While women continue to dominate the majority of injectable bookings, 2025 showed a marked change in how men are engaging with aesthetics.
A study conducted by energy-based device manufacturer Cynosure Lutronic also shows a 70% rise in aesthetic treatments among men, driven primarily by late Gen Z and early Millennial men aged 26-34.
This increase is spurred largely by changing public perception and societal conversation. Once taboo, today injectables are more openly spoken about – lessening the stigma and turning the category into one much more closely aligned with selfcare categories.
Related: The Rise of 'Brotox' and Why More Men Are Embracing Aesthetics
Indexed to a 2024 baseline, the number of men booking injectables on the Fresha platform in 2025 rose across North America (+13%), with particularly sharp growth across Europe (+76%), signalling a step away from one-off experimentation and towards more routine, results-led treatment plans.
Annabelle Taurua, beauty expert at Fresha, notes, "The rise in male participation in aesthetic treatments reflects a broader acceptance of self-care among men. More and more, we’re seeing men prioritise their appearance and wellbeing."
Botox remained the most booked injectable for men, holding its top position from 2023 to 2024, while fat-dissolving injections and regenerative treatments also gained traction. Rather than experimenting broadly across aesthetic categories, male customers appear to be identifying the treatments that work for them and returning to those consistently, increasing their commitment over time.
This evolution aligns with broader wellness trends identified by the Global Wellness Institute, which notes that consumers in 2025 are increasingly reframing aesthetic and self-care services as part of long-term health and confidence maintenance rather than one-off cosmetic interventions.
