More men are choosing cosmetic procedures as non-surgical treatments surge
New industry data shows surgical procedures for men rose 95% and non-surgical treatments 116% between 2018 and 2024, with younger men and some regions leading growth.
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By Torontoer Staff
The number of cosmetic procedures performed on men is rising fast, according to industry data released at a cosmetic medicine conference in Paris. Between 2018 and 2024 surgical procedures for men increased 95 percent, while non-surgical treatments such as injections, lasers and chemical peels climbed 116 percent.
Women still account for the majority of cosmetic work, but their numbers also grew: surgeries rose 59 percent and non-surgical treatments 55 percent over the same period. Men now make up about 16 percent of all cosmetic procedures, the International Society of Aesthetic Plastic Surgery data showed.
Who is driving the growth
Younger men are a major part of the increase. Market analysis presented at the IMCAS conference said, "Generation Z and Millennials are accessing cosmetic medicine much earlier than previous generations." The analysis added that the trend is particularly pronounced in the Middle East and Latin America, reflecting changing social norms and wider acceptance of aesthetic treatments for men.
This trend, which is particularly pronounced in the Middle East and Latin America, reflects a profound transformation of social norms and growing acceptance of cosmetic procedures by men.
IMCAS market analysis
What procedures men are choosing
Non-surgical treatments account for a large share of the rise. Injectables, including botulinum toxin treatments, along with laser procedures and chemical peels are increasingly popular because they require less downtime and lower up-front cost than surgery. The United States led global demand: in 2025 it held roughly 45 percent of the surgical market and 56 percent of global demand for botulinum toxin.
The appeal of non-invasive options helps explain the faster growth rates for men. Procedures that are temporary and repeatable fit with consumer preferences for less-committal aesthetics, and clinics report rising requests for subtle changes rather than dramatic operations.
Regional patterns and future projections
Geography matters. The Middle East and Latin America showed particularly strong uptake among men, while the United States remains the largest single market. Industry forecasts expect U.S. growth to moderate to about five percent per year through 2030, while the Asia-Pacific region is projected to grow around seven percent annually in that period.
Expert perspective
Laurent Brones, an IMCAS economic expert, framed the shift as a change in how aesthetics are consumed, saying the industry has moved from being elitist to consumer-driven over the last decade. His comment underscores how marketing, social media and broader acceptance have altered demand across age groups and genders.
We have truly entered a consumer-driven approach to aesthetics, whereas 10 or 15 years ago it was still considered very elitist.
Laurent Brones, IMCAS economic expert
Things to consider before booking a procedure
- Verify credentials: choose licensed clinics and board-certified practitioners.
- Ask for a thorough consultation, including risks, alternatives and realistic outcomes.
- Understand maintenance: non-surgical treatments often require ongoing sessions.
- Budget for follow-up care and potential complications, not just the initial fee.
- Consider motivation: clarify whether the change is for personal reasons rather than external pressure.
Rising demand among men changes how clinics market services and how practitioners discuss expectations and safety. For consumers, early access and a broader menu of treatments make aesthetics more approachable, but they also increase the importance of informed decision making.
As cosmetic medicine becomes more common among younger men and across more regions, patients should prioritise qualified providers and clear, realistic information about outcomes and risks.
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