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What's trending in men's aesthetics

The demand for male aesthetics is at an all time high - our experts reveal the most-wanted treatments and skincare to book in for

It’s no secret that male celebrities including Robbie Williams, Joe Jonas, Simon Cowell and Gordon Ramsay are all fans of aesthetic treatments. Williams, Cowell and Ramsay have all spoken about having botulinum toxin and dermal fillers, while 34 year old Joe Jonas first started having Xeomin cosmetic injectables two years ago, on the scar between his eyebrows and to soften his frown lines.

But cosmetic enhancements are no longer just for men in the public eye: latest figures show that aesthetic treatments are becoming increasingly popular amongst men of all ages in the UK. A recent survey conducted by the British College of Aesthetic Medicine has shown a 70 per cent rise in men’s aesthetic treatments since 2021.

So, what’s driving this growing trend?  Research carried out by Rare Consulting shows that 52 per cent of UK men report that improving their self confidence is the most important factor when deciding to get a treatment.

This is followed by men who want to slow down or reverse the ageing process (35%), to look their best for a special occasion or event (31%), or to look good for a holiday (28%). The rising pressure to look a certain way in the workplace is also an important consideration for 23 per cent of men who have treatments to ‘freshen up’ their appearance.

Amongst younger men, a third are having treatments to improve their appearance in line with the insta-ready culture. “Until fairly recently, the industry has traditionally been more focused on female treatments,” says EV Expert Balsam Alabassi, Founder of DermRefine Skin Clinic and author of the ebook: Skincare for Men.  “Now, as a result of social media and the explosion of video calls in the workplace, more men are having treatments to rejuvenate and enhance their looks.”

Interest in male skincare is also growing: the latest research by Cosmetics Business shows that the number of Google searches on ‘skincare for men’ has grown by 214 per cent since 2016. The data also shows that 56 per cent of men have a skincare regime and a further 13 per cent are expected to increase their beauty spending this year. So, what are the most popular treatments and skincare right now?


'Brotox' is currently the most popular treatment for men. The term 'brotox' (bro/boy botulinum toxin) describes botulinum toxin injections that are specifically targeted at men.

“It can be used along the jawline for a more snatched look or to improve a gummy smile, soften 'smoker’s lines', and give lips a bit more volume without adding dermal filler,” says Amish Patel, Aesthetics Practitioner and Skincare Expert at Intrigue Cosmetic Clinic. “Common areas of concern amongst mature men include deep forehead lines and wrinkles, frown lines and crow’s feet.”

'Brotox' is also a go-to treatment for Gen Z males, who are increasingly influenced by the the trend for ‘camera-ready,’ youthful-looking skin.

Jawline Contouring 

Dermal filler can be used to create a stronger, more chiselled jawline.  “As we age, our faces lose volume, jowls appear, and the jawline loses definition,” says Patel.  “Enhancing the jawline with fillers can help redefine the jawline, and when combined with chin filler, it can create a firmer, more defined profile.”  

A skilled practitioner will inject filler in strategic points (eg: the side of the jaw and chin) to enhance natural bone structure. It’s important to find a reputable, experienced practitioner for the best results.

Dermal filler for lines and folds

Men have a natural advantage that their skin tends to be tougher, so the visible signs of skin ageing tend to be slower. But, as they get older, collagen loss still occurs, causing deep wrinkles and sagging. Dermal filler can be used to restore volume, fill in wrinkles and folds and help provide definition.

“Treating nasolabial folds (nose-to-mouth lines) and marionette lines can often make a massive difference to an ageing face in just half an hour,” says Patel.  “The beauty of dermal fillers is that the results are instant, and they get better over the weeks that follow. The eight-point 'liquid facelift,' which involves multiple injections of dermal fillers and is customised to a client’s face and needs, is a popular choice with male and female clients because it tackles all the above areas to refresh the face, resulting in a more youthful appearance.”


The most sought after facials for men are those that address common male skincare concerns such as clogged pores, acne, uneven skin tone, rough and irritated skin. “Men’s skin differs from women’s due to biological factors like hormones and genetics,” says Alabassi. “Higher testosterone levels are linked to increased sebum production which often results in oily skin, clogged pores and acne. Sunlight and pollutants also impact men’s skin health.”

Facials that deep cleanse, exfoliate and clear blocked pores will help to brighten skin and keep blemishes under control. “The Dermapen 4 microneedling facial with exosomes can help with acne, scarring, rosacea, hyperpigmentation and rejuvenation, and is one of our most popular facials among male clients right now.”

Skincare picks for men

ZO Skin Health Complexion Renewal Pads
These fuss-free pads contain salicylic acid to remove dead skin cells as well as dirt and oil from pores.

iS Clinical Sheald Recovery Balm 
An antimicrobial, reparative formula ideal for post shaving to soothe the skin.

iS Clinical Retinol+ Emulsion 
Contains botanical retinol and antioxidants to brighten, refresh and boost overall skin condition.

CurrentBody Skin LED Face Mask
This best-selling light therapy face mask has been clinically proven to reduce wrinkles in just four weeks.
AlumierMD Acne Clarifying Cleanser 
A gentle, yet effective cleanser with salicylic acid which penetrates pores and calms skin while controlling acne.

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