Why Men Are Driving the Growth in Aesthetic Treatments — and What They Want

For years, cosmetic treatments were viewed as something only women pursued. That’s no longer true. In my practice at Iteld Plastic Surgery, I’ve seen a steady rise in the number of men seeking aesthetic procedures. They aren’t looking for dramatic makeovers—they want subtle, natural improvements that help them look as confident as they feel.

Why More Men Are Saying “Yes”

Confidence, not vanity. Looking more put-together changes how men feel and how they are perceived. A smoother brow, brighter eyes, or a sharper jawline signal energy and capability—without looking “done.”

Self-care, upgraded. Men increasingly view aesthetics—like fitness, nutrition, and sleep—as part of a modern wellness routine that helps them show up as their best self at every age.

The right tool for the job. Options now range from subtle in-office refreshers—like muscle relaxers, fillers, and Universkin—to more definitive surgical solutions such as eyelid or brow lifts, facelifts, liposuction, gynecomastia surgery, and body contouring. That flexibility lets men choose what fits their goals and timelines, whether they want a quick boost before a big event or a long-term transformation. Every plan is personalized, discreet, and designed for masculine anatomy to keep results authentic and long-lasting.

Whether you’re considering a subtle in-office refresh or a surgical procedure, Iteld Plastic Surgery offers a personalized solution designed for you.

What Men Are Looking For

Natural results. Most men don’t want anyone to know they’ve had a treatment done. The goal is to look rested and strong, not different.

Top nonsurgical choices:

• “Brotox” (Botox, Dysport, Daxxify): Botox may be the best-known option, but it’s not the only one. Dysport can be ideal for certain areas, and Daxxify offers longer-lasting results. These treatments smooth forehead lines and crow’s feet while preserving your natural expressions.
• Dermal fillers: A strong jawline and balanced features are key to a masculine look. Fillers such as Restylane®, Radiesse®, the Juvéderm® family, and the RHA® Collection can enhance structure, restore volume, and refine contours. When placed with precision, they create results that are natural, strong, and distinctly male.
• Skin treatments: Sun damage and uneven texture are common concerns. Treatments like laser resurfacing, microneedling, and Universkin (a customized medical-grade skincare system) restore healthier, clearer skin and maintain long-term results.

Surgical Options on the Rise

When men want more dramatic, lasting results, surgery is often the right choice. The modern techniques I use are designed for male anatomy to keep results natural and discreet.

• Eyelid surgery (blepharoplasty). By removing excess skin and fat, I help restore a more rested, alert look that makes a big impact without changing the character of your eyes.
• Brow lift. A heavy or low brow can read stern or fatigued. Lifting the brow line and smoothing forehead creases restores a more open, approachable look while preserving masculine definition.
• Facelift. Tailored for male facial structure, a facelift reduces lower-face laxity, redefines the jawline, and softens deep folds. Contemporary approaches avoid the “pulled” look and keep results natural.
• Liposuction. Even with consistent workouts, stubborn areas—abdomen, flanks, “love handles”—can resist change. Liposuction creates sharper, leaner contours and restores balance to your body’s proportions.
• Gynecomastia surgery. Reduces enlarged breast tissue and sculpts a flatter, firmer chest. Many men report renewed confidence in fitted shirts and at the beach.
• Body contouring. Beyond fat removal, targeted contouring refines the muscle definition of the abs, chest, and more—enhancing the athletic structure you work for in the gym.

Why This Trend Isn’t Slowing Down

Men are more open than ever about wanting to look their best. Just like women, men want to age well and present their best selves in every setting—professionally, socially, and personally. With today’s wide range of options, I can tailor treatments to deliver results that fit your goals, timeline, and lifestyle.

Invest in your Appearance

Investing in your appearance is about confidence, self-care, and showing up the way you want to be seen.

Ready to take the next step? I invite you to schedule a confidential consultation with me at Iteld Plastic Surgery. Please contact one of our patient coordinators at [email protected], call us at 312.757.4505 , or use our convenient contact form. Together,  we’ll create a plan to achieve results that are strong, natural, and true to you.

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