The growth of male aesthetic treatments is undergoing a remarkable surge in popularity as more and more men increasingly embrace self-care routines and cosmetic treatments. Recent industry data reveals that male aesthetic treatments have seen a dramatic increase over the past few years. Driven by a shift in societal norms, changing views on masculinity, and a growing focus on well-being and self-confidence, men today are more open to cosmetic treatments like Botox, dermal fillers, and body contouring to enhance their appearance and boost their confidence.
For aesthetic professionals and med spa business owners, this expansion presents an exciting opportunity to cater to and thrive in a growing market. By understanding the unique needs of their male clients and what motivates them, med spas can stay ahead of these emerging trends and create tailored strategies in order to engage with their male clients.
According to the 2023 American Society of Plastic Surgeons (ASPS) Procedural Statistics Report, men accounted for 6% of all cosmetic procedures. This trend shows no signs of slowing, with market analysis predicting the global male aesthetic market will reach $5.6 billion by 2026. The report also highlights a 6% increase in male neuromodulator injection procedures and a 15% rise in skin treatment procedures from 2022 to 2023. These shifts “most likely indicate that men no longer see cosmetic procedures as taboo but are embracing them.” This reflects a broader societal change where men are increasingly incorporating cosmetic treatments into their overall approach to self-care and personal enhancement.
In addition, a 2023 survey by the International Society of Aesthetic Plastic Surgery (ISAPS) revealed that men accounted for 14.3% of all surgical cosmetic procedures and 14.5% of non-surgical cosmetic procedures. The top five surgical procedures for men were eyelid surgery, gynecomastia surgery, liposuction, rhinoplasty, and fat grafting of the face. As for non-surgical procedures, the most popular included botulinum toxin injections, hyaluronic acid fillers, hair removal, non-surgical skin tightening, and non-surgical fat reduction.
High-profile male figures have played a pivotal role in helping to normalize these treatments. Many are increasingly open about their cosmetic procedures, skincare routines, and grooming habits, which have contributed to these treatments being viewed as more mainstream. This shift has significantly reduced the stigma previously associated with cosmetic enhancements.
There are several key factors, according to market research, that have fueled this significant rise in male aesthetic treatments. These include:
The role of social media in today’s culture is unparalleled. Its far-reaching impact has meant greater visibility for so many men, and this includes how others view and approach aesthetic treatments.
These platforms have become a stage for influencers and celebrities to openly share their aesthetic journeys, leading to awareness and a normalization of cosmetic procedures. Aesthetic treatments have become more acceptable, transforming the way others view rigid gender norms. This evolving perspective has meant that more men are now embracing these treatments.
Following from the normalization of aesthetic treatments that are now celebrated on social media, this has fostered a culture of self-improvement. Aesthetic treatments are increasingly viewed as self-improvement tools alongside personal care, fitness, nutrition, and mental health strategies. These health trends have become intertwined to focus on a holistic overall well-being, which appeals to a broad male audience.
More recent years have seen a boom of non-invasive aesthetic treatments, which have become increasingly appealing to male clients. These minimally invasive treatments, such as Botox and dermal fillers, offer little to no downtime, making them ideal for busy professionals and men with demanding schedules. Not only are these treatments more accessible, but they also offer natural-looking results in place of dramatic transformations.
The younger generation is now more invested in their health and appearance, and more open to preventative treatments. New technologies and innovations, along with the shift in cultural attitudes, have made this easier and more accessible for them.
On the other hand, older men in their 40s and 50s may be seeking to maintain their vitality and look more youthful and energetic.
As male aesthetic treatments continue to evolve, there are certain procedures that have emerged as favorites based on their ability to provide quick and natural-looking results.
Injectable treatments such as Botox remain a favorite for both men and women. Seen as a staple treatment in aesthetic medicine, Botox injections are known for their effectiveness in smoothing out lines on the forehead and around the eyes as well as helping to soften expression lines.
