Loss of skin tone is an aesthetic problem associated with the natural ageing process. The result is a reduction in the elasticity and firmness of the skin. This manifests itself as skin sagging on the face, neck, décolleté and other parts of the body. The cause of this loss of skin tone is a reduction in collagen and elastin production and the degradation of existing collagen fibres. Aesthetic medicine clinics offer a range of treatments to improve skin tone, including non-invasive lifting using ultrasound (HIFU), fractional lasers and hyaluronic acid-based fillers. Each of these methods stimulates collagen and elastin production, leading to firmer skin and improved skin texture. Loss of skin tone is a natural process. However, it can easily be prevented. Prevention such as regular treatments and appropriate home care can significantly slow down the skin's ageing process and keep it looking younger for longer.