The National Healthcare Security Administration (NHSA) of China has introduced new pricing guidelines for cosmetic procedures, aimed at regulating the booming medical aesthetics industry. The sector, now valued at nearly 300 billion yuan (\$41.7 billion), has been plagued by misleading pricing and deceptive marketing tactics.
Released on Wednesday, the new guidelines set clear pricing standards for 101 types of plastic surgery and beauty treatments. These include popular non-invasive procedures, such as dermal fillers and skin-tightening treatments like Thermage, as well as more invasive surgeries, including breast augmentation and nasal reconstruction.
The NHSA highlighted that while the cosmetic surgery market reached almost 300 billion yuan in 2024, irregular pricing remains a significant issue. Practices like false advertising of low prices and hidden fees have drawn widespread criticism. The guidelines are designed to standardize pricing categories and regulate the cost structures at medical institutions, without changing the overall market-driven pricing system.
A key aspect of the new rules is the classification of aesthetic treatments under standardized, unified names. For example, filler injections now encompass not just hyaluronic acid, a popular anti-aging agent, but also newer materials such as polylactic acid and polycaprolactone. The guidelines also address vague marketing terms like “Korean-style rejuvenation,” replacing them with clear classifications based on technology, such as light and laser therapy, ultrasound, or radio frequency.
The new pricing standards also cater to the growing demand for customized treatments. Lip augmentation procedures, for instance, are now divided into more specific categories, such as vermilion border enhancement, lip tubercle augmentation, and philtrum contouring.
Additionally, the guidelines take into account the needs of patients concerned about scarring, particularly women who have had cesarean deliveries. To minimize scarring, the NHSA encourages the use of techniques like tension-reducing suturing and cosmetic remodeling, which require patient consent.
The NHSA began developing these pricing standards three years ago, consulting with experts to improve oversight and transparency in the industry. The new guidelines are part of the administration’s broader effort to regulate a range of medical services, including nursing, rehabilitation, traditional Chinese medicine, and reproductive health.
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