Like Botox, dermal fillers have gained significant popularity, especially when it comes to enhancing key masculine features. Fillers are often used to create a stronger jawline and increase chin definition, which many men see as a way to express confidence and strength.
Hair restoration continues to be a dominant focus in the male aesthetic space as more men seek solutions to hair thinning and hair loss. With advanced treatments and therapies offering natural-looking results, men now have more options than ever before. Combined approaches offer effective, non-invasive solutions that provide restored confidence and youthful appearance.
Laser treatments are seeing an increase in demand in the medical aesthetics industry, with latest industry market analysis indicating a compound annual growth rate (CAGR) of 16.6% by 2032. Laser hair removal, especially for the back and chest, is a popular option for men. In addition, many seek laser treatments for acne scars, sun damage, and uneven skin texture.
Non-surgical body contouring has skyrocketed in popularity, aided by emerging technologies that target fat reduction and muscle toning. Non-surgical muscle enhancement treatments and fat reduction procedures are particularly appealing as men seek to enhance their physique without the need for surgery.
Facial sculpting, especially those focused on the lower face, has emerged as a major trend in male aesthetics. Combining such treatments with fillers and toxins, practitioners are able to create more defined jawlines and angular chin profiles. These treatments offer a stronger, more masculine look that many men find appealing.
As the male aesthetics market continues to grow, it is crucial that med spas stay ahead of emerging developments in order to remain competitive and meet evolving client expectations. There are several key factors set to shape 2025, promising to bring even more opportunities.
Personalized treatments that cater to the specific needs and aesthetic goals of male clients are increasingly in demand. This is paramount as men seek out treatments that enhance their features but also maintain their masculine characteristics. As this personalization trend continues, med spas need to invest in technology and consultative approaches to offer their male clients tailored solutions, addressing their unique facial structure, body type, and aesthetic desires.
As new and more innovative treatments and therapies emerge, so does the desire to get efficient results with minimal downtime and recovery. Clients are often looking for quick treatments that can be performed during lunch hours, allowing them to return to their daily routine immediately. Med spas can expect a growing demand for procedures that provide convenient, on-the-go solutions for busy males looking to maintain their appearance with minimal disruption to their schedules.
In line with the increase in the demand for male aesthetic treatments, there also needs to be a shift and focus for male-specific marketing campaigns that speak directly to men’s concerns. This requires using language and messaging that resonates with your male clients, emphasizing the benefits of self-confidence and long-term wellness.
To meet the growing demand for male aesthetic treatments, it is crucial that med spa staff know and understand male-specific facial features and skin characteristics. A comprehensive understanding of the facial structure, skin type, and overall aesthetic goals is essential to delivering safe and natural-looking results. Med spas that are skilled in these gender-specific differences will stand out and be in a position to offer treatments and solutions that complement male features while maintaining a natural masculine look.
Technological advancements remain at the forefront of the medical aesthetics industry. As new treatments and devices emerge, it has never been more important for med spas and medical aesthetic professionals to stay current with these innovations. A thorough understanding of these emerging technologies can put you at the leading edge, allowing you to offer the best and most effective treatments to your male clientele.
The rise of male aesthetic treatments presents a significant opportunity for growth and innovation for med spas. As this market continues to expand, staying ahead of technological advancements and offering tailored treatments will be key to maintaining success in this fast-evolving space. By implementing the right strategies, med spas can meet the needs of their male clientele, solidifying their place in the future of aesthetic treatments.
American Society of Plastic Surgeons. (n.d.). Plastic Surgery Statistics. https://www.plasticsurgery.org/news/plastic-surgery-statistics
2023 ASPS Procedural Statistics Release. https://www.plasticsurgery.org/documents/news/statistics/2023/plastic-surgery-statistics-report-2023.pdf
ISAPS International Survey on Aesthetic/Cosmetic Procedures Performed in 2023. (n.d.). https://www.isaps.org/media/rxnfqibn/isaps-global-survey_2023.pdf