In recent years, the rise in cosmetic treatments for men has marked a significant shift in the aesthetics industry, one we highlighted as being a key emerging trend for 2024.
Traditionally, the patient demographic for cosmetic procedures has been women, and while females still make up the majority of patients visiting aesthetic clinics, men are increasingly seeking treatments to enhance their appearance and boost their confidence, with male patients taking up nearly one in five cosmetic appointments.
However, studies show that men worry disproportionately about potential negative consequences of facial aesthetic treatment with injectable therapies, including side effects or appearing more feminine (if that is not their goal).
Dr Raj Thethi, founder of The Yorkshire Skin Centre, says, “There's definitely been a shift in the last seven or eight years. I'm seeing more and more men, probably because I'm a male doctor, but, ultimately, I'm a firm believer that whatever you push out, in terms of your advertising and marketing, that's what will come back in.
“Men sometimes feel there’s a bit of a barrier to entry...but marketing specifically for them has meant that I’m now attracting them as paying patients, which is fantastic. But it takes time because you’ve got to understand the artistry behind how a male face or male treatments are fundamentally different from female ones.”
The demand for cosmetic procedures among men has been steadily rising. In fact, a survey by the British College of Aesthetic Medicine reveals that there has been a remarkable 70% increase in men’s aesthetic treatments since 2021.
The global men’s grooming products market was valued at $202.6 billion in 2022 and is projected to expand at a CAGR of 8.0% from 2023 to 2030. The report says, “Men are increasingly spending heavily on grooming goods as attitudes about conventional masculinity have shifted due to the rise of the metrosexual male and the growing influence of celebrities and influencers.”
When it comes to non-surgical aesthetic procedures, research highlights increasing interest in botulinum toxin (popularly known as "brotox"), jawline fillers, advanced skincare routines and microneedling treatments.
The American Society of Plastic Surgeons, reported that the amount of money men spend on botulinum toxin treatments has risen 400% since 2000.
In terms of surgery, recent statistics from the British Association of Aesthetic Plastic Surgeons (BAAPS) reveals that men had seven per cent of all cosmetic surgery procedures, with the five most popular procedures being rhinoplasty, blepharoplasty, eyelid surgery, chest reduction, liposuction and ear correction, (although demand for surgery was actually down for both genders).
Men are becoming more body conscious, and so demand for body contouring may also be increasing for the male market, particularly with the advent of Electromagnetic muscle stimulation (EMS) devices, which use electromagnetic energy to induce powerful muscle contractions to refine muscle tone and enhance fat metabolism.
Check out our article on non-invasive procedures for more on this.
Hair loss is also a big market for men seeking aesthetic enhancement, with the global hair loss and growth treatments and products market predicted to reach $5.66 billion by 2032.
But men are not solely concerned with looking youthful; they are also exploring treatments that allow them to feel more self-assured and prepared for both professional and social settings.
According to research by Rare Consulting, the most important driver for men seeking these treatments is the desire to improve self-confidence. This motivation is followed by a desire to counteract ageing (35%), look their best for special occasions (31%), or simply look good for a holiday (28%).
This growing interest reflects a broader cultural acceptance of beauty as a form of self-care for all genders, challenging previous notions that aesthetic treatments were exclusive to women.
In 2024, the concept of masculinity has evolved dramatically. Society is increasingly embracing a fluid view of masculinity, where men feel freer to express vulnerabilities and adopt qualities traditionally labelled as “feminine.”
According to research, “historically, men have been shamed if they cared seemingly too much about their appearance and especially, if they pursued aesthetic surgery”, but the stigma surrounding male beauty treatments is diminishing, allowing men to engage in self-care and express themselves through cosmetic enhancement and representing a growing cultural acceptance of diverse beauty standards that says goodbye to outdated stereotypes and values self-expression and inclusivity.
Facial structure plays a crucial role in perceptions of masculinity, with particular emphasis on the lower third of the face—specifically, a prominent chin and jawline. Historically, a well-defined jaw has been associated with strength and assertiveness, traits commonly attributed to masculinity.
Dr Thethi comments, "I see a lot of men with signs of ageing, especially in the neck and lower face. Jawlines are critical. Men worry about ‘turkey necks’ or sagging jowls – they’re bothered by that kind of thing rather than tiny fine lines and wrinkles. The eyes are important, too, so we do a lot of periorbital work. Lower face and neck, and periorbital, those are the areas I treat the most in men."
While this facial feature continues to be popular among men seeking aesthetic treatments, the broader narrative around beauty is shifting. A prominent jawline is recognised as a desirable feature across genders, symbolising confidence and character rather than rigid adherence to traditional beauty norms. Just think about some of the most beautiful women in the world who have this jawline: Angelina Jolie, Keira Knightly and Sandra Bullock, for example.
With changing concepts of masculinity and femininity, it is important to take a personalised approach and not assume every male patient in front of you wants a more “masculine” look. Some men may be seeking feminisation, while others may have different goals. This is particularly true when it comes to the older male patient, according to Dr Thethi. “I recently gave a talk about the maturing male patient and how their needs are different from a younger male. Masculinisation – making sharp angles – sometimes a middle-aged man does not want those things. It’s really specific to the person sitting in front of you."
As modern masculinity continues to evolve, men are contributing to a more inclusive understanding of beauty and self-expression and showing that aesthetic enhancement is no longer seen as a gender-specific domain. This represents an opportunity for aesthetic clinics to make sure they are being more inclusive of male clients.
For tips on how to boost your male clientele, read our article here.
And for more insights from Dr Thethi, read our Q&A with Dr Raj Thethi.
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