information about skincare and aesthetics and often prefer to receive those services from clinicians they already know.

“There’s nothing more complicated than the literal focal point of the eye in terms of structure, function, and anatomy,” says Dr. Toyos. “So, I think if you are the expert in that area, you absolutely can extend that expertise to the remainder of their face, their skin, forehead, cheeks, etc.”

In addition to the clinical benefits for patients, aesthetics services can create a powerful new practice revenue stream. Payment for treatments is typically out-of-pocket for the patient, so the practice doesn’t have to factor in low insurance reimbursements.

For instance, Dr. Perry’s practice held a special event when it officially debuted OptiLift in March. During this two-hour event, Dr. Perry and her team signed up seven patients for treatments, resulting in $17,000 in revenue for the practice.

“With those kinds of numbers, you don’t have to sell that many treatments to make an impact,” says Dr. Perry.