The landscape of aesthetics is shifting and it’s becoming increasingly clear that it’s not just women driving the change. From subtle tweakments to hair restoration and jawline enhancement, more men than ever before are seeking out aesthetic procedures. And they’re doing so not for vanity, but for visibility, confidence, and a desire to feel more refreshed in a fast-paced, image-conscious world.
This growing trend is backed not only by data, but also by practitioners working on the front lines of the industry.
A Growing Market
Recent figures from Barclays show that 23% of UK men aged 18 to 34 have undergone some form of cosmetic treatment, from Botox to teeth whitening. That’s more than the 21% of women in the same group. Clinics are also reporting a rise in male patients, with the British College of Aesthetic Medicine noting a jump from 10% in 2024 to 16% in 2025 for male clientele, particularly around injectable procedures.
One of the key motivators behind this shift? Visibility. Whether it’s professional presence on video calls or personal image on social platforms, men are increasingly aware of how they present—and how they feel about that image.
“Celebrities and social media influencers had helped normalise ‘tweakments’ for men,” explains Dr Edward Robinson, an aesthetic clinician based in Greater Manchester. “But the ubiquity of video‑conferencing, where people end up staring at their own face for hours on end a day, is another driver of the trend.”
It’s in the Language
Clinics have also evolved their approach. Treatments once marketed with language that leaned heavily into beauty and youth are now reframed in terms of structure, strength, and freshness concepts that feel more accessible to a male audience.
Dr Raj Thethi of Yorkshire Skin Centre highlights how this shift has made a difference:
“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.”
He adds that while women may seek softening or lifting, men tend to request treatments focused on precision and refinement:
“Jawlines are critical. Men worry about ‘turkey necks’ or sagging jowls … 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.”
Subtle, Not Obvious
While aesthetic enhancements in men are becoming more common, most still prefer to keep their treatments discreet. The emphasis is typically on natural-looking results looking “well-rested” rather than “done”.
Dr Dirk Kremer, a London-based plastic surgeon, confirms this is becoming the new norm:
“More men than ever are seeking cosmetic procedures to enhance their appearance and boost their confidence.”
And it isn’t limited to injectables. Hair restoration continues to be a major draw for male clients. According to Christopher D’Souza, president of the British Association of Hair Restoration Surgery, the shift towards remote work has played a surprising role in encouraging uptake:
“The ability to work from home may also be a factor in the uptake of tweaks to physical appearance, particularly invasive hair transplants. It helps people not take two weeks off.”
A Change That’s Here to Stay
The male aesthetic client is no longer a rarity. According to Harley Street aesthetic practitioner Joshua Van Der Aa:
“When we started out four years ago, about 10 per cent of our clients were male … Now it’s at least 15 per cent. We find that men are more relaxed about openly seeking to have their hairline enhanced … but we also see men for a range of facial treatments that they are often more secretive about.”
From anti-wrinkle injections to skin boosters, tear trough filler to jawline sculpting, men are choosing treatments that support their professional confidence, personal comfort, and quiet refinement.
And in 2025, this isn’t about reversing the clock. It’s about looking like the best version of yourself on your own terms.
