Rise of the Well Groomed Man

For decades, aesthetic treatments were largely viewed through a gendered lens. Skin clinics, laser treatments, and injectables were often associated with women, celebrities, or anyone under the constant glare of cameras. Today, the goal is no longer striking cosmetic change; it’s all about looking refreshed, well-groomed, and confident.

FROM VANITY TO SELF-CARE

Dermatologists say the drift has been gradual but obvious. A growing number of male clients are seeking treatments that improve skin tone, texture and overall appearance, while maintaining natural features. Cosmetologist Dr. Jenovia Dawn Jung, COO and Co-Founder of KorinMi, says this transformation is visible in clinics today. While earlier visits were largely limited to acne remedies or hair-loss consultations, today more men are exploring skin-rejuvenation treatments, pigmentation correction, and preventative procedures.

“Nowadays, men are becoming much more conscious about their appearance and overall grooming. We actually see a higher number of male clients, especially for skin-brightening and skin-rejuvenation treatments. Currently, we are seeing a significant increase in men seeking aesthetic treatments for both skin and hair concerns. Among the most popular procedures are laser resurfacing treatments for the face and exosome therapy for hair restoration,” says Dr Jung, adding, “Many male patients primarily aim to improve skin texture, reduce tanning and uneven skin tone, and achieve a healthier, brighter complexion.”

MINIMALLY INVASIVE TREATMENTS

Another noticeable shift is the increasing acceptance of minimally invasive aesthetic procedures among men. These treatments are designed to enhance facial features subtly while maintaining a natural appearance. “Commonly requested minimally invasive procedures include Botox injections to soften forehead lines and frown lines, and dermal fillers to restore subtle facial volume and enhance facial definition, particularly around the jawline and under-eye area,” explains Dr. Aparajita Lamba, Consultant Dermatologist and Aesthetic Physician at Iksana Wellness, New Delhi.

Laser-based treatments, she mentions, have also become progressively popular among male patients. “These are commonly used to address concerns such as pigmentation, acne scars, uneven skin tone, and dull skin. Laser hair reduction is another frequently sought treatment, especially for areas like the beard line, neck, chest, and back, as it helps maintain a cleaner and more manageable grooming routine.”

AGE OF PREVENTIVE GROOMING

While the 30–50 age group still dominates the aesthetic market, dermatologists are seeing a noticeable rise in younger male clients exploring preventive treatments. Men in their late twenties and early thirties are increasingly opting for procedures that maintain skin quality and delay evident ageing. Laser treatments, skin-rejuvenation therapies, and low-dose Botox are often chosen as subtle preventative measures.

Dr Aisshwarya Panddit, Founder of AuraEdge Aesthetic & Wellness, has observed this change. “In the last few years, I have seen a very clear shift in how men approach grooming and aesthetic care. What was once considered niche or purely cosmetic is now increasingly viewed as part of overall self-care and professional presentation,” she describes. “Men in their late 20s and 30s are increasingly exploring treatments focused on skin quality, preventive ageing, under-eye rejuvenation, and facial structure enhancement.”

Adds Dr. Pandit, “Another interesting observation is that male patients usually prefer subtle, natural-looking outcomes. Treatments such as skin-rejuvenation procedures, regenerative therapies, and carefully calibrated injectables are becoming more common because they enhance skin health and structure without appearing obvious.”

THE ZOOM EFFECT

An additional factor behind this shift is the ubiquity of digital life. High-definition cameras, video meetings, and social media have made people more aware of how they appear on screen—sometimes referred to as the ‘Zoom effect’. Most men prefer procedures that help them look fresher and more rested, rather than noticeably altered. Dr. Rinky Kapoor, Co-Founder and Director, The Esthetic Clinics, explains, “The biggest shift in male aesthetics is the growing preference for non-surgical procedures that improve skin quality and slow visible ageing without requiring long recovery periods. Botox, hyaluronic acid fillers, laser resurfacing, skin-tightening treatments, and hair-restoration treatments like QR678®, are currently among the most requested procedures in clinics.”

Dr. Kapoor continues, “Many men are also opting for chemical peels and laser treatments that help improve skin tone, reduce pigmentation, and treat acne scarring. Rather than dramatic cosmetic changes, the focus is usually on looking fresher and well-rested.”

Pre-wedding glow

Pre-wedding grooming has also emerged as a fast-growing trend, with grooms seeking treatments months before their wedding to improve skin quality and overall appearance.

However, hair loss remains one of the most common reasons men seek dermatological advice.

Treatments such as PRP therapy, medical management for hair thinning and hair transplantation are widely used to slow hair loss and improve scalp health.

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