Why More Men Are Investing in Aesthetics Than Ever Before
For years, the skincare and aesthetics industry has been largely focused on women. But now we are seeing a major shift. More and more men are stepping into the treatment room, and they are not just dabbling. They are investing.
In 2024, men actually outspent women on nonsurgical aesthetic services and products. According to industry data, men spent an average of one thousand six hundred sixty one dollars annually, compared to one thousand four hundred nineteen dollars spent by women. On a per-visit basis, men also paid more, averaging six hundred fifty four dollars per appointment, while women averaged five hundred thirteen.
The Rise of the Male Aesthetic Client
As a licensed esthetician, I have noticed the change firsthand in my own treatment room. Men are not just booking more appointments. They are showing up with a real interest in taking care of their skin, asking thoughtful questions, and actually sticking to routines.
Since 2017, spending among male patients has steadily increased, with growth rates now outpacing women. This shift reflects a broader change in how men view self-care and grooming. It is no longer just acceptable for men to care about their appearance. It is becoming normal.
What is Fueling the Shift
So what is behind this surge of interest? A lot of it comes down to evolving social expectations. The conversations we are having around wellness, confidence, and mental health are changing the way we think about taking care of ourselves. Skincare is part of that bigger picture.
Social media and visibility have also played a role. Men are seeing more examples of other men prioritizing their appearance and taking control of how they age and feel in their skin. Whether it is acne, texture, sun damage, or just wanting to feel good, men are realizing that skincare is for them too.
How the Industry Is Responding
This shift is opening the door for more personalized treatments and options that speak directly to male clients. Brands are releasing skincare lines designed for simplicity and effectiveness. Providers like myself are tailoring treatments that work with the unique needs of men’s skin and their lifestyle.
At Lindsey Rapp Skin, I believe skincare should be personalized and pressure-free. Every facial or microneedling session is fully customized to support your goals. I see firsthand how impactful these treatments can be for men who are ready to invest in their skin health and appearance.
Looking Ahead
Men are no longer the occasional client. They are becoming a major part of the aesthetics community, and that is exciting. This is a space where everyone belongs, and great skin is something that should be accessible to anyone who wants to feel more confident in their own skin.
Ready to Start
If you are new to skincare or just looking to take better care of your skin, I am here to help. Book a customized facial or consultation and let’s create a plan that works for your goals, your lifestyle, and your skin. Skincare is not one size fits all, and it is never too late to start.
