By Claire Moraa

There has been a 70% increase in male aesthetic treatments in the last four years

68% of men have a skincare routine

Looking youthful is no longer a preserve for women. Men have jumped on the train and they too want to preserve their youth as long as they can. There is a growing demand for anti-aging solutions across all demographics, including men. It’s just the other day that they started taking their skincare seriously but now, guns are blazing and they are all in. In fact, men are now having 70% more aesthetic treatments than they were four years ago. And between Gen Zs and Millennials, they even outdo their female counterparts.

Why This Matters: Men’s increasing interest in aesthetic treatments indicates a growing awareness of the importance of self-care, mental health, and overall well-being. And while skincare doesn’t have to be gender-focused, investing in aesthetic procedures can boost men’s confidence, improve their self-image, and contribute to their physical and emotional wellness. While women are after a youthful look and sometimes impractical enhancements, men’s aesthetic procedures are ‘more practical’ as they are looking to get rid of a few wrinkles and texture.

The growing demand for aesthetic treatments among men presents lucrative business opportunities for the beauty and wellness industry. Those who will be quick to tap into the global male grooming market which is projected to reach $115 billion, up from $80 billion in 2022 will be the winners. Within no time, societal attitudes towards masculinity will be broken down as more men feel more empowered to invest in their appearance and well-being, breaking away from traditional norms that dictate men should not prioritize aesthetics.

What’s Next: Whether you’re looking for subtle enhancements or personalized cutting-edge regimens for a complete overhaul, anti-aging is here and its being embraced by all and sundry. The next step is for the wellness industry to ensure the line between health optimization and age prevention does not become a blur. While we can enhance our looks, we cannot defy age.

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