Male aesthetics is an increasingly important and underserved segment in the industry, with growing interest in aesthetic treatments among male patients. In 2023, men spent an average of $1,678 on non-surgical aesthetic treatments and products — more than the $1,357 average for women — with higher average per-visit spend as well ($732 vs. $524) (Qsight/Guidepoint data, cited via MedEsthetics, 2026). Meanwhile, the supply side, from marketing to treatment menu design to sales enablement, hasn't caught up yet.
Why this segment has been underserved
Aesthetic medicine marketing, treatment menu design, and even consultation language have historically been built around a female patient default. That's left a real gap: male patients interested in treatment often encounter marketing, office environments, and consultation approaches that weren't built with them in mind — and many simply don't seek treatment as a result, not because they lack interest, but because the on-ramp doesn't feel designed for them.
What male patients are actually seeking
Growing interest in non-invasive aesthetic treatments among men creates an opportunity for practices to evaluate how their existing non-invasive treatment offerings can address male patient goals. Male patients may prioritize subtle, natural-looking outcomes and convenient treatment options with minimal disruption to their routines. For practices already offering non-invasive RF-based treatments, this can create an opportunity to position existing capabilities around male patient goals more broadly — a natural extension of the portfolio thinking covered in why non-invasive devices are driving growth in aesthetics.
The opportunity for practices
Practices willing to build male-specific marketing, consultation scripts, and scheduling options may be able to differentiate themselves in a patient segment that remains less heavily targeted than traditional aesthetics marketing.
The opportunity for distributors
Distributors can capture this early-mover advantage by helping accounts build male-specific sales and marketing materials, highlighting device capabilities most relevant to male patient goals in account conversations, and flagging this segment proactively to accounts that haven't yet built a male-focused offering — most haven't, which is exactly the point.
Getting ahead of the curve
The practices and distributors treating male aesthetics as a genuine growth segment now — rather than an afterthought to an existing menu — will have a real head start once broader awareness and demand catch up, which based on current trend data is likely to happen faster than the industry's marketing has.
The bottom line
Male aesthetics isn't a niche add-on anymore — it's an underserved segment worth building for now.