On June 19th, Yan Qiang (a pseudonym), a male employee born in the mid-90s working at a major Beijing-based internet company, boarded a flight to Seoul. This “beauty journey,” which he undertakes on average once a month, necessitated taking half a day off. To maximize his time, Yan Qiang had specifically booked an appointment with a Korean doctor that same evening. What drives Yan Qiang to travel so frequently is a medical aesthetic procedure that claims to “reduce fine lines and shrink pores.”
Two months prior, Yan Qiang was introduced to a woman born in 2002 through a friend. During their “blind date,” she expressed satisfaction with his career and capabilities but voiced significant “concerns” about the noticeable acne scars on his face. Determined to win her heart, Yan Qiang delved into Xiaohongshu (a popular Chinese lifestyle platform) to research methods for “treating acne scars.” He became convinced by posts from male influencers showcasing their transformations through medical aesthetics. Through various connections, he secured an appointment with a medical aesthetic institution in South Korea, finalizing his chosen procedure.
“After each treatment course, there’s typically a recovery period of about 3 to 5 days. I utilize Friday and the weekend to recover as quickly as possible, allowing me to return to work normally on Monday,” Yan Qiang shared with Huxiu. He frankly admitted that his pursuit of medical aesthetics is for love, quoting a popular phrase from Xiaohongshu: he hopes to elicit a “physiological attraction” from the woman he fancies.
Yan Qiang is just one example of a surging demographic of “medical aesthetic users” among men born in the mid-90s. This wave of male consumption, initiated by this generation in China, is now significantly impacting the domestic medical aesthetics market.
A co-founder of a chain of medical aesthetic institutions revealed that in 2024, they specifically hired several “market development specialists” targeting men born in the mid-90s. Their product brochures have also been iterated specifically for male clientele.
The rapid advancement in medical aesthetic technologies and products within China over the past two years has also seen a shift in spending power, with many men born in the mid-90s who previously sought treatments in Japan and South Korea now opting for domestic services.
Xiao Wu, born in 1998, underwent his first medical aesthetic procedure in South Korea three years ago, opting for “Rejuran Salmon Water-Light Injection and Juvelook.” Xiao Wu mentioned that he was informed that Rejuran subcutaneous water-light injections were not available domestically at the time, which is why he chose to go to Korea. However, he noted that comparable alternatives are now available in China at more affordable prices.
Huxiu has learned that in the past year, according to data from a well-known medical aesthetic institution, 7.3% of its May clientele were male. This figure stood at 4.9% at the beginning of last year. The institution’s app also shows a continuous rise in male registered users, with male clients exhibiting a longer repurchase cycle than female clients. Their top three preferred categories include skin tightening and lifting (17.8%), rhinoplasty (13.5%), and jawline contouring (5.6%).
Jin Xing, founder of the medical aesthetic brand “SoYoung,” told Huxiu that men and women have significantly different aesthetic demands. For minimally invasive treatments, particularly anti-aging, the differences are less pronounced. However, consumer psychology and preferred high-frequency treatments show clear divergence. Men generally prefer their medical aesthetic interventions to be undetectable. Their core desire is for natural, discreet micro-adjustments, often resulting in a higher average transaction value. A visit to a SoYoung clinic in Beijing revealed that the primary demographic for light medical aesthetics among men ranges from 20 to 40 years old. The most popular treatments are basic skin cleansing services, such as the “Jing Yan Elite” package (a few hundred yuan), and wrinkle injections (ranging from a few hundred to two to three thousand yuan). While they tend not to make large, one-time expenditures, they do show a preference for anti-aging treatments, followed by surgical procedures like hair transplantation, under-eye bag removal, and rhinoplasty.
Male demand for medical aesthetics shows a distinct stratification by age. In contrast, women across all age groups tend to focus on anti-aging and general beautification, including double eyelid surgery, facial bone contouring, and hyaluronic acid injections.
More intriguingly, when it comes to medical aesthetics, women are more inclined to indulge for emotional well-being. Men, on the other hand, often leverage image enhancement to gain greater advantages in the “mate selection market.”
“Male Medical Aesthetic Shame”
Chinese men’s pursuit of good looks extends beyond the superficial observation that male influencers are even more concerned about their pore size and skin tone than women. Their research and strategic approach to aesthetics have far surpassed previous perceptions.
“Fair, youthful, and slim” was once the dominant aesthetic “indoctrination” for many Chinese women. With the rise of female discourse power, this trend is being challenged. Men are now experiencing a new wave of aesthetic “indoctrination,” breaking down the past mainstream ideal of hyper-masculinity. Younger generations of men are also aspiring to a fair and smooth complexion; some have even spent the equivalent of a house on facial treatments.
However, male medical aesthetic needs are clearly segmented by age. Multiple medical aesthetic institutions have informed Huxiu that their surveys indicate that individuals born in the 2000s are more inclined towards skin management, while those born in the 1980s are enthusiastic about anti-aging and hair management, each with their specific focuses. Among these groups, men born in the mid-90s are currently the primary target for market competition.
“This demographic is at a crucial life stage for choosing a partner, and professionally, they have generally transitioned from entry-level positions to key roles within their careers. Possessing both the demand and the financial means, this group of men has also benefited from the extensive ‘planting grass’ (recommendation) content on Xiaohongshu and Douyin over the past few years, specifically focused on male skincare. Consequently, their acceptance of medical aesthetics and skincare has significantly increased,” stated a co-founder of a medical aesthetic brand.
