Public Attitudes Toward Plastic Surgery in Latvia: The Taboo is Fading

Over the past ten years, Latvia has seen notable changes in public opinion regarding plastic surgery. What was once considered taboo and only spoken about in hushed tones is now discussed more openly, and procedures have become a common practice. Plastic surgery has gained wide popularity—it is more accessible, safer, faster, and talked about more than ever before (ntz.lv).

Changing Perceptions and Declining Stigmas

The time when plastic surgery was seen as eccentric luxury or a hidden secret is rapidly disappearing. It used to be believed that only Hollywood actresses or famous models had such procedures, but today, they are accessible to nearly everyone (ntz.lv). In other words, plastic surgery is no longer exclusively for the rich and famous – today, the average person can afford it and isn’t afraid to talk about it.

According to information from Dr. Kaspars Feldmanis’ clinic, the ability to pay in installments has made plastic surgery more affordable for the public (jauns.lv).

Latvian society is also moving away from post-Soviet beliefs – where natural beauty was to be accepted unconditionally. Today, it is widely accepted that anyone has the right to refine their appearance as a form of self-care.

This shift is further driven by cultural and generational changes. Younger generations perceive aesthetic surgery as a normal part of personal maintenance. These corrections are seen alongside regular exercise, quality skincare, and emotional well-being. It is a significant departure from older attitudes rooted in post-Soviet thought, where plastic surgery was often viewed with suspicion. Today, moderate adjustments to appearance are seen as a healthy practice to boost self-confidence and well-being.

Increasing Demand and Procedure Growth

This growing openness is reflected in the numbers. Although exact data for Latvia may not be publicly available, indirect indicators and medical professionals confirm consistent yearly growth. Globally, the trend is significant: According to the International Society of Aesthetic Plastic Surgery (ISAPS), the number of aesthetic procedures worldwide rose by 11.2% in 2022, reaching 33.7 million (14.9 million surgical, 18.8 million non-surgical) (isaps.org). Over four years, total procedures have grown by 41.3%, highlighting rapid expansion in the field.

Latvia is no exception. One clear indicator of growth is the booming market for associated products and services. For example, over the past two years, demand for post-operative compression garments has significantly increased. According to Maam.lv, demand for these garments has doubled annually. GP Nord, the official distributor of Maam products in the Baltics, confirms this popularity.

“We clearly see a trend – as the number of aesthetic surgeries increases, so does the demand for high-quality post-operative care products,” says Edgars Bružiks, regional sales manager for GP Nord. He adds that patients are increasingly aware of the role recovery plays in achieving optimal results and are investing in professional-grade compression wear. This trend demonstrates that aesthetic surgery is no longer a niche service in Latvia, but rather a growing mainstream industry.

Domestic plastic surgeons also report increasing turnover and patient volume. For example, Dr. Kaspars Feldmanis’ clinic, operating since 2008, treats more than 1,000 patients per year (jauns.lv). The pandemic did not slow the sector – some top clinics even experienced growth. Currently, more than 30 certified plastic surgeons practice in Latvia, a significant increase from a decade ago (pka.lv). Procedures are now accessible beyond Riga, and clinics offer various payment options that eliminate financial barriers for many.

Social Media and Influencers: Open Discussion on Aesthetic Enhancements

Social media has significantly contributed to this cultural shift. Platforms like Instagram, Facebook, and YouTube now feature frequent stories about aesthetic procedures, both from clinics and patients. Clinics like Aesthetica, Lāzerplastikas klīnika, and Lipex actively post educational content, before-after images, and answer user questions.

Influencers and public figures also play a crucial role in normalizing these topics. A decade ago, few celebrities openly admitted to having surgery. Today, younger public figures, bloggers, and Instagram stars discuss fillers and procedures openly. Influencer Elīna Didrihsone revealed in 2020 that she had undergone lip fillers, breast augmentation, and hair extensions – and doesn’t regret it (la.lv). She shared that she feels more confident, her husband approves, and her clothes fit better.

Notably, men are also speaking up. Performer and influencer Amuna Davis shared his experience of undergoing multiple body-shaping surgeries abroad. In 2023, he traveled twice to Turkey and spent six months recovering (apollo.lv). Although the recovery was difficult, he was ultimately happy with the results. His story received media coverage, demonstrating that society now embraces such transformations.

These discussions have built communities where people share experiences, recommend specialists, and offer mutual support. Such openness helps dispel myths and normalizes plastic surgery as one more path toward self-care and body confidence. Informed patients also make better decisions, choosing certified surgeons and following recovery protocols, which leads to better results overall.

The Trend Toward Natural Aesthetics and Moderation

Despite growing demand, most people prefer moderation. Today’s trend is to enhance what dissatisfies them, but to maintain harmony and avoid artificial extremes. “One of the leading trends this year and in the near future is natural aesthetics – people want to look groomed, glowing, and younger without obvious surgical traces,” says Dr. Evija Rodke (medicine.lv).

Statistics support this: In 2023, liposuction became the world’s most popular surgery for the first time, surpassing breast implants. This suggests people are more focused on contouring than enlarging. Even in breast augmentation, a “downsizing” trend is evident—smaller, more natural implants are now preferred. These patterns are also reflected in Latvia.

Maam.lv sales manager Agnese Zeltiņa confirms that clients generally follow the “golden mean.” “Latvian society has become more open and free from old stigmas. Increasingly, clients view aesthetic corrections as a normal part of self-care. At the same time, moderation dominates – people choose one or two procedures that help them feel better, without trying to reinvent themselves,” she explains.

This balance and freedom reflect a maturing public mindset that encourages surgeons to pursue more natural outcomes, and communication between doctor and patient is increasingly collaborative.

Leading Clinics and Top Plastic Surgeons in Latvia

Rising demand and trust in the industry have fostered the development of Latvia’s aesthetic surgery infrastructure. Today, the country hosts numerous clinics and private practices, many of which enjoy excellent reputations:

• Aesthetica Clinic – Founded by Dr. Evija Rodke, offers high-end aesthetic and surgical services. In 2021, the clinic reached nearly €3 million in turnover.
• Dr. Kaspars Feldmanis’ Private Clinic – Operating since 2008, located near Riga, treats thousands annually. Dr. Feldmanis has over 20 years of experience and has practiced in Sweden, the U.S., and Germany.
• Latvian Centre for Plastic, Reconstructive and Microsurgery – Based on the historic 1st Hospital, with experts such as Dr. Jānis Krustiņš, Dr. Haralds Adovičs, and Dr. Kalvis Pastars.
• Dr. Jānis Zaržeckis and Dr. Talivaldis Krūmiņš Plastic Surgery Clinic – Jānis Zaržeckis is a pioneer in Latvia with decades of experience. His clinic serves a broad clientele, including international patients. Reportedly, he even travels to clients by private plane.
• Other renowned facilities include VC4 Plastic Surgery Clinic, practices run by Dr. Jānis Ģīlis (specializing in breast and facial surgery), and Lāzermedicīnas Klīnika (focusing on skin and scar correction). Latvian surgeons often train abroad and regularly attend international conferences, meeting European quality standards.