Instagram faces, made in Hyderabad: How city dermatologists are shaping global beauty standards

Once a niche luxury, cosmetic procedures have exploded into the mainstream and the city of Hyderabad is now positioning itself as a leading global destination for everything from non-surgical tweaks to complex aesthetic surgeries.

A report by The New Indian Express details the city’s rapid ascent, fuelled by a powerful combination of world-class medical expertise, significant cost advantages and a government-backed push to attract international patients.

Dr K Kranthi Varma, a consultant dermatologist at Renova Hospitals, attributes this rise to a “rare combination of affordability, world-class infrastructure and skilled specialists.” This trifecta, he explained in the report, has been instrumental in fuelling a medical tourism boom, drawing clients not only from across India but also from the Middle East, Africa and Southeast Asia.

The city’s appeal is rooted in several key advantages. Procedures in Hyderabad cost a fraction of comparable treatments in destinations like Singapore or Dubai, while maintaining high standards of quality and safety.

The city boasts a large pool of highly skilled surgeons, many with international training, operating within hospitals featuring cutting-edge technology such as robotic-assisted systems.

The range of treatments on offer is vast, covering surgical procedures like rhinoplasty, liposuction and breast augmentation, alongside hugely popular non-surgical options including Botox, dermal fillers and laser therapies. Hair transplants are cited as one of the most sought-after procedures.

Beyond the clinical factors, a profound shift in social attitudes has been a major driver. Cosmetic enhancements are no longer whispered about but are openly discussed and widely seen as a form of self-care and self-expression. Social media, influencers and even photo-editing filters have normalised these procedures, particularly among younger demographics, creating demand for the coveted ‘Instagram face’.

Dr Debraj Shome, co-founder and director of The Esthetic Clinics, was cited by The New Indian Express as sharing a personal connection with the city’s transformation. “Hyderabad has a special place in my heart — my career started here in 2009,” he recounted. “Back then, when we set up a top-class aesthetic surgery centre in Jubilee Hills, the city was just beginning to explore cosmetic treatments. Today, Hyderabad is firmly establishing itself as a hub for cosmetic and dermatology procedures.”

The Telangana government’s active promotion of medical tourism, aligned with its ‘Telangana Rising 2047’ vision, provides further institutional support for this growth.

Dr Shome emphasised that the city’s success is not just about price and technology, but also a superior patient experience. “International clients access treatments comparable to those in Singapore or Dubai, but at a fraction of the cost,” he said, noting Hyderabad’s excellent air connectivity facilitates easy travel for patients. He also highlighted an evolution in patient expectations, where individuals now demand detailed consultations, ask informed questions and expect comprehensive, tailored aftercare.

This patient-centred approach is bolstered by seamless medical tourism services. Providers offer specialised coordinators and concierge services, including dedicated staff and private rooms, to ensure the comfort and privacy of international patients throughout their journey.