Despite the fact that one-third of American families struggle to pay their medical bills, plastic surgeons and medical spas across the U.S. are reporting that the demand for cosmetic procedures hit new highs during the COVID-19 pandemic.

Many non-essential businesses, including those in the medical and healthcare sector, were forced to shut their doors to most clients during the early months of our current health crisis. But by spring of last year, most were given the go-ahead to reopen. Once they did, they saw major surges in demand across the board. Many reported fielding record numbers of calls, dealing with full calendars, and adding to ever-growing waiting lists to accommodate patients who wanted procedures performed.

This trend, experts say, is the culmination of a few different factors. For one thing, more Americans were out of work or had a bit more control over their work schedules — giving them the freedom to have cosmetic surgery performed and take the necessary time for recovery. College students were also given a longer break during the fall and winter holidays, which allowed even younger patients the ability to undergo a procedure before the spring semester began. Given the stress that COVID-19 has caused most of us, it’s no surprise that many people wanted a makeover during this time. And even though wrong-site surgeries are performed an estimated 40 times per week, it’s clear that the risks weren’t a deterrent for some.

It’s also worth noting that in a world that’s increasingly reliant on video conferencing technology, we’ve become more aware of what we look like to others. In an office setting, you don’t have to fixate on your own face. But in a Zoom call, you’re looking at yourself almost the entire time. And if you’ve done everything possible to improve what you see with better lighting and makeup, you might be inclined to explore more extreme options. That’s prompted many people to consider non-invasive procedures like lip fillers (which can be injected into the face to restore volume deficits or improve contours) and Botox. In fact, AbbVie — the company that acquired the maker of Botox — reported that the firm netted $393 million in revenue from Botox as of their October earnings call. In addition, RealSelf.com (known as the Yelp of the cosmetic surgery world) reports that appointment bookings increased by 71% that same month — showing just how in-demand these cosmetic procedures really are during this time.

In fact, the term “Zoom dysmorphia” has actually been coined by the journal of Facial Plastic Surgery and Aesthetic Medicine. But how you appear on Zoom might not actually reflect what you look like in real life. We might think the camera doesn’t lie, but because webcams have a unique focal length, you might think your nose looks broader and that your face looks rounder than it actually is. So if you’re depressed by how you appear on video chat, try not to put a lot of stock in that alone. That said, a procedure like Botox or facial fillers will last only a few months; the lack of long-term commitment and downtime can be appealing to those who haven’t ventured into the world of plastic surgery before.

Of course, if you do plan to have one of these procedures performed during the pandemic, you’ll want to conduct thorough research and work with a professional with the right credentials. Make sure that the facility is taking an abundance of caution in regards to COVID-19, as well. And while there are some concerns about how the COVID-19 vaccine might interact with facial fillers, most experts advise that you still receive the vaccine once you’re eligible. And if you’re perfectly content to rely on your contouring palette and lip liner for as long as the pandemic lasts, all the more power to you.