Modern Male Aesthetic Procedures: A Guide for Practitioners
The popularity of male aesthetic procedures has surged over 70% since 2021. Men now account for 7% of all cosmetic surgery patients in 2024, with over 569,000 male Botox® treatments and 146,000 HA filler procedures performed in the U.S. in 2023 alone.
With procedures like “Brotox” becoming mainstream, the opportunity is ripe for providers to tap into this underserved segment.
This guide equips U.S.-based physicians, nurse practitioners, and physician assistants with everything they need to understand, attract, and serve male aesthetic patients.
What You'll Learn
- What’s driving the surge in male demand for aesthetic procedures
- How to tailor treatment plans for male anatomy and expectations
- Which procedures are trending among men
- How to adapt your practice to attract and retain male patients
Table of Contents
Market Overview: Why Male Aesthetics Matter Now
For decades, men were seen as peripheral participants in aesthetic medicine. But in the last three years, that perception has shifted dramatically.
Today, male patients represent one of the most promising—and underserved—growth segments for aesthetic practices.
- Market Growth: In 2023, the global male aesthetics market was valued at $14.6 billion and is projected to reach up to $20.6 billion by 2030. In the U.S., men accounted for over 569,000 Botox procedures and 146,000 HA filler treatments (ASPS).
- Search Trends: Google Trends data shows a 3,300% increase in “Botox for men” searches from January to September 2024.
- Generational Shift: Gen Z and Millennials now drive over 70% of male aesthetic spending (The Times UK).
- Top Drivers: Career competitiveness, digital image maintenance, and the normalization of self-care are key motivators.
The "Zoom Boom": How COVID-19 Accelerated Male Interest
One of the most significant catalysts for the recent surge in male aesthetic treatments was an unexpected consequence of the COVID-19 pandemic.
The shift to remote work and virtual meetings created what many now call the “Zoom Boom”—a phenomenon that fundamentally altered how men perceive their appearance.
Unlike the controlled environment of a bathroom mirror, hours spent on video calls presented a constant and often unflattering view of one’s own face.
This new visual feedback loop led many men to notice sagging skin, deepening lines, and other signs of aging for the first time.
With flexible work arrangements and reduced in-person obligations, men also found themselves with the time, privacy, and opportunity to pursue aesthetic treatments discreetly.
The “Zoom Boom” effect has proven long-lasting, as hybrid work models continue to normalize aesthetic self-awareness.
Understanding the Male Aesthetic Procedures Consumer
Serving male patients effectively requires more than changing your imagery or adding a “Brotox” page to your website.
It requires a deep understanding of how men think, what drives their decisions, and how those drivers vary across age groups.
Psychological Profile & Motivations
- Professional Competitiveness: Many men view aesthetic treatments as professional investments to remain competitive in visually driven industries.
- Personal Confidence: Treatments help align their external appearance with their internal sense of vitality and capability.
- Optimization Mindset: Aesthetic procedures are seen as part of broader health and performance routines.
Privacy and Discretion Concerns
- Workplace Judgment and Social Stigma remain concerns.
- Stealth Aesthetics: Men increasingly favor subtle, undetectable enhancements.
- Scheduling & Recovery: Flexible, discreet appointment options are critical.
Decision-Making Patterns
- Goal-Oriented Research: Men often arrive with specific outcomes in mind.
- Efficiency & ROI: Decisions are framed in terms of value and outcomes.
- Quick Conversions: Once convinced, men act fast.
Generational Differences
Gen Z:
- Preventative mindset, driven by social media
- High grooming spend
- Comfortable with treatments and transparency
Millennials:
- Career and appearance integration
- Seek comprehensive treatment plans
- Prefer tech-enabled practices
Gen X:
- Privacy-focused
- Choose corrective over enhancement
- Strong preference for subtlety
Male Aesthetic Procedures: Biological Differences & Treatment Considerations
Skin & Hair Differences
- Thicker Skin: ~25% thicker with higher collagen density
- Oil Production: Increased sebaceous activity
- Common Issues: Razor burn, ingrown hairs, oiliness
Treatment Protocol Adaptations
- Higher Dosing: Neuromodulators and fillers often require 20–30% more product
- Masculine Aesthetics: Emphasize angular features, avoid feminization
- Shaving Considerations: Adjust treatment timing and recovery support
Most Popular Male Aesthetic Procedures
Non-Surgical
- Botox®: 569,438 U.S. male patients (+6%)
- HA Fillers: 145,933 cases
- CoolSculpting & Body Contouring
- PRP/Exosomes, Thread Lifts, RF Microneedling, Laser Resurfacing
Surgical
- Gynecomastia Surgery: 23,831 cases (+4%)
- Blepharoplasty: 15,397 cases (+13%)
- Liposuction: 20,879 (+6%)
- Rhinoplasty and Facelifts also growing
Marketing Male Aesthetic Procedures: Practice Strategy
Positioning & Messaging
- Language: Use terms like “executive maintenance,” “performance upgrade”
- Visuals: Before/afters that highlight natural, masculine results
- Value Framing: Emphasize outcomes over beauty
Digital Outreach
- LinkedIn (executive presence)
- YouTube (lifestyle and fitness content)
- Reddit & Podcasts (niche engagement)
- Instagram/TikTok (younger demos)
In-Clinic Experience
- Discreet entrances and scheduling
- Gender-neutral but male-friendly design
- Staff trained in male communication preferences
Business ROI
- Higher Spend: Male patients often spend 20–30% more per visit
- Strong Retention: High satisfaction and low churn
- Referrals: Professional networks drive peer interest
Implementation Guide: How to Build a Male-Focused Offering
3-Month Roadmap
Month 1:
- Audit marketing for gender bias
- Train staff on male consultations
- Develop packages and collect testimonials
Month 2:
- Launch targeted landing page
- Run “Executive Confidence Consult” promotion
- Begin platform-specific digital campaigns
Month 3:
- Create male-focused FAQs
- Introduce treatment bundles
- Track feedback and refine offers
Success Metrics
- Male patient volume (% of total)
- Average male spend and lifetime value
- Conversion rate from consult to treatment
- Referral and satisfaction scores
Final Thought
The male aesthetic market is not a passing trend—it reflects a broader cultural shift in how men approach self-care, aging, and success.
Practices that understand and cater to this demographic with intention and nuance will be well-positioned to lead this next frontier in aesthetic medicine.
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Sources:
- American Society of Plastic Surgeons. “2023 Plastic Surgery Statistics Report.” 2023. https://www.plasticsurgery.org/documents/news/statistics/2023/cosmetic-procedures-men-2023.pdf
- International Society of Aesthetic Plastic Surgery. “ISAPS Global Survey 2023.” 2023. https://www.isaps.org/media/rxnfqibn/isaps-global-survey_2023.pdf
- YourGP. “Why Men’s Aesthetic Treatments Are Surging in Popularity.” February 11, 2025. https://your-gp.com/why-mens-aesthetic-treatments-are-surging-in-popularity/
- The Times UK. “Men Outspending Women on Botox and Fillers.” 2024. https://www.thetimes.co.uk/article/men-outspending-women-on-botox-and-fillers-2l628n3k9
