Men are spending more than women on non-surgical aesthetic treatments and products, according to new data from Guidepoint Qsight. In 2023, men spent an average of $1,678 on these services, exceeding women’s average of $1,357 by eight percent.
The spending gap is even more pronounced on a per-visit basis, with men spending an average of $732 compared to women’s $524. This trend isn’t new—since 2017, annual per-patient spending among men has increased by an average of 7% per year, while women’s spending has grown at a slower rate of 3% annually.
Men’s investment in professional-grade skincare products has also seen growth. In 2023, men spent an average of $142 per visit on these products, up from $133 in 2022 and $120 in 2021. Women spent slightly more, averaging $150 per visit on professional skincare products last year.
Weight loss treatments have become increasingly popular among male clients, accounting for 17% of men’s non-surgical aesthetics spending in 2024 year-to-date. This represents a significant increase from 13% in 2023 and just 5% in 2022, largely driven by the surge in semaglutide prescriptions.
“Men’s growing investment in aesthetics signals a lasting shift, requiring the industry to adapt and meet this demand,” says Erik Haines, managing director of Guidepoint Qsight. “Manufacturers not actively targeting this market may be missing out on a rapidly growing opportunity.”
