Beyond the Beard: Why More Men Are Investing in Aesthetics

I was recently chatting with a friend who looked both amused and slightly annoyed. She said, “You know, my skincare products keep moving around in the bathroom. And they are disappearing faster than usual. I think my husband is using them.”
My response? An enthusiastic, “That’s great! There’s nothing sexier than a man who takes care of himself.”
She gave me a curious look and asked, “Does your husband do treatments too?”
Without hesitation, I said, “He does! Honestly, he probably takes better care of himself than I do. He’s religious about his skincare routine!”
That conversation got me thinking about men, self-care, and the quiet revolution that’s been unfolding in men’s aesthetics.
Men taking an interest in their appearance isn’t new. After the 2008 recession, I noticed a significant increase in men getting aesthetic treatments. Time Magazine even published an article crediting the surge to older men trying to stay competitive in a tight job market.
Since then, the movement has continued to grow, but this time for different reasons. According to a study by Miraval and Studylogic, interest in self-care among men has increased by more than sixty percent. 
But despite this growth, men still face some major barriers when it comes to self-care.  One of the biggest challenges? Gender norms.
Traditional expectations of male independence and self-sufficiency can make men feel like they aren’t “supposed” to prioritize self-care. And even when they want to, they often face the same hurdles many women do: guilt and time.
These are two of the most common barriers I hear every day in the clinic. Many of our female clients are moms and working professionals, so carving out time for themselves is hard enough. Then, when they finally do, it is compounded with guilt.
And truthfully, I get it. Even working in aesthetics, I have to schedule my own selfcare or it simply doesn’t happen. When you are tired at the end of the day, it’s so easy to say, “I’ll do it tomorrow.” And then tomorrow becomes next week… and then next month… you get the idea.
With all this in mind, I decided to do a little informal research and asked our clients at Ananya Aesthetics about their experiences.
What did I learn?
Apparently, secret skincare raids are a real thing!
Many women admitted their partners “borrow” their products, or occasionally ask about what something does (“Hey, what’s this stuff for?”). Clearly, the interest is there.
Even better, every single woman said she loves seeing her partner take care of himself. Not only does it reflect his self-respect and commitment to his health, but it also brings a noticeable boost in confidence and energy that positively impacts the whole family.
When I spoke with our male clients, about forty-five percent  admitted they prefer to keep their treatments on the DL (do people still say that?). Their partners usually know, but they would rather not tell coworkers, friends, or even family.  This is typically often because someone made a negative comment once. The rest of our male clients? Totally open about it.
And that got me wondering: what else keeps men from coming in? And what kinds of treatments are they actually getting?
A big concern among men, especially those considering injectables, is looking too “feminine” or “overdone.” And honestly, I completely understand that fear.
The truth is, men and women are injected with different intentions.  There are distinct techniques for achieving a more masculine, feminine, or androgynous look. A skilled and experienced provider not only takes all of this into account but also one's facial anatomy, proportions, and even ethnicity to create results that look balanced, natural, and authentic to each person.
And that’s exactly why so many men trust us at Ananya Aesthetics.  We understand those nuances and deliver results that align with their goals, not a one-size-fits-all aesthetic that is typically taught.
It’s clear that men want to take care of themselves. Sometimes they just need a little nudge, whether it’s from their partner, a friend, or even curiosity sparked by a social post.
Recently, one of our clients booked an appointment for her partner who was bothered by under eye hollowness. He turned out to be a perfect candidate for PRF gel or dermal filler.
So are men being “pushed” into treatments, or simply encouraged after expressing interest? I think it’s the latter. It’s more about support than pressure. And interestingly, I have found that when couples invest in selfcare together, it often strengthens their relationship. It’s not about vanity; it’s about shared commitment. Showing up for yourself and for each other.
Of course, not every man comes in with a partner. Many of our male clients are single or simply booking for themselves.
A popular choice of treatment is microneedling.  Whether they are treating acne scars or just improving texture, every man I’ve treated for microneedling has loved the results. The only “complaint?" The brief downtime. One of my clients is an avid golfer.  His only grumble is having to stay off the course while his skin heals. Yet he keeps coming back, which tells me the benefits far outweigh the sacrifice.
Another great example? Unwanted hair. For many men, it’s as simple as cleaning up the beard line so they no longer have to shave stragglers on their cheeks or neck.
Fun fact: one of my husband’s favorite treatments is our Confidence Laser. He originally started it for beard cleanup, but now it’s his go-to for maintaining an even tone, minimizing pigmentation, and keeping his skin glowing.
The Confidence Laser has become a favorite among our male clients. As hormones shift with age, many experience changes such as increased hair growth in new areas (like the ears), as well as acne, rosacea, and hyperpigmentation. The best part? No social downtime.
Recently, my partner, Nikhil and I went to an Alice in Wonderland themed event at the Magic Castle. Everyone kept complimenting him on how incredible he looked. He even did his own makeup! When people were so impressed by this (as well as how detailed his costume was), he laughed and said, “When I’m in, I’m all in.”
That statement stuck with me because that is exactly how many of our male clients are. Once they decide to commit to selfcare, they are all in. The curiosity is growing, the stigma is fading, and confidence is becoming the new power move.
Still, taboo remains, but I believe the only way to change that is to keep talking about it.
So, whether on their own or with that gentle (or maybe not-so-gentle) nudge, what are men coming in for? Honestly...almost everything!
Some want to restore volume or structure, others target acne, uneven skin tone, or unwanted hair. Whatever the goal, our team designs a personalized plan that considers not just results, but lifestyle.
Because the truth is, the best treatment is the one an individual will actually stick with. Consistency creates results and results build confidence.
November is Men’s Health Awareness Month, a time to spotlight men’s physical, emotional, and mental well-being. And yes, that includes selfcare in all its forms.
Because when men take care of themselves, inside and out, it shows. They show up at work, at home, and in life with more confidence, energy, and authenticity.
So let’s keep encouraging the men around us to embrace selfcare without hesitation or stigma. The conversation has already started; now let’s make it part of everyday life.
After all, a little skincare theft might just be the start of something wonderful.