Background Over 15 million plastic surgeries and 19 million non-plastic aesthetic procedures were carried out globally between 2020 and 2023, representing a substantial growth of more than 40%, according to the International Society of Aesthetic Plastic Surgery (ISAPS). The purpose of this study was to ascertain the degree of propensity for cosmetic surgery among Khoy University of Medical Sciences students and investigate its associations with demographic features, the frequency of watching content related to beauty (per day), perceived body image, and self-esteem. Materials and methods This analytical cross-sectional study included 196 students from Khoy University of Medical Sciences, selected via convenience sampling for the 2024–2025 academic year. Valid and reliable questionnaires were used to gather data: 69 items on perceived body image, 10 items on self-esteem, and 24 items on tendency toward cosmetic surgery. Multiple linear regression, ANOVA, and independent t-tests were used to analyze the data in SPSS version 26. Results The mean age of participants was 23 years. The majority were female (86%), single (94%), enrolled in health and basic sciences (43%), at the bachelor level (75%), and reported a monthly income of more than 300 million Iranian Rials (52%). No statistically significant differences were observed between demographic features and mean tendency toward cosmetic surgery (P > 0.05). However, a high frequency of watching beauty‑related content per day (β = 10.06, P < 0.001) and low self‑esteem (β = −1.25, P < 0.001) were significantly associated with a greater tendency toward cosmetic surgery. Conclusion Students’ tendency toward cosmetic surgery is influenced by their self-esteem, and even the frequency of exposure to beauty-related content.
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Shahmirzalou et al. (2026) studied this question.
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