Trend Alert:: The Rise & Rise of Male Aesthetics


With men nowdays putting more stock in their appearance, the aesthetics and anti-ageing market is no longer seen as a ‘women’s only’ commodity – which is evident from the sharp increase of men undergoing aesthetic procedures. Dr Anushka Reddy explains why…

Every aesthetic doctor can agree that the faster growing group of cosmetic surgery patients are men. In the US, data shows that since 1997, there has been a 273% increase in the number of procedures performed on men.

In South Africa, we are seeing more male patients interested in facial non-surgical procedures. A lot of men tell us that the frown lines between their eyes have become a permanent feature, and even though they are not, people often tell them that they look permanently stressed or stern.

Traditionally, men’s ageing is more gradual and more accepted than women’s. Their wrinkles are referred to as character lines, while their grey hair makes them look more distinguished. But what happens when they reach an age when those lines deepen, when they develop droopy eyelids, their hair thins or that strong rugged jawline softens?

What about feeling guilty about drinking a cold beer, or enjoying their favorite bacon and egg breakfast when fat rolls start shaping on their bellies? Not surprisingly, they start to lose their sense of self and their self-esteem decreases.

The modern man

Nowadays, most men take as much pride in their physique as women do – they are more cosmetically conscious, so we should not underestimate the impact it has on their state of mind and ambition. We can say that cosmetic procedures are viewed by men as a way of self-enhancement, the same way as eating well, going to the gym or wearing nice clothes. Why go to all the bother of shaving, perfuming and wearing the best suit, when the bags underneath the eyes leave you looking knackered – regardless of how much sleep you’ve had?

Corporate aesthetics

The growing number of male cosmetic surgery procedures is not solely due to men wanting to look more attractive for women. A group of men that is more prone to book an appointment for a non-surgical procedure is the highly driven male corporates hoping to get ahead of the game in this competitive job market. They enjoy the feeling of having control over their appearance, as well as their careers.

They reason that if they look younger and fitter, they will be considered worthy contenders alongside – and even above – their younger counterparts. And in the current corporate environment, where people are working longer and later in the day, some men feel the need to eradicate signs of ageing from their face and body in order to keep up with the longevity of their careers. But cosmetic procedures aren’t just for men in their 40s and older.

Even men in their late 20s and 30s who are starting to see some changes on their face, opt for non-surgical facial procedures that create noticeable results. Not only do these men embrace aesthetic treatments, but usually have no qualms talking about it.

There is a lot that a man can do from an aesthetics point of view without compromising on his masculinity. Highly qualified aesthetic doctors are able to provide subtle, natural results, so that family and friends will just comment how well patients look, rather than “what have you had done?!” For example, botulinum toxin and fillers can offer tremendous improvements with minimal downtime. The results of cosmetic surgery procedures are often subtle – perfect for treating those stubborn wrinkles and droopy eyes.

What men want

Men are additionally more comfortable trying procedures that won’t require too much time, aren’t invasive and have minimal side effects. Here are the five most popular male cosmetic treatments:

  • Botulinum toxin injections between the eyes, on frown lines, on smile lines, and on crows’ feet
  • Chemical peels to reduce pore size, treat oily and rough skin and give a healthy looking complexion
  • Dermal fillers to reduce the appearance of nose to mouth lines
  • Dermal fillers to add volume to the chin and cheeks
  • Dermal fillers in the jaw for increased jawline definition an to reduce their double chin
  • Thermavein to reduce facial redness and veins on the face

Non-surgical procedures can’t cure bad habits or bad living. But it can help tackle the effects of anti-ageing. Male aesthetics is its own category – and a little gentleman grooming in the right hands can go a long way.

A2 Disclaimer: This article is published for information purposes only, and should therefore not be taken as an endorsement or advertisement for any product or medical treatment –  nor should it be regarded as a replacement for sound medical advice. 

Issue 22 – June 2017 (Winter)

This article was written by Dr Anushka Reddy and edited by the A2 team EXCLUSIVELY for the A2 Aesthetic & Anti-Ageing Magazine June Winter 2017 Edition (Issue 22). 

A2 Magazine prints only four magazines each year – reporting seasonally on everything you need and want to know about aesthetics, anti-ageing, integrative medicine, quality and medical skin care, cosmetic dentistry and cosmetic surgery in South Africa – where to go, who to see, what to expect, something new and so much more! Never miss an edition – click here for more info about where you can buy the print and/or digital copy of A2 Magazine (including back copies).

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About Author

Rochelle Friedman

Rochelle is co-owner of A2 Aesthetic & Anti-Ageing Magazine - she looks after A2's Blog and the Sales & Marketing for the A2 Magazine. Follow her on twitter by clicking the birdy on the top right of this block.

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