PRIME explores the latest trends in male aesthetics, as leading experts reveal what today’s male patients want — and how clinics can meet their needs in 2025 and beyond
The field of male aesthetics is undergoing a significant transformation, reflecting broader societal shifts and technological advancements. Today, men are increasingly seeking treatments that enhance their physical appearance while maintaining a natural look. This phenomenon may be driven by multiple factors, including increased awareness of physical aesthetics, the influence of social media, the aspiration to remain competitive both personally and professionally and updated technologies that are being adapted to male preferences and trends in aesthetics.
Top treatments and technological advancements
Facial Plastic Surgeon Steven Dayan, MD, director of DeNova Research (Chicago, IL), reported that he sees male patients lean towards surgical procedures and other long-lasting treatments as many prefer a one-and-done approach. ‘In my practice, the top treatment that men are getting is rhinoplasty, as well as sculpted jaws and chins.’ According to him, evidence suggests that men with strong jawlines, chins, cheeks and brows often enjoy increased confidence, which may positively influence career and other life goals. While some physicians may opt for implants to achieve this goal, Dr. Dayan incorporates more fillers today, thanks to updated technologies that make them easier to use with results that last longer.
With a shift in societal norms, male patients are more open to aesthetic treatments; however, in Dr. Dayan’s opinion, not much has changed in terms of the numbers. ‘According to aestheticsurgery.org, the absolute number for men getting plastic surgery has increased, but the percentage has decreased,’ he clarified. ‘What is different is that we use different vehicles. With men the key is to not do too much; they want to look like themselves, but younger or more refreshed. For example, I have to be judicious when I perform facelifts for men and be very careful not to change their persona.’ Dr. Dayan also noted that as more men are using glucagon-like peptides (GLP-1s) for weight loss, physicians may see an increase in male patients looking to treat loose skin and muscle loss in the near future.
With men the key is to not do too much; they want to look like themselves, but younger or more refreshed. For example, I have to be judicious when I perform facelifts for men and be very careful not to change their persona
Steven Dayan, MD
With men the key is to not do too much; they want to look like themselves, but younger or more refreshed. For example, I have to be judicious when I perform facelifts for men and be very careful not to change their persona.Steven Dayan, MD
German Board Clinical Dermatologist Dr. Pegah Dehdari, global aesthetic expert and key opinion leader (KOL), sees men’s aesthetics trending towards self-care at her practice, CosmeSurge in Dubai, United Arab Emirates (UAE). Based on her experience, popular treatments for men increasingly focus on enhancing skin quality to achieve a more naturally youthful appearance. ‘In general men are now more open to aesthetic procedures and see it as investing in themselves on a more regular basis rather than a one-shot treat. Once they trust, they are very open to injectables,’ she reported. ‘I have the impression that men are less impressed by social media compared to women. They instead follow their friend’s or partner’s advice or other doctor’s referrals and recommendations.’
Dr. Dehdari emphasised that aesthetic practices can appeal to modern male patients by offering discretion in their practice with a separate waiting area and a gradual approach to treatments, allowing time for the patient to adapt. Additionally, providers should have an active knowledge of how to assess the male face, including anatomy and ageing features, and focus on the overall emotional message rather than small distractions such as fine lines.
Trending in California aesthetics
TJ Tsay, MD, medical director/owner of Ageless M.D. in Orange County, California, reported that trending aesthetic treatments for men in 2025 focus on natural-looking enhancements and regenerative therapies. ‘The term “Brotox,” albeit the same neuromodulators that women use, seems to be a buzzword when marketing to men,’ he stated. ‘Most men prefer more subtle, strategic applications to maintain natural expressions while reducing wrinkles. Masculinising dermal fillers are in high demand to create a chiselled, well-defined jawline and cheekbones. Certain dermal fillers placed on the bone can mimic and enhance the bony structure of the face and create sharp angular features.’
Dr. Tsay added that younger men are investing in preventative treatments such as skin boosters for hydration and skin quality, subtle Botox, and regenerative therapies to maintain youthful skin over time. ‘Men’s aesthetic preferences emphasise natural, low-maintenance, and effective treatments that enhance masculinity without looking artificial. Clinics that offer a mix of regenerative medicine, advanced skin care solutions, and nonsurgical sculpting procedures will attract a growing male clientele.’
With the boundaries of masculinity and femininity being blurred, Dr. Tsay pointed out that treatments should be very tailored to each individual man with consideration into how men identify themselves. Providers should ensure open communication during an initial consultation to ascertain the patient’s desired outcome. ‘This means we can be more versatile in how we see and deliver male aesthetics results. There is not a more exciting time than now to offer male aesthetic treatments,’ he added.
Advancements in penile enhancement
The field of nonsurgical penile augmentation has also seen significant advancements in recent years. ‘In the past, there were not many nonsurgical options for patients, but with the rapid rise in dermal filler used in aesthetics, these products have crossed over and are being heavily used to increase girth and flaccid length in men,’ Dr. Tsay reported. ‘At Ageless MD, I have been performing nonsurgical girth enhancements since 2017 and utilise the entire gamut of products ranging from hyaluronic acid (HA), calcium hydroxyapatite, polymethylmethacrylate (PMMA), and even Renuva (an allograft adipose matrix that stimulates your body to grow its own fat). The most popular would be HA since it’s fairly easy to use and reversible. We have men from all walks of life, from the mid-20s to the late 60s, who desire to have this procedure done.’
‘Other popular adjuvant treatments that complement dermal filler injections include botulinum injections in the scrotum and into the shaft of the penis to relax and give a fuller appearance of the scrotum and increase the flaccid length and size of the penis, respectively,’ Dr. Tsay continued. ‘Botox has been well documented to improve erectile dysfunction by relaxing the muscles of the vasculature, providing more blood flow to the penis. This is especially helpful for those who are not responding to prescription medications such as Viagra or Cialis. Injections of Botox targeting the Dartos muscle can also help certain men who have penile retraction, a condition that causes their penis to appear shorter than normal. Finally, regenerative treatments such as platelet-rich plasma (PRP) and exosomes are effective at helping patients who have erectile dysfunction.’
Conclusion
The field of male aesthetic treatments is rapidly evolving with growing acceptance and demand for subtle, natural-looking enhancements. Providers who can adapt to these changes and offer innovative, minimally invasive solutions will be well-positioned to meet the diverse needs of their male clients. The future of men’s aesthetics looks promising, with advancements in technology and a broader understanding of the current, changing and trending male beauty standards paving the way for continued growth and acceptance.
Written by Cindy J. Papp, contributing editor
Figure 1 © Dr Dayan
