For much of the late 20th century, medical aesthetics were marketed almost exclusively to women. Facials, Botox, peels, and anti-aging treatments were framed as female indulgences, while men were expected to rely on a splash of aftershave and an occasional barbershop visit. In 2025, this old narrative has unraveled. More men than ever are booking consultations, signing up for non-invasive procedures, and making medical spas part of their routine.
The reasons behind this shift go beyond vanity. Market growth, cultural acceptance, advances in non-surgical technology, and even workplace expectations are reshaping how men view self-care. To understand why men are walking into med spas in record numbers, it helps to look at both the hard data and the cultural context.
The Numbers Tell the Story
The aesthetics industry is booming, and male participation is one of its fastest-growing segments.
- According to the American Med Spa Association (AMSPA) 2023 report, men now account for 28% of U.S. med spa clients, up from only 6% in 2010. Analysts project that by 2030, male clientele could approach 40–45% of the market.
- In terms of spending, men are outpacing women. A 2023 survey showed male clients spent an average of $1,678 annually on non-surgical aesthetics, compared to women’s $1,357. On a per-visit basis, men averaged $732 per appointment versus $524 for women.
- Globally, the male aesthetics market was valued at $15.1 billion in 2024, with forecasts estimating it will reach nearly $95 billion by 2031. This is one of the strongest growth rates in the entire wellness sector.
- Even outside procedures, men’s skincare products are growing steadily. Valued at $13.69 billion in 2024, the segment is projected to hit $20.35 billion by 2033, proving men are investing not just in treatments but also in at-home maintenance.
These figures reflect more than a passing trend. They reveal a fundamental shift in how men view appearance, wellness, and preventive care.
From Stigma to Social Acceptance
Not long ago, men who openly admitted to getting Botox or a facial risked ridicule. But cultural attitudes have shifted dramatically in the past decade. High-profile athletes, actors, and influencers now discuss treatments openly. In South Korea and Japan, male grooming has been normalized for years, and that influence is spreading globally.
Social media platforms like TikTok and Instagram amplify this acceptance. Male influencers share before-and-after photos, skincare routines, and even laser treatment recovery stories. Hashtags such as #MensSkincare and #Brotox have millions of views. By 2025, the conversation around medical aesthetics is no longer gendered — it’s mainstream.
The “Zoom Effect” and Workplace Pressures
The COVID-19 pandemic accelerated this change. With millions of professionals staring at themselves in video meetings daily, small imperfections became magnified. This so-called “Zoom effect” drove both men and women to seek corrective procedures.
But men faced unique pressures. In a competitive workplace, looking energetic and confident is often linked to perceptions of competence. Wrinkles, sagging skin, or persistent acne scars can undermine confidence. Quick, low-downtime treatments such as neuromodulators, microneedling, and laser resurfacing provide a subtle edge without obvious signs of intervention.
Male Physiology and Tailored Treatments
Medical spas are not just seeing more men, but they are adapting their techniques to serve them better. Men’s skin is different:
- It is about 25% thicker and contains more collagen, which influences how wrinkles form.
- Men produce more sebum, leading to oilier skin and higher acne risk.
- Regular shaving creates irritation and ingrown hairs, particularly on the neck and jawline.
- Hair follicles are denser on the chest, back, and face, influencing how lasers and other devices interact with skin.
These differences mean treatments must be tailored. For example, neuromodulator doses may be slightly higher due to stronger facial muscles. Laser settings are adjusted to penetrate thicker dermis. Even chemical peels may be formulated differently to avoid excessive downtime in male patients.
Preventive Care on the Rise
Another major driver is prevention. Men in their 30s and 40s are seeking treatments not just to correct damage but to delay signs of aging. Just as dental checkups prevent cavities, med spa visits help preserve youthful skin and structure.
Popular preventive options include:
- Neuromodulators to soften expression lines before they etch deeply.
- Dermal fillers to maintain volume in cheeks or jawlines.
- Laser treatments to manage pigmentation and sunspots before they worsen.
- Microneedling with RF to stimulate collagen and keep skin firm.
This shift toward prevention aligns with broader health trends. Men are increasingly focused on fitness, nutrition, and longevity. Aesthetic maintenance is now part of the same wellness equation.
The Fitness Connection
Fitness culture plays a large role in the male med spa boom. Men who spend hours in the gym often want their skin and body appearance to reflect the effort. Yet even the most disciplined workouts cannot eliminate stubborn fat deposits or repair UV damage.
Non-invasive body contouring technologies complement gym results. Treatments like cryolipolysis or radiofrequency sculpting target resistant fat in the abdomen or flanks. Skin resurfacing lasers address sun-damaged chest or back skin, which workouts alone cannot fix. This synergy between fitness and aesthetics reinforces the med spa’s role in a complete wellness routine.
Stress Relief Meets Medical Expertise
Medical spas also meet men at another important crossroads: stress management. Modern life is demanding, and wellness routines must address both body and mind. Unlike traditional spas, medical spas combine clinical credibility with a calming environment. Men can relax while receiving treatments that provide measurable outcomes.
Hydrating facials, LED light therapy, or mild peels deliver visible improvements while lowering stress. This hybrid model, which is part relaxation, part clinical care, resonates with men seeking balance.
Spending Power and Loyalty
Data shows men are not only entering med spas in greater numbers; they are also becoming loyal, high-spending clients. Their tendency to invest more per visit reflects a preference for efficiency and visible results.
Once men find treatments that work, they are likely to maintain them. This loyalty encourages providers to create packages and services specifically tailored for male needs, from beard-area facials to laser therapies that reduce irritation from shaving.
The South Bay Los Angeles Trend
Los Angeles has long been a trendsetter in aesthetics. In 2025, the South Bay’s med spas report an unmistakable rise in male clients. Providers like Skin Works Medical Spa in Torrance have observed more men booking treatments such as laser resurfacing, body sculpting, and preventive injectables. For many, these visits are not about transformation but about maintaining confidence and keeping pace in a culture that values health and appearance.
Looking Ahead
The male med spa trend is not slowing down. Analysts project that by 2030, men could represent nearly half of all med spa clients in the U.S. As stigma fades and technology becomes safer and faster, more men will view aesthetic maintenance as essential, not optional.
Globally, the male aesthetics market is expected to grow nearly six-fold between 2024 and 2031. Innovations in lasers, radiofrequency, and injectables will continue to expand options with minimal downtime. As clinics tailor services to men, the line between “women’s treatments” and “men’s treatments” will disappear.
Final Thoughts
What was once taboo is now mainstream. Men are no longer outsiders in the world of aesthetics. In 2025, they are walking confidently into medical spas, not to chase perfection but to invest in wellness, confidence, and longevity.
The rise of male clients reflects broader cultural change: self-care is genderless, and appearance is tied to both mental health and professional identity. With the industry growing at double-digit rates and men spending more per visit than women, the medical spa has become a cornerstone of modern masculinity.
For those watching this evolution firsthand in Los Angeles, providers such as Skin Works embody the future, a space where wellness, aesthetics, and confidence converge for everyone.
Written in partnership with Tom White
