The New Masculine: Redefining Male Aesthetics

Aesthetics is no longer the exclusive domain of women. Today, men are stepping into the world of beauty and wellness with confidence, redefining what it means to be masculine. The rise of The New Masculine marks a significant shift in the aesthetics industry, where traditional gender norms are being challenged, and men are finding new ways to express their individuality through aesthetic treatments.

In the past, male beauty was often confined to grooming or fitness. But now, men are exploring a wider range of aesthetic options, from injectables to skincare treatments, to achieve a look that reflects their personal style. Whether it’s a chiseled jawline, a youthful complexion, or body contouring, men are embracing treatments that enhance their appearance without compromising their masculinity.

In markets like the Middle East, where appearance plays a significant role in social and professional life, men are already well ahead of this trend. According to Dr. Lana Kashlan, men in the UAE take pride in their looks, often opting for facial injectables and laser treatments. In contrast, in Western markets like the U.S. and U.K., there’s a growing acceptance of male aesthetics, with men seeking treatments to stay competitive in the workplace or to enhance their confidence in social settings.

The key to this trend is choice. As gender conventions loosen, men are feeling freer to explore aesthetic treatments that suit their personal desires, whether that’s subtle skincare or more noticeable enhancements. Dr. Jonquille Chantrey, a leading aesthetic surgeon in the UK, has observed that men in leadership positions are particularly drawn to treatments that help them stay fresh and sharp in a competitive environment.        

This trend is not just about aesthetics; it’s about empowerment. Men are redefining masculinity by taking control of their appearance, proving that caring about one’s looks is not only for women. The New Masculine is about freedom of choice, where men can look and feel their best, on their own terms.

Source: The Future of Aesthetics, Allergan Aesthetic Report, March 2024 (ALL-AGNA-230091)