by Xinhua writers Zhao Jiasong, Larry Neild
LONDON, Aug. 22 (Xinhua) -- Andrew Evans, a 42-year-old banker, accompanied his wife into a medical aesthetics clinic located at a shopping mall in central London. While his wife went for her usual skin care treatment, he tried something new for the first time: hyaluronic acid injections to fill his smile lines.
Industry experts believe that in recent years, men like Evans have increasingly walked into aesthetic clinics in Britain, mostly inquiring about non-surgical treatments. What was once a niche field dominated by invasive cosmetic surgery is now reaching a broader male clientele who prefer personalized and minimally invasive solutions.
The global male aesthetics market grew from 5.91 billion U.S. dollars in 2024 to an expected 6.34 billion dollars in 2025. It is expected to continue growing at a compound annual growth rate of 7.51 percent, reaching 9.14 billion dollars by 2030, according to a recent report released by consultancy 360iResearch.
In Britain, the proportion of male clients opting for treatment without a cut is steadily rising in line with the global trend, but the sector still faces obstacles from tariff-related challenges.
CLEAR GOALS AND PERSONALIZATION
Evans said he works in a highly stressful industry. He underwent a hair transplant in the past, and he felt that undergoing such treatments could give him greater confidence. So, on his wife's suggestion, he had his first try.
"After the procedure, I followed the doctor's advice to adjust my diet, reduce sugar intake and cut down on drinking. It felt like a kind of self-discipline, helping me move closer to my ideal lifestyle," he said.
The 360iResearch report pointed out that among the male customers, seniors represent a growing cohort interested in comprehensive rejuvenation, a treatment approach that combines surgical and non-surgical methods to address facial aging. Younger patients increasingly access treatment for acne scars or hair removal under professional supervision.
"Male patients tend to be very outcome-focused, but they want subtlety and discretion. Surgery can feel too extreme for many men. Non-surgical treatments appeal because they can achieve natural improvements with very little downtime," Jen Vittanuova, one of the key opinion leaders with the Joint Council for Cosmetic Practitioners, told Xinhua.
"Traditionally, men would only consider aesthetic treatments in their forties or fifties when deep lines or sagging skin pushed them to act. Now I regularly see men in their twenties and thirties who are interested in preventative Botulinum Toxin, jawline definition, skin boosters, and laser treatments for skin quality," she said.
Min Fang, founder of the London-based Pureskin Medical Cosmetics Clinic, which only offers non-surgical treatments, said that men account for around 20 percent of her patients, with "high loyalty to the clinic," as "if they came once, they would usually come again."
As a doctor with 10 years of experience in the sector, Min said that middle-aged professional men and clients in the financial industry are particularly stable groups, pressured by both workplace demands and social expectations regarding appearance.
Compared with women, men care more about "overall grooming" and "contour adjustments," the doctor observed. Some men choose Botox injections to slim the jawline, and others for minor fillers to soften smile lines. Clients with a history of acne or scars prefer targeted treatments, while energy-based facial lifting is also increasingly popular.
"Some male clients don't come on their own initiative -- they are brought in by their wives to try it out," Fang added. For male consultations, she noted that men's demands are often more personalized, with clear goals, and they prefer "small, repeated, subtle adjustments."
"They want to feel a difference themselves without others noticing, and this natural, imperceptible change is what male clients pursue," she said.
MARKET SURGING WITH CHALLENGES
The beauty and personal care industry makes up 1.1 percent of Britain's entire GDP, a total contribution of 30.4 billion pounds (40.8 billion dollars) in 2024, including 14.5 billion pounds (19.4 billion dollars) of Britain's GDP through its supply chain and employee spending, according to the British Beauty Council's Value of Beauty 2025 report released in July.
"The sector grew significantly faster than the overall UK economy, and is supporting a growing share of the country's GDP, jobs and tax revenue," said Vasilis Douzenis, an expert at Oxford Economics.
According to the 10 Years of Spend report of the British bank Barclays in June, male spending in a broader category of beauty, health and pharmacy has increased by 58.1 percent since 2020, outpacing the 45.7 percent growth in women's spending in this area.
However, research warned that the U.S. tariffs can have an impact on the cost structure of supply chains and strategic adaptations of aesthetic treatments in the male aesthetics market.
The implementation of tariffs by the United States in 2025 has caused notable results for the male aesthetics sector. "As tariffs on imported energy-based devices, specialized consumables and certain biocompatible materials went into effect, manufacturers and providers faced elevated input costs," the 360iResearch report said.
To stay competitive, several enterprises partnered with local device assemblers and raw-material suppliers, cutting logistics times and limiting exposure to tariff swings, the consultancy compiling data from countries including Britain said.
"Clinics that previously relied on cost-efficient imported equipment were compelled to make strategic choices between absorbing added duties or passing them on to patients," it added. ■
