In recent years, the landscape of self-care and grooming has undergone a dramatic transformation, with more men embracing aesthetic treatments than ever before. The shift in perception surrounding skincare, self-care, and aesthetic procedures has been largely influenced by social media, increased awareness, and changing societal norms. What was once considered a predominantly female domain has now become a gender-neutral industry, with men investing significantly in their appearance and well-being.
To understand more about this, OnlyMyHealth team interacted with Dr Nithin Vinod, the Managing & Executive Director, Finesse Aesthetic. He explained, "Over the past five to ten years, grooming has become a huge part of the lives of men, leading to a paradigm shift from convention concerning men and aesthetic treatments. The same men who have gone decades, even centuries without a skincare routine, have now begun to embrace self-care and aesthetic treatments in large numbers, both in India and across the globe. The rise of social media has played a major role in facilitating this change and newfound awareness."
The Changing Perception of Skincare Among Men
Traditionally, skincare and self-care were perceived as feminine interests. However, as Dr Vinod notes, this stigma has gradually dissipated: "Earlier, even up to a few decades ago, it was considered a stigma for men to be interested or invested in skincare or self-care. This domain was largely perceived to be exclusively for women. But we have witnessed this slowly changing over the years, specifically with a dramatic spurt of men heavily investing into skincare, aesthetic treatments and cosmetic products over the last decade."
This shift can be attributed to generational changes and the accessibility of information. The younger generations are particularly keen on incorporating skincare and wellness into their daily routines, combining these efforts with fitness and overall well-being.
Dr Vinod explains, "We are now in an era where men take their skincare and self-care extremely seriously, some possibly even more than women. I truly believe that among the best things to happen to the aesthetic industry these last few years is the paradigm shift of aesthetic treatments and self-care being perceived as more gender neutral due to a natural pattern of evolution and generational changes."
Popular Aesthetic Treatments Among Men
With the increased acceptance of aesthetic treatments among men, clinics have reported a significant rise in male clients seeking professional skincare solutions.
Dr Vinod shares his observations from Finesse Aesthetic: "Even Finesse Aesthetic in Chennai is seeing a consistent increase in the number of enquiries and consultations from men. Men make up about twenty to thirty percent of our clients. We constantly encourage more men to come in for treatments and they are now expressing interest in procedures such as Botox and injectables."
Here are some of the most sought-after treatments among men:
Medicated Facials – Men are embracing facials such as Hydra-facial and O2 facial, which help cleanse, hydrate, and rejuvenate the skin.
Anti-Ageing Treatments – Non-surgical facelifts like High-Intensity Focused Ultrasound (HIFU) and Botox are increasingly popular among men aged 25-40.
Microneedling – Known for its collagen-boosting properties, microneedling treatments such as Vampire facials and Morpheus are gaining traction among men.
Injectables – Botox and dermal fillers help in reducing fine lines and wrinkles, enhancing facial features and maintaining a youthful appearance.
Accessibility and Growth in Tier 2 and Tier 3 Cities
A major contributor to the rise in aesthetic treatments among men is the accessibility of state-of-the-art treatments, not just in major metropolitan areas but also in smaller cities.
Dr Vinod notes, "None of these would be possible without easy access to information and state-of-the-art treatments. I therefore believe it’s safe to say that accessibility has played a major role in popularising aesthetic treatments, not just in developed Western nations but also in developing countries like India, where aesthetic treatments are not restricted only to Tier 1 and metro cities but we are now also seeing a heavy increase in aesthetic and cosmetic clinics in Tier 2 and Tier 3 cities."
A Bright Future for Men’s Aesthetic Treatments
With growing awareness, easy access to treatments, and a cultural shift in perception, the aesthetic industry is witnessing a boom in male clientele. This trend is expected to continue, with more men embracing self-care and aesthetic treatments as an integral part of their grooming routines. Dr Vinod said, "I truly believe that men’s levels of involvement within the cosmetic and aesthetic sphere will continue to rise over the next decade, both in India and all over the globe."
In today’s fast-paced world, where confidence and self-care play a crucial role in personal and professional success, aesthetic treatments are no longer a luxury but a necessity for many men. The stigma has faded, and the era of well-groomed, self-aware men has arrived.