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The desire to enhance our natural beauty is not a modern phenomenon. While the ancient Egyptians applied kohl and green shadow around their eyes primarily for practical reasons, there is evidence to suggest that the ancient Egyptian women also added red colorants to their cheeks and lips with the sole aim of changing their appearance. It seems that the trend of employing cosmetics to improve how we look is a human practice that dates back thousands of years. 

Furthermore, although female beauty has dominated fashion for decades, it was not so long ago that men were the real driver behind the trends and success of the industry. Indeed, it was Louis XIV who took inspiration from the shoes of the Persian cavalry to design the first leisurewear high heel which became popular among the men of the European ruling classes during the late 17th century.

Modern chemical and technological advancements mean that there are more makeup options and beauty treatments available than ever before, and the invention of the internet and the rise of social media have catapulted these products into mainstream media. With societies worldwide placing importance on remaining youthful, it is no surprise that products promising anti-aging effects are some of the most popular choices with consumers. Today, the global beauty market is booming like never before, set to have a market value of over $7.5 billion by 2025.

One of the latest drivers behind the continuing rise in value is the development of the modern male beauty market. The last decade, in particular, has seen men becoming more invested in their physical appearance with many using contemporary workouts and supplements to hone their muscles, and this trend is now working its way into the cosmetics industry too – partly fuelled by the focus on wellbeing and self-care that emerged during the Covid-19 pandemic. Discover the male beauty treatments that are currently the most popular and how you can introduce these into your repertoire in order to capitalize on this rapidly growing sector of the global beauty market. 

The Male Approach to Beauty 

Understanding what men want – and where this differs from what motivates women to buy cosmetics – is a key part of ensuring that your beauty business caters to all. In general, men are drawn to products and procedures which are fast, simple, and involve minimum upkeep. They also value treatments that are unique to their skin type and situation but do not want to be overwhelmed with a tidal wave of choices in the same way that women are when facing the endless array of products that populate the saturated female beauty market. 

Treatments in Demand

As with women, health and a youthful visage seem to be at the core of men’s desires when it comes to physical beauty and these two motivators divide the most popular beauty treatments for men:

Think Health

Following two years trapped indoors and staring into computer cameras and mirrors during the Covid-19 lockdowns, men are more conscious than ever about being and looking in good health. Manicures and pedicures for men are on the rise, mainly with a view to improving nail quality and indicating to others a desire to be well-groomed: it might be a good idea to invest in a new pedicure chair to keep up with the increased demand. Men are also beginning to see the value in regular facials to treat skin irritated by shaving or to get extractions, so make sure to offer some suitable options. In addition, moisturizing skin treatments for the face and body are proving particularly popular, as are long-lasting products designed to help locks and facial hair stay nourished.


As well as looking healthy and well-cared for, most men are also keen to stop or turn back the clock. Although men accounted for less than 10% of the cosmetic surgery procedures performed in the UK in 2020, the total was still double what it was a decade ago – and has continued to rise sharply – so it is a good idea to provide the latest surgical treatments such as facial fillers and Botox. Non-invasive treatments aimed and giving a more youthful appearance such as LED therapy, laser hair removal, and hair loss treatment are also common requests from men looking to indulge in beauty therapies.

Marketing Male Beauty

If you currently have a salon or are set up as a freelance beautician, make the most of this male groom boom by marketing your services to the men connected with your current client base. As this is an emerging market, you are well ahead of the game and well-placed to make your mark in male beauty as the trend is really taking off. Word-of-mouth recommendations from your customers will go a long way to encouraging male consumers to trust you, as well as exhibiting the processes and results of your treatments online using social media. You could also create a list of treatments purely designed for men to demonstrate your dedication to and understanding of male beauty.