Bottom line, yes your facelift surgeon should be board certified. There are a number of boards whose diplomates offer facelifts to the public. This includes General Plastic Surgery, Otolaryngology, Head and Neck Surgery, Ophthalmology, and Dermatology. However, the California Medical Board has opined that it is difficult to conclude that surgeons finishing any of these residencies without further training are qualified to offer facelifts and other cosmetic services. I would also argue that the depth of experience from residency training is not sufficient for individuals to rely solely on this training to safely offer many cosmetic surgery services to the public.
So how do surgeons gain enough training, skills, and experience to safely offer these services? For general plastic surgeon, they do aesthetic fellowships, work with a more experienced surgeons at first, take weekend courses, and unfortunately some simply take the very few cases they did as residents, hang out their shingles, and plow right into surgical practice. Amazingly, there are very talented surgeons out their who have done quite well with the later approach. However this is the exception rather than the rule. Additional fellowship training makes an big difference. For Otolaryngologists, some also plow right into practice without further training and again a small number do OK with this approach. However, the more common defined training pathway is Facial Plastic Surgery Fellowship Training. For Ophthalmologists, the path way is through ASOPRS 2 year fellowships in Oculoplastic Surgery. These are rigorous training programs that now offer very strong facelift experience. These fellowships are going to ACGME accreditation meaning that eventually, this will be the only other board with plastic surgery in its name. Dermatologists have a defined pathway of dermatologic surgery and these fellowships do vary considerably in the depth and scope of surgical training. FInally, Maxillofacial surgeons also offer training to their residents in facelifting. Additional training for them is not as clearly defined and may include a one or two year fellowships in cosmetic surgery through the American Board of Cosmetic Surgery. This is not the waste can described by one of the doctors posting here but much greater care should be used in assessing the qualifications of a surgeon trained in this pathway.
What about "non-board certified surgeons" (but licensed)? Again this is a very broad category. Generally you are looking for someone who is a very good student to be your surgeon-diligence, skill and follow through is what makes a great surgeon. Surgeons who are not board certified did not finish something. It is a red flag. Were they bad students? Did they have behavior or drug problems? What was it that caused them not to finish their training and to fail to complete the board certification in whatever surgical speciality they were trained in? Do you really want to have to worry about this in a facelift surgeon?
Additionally, you should check with your State Medical Board to see if there have been any actions against your potential surgeon's medical license. They should have hospital privileges for any procedure they offer as well as medical malpractice insurance. I encountered a patient once who had a terrible surgical result. When I reviewed her medical records, I was dumbfounded to discover among her papers that before surgery, her surgeon had her sign a notarized document that she understood that he did not carry medical malpractice insurance and she waived all her rights to sue him if she did not like the way surgery turned out! The point being, please do not ignore the warning signs. If something is not right, move on, this will not be the last surgeon on earth. Don't let you own narcissism blind you to issues with a surgeon. Being on TV does not necessarily disqualify a surgeon but it is not a guarantee of good work either.
Now about proprietary, cookie cutter facelifts. I won't comment on a particular company, that would be inappropriate. However, generally any surgeon or company that advertises how fast your surgery is performed is barking up the wrong tree. Who cares if it takes an extra 45 minutes in surgery to properly tailor your facelift so it looks like it belongs on your face. Generally these types of businesses seem to attract surgeons who could not get their own facelift practices going. I am sure there are some excellent results out there. Unfortunately I do not get to see those in my office. What I seen are individuals who are unhappy with the result of the proprietary facelift and are looking for help to fix them. I would recommend that no matter how tempting the price saving might be, ask yourself if this is really the place to save a few bucks. Do your homework which does mean look careful at post reviews of these providers. Do be aware that in the State of New York, the Liftstyle facelift folks did enter into a settlement with the State of NewYork because some of their employees where posting online pretending to be very satisfied customers. Presumably this practice has stopped but be aware that it can be difficult as a consumer to get a clear picture of who you can trust.
Hope that information is helpful.