Inside Allergan Aesthetics Efforts to Setting the Record Straight on Hyaluronic Acid Injectable Fillers

With misinformation on fillers rampant across social media and pop culture, HA injectable fillers have been cast in a negative light. Allergan Aesthetics is fighting back with a data-driven campaign and a first-of-its-kind report aimed at dispelling common myths, elevating understanding and celebrating the natural looking results that can be achieved by HA injectable fillers.

At the center of the new campaign, “Naturally You with Injectable Hyaluronic Acid Fillers” is the first report in the Aesthetics Evolution series called, The Hyaluronic Acid Injectable Fillers Report. This report was compiled withthird-party industry data and proprietary Allergan Aesthetics information as well as healthcare provider (HCP) insights to provide fact-based clarity to educate consumers considering HA fillers.  

Misinformation vs Science

Despite being among the most popular cosmetic procedures, HA fillers remain a point of confusion among consumers, much of it stemming from viral social media content. According to Allergan Aesthetics data, only 1% of the 2.7 million digital conversations around dermal fillers in the US even mention HA injectables by name.

“Digital media has driven both positive and negative perceptions around HA injectable fillers, with varying accuracy,” says Glen Curran, Senior Vice President, US at Allergan Aesthetics. “Too often, we see outcomes—especially the few poor ones—amplified and exaggerated without context. It leads to an overall increase in misinformation about the category.” 

Social media and online videos are key channels of information: over two-thirds of consumers use them as a trusted source to find out about dermal fillers.  “By providing facts, real-world satisfaction data, and expert insights, we hope to truly show how HA fillers, with proven safety and effectiveness, can address aesthetic concerns,” says Curran, who notes that the impact has been especially noticeable among younger, first-time patients, many of whom are now hesitant to try fillers based on what they’ve seen online. 

A New Kind of Consumer

One of the report’s most revealing insights: 91% of Gen Z and younger millennials say it’s extremely or very important that aesthetics treatments provide “natural-looking results.” That preference signals a significant cultural shift, from the exaggerated aesthetics of the past to a modern desire for subtle enhancement.

“Consumers are shifting away from obvious and exaggerated looks in favor of more natural-looking results,” Curran notes. “Despite current misconceptions, we know that natural-looking outcomes are achievable with HA injectable fillers.” 

This insight is influencing the way Allergan Aesthetics educates providers, develops training materials, and advances product innovation.

“Continually assessing and understanding consumer and provider needs is a crucial part of research and development,” Curran adds. “We believe our leadership, depth of science, and track record of safety and innovation will continue to produce market-leading products, recognized and trusted by patients and practitioners.”

Education as Empowerment

To close the knowledge gap, Allergan Aesthetics is partnering with healthcare providers and influencers who can help drive accessible and accurate conversations. As Curran puts it: “We’re working toward equipping the industry with the insights and tools needed to correct misinformation, address patient concerns, and champion the real science behind HA fillers.”

That includes resources like the Allergan Medical Institute, a global training platform for licensed professionals, as well as the Naturally You website, www.naturallyyouwithHA.com, where both patients and providers can download the full report, plus  access education tools and social media assets that can be  utilized by providers on their own channels.

Curran emphasizes that providers play a pivotal role in countering misinformation: “Continuing to have a presence on social media is an impactful way for providers to share information. This initiative gives them valuable resources to enhance how they communicate with patients, especially those hesitant about fillers due to online myths.”

Breaking Down the Myths

What exactly are those myths?

“One of the most common misconceptions we see is that fillers will make someone look like a different person,” Curran says. “That fuels fears of unnatural-looking results.  We’ve also seen rising consumer uncertainty—more online searches around safety, reversibility, and more.” ^1,2

But the reality, according to the Allergan Aesthetics report, is far more reassuring. HA injectables are minimally invasive, temporary, dissolvable if a rare side effect occurs, and offer proven safety when administered by trained professionals.^,,,  And the data backs it up: Nearly 90% of consumers are satisfied with their HA filler results, citing natural-looking outcomes as the top reason.^5,  

So, what’s driving that high satisfaction rate?

“Desirable outcomes come from excellent HCP technique, quality product, and open communication between provider and patient to understand expectations,” Curran says. “Supporting the category with factual and well-sourced information builds trust and confidence, which ultimately helps everyone—patients, providers, and manufacturers.”

Elevating the Industry

The report also reflects a broader strategic shift for Allergan Aesthetics. The Hyaluronic Acid Injectable Fillers Report is the first in a larger Aesthetics Evolution Report Series, which will explore key trends, unmet needs, and future opportunities in the medical aesthetics space.

“Our global leadership and experience, combined with our ability to anticipate customer and patient needs, have allowed us to amass rich data and insights,” Curran explains. “This shapes how we train providers, innovate, and partner to elevate the standard of care and help customers prepare their practices for the future.”

What’s next? Future reports will likely dive into other high-impact aesthetic categories—from treatment approaches and product developments to emerging generational preferences.

A Call for Clarity

At its core, the Naturally You campaign isn’t just an Allergan Aesthetics campaign; it is a category-wide call to action.

“Injectable HA fillers remain one of the most studied and known aesthetic procedures available today,” Curran says.⁸ “But to ensure patients feel confident, we must correct the narrative. That means transparent communication, real-world education, and a commitment to patient-first outcomes.”

To explore the data, stories, and science behind HA injectables, visit www.naturallyyouwithHA.com and download the full Hyaluronic Acid Injectable Fillers Report.

Because when it comes to aesthetic decisions, Curran believes confidence starts with clarity—and every patient deserves both.

1. Allergan Aesthetics JVD Fillers Landscape Social Insights Report 2025, citing data from Infegy. U.S. January 2023 – May 2025. Instagram, TikTok, X, and Reddit.
2. HA Fillers Social Listening Research – International Markets. July 2025
3. Allergan Aesthetics 2025 Global HA Filler Future Study
4. Allergan Aesthetics 2024 Filler Consumer A&U Study
5. Victor G. Lacombe. Volumizing Fillers for Skin Selection Strategies. Facial Plastic Surgery Clinical North America. Published 2023. https://pubmed.ncbi.nlm.nih.gov/37806685/
6. Sylwia Lipko-Godlewska. Whole-Face Approach with Hyaluronic Acid Fillers. Clinical, Cosmetic and Investigational Dermatology. Published in 2021. https://pubmed.ncbi.nlm.nih.gov/33633459/
7. Rod Rohrich. Practical Approach and Safety of Hyaluronic Acid Fillers. Special Topic Cosmetic. Published 2019. https://pubmed.ncbi.nlm.nih.gov/31624663/
8. De la Guardia C, Virno A, Musumeci M, Bernardin A, Silberberg MB. Rheologic and Physiochemical Characteristics of Hyaluronic Acid Fillers: Overview and Relationship to Product Performance. Facial Plastic Surgery. Published February 3, 2022. Accessed December 17, 2025. https://pubmed.ncbi.nlm.nih.gov/35114708/
9. Frederic S Brandt. Hyaluronic acid gel fillers in the management of facial aging. Clinical Interventions in Aging. Published in 2008.
10. Kevin Christopher Smith. Reversible vs. nonreversible fillers in facial aesthetics: Concerns and considerations. Dermatology Online Journal. Published in 2008. https://pubmed.ncbi.nlm.nih.gov/19061563/
11. Allergan Aesthetics U.S. HA Filler Category Data and Innovation Scan