Men are claiming the aesthetics space even as grooming is gaining prominence in their lives and procedures are becoming gender agnostic
Until recently, masculinity and aesthetics seemed to be oxymorons. However, young men in India are flipping the narrative as they are increasingly focusing on skin and hair like never before.
Changing Face
If you thought that aesthetic procedures are still women's territory, well, it is no longer true. Today’s males, particularly millennials and Gen Z, are looking for treatment with a preventive mindset. They are not looking for any dramatic change, but they certainly want to delay their signs of ageing, improve skin quality, and maintain fresh-looking, healthy skin. This is being treated as a part of a normal well-being and fitness plan for males today.
Dr Renuka Nalawade Rajale, Founder of My Dermat (Pune), India’s Age Reversal Specialist, says, “Men are mostly looking for subtle changes and not very dramatic changes; hence, they are opting for treatments for normal skin rejuvenation and collagen rebuilding. These are mostly lasers, RF treatments, microneedling treatments, and chemical peels. They are also interested in hair care innovations like growth factor PRP, exosome treatments, and non-surgical treatments like mesotherapy to improve and stimulate their follicle activity.”
The Lookbook
There is a good shift for body contouring procedures as well. They are more open to a daily skincare routine that emphasises mostly the barrier of health and anti-ageing, which is backed by science, and hence they are more open to using sunscreens and targeted serums for it. These trends are accelerating because there is a lot of younger working male population now. Dr Manisha Mareddy, founder of Shl-ok Dermatology & Well-ness, Hyderabad, says, “There is a shift in trend towards rejuvenation. Men are seeking more and more home care and early preservation. They are following the trend of subtle results to look natural and fresh. Freezing or exaggerating features is no longer desirable. Men are no longer limiting themselves to hair treatments. There’s increased interest in overall skin and hair care. Biostimulators, hydration boosters, Morpheus 8, and HIFU lead the way in male treatments. They are targeted treatments for contouring and preserving a youthful appearance.” These treatments improve skin quality and collagen content. Body contouring is another treatment where there has always been more interest from men.
Accessibility & Availability
The male aesthetics space is expanding too, and treatments with very low downtime that offer subtle changes are available, and men are lapping it up. As disposable incomes rise, it is not just in metro cities that are seeing demand, but also the Tier-2 and Tier-3 cities. Men are looking for treatments, especially hair treatments like PRP, exosome treatments and hair transplant surgeries.
Tome Menezes, founder and CEO of Neltrade Pvt Ltd and founder and CEO of Blue Stratos International, says, “These treatments range from daily topical applications (like serums, tonics, and shampoos) to nutrient-rich formulations that support hair strength at the root, improve scalp health, and help slow down the progression of thinning. They emphasise ingredients with scientific backing and minimal side effects, fitting effortlessly into everyday routines. Today’s men want solutions that work quietly and effectively without compromising their daily lives.”
Trending Now
This trend is expected to accelerate in India in 2026 as awareness about skin health and wellness continues to grow. More men are becoming conscious of their lifestyle choices and actively seeking ways to care for ageing skin, address photodamage, and build a healthy foundation, with the primary goal being simple yet powerful: healthy, glowing skin. “At the same time, male-focused aesthetics in both skin and hair are on the rise, with clinics and brands offering treatments specifically designed for men’s skin texture, hairline, and overall grooming needs. This personalised approach to male self-care is shaping a major trend for 2026, as more men embrace proactive, preventive, and subtle treatments to look and feel their best. Monthly facials are another cornerstone of men’s skincare. Beyond relaxation, they aid lymphatic drainage and natural lifting, while advanced technology used in facials ensures deep exfoliation and hydration,” says Dr Varshini Reddy, founder, and chief dermatologist, Glow Clinic.
Man Maintenance
Overall, men are gravitating toward treatments that improve skin health and appearance without looking artificial, emphasising prevention, maintenance, and natural results. The rise in male aesthetics is not about just the procedures. It is more of a broader cultural evolution. Grooming and self-care are now essential parts of well-being and self-investment rather than just vanity. There is a lot of digital awareness, accessible technology, and good aesthetic setups in India that are sure to drive the male-focused aesthetic and preventative treatment space in 2026.
