In recent years, non-surgical cosmetic procedures (NCPs, e.g., cosmetic injections and devices) have gained popularity. NCPs represents a commercially driven medicalization in beauty practices. This study aims to understand how medical risks of NCPs are neglected or accepted by consumers by examining the course of medical beauty practices. This study collects data through ethnographic methods in Hong Kong, including 32 participant observations in beauty salons or medical clinics, and 46 interviews with users, non-users and practitioners.