The "lunchtime facelift" and other "medical aesthetics" procedures are booming as a new generation of Chinese consumers grapple with the pressure to look good on social media as well as in person.

Kayla Zhang has never actually gone under the knife for cosmetic reasons, but she's had laser treatments, injections and a thread lift -- a barbed string inserted under the skin and pulled up to "lift" the face. 

"I'm not changing my nose or my eyes, which would be an extreme change in my looks," the 27-year-old told AFP, adding that she's seeking a "better version" of herself rather than "a totally new face." 

Already popular in the West because they are less invasive and more affordable than traditional cosmetic surgery, micro-procedures -- from laser facials and fillers to thread lifts -- are fast becoming the norm in China's cities where disposable incomes have jumped in the past decade. 

The Chinese Association of Plastics and Aesthetics estimates, overall, the cosmetic industry will grow to $46 billion this year compared to around $6.5 billion in 2013.

Micro-procedures are now an expanding segment of that market, while traditional surgery's growth rates slow, according to data from consulting firm Frost and Sullivan.

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