Social media and remote working has prompted the shift. “Several cultural forces are shaping the trend: increased professional visibility through social media, high-definition photography, virtual meetings [or Zoom face], and a growing awareness of how subtle enhancements can support confidence in competitive environments,” explains Dr. Dunne.
In response to growing demand, men’s beauty is rapidly innovating, with procedures and treatments tailored to men’s individual needs and concerns. From so-called brotox (which is the same as traditional Botox, but at a higher dosage to account for men’s thicker skin and stronger facial muscles) to abdominal etching and male breast reduction, clinics are increasingly adding services targeted to male clientele. Male breast reduction is one of the fastest-growing cosmetic procedures among men in the US in 2024, according to the American Society of Plastic Surgeons (ASPS).
As procedures and tweakments become more mainstream, men are moving far beyond shame. Beverly Hills cosmetic surgeon Sean Satey says that “men are moving from feeling embarrassed to being curious and somewhat comfortable” with enhancing their appearance. For example, there’s been a “steady interest” in patients requesting scrotox, a procedure that relaxes scrotal muscles, smoothes out wrinkles, reduces tightness, sweating and makes testicles appear larger, he says. Dr. Satey doesn’t offer the procedure at his practice, however.
At Harley Street Skin Clinic in London — which does offer the service — there has been a significant rise in scrotox enquiries over the past five years, especially in the last 12 months, says lead practitioner Dr. Aamer Khan. “Men are now far less embarrassed about asking for this treatment. While it is a cosmetic trend, many men request scrotox for functional reasons, including excessive sweating, discomfort and chafing,” he says. “Many other requests are from those who want less wrinkling and a more youthful-looking scrotum, while other male clients have anxieties around the size of their sexual organs, although often this is based on unrealistic perceptions largely resulting from social media.”
“Whether through refined anti-wrinkle treatments, discreet jawline contouring or regenerative skin therapies, the aim is never to change a client’s identity, but to help them look like the most refreshed, assured version of themselves,” says Dr. Dunne.
Plastic and reconstructive surgeon Ash Soni, who also founded The Soni Clinic in London, has been treating men across a wide range of industries, from A-list celebrities and racing drivers, to CEOs and men working in construction. “The stigma in the aesthetic industry is beginning to fade, with more men undergoing treatments and speaking openly about them,” Dr. Soni says. “In my practice, male patients have increased over the past three years, growing from 5% to 10% of my total clientele.”
Preventative where possible
As men become more aware of the tweakments available, they’re taking a more preventative approach to their skin health, too. “In my practice, there has been a significant rise in male clientele, moving away from reactive visits — where they come in to fix a specific problem, like acne or sun damage — to a proactive, maintenance-led approach,” says Melanie Grant, the celebrity facialist and aesthetician with outposts in Los Angeles, Melbourne, Sydney and New York. Today, men are visiting Grant’s clinic for LED light therapy, ultrasound technology, IPL or gentle lasers, and custom clinical peels, she adds.
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