Botox, fillers, and jawline sculpting are no longer whispered about behind closed doors. Once the preserve of Hollywood actors and high-powered executives, aesthetic procedures for men are becoming mainstream – not only in cities like London and Los Angeles, but increasingly across the Middle East.
According to Dr Yannis Alexandrides, founder and medical director of 111 Harley St., the shift is undeniable:
“There has certainly been a rise in male patients seeking non-surgical treatments – and a shift in cultural attitudes. Across our non-surgical treatments, approximately 30% of patients are now male.”
He says the increase is particularly noticeable among clients from the Gulf:
“I have seen a surge in demand with men from the Middle East at my clinic, 111 Harley St. I would attribute this to men being more socially aware. The availability of these treatments also plays a part in this increase in popularity, as does the fact that these procedures have little to no downtime; and can be carried out discreetly.”
A Global Shift in Grooming Norms
Men now represent a growing slice of the aesthetics market. According to the International Society of Aesthetic Plastic Surgery (ISAPS) Global Survey 2023, men accounted for 14.3% of all cosmetic surgical procedures performed globally – a steady increase over the last decade.
Botox remains the top non-surgical procedure for men. The American Society for Aesthetic Plastic Surgery (ASAPS) reports that over 470,000 Botox treatments were administered to men in the U.S. in 2023, a rise of more than 400% compared to two decades ago.
In the UK, private data from Harley Street clinics indicates that between 20% and 30% of non-surgical aesthetic patients are now men, with the percentage climbing in urban clinics post-Covid.
Middle Eastern Men: From Taboos to Treatments
The rise is even more pronounced in the Gulf. According to Astute Analytica, Saudi Arabia’s aesthetic medicine market was valued at $789.9 million in 2023, and is projected to reach $1.88 billion by 2032. While women still dominate the sector, male patients are fuelling much of the recent growth.
Clinics in Dubai and Riyadh report that men now account for up to 30% of patients, according to coverage by Al Arabiya English and Arab News. The most sought-after treatments are the non-invasive options with zero downtime.
Dr Yannis confirms that many Middle Eastern men are pursuing treatments tailored to common concerns in the region, with dark circles under the eyes among the most frequently raised:
“The most common concerns I see from male patients from the Middle East are dark circles under the eyes that give them a tired appearance, pigmentation problems, acne scarring, and localised fat deposits. For this reason, many of our non-surgical treatments at my clinic prove popular for these patients. For example, polynucleotides can be used to very effectively treat the under-eye area.”
“Male patients often have the desire to look refreshed, without the obvious signs of an aesthetic procedure. Treatments that help achieve a polished, youthful appearance help them feel more confident in competitive professional environments.”
What Men Are Actually Getting Done
Whereas female patients might focus on lip plumping or cheek contouring, male clients tend to opt for structure and subtlety.
“Concerns often include jawline definition which can be improved with dermal filler; and age-related concerns such as fine lines and wrinkles that can be treated with Botox or laser treatments,” says Dr Yannis.
“At 111 Harley St., we also see men seeking more advanced therapies such as Exosomes for skin rejuvenation – the downtime is minimal, and the results are incredibly natural which are factors men consider when looking at treatment plans.”
From Stigma to Self-Care
According to the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS), more than 60% of surgeons reported an increase in male patients under 40 in 2023 – a sign that millennial and Gen Z men now see cosmetic procedures as part of their wellness routine.
Dr Yannis agrees:
“I have noticed that the younger generation do not consider there to be a stigma surrounding these treatments, to the contrary, they consider them to be part of their self-care routine. They like to be informed about the treatments, and have expert care to ensure, not only the results they desire, but also the safety of the treatment.”
The pandemic accelerated this openness.
“There has been a significant cultural shift in recent years, which has accelerated since Covid, especially with online meetings where people spend more time looking at themselves on camera. Men are taking a more open and proactive approach to their appearance and view treatment as maintenance.”
Thinking About It?
For those contemplating their first aesthetic treatment, Dr Yannis offers this advice:
“My advice to anyone considering these treatments for the first time is to do your research and seek an expert opinion from a qualified and experienced medical professional. I suggest looking at their patient reviews and before-and-after photos of other patients. During the consultation process, be very clear on your goals and concerns, and ask questions to gain an understanding of what can be achieved.”
