The recent cultural shift toward self-care is having an impact on men, who are increasingly turning to med spas to build confidence, reduce signs of aging, enhance their professional image, and enjoy the benefits of wellness-focused aesthetic treatments. In the U.S., men account for approximately 32% of med spa clients, and male clientele has grown by 39% over the last three years as perceptions of modern masculinity evolve, increasingly incorporating skincare, grooming, and aesthetic services as part of overall self-care and well-being.
The global men's grooming market is projected to reach $115 billion by 2028, and successful med spas are taking notice, offering skincare, haircare, and aesthetic treatments that appeal to male patients.
Jeremy Brauer, MD, FAAD, a board-certified dermatologist, Mohs surgeon, and the founder and director of Spectrum Skin and Laser in Purchase, NY, is the author of Men’s Aesthetics: A Practical Guide to Minimally Invasive Treatment. Featuring contributions from Sebastian Cotofana, MD, PhD; Michelle Henry, MD, FAAD; Cameron Chestnut, MD; and Nazanin Saedi, MD, FAAD, among others, Dr. Brauer’s book addresses topics such as facial aging and anatomical considerations, hair restoration, fat and cellulite treatments, aesthetic concerns in patients with skin of color, as well as in transgender patients.
“Technologies and techniques continue to improve, making minimally invasive aesthetic procedures safer, more effective, and more sought after in general,” Dr. Brauer explained. “Awareness and acceptance by male patients specifically, has fueled interest in this subject by physicians and others in the aesthetic space.”
Interest has also been amplified by social media, celebrity influence, and the growing number of public figures openly embracing aesthetic treatments, helping to reduce stigma and challenge the perception that med spas are only for women. According to The American Society for Aesthetic Plastic Surgery, the number of men getting facelifts has risen by 21% in the past five years. Currently, about 57% of PRP hair loss patients are men, and men represent 10% of lower body lift patients and 5% of thigh lift patients. When it comes to offering aesthetic treatments that appeal specifically to male patients, the potential for growth is clear.
Because men are increasingly visiting med spas for non-surgical aesthetic treatments that address skin, hair, and body concerns while requiring minimal downtime, it’s important to offer the treatments they are actively seeking. Here are some of the most popular and trending options:
Popularly known as “Brotox,” Botox for men often involves adjustments in dosage and placement to accommodate thicker skin and stronger facial muscles. It is commonly used to soften forehead lines, frown lines, and crow’s feet while maintaining a natural, masculine appearance.
Platelet-rich plasma (PRP) therapy boosts follicle growth, microneedling stimulates dormant hairs, and targeted hair growth treatments help manage balding areas. Men are increasingly opting for beard and eyebrow restoration procedures as well.
Laser therapy targets the back, chest, neck, and shoulders for long-term hair reduction, helping minimize shaving and ingrown hair concerns.
Platelet-rich fibrin (PRF) is used to enhance regenerative effects and support natural-looking results, while fine needles stimulate collagen production to improve skin texture, reduce acne scars, and smooth fine lines.
This non-invasive fat freezing treatment helps reduce stubborn fat in areas such as the abdomen, flanks, and under the chin, with little to no downtime.
Radiofrequency fat reduction and high-intensity electromagnetic muscle stimulation combine to build muscle and reduce fat in targeted treatment areas.
Medical-grade peels exfoliate dead skin, improve skin tone, and stimulate collagen production with minimal downtime.
Designed to enhance features without creating a “worked-on” appearance, fillers restore volume and definition to areas that naturally lose structure with age.
Advanced treatment options help improve the appearance of acne scars and can be customized to address the unique characteristics of male skin.
More men are becoming proactive about identifying and addressing early signs of aging or skin concerns before they become more difficult to treat.
Men and med spas are evolving together. As advances in science and technology continue to transform the aesthetics industry, more men are prioritizing skin health, self-care, and preventative treatments to support confidence and overall well-being. By recognizing this growing market and offering personalized, results-driven treatments that address the unique needs of male patients, med spas can position themselves to attract and retain an increasingly important segment of the aesthetic marketplace.
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