The number of cosmetic procedures performed on men worldwide has nearly doubled in less than a decade, highlighting a significant shift in attitudes toward aesthetic medicine, according to new data released Thursday.
Figures presented at the cosmetic medicine industry’s annual IMCAS conference in Paris show that surgical procedures for men increased by 95% between 2018 and 2024, based on analysis from the International Society of Aesthetic Plastic Surgery (ISAPS). Non-surgical treatments—including injections, laser therapies and chemical peels—rose even faster, climbing 116% over the same period.
By comparison, cosmetic surgeries among women increased by 59%, while non-surgical treatments rose 55%, underscoring a faster growth rate among male patients.
Industry analysts said the trend is particularly strong among younger men, as well as in the Middle East and Latin America. According to market research shared at the conference, Generation Z and Millennials are seeking cosmetic treatments at earlier ages than previous generations, reflecting evolving social norms and greater acceptance of aesthetic procedures for men.
“This trend reflects a profound transformation of social norms and a growing acceptance of cosmetic procedures by men,” the analysis noted.
Despite the rapid growth, men still account for only 16% of all cosmetic procedures globally, suggesting significant room for further expansion.
Laurent Brones, an economic expert with IMCAS, said the industry has undergone a fundamental shift. “We have truly entered a consumer-driven approach to aesthetics,” he told AFP. “Ten or 15 years ago, cosmetic medicine was still considered very elitist.”
The United States continues to dominate the global cosmetic market, accounting for about 45% of overall demand in 2025. It also leads in non-surgical procedures, representing 56% of global demand for botox treatments, which temporarily reduce the appearance of wrinkles.
However, growth in the U.S. market is expected to slow to around 5% annually by 2030. In contrast, the Asia-Pacific region is projected to see stronger expansion, with cosmetic procedures forecast to grow by roughly 7% over the same period, reflecting rising demand and increasing accessibility across the region.
