In the past, many believed beauty treatments were solely for women, irrelevant to men. This perception is gradually shifting. The primary demographic for male beauty treatments consists of young men, government officials, celebrities, and business executives, with successful men increasingly dominating this trend.
Statistics show that mainland Chinese women typically seek beauty treatments between ages 25 and 60, while men predominantly do so after age 45, primarily successful men born in the 1960s and 1970s.In recent years, younger men born in the 1980s and 1990s have joined the ranks of beauty consumers, becoming the main force in male beauty. Men in their 30s and 40s, however, show a gap in their beauty consumption, largely due to economic and family pressures leaving them little time to focus on their appearance.
"Many successful men born in the 1960s, now in their forties, yearn to reclaim their former youthful looks and smooth skin. They want to maintain an appearance of vitality and drive, primarily for career advancement and networking purposes—essentially a professional necessity."
According to industry professionals, men are particularly enthusiastic about facial feature enhancements like nose, eye, and lip procedures. In Shenzhen, feng shui-inspired cosmetic treatments are gaining traction—for instance, addressing beliefs that visible nostrils lead to financial loss or a receding chin hinders wealth accumulation. Simple minimally invasive procedures offering significant aesthetic improvements have become highly popular among men.