The 9 Biggest Men’s Aesthetic Trends For 2024, According To Experts

The world of men’s wellness is opening up next year – and we’re coming along for the ride. Those who want to stay ahead of the curve can read on for our guide to the biggest men’s aesthetic treatment trends of 2024, with quotes from some of the industry’s leading professionals.

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The Biggest Men’s Aesthetic Treatment Trends Of 2024

Less is more, says next year’s wave of trends. Treatments will be geared towards more natural-looking results, with minimal changes beyond rejuvenation and a good ol’ polish. Sound like your thing? These are the men’s aesthetic treatment trends set to take over 2024:

Top Trends At A Glance

1. Brotox
2. Exosomes
3. Muscle Building
4. Microdosing
5. Laser Treatments
6. Hair Restoration Surgery
7. Bro-fhilo (aka Profhilo)
8. Jawline Filler
9. Y Facelift

1. Brotox

Keen to emulate the plastic-perfect face shape exhibited by Ryan Gosling’s Ken? You’re not the only one. ‘Brotox is a generic term used to describe Botox treatments specifically targeted towards men. It involves the use of Botulinum Toxin (or Botox) injections to reduce wrinkles and fine lines on the face,’ says Emma Wedgwood, an aesthetic nurse and founder of Emma Wedgwood Aesthetics. ‘There has been a noticeable increase in the number of men getting Botox treatments in recent years. The stigma surrounding cosmetic procedures for men is gradually diminishing, leading to a rise in their popularity.’

‘Several factors contribute to this trend,’ adds Dr. Tara Francis, an advanced facial aesthetician and founder of Enhance by Tara. ‘Men are becoming more conscious of their appearance and wellness, and societal norms are shifting to be more accepting of men seeking aesthetic treatments. The desire to maintain a youthful and refreshed look in a competitive job market could also be a motivator. The influence of media, including movies like Barbie, can also impact perceptions of beauty ideals. If such media portrays men undergoing cosmetic procedures positively, it might contribute to an increase in interest.’ Read more in our guide to Brotox here.

(c) Jaap Buitendijk, Warner Bros.

2. Exosomes

A beauty buzzword set to rule 2024, exosomes are nanoparticles that are secreted by every cell in the body and can carry messages from one cell to another. ‘Exosomes have regenerative abilities that are proving to be more effective than other methods currently available in the market, making them very popular in advanced aesthetics’ says Dr David Jack. ‘They work on injured or aging cells in order to repair them and can have greater benefits in skin rejuvenation, tissue repair and hair restoration. Plant-derived exosomes in the form of rose stem cell-derived exosomes are becoming very popular, providing a more ethical alternative to human cell-derived exosomes.

‘Exosomes are currently only approved for topical application to support skin at cellular level,’ he continues. ‘My preferred method of using exosomes is to create micro-channels through microneedling in order for products to get in deeper and become absorbed more effectively. They are super effective as a standalone treatment or can be combined with other energy treatments like Morpheus8 or Forma to enhance the desired results.’

3. Muscle Building

For men, 2024 aesthetics will be all about the body, says Dr Galyna Selezneva, one of London’s leading aesthetic doctors and a practitioner at Dr Rita Rakus. ‘Muscular strength is paramount when it comes to longevity and fitness, and we’re seeing more men than ever take a more roactive approach to maintaining appearance and enhancing their best features,’ she says. ‘This can all be accomplished with the help of non-surgical procedures such as EMsculpt Neo, a totally noninvasive, high-intensity electromagnetic energy and radio frequency treatment that provides muscle building and fat reduction results – with added benefit of skin tightening. It’s a treatment that also offers no pain and no downtime. It can be performed on 10 areas of the body, with abdomen and biceps being very popular amongst my male patients.’

(c) Nigel Msipa, Unsplash

4. Microdosing

It’s not just the men – more and more of us are after natural-looking, minimal results when it comes to aesthetic treatments. ‘There’s been a reduction on the number of patients coming for injections,’ says Dr Joney De Souza. ‘And when they do, the trend is to ask for treatments that will freshen up their appearance without “changing” features. With treatments like microdosing [the injection of multiple small doses of Botox], you can improve the appearance of skin without results being overly noticeable. In other words, you get more natural results.

5. Laser Treatments

Dr De Souza also predicts that men’s aesthetic trends will also drift towards laser treatments in 2024. ‘There has been an increase in requests for laser treatments too, as with this procedure there are no changes in facial volume and movement. Men are more interested in rejuvenating their appearance, and patients generally are now starting to build up their knowledge on lasers, recommendations and specific conditions.

‘You can bring treatments together for laser layering. I started this approach a few years ago, but now, with all the new technology the combination of lasers addressing all the different skin layers have been delivering significant skin improvements. You can use Ultherapy for tightening and lifting, Moprpheus8 for skin texture, lines and firmness and then Picosure for even skin colour, tone and pigmentation. This combined approach can be adjusted according to each patient, and sometimes other technologies can also be used to address individual needs or issues.’

(c) No Revisions, Unsplash

6. Hair Restoration Surgery

Hair loss effects around 6.5 million men in the UK, yet it still seems somewhat of a no-go talking point. This is set to change in 2024. ‘Once upon a time, hair restoration surgery was very much a taboo subject and something that was primarily something that older men had in secret,’ said hair transplant surgeon Mr Michael Mouzakis from The Private Clinic. ‘I am working hard to break taboos around this and to make people aware of the huge positive impact hair restoration can have for males and females of varying ages.

‘Hair restoration surgery can be an extremely effective option for people experiencing hair thinning and bald patches,’ Michael continues. ‘It involves minimal discomfort, and once the local anaesthetic has been administered it is generally pain-free. The procedure is usually performed in one day and you are able to go home straight after.’ Read more about hair transplant procedures with our guide here.

7. Brofhilo (aka Profhilo)

And then there’s Profhilo – or, for the boys, Brofhilo. ‘Profhilo is a highly effective anti-ageing injectable treatment based on hyaluronic acid,’ explains oculoplastic surgeon Dr Elizabeth Hawkes. ‘It is injected into predetermined points in the area of your choosing, which then boosts hydration and tightens the skin.’ Dr Hawkes tells us that improvements can be seen just one week after the first injection, with results taking full effect around a month after the second injection – and then lasting for about six months.

8. Jaw Filler

Men are also looking for treatments that give them more definition around the face. ‘One of the most popular requests I receive from male patients is they want a more chiselled and sculpted jawline,’ says Dr Yannis Alexandrides, plastic surgeon MD FACS and founder of 111 Harley St. clinic. ‘The easiest way to achieve this is by using dermal filler to create a sharper, defined jawline effect, which can also be injected in the chin area to add symmetry and balance to the face.’

9. Y Facelift

And finally, the last men’s aesthetic treatment we expect to see trend in 2024 is the Y Facelift. One of Dr Alexandrides’s specialties, the Y Facelift targets lax and loose skin in the lower part of the face, specifically the jawline and neck. ‘This is an area of concern for many men so an ideal face lift as it is less invasive than a regular facelift, with faster recovery time,’ explains Dr Alexandrides. ‘By lifting the platysma in the neck – the name of the band of fibrous tissue that covers the neck and chest – this procedure is ideal for those looking to target loose and sagging skin, platysmal bands (the vertical lines that form on the neck region over time) and excess fat on the neck and beneath the chin (informally referred to as a “turkey neck”).’

Featured image: Ahmed Zid, Unsplash