Whether it's anti-wrinkle injections or skin boosters, there's no doubt that aesthetic treatments are fast becoming a more normalised part of many women's beauty routines. But it's not just women who are opting for non-invasive tweaks. According to a recent survey by the British College of Aesthetic Medicine, there's been a 70 per cent rise in men booking in for aesthetic treatments since 2021.
If the recent influx of celebrity men on the red carpet is anything to go by, it seems as though Hollywood's leading men are on the same page. While it's virtually par for the course for A-list women to undergo aesthetic procedures these days, in recent years male stars such as Brad Pitt, Bradley Cooper and most recently, Jim Carrey and Barry Keoghan, appear to have had some kind of aesthetic intervention. Although they're a little more reticent than their female counterparts to admit it, according to experts such as Dr. Ash Soni, an aesthetic doctor with clinics in London and Ascot, we are in a much less judgmental era.
© Getty Images"I think there's a new wave of men that are really starting to take care of themselves, and I think they feel a little bit more open minded about the whole thing," says Dr. Soni, whose male patients have risen to around 12 per cent of his patient total over the last three years.
"I see men in their early 30s but I also see older professionals who are tired and men across the board all the way into their 60s who are coming for a bit of freshness and glow."
He notes wryly that the motives for aesthetics may differ between sexes. "What I’ve realised is that men comply because a lot of them are ego-driven and when people start giving them compliments, they'll stick with their routine," he adds.
Breaking the stigma
"I do think the stigma is starting to be broken," he says in the rise of male treatments. "I think that men are starting to realise that their partners are looking more youthful and that they don't quite match how they look," he adds. And although these may be men who have previously never ventured further than a bit of moisturiser in the morning, when it comes to aesthetics, they're more clued up than you might expect.
© Getty Images"I do a lot of polynucleotides under the eyes," says Dr. Soni, "but I have to say that Sculptra to the face and even to the neck has really increased in popularity. I've been really impressed with men noticing the laxity in their skin a bit more and [wanting] ways to stimulate collagen."
Discretion is key
If discretion is the name of the game for most men, it stands to reason that Sculptra is a popular option. A regenerative bio-stimulator made up of poly-L-lactic acid (PLLA) it's administered quickly and painlessly (in the right hands) and aims to increase Type 1 collagen by 67 per cent in 12 weeks, helping to deliver firmer, plumper and potentially more lifted skin over time.
While treatments such as Sculptra can help men rediscover a more youthful complexion, demand for facial sculpting procedures such as radiofrequency and ultrasound that can deliver a defined, more masculine chin and jawline is also high.
© GettyAccording to a report by Spherical Insights, while the broader global non-surgical skin tightening market is expected to grow at a rate of 8.4 per cent to 14.1 per cent between 2024 and 2035, it's the male segment that's noted as being a significant contributor to this increase.
Botox for boys
As for Dr Soni's male patients, anti-wrinkle injections remain a firmly requested favourite. "I think Botox is common because some men do have really quite deep frown lines and want to soften them and adda bit of youthfulness to the forehead."
Given that Botox is virtually traceless and painless and works quickly, it figures that for men, like women, it's often a gateway into other aesthetic treatments as well as long-term skincare routines and a better awareness of skin health overall.
With the Oscars taking place next week, we look forward to seeing the fresh-faced visages on the red carpet.
