Not too long ago, the “liquid facelift” was billed as the deluxe option on the aesthetic menu, promising a lifted look without surgery by way of injectables. But as filler fatigue set in and “overdone” results drew criticism, a new phrase began circulating: facial balancing. It’s now everywhere, on social feeds, in consultations and across marketing materials, but is it really a new technique, or just a rebrand?
Featured Experts
- Tess Mauricio, MD is a board-certified dermatologist in San Diego
- Reza Momeni, MD is a board certified plastic surgeon in Berkeley Heights, NJ
- Ava Shamban, MD is a board-certified dermatologist in Beverly Hills, CA
- Sue Ellen Cox, MD is a board-certified dermatologist in Chapel Hill, NC
- Anna Chacon, MD is a board-certified telehealth dermatologist in Miami
Berkeley Heights, NJ plastic surgeon Reza Momeni, MD, says he can see where the two terms might overlap, but the distinction is important. “I would say it’s more of an evolution than a rebrand,” he explains. “The concept of a ‘liquid facelift’ is not new, but about 5–10 years ago it was a really hot topic. All it meant was that we were going to use injections, namely dermal fillers, to try to give you some of the effect of what a facelift would do. It’s not that you can do a facelift by pumping people full of things.”
“Facial balancing is for patients of all ages trying to achieve symmetry, more ideal facial proportions and harmony as opposed to the older ‘liquid facelift’ where we were trying to use injectable fillers to replace loss of volume and structural support from aging,” adds San Diego dermatologist Tess Mauricio, MD.
Over time, the “liquid facelift” became synonymous with overfilled, unnatural faces. Facial balancing, Dr. Momeni says, is a course correction: “I think it’s probably a little bit of an attempt on the part of people to try to bring both the patients and the providers back from this overuse of fillers to treat everything that is aging.”
A philosophy, not a procedure
Beverly Hills, CA dermatologist Ava Shamban, MD views facial balancing less as a buzzword and more as a mindset. “Facial balancing is more of an approach or a philosophy in how we use improving contours, proportions and our features to create a more balanced, symmetrical and harmonious face as we age,” she explains.
She contrasts it with the liquid lift, which “is usually more focused on overall replacing volume and wrinkles vs. the specificity of techniques focused on restoring or re-creating a more youthful balance and proportion.”
Dr. Shamban stresses that aging isn’t just about lines, it’s about descent, bone shrinkage and fat redistribution that change the face’s proportions. “Facial rebalancing therefore compensates for these changes. It is also often subtle, but very impactful.”
Her strategy may include fillers, biostimulators like Sculptra or Radiesse, and neuromodulators. “Neurotoxins can also play a role along the jawline, the depressor anguli oris, or the upper lip,” she explains. “The use of energy-based devices is also extremely useful to finish the balancing and reposition the skin envelope over the more youthful contours created.” Still, she emphasizes that longevity is limited: “Facial balancing may last up to two years, while patients with advanced laxity often need surgery.”
Precision and proportion
The term “liquid facelift” also gives Chapel Hill, NC dermatologist Sue Ellen Cox, MD pause. “I find it misleading,” she says. “It can imply that fillers offer results comparable to surgery, which isn’t the case.”
Her philosophy centers on precision. “It’s about using injectables strategically to bring the face back into harmony by restoring support and symmetry. Sometimes, it’s as simple as addressing a recessed chin or softening an area of volume loss that’s throwing off the overall balance.”
To guide placement, Dr. Cox uses 3D imaging that highlights subtle asymmetries and volume loss. “The goal is never to overfill, but to restore and enhance what’s already there in a way that looks natural and respects the patient’s individual anatomy.”
A holistic, modern take
Miami dermatologist Anna Chacon, MD calls facial balancing “a modern, holistic approach to injectables that emphasizes proportion and harmony between features.” Facial balancing is highly individualized, she says. “I assess the face in thirds, upper, middle and lower, and use precise filler placement to restore balance,” she says. “Small refinements in areas like the chin, jawline, temples, or lips often create the most natural, impactful changes. The strategy is personalization rather than a one-size-fits-all correction.”
It sometimes includes surgery
While injectables can soften, contour and refine, all four experts stress that facial balancing is not a replacement for surgery. “Fillers are excellent for restoring volume and enhancing symmetry, but they have limitations,” says Dr. Cox. “Injectables are a wonderful option for subtle, nonsurgical refinement, but they won’t replace what a surgical facelift can achieve.”
Dr. Momeni adds that facial balancing isn’t always limited to needles. “It can sometimes include surgery as part of the overall plan,” he explains. “Facial balancing is not a specific thing. If somebody came in booked for a ‘facial balancing consultation,’ I would have to sit down and ask them to be clear about exactly what is bothering them so we can talk about the options.”