Huxiu has learned from various medical aesthetic institutions and brands that men born in the mid-90s exhibit strong demand for acne treatment and early anti-aging. In the context of intensified competition in both the workplace and the dating scene, improving personal image is heavily influenced by the “looks are competitiveness” mindset. Han Zi, a male user of medical aesthetics born in the mid-90s, shared that he typically gets water-light injections on Fridays and returns to normal work by Monday, rarely choosing procedures requiring significant recovery time. He prefers quick and efficient treatments with minimal aftercare, avoiding the need for frequent mask applications or extensive skincare routines.
Notably, the medical aesthetic needs of men born in the mid-90s have diverged significantly from those born in the 1980s. Beyond age-related differences, disparities in consumption habits and perceptions are also becoming more pronounced. The aforementioned institutions and brands revealed that men born in the 1980s, as a substantial segment of the middle class and professional workforce, possess higher spending power. Their medical aesthetic needs primarily revolve around anti-aging treatments (such as BBL photorejuvenation, collagen water-light injections, or thread lifts), under-eye bag removal, and hair loss prevention and transplantation. Their focus is more on maintaining a professional image and eliminating any perceived “greasiness.” Lifestyle habits like smoking, drinking, and late-night activities can also increase their demand for skin management.
The influence of social media on the medical aesthetic consumption of men born in the mid-90s has drastically amplified. Their pursuit of beauty is not solely limited to correcting existing imperfections but also encompasses proactive “prevention” of potential future skin issues. They favor minimally invasive treatments like photorejuvenation and water-light injections to maintain a youthful appearance and address concerns such as acne. They are more inclined to accept non-surgical procedures that yield natural-looking results, using hyaluronic acid and regenerative materials for cosmetic adjustments to achieve structural support. Some young men who have just graduated from high school even opt for fractional laser treatments. Many men born in the 1980s still exhibit a degree of nervousness when visiting a medical aesthetic institution for the first time. In contrast, men born in the mid-90s and 2000s appear more relaxed, with the primary reservation being the reluctance to proactively post about their procedures on social media.
The manager of a chain of light medical aesthetic clinics in Shanghai mentioned that young men aged 20-30, who are focused on appearance, visit the clinic almost every month for maintenance, resulting in higher repurchase rates. “Men undergo fewer invasive procedures and are more concerned about awkward recovery periods, which can lead to social stigma. Men and women also have different priorities. Men tend to get fewer filling procedures; they are less concerned about facial fullness and more focused on skin clarity and anti-aging. Most women, however, hope to see their faces transition from sunken to fuller.”
The Secret to Mid-90s Male Medical Aesthetic Spending: Higher Transaction Value + Higher Customer Acquisition Costs
A market analyst from a medical aesthetic platform company told Huxiu that over 40% of Chinese men increased their spending on medical aesthetics in the past year, a higher incremental consumption than that of female demographic. Huxiu has learned that the current penetration rate of medical aesthetics in China is approximately 11%, significantly lower than in mature markets. South Korea’s penetration rate stands at 20.5%, and the U.S. at 17%. However, China’s male medical aesthetic consumption shows an annual growth rate exceeding 20%, indicating substantial growth potential. It is projected that by 2025, the market size of medical aesthetics in China will surpass 500 billion yuan, with the proportion of male consumers exceeding 30%.
However, unlocking this latent consumer potential requires addressing bottlenecks, with a critical one being the insufficient trust and acceptance of medical aesthetic institutions in the market and broader environment. The recent recommendation by Li Jiaqi for “ordinary girls not to undergo medical aesthetics” trended on social media. Even though many light medical aesthetic procedures have been reduced to the thousand-yuan price point, the general perception of medical aesthetics remains “expensive.” Cost pressures are also impacting the market. Huxiu has learned that the medical aesthetic industry has generally faced a continuous rise in upstream material prices over the past year, which is eroding the profit margins of platforms and institutions. Furthermore, a series of new regulations on marketing and advertising within the medical aesthetic industry, implemented since 2024, are reshaping the fundamental logic of traffic acquisition that fueled the sector’s explosive growth in previous years.
In this scenario, medical aesthetic institutions and brands are eager to identify new growth drivers or rapidly penetrate untapped markets. This further elevates the importance of male consumers, particularly those in the mid-90s demographic who have already demonstrated a higher propensity for medical aesthetic spending.
Jin Xing, founder of the medical aesthetic brand SoYoung, stated that close to 90% of users in the vast majority of medical aesthetic institutions are still female. However, the average transaction value for male users can be 2.75 times higher than that of women. The underlying challenge is that medical aesthetic institutions face substantial marketing costs when targeting men, and the higher average transaction value necessitates more precise advertising strategies.
In essence, while male users born in the mid-90s offer a higher average transaction value, platforms and institutions must also bear higher customer acquisition costs.
The most critical lifeline issue lies precisely in customer acquisition. An individual working in the fashion medical aesthetic industry in Shanghai pointed out that many men still do not understand what photorejuvenation is. Advertising information for medical aesthetics is now largely absent from many domestic social platforms, and influencers lack the qualifications to market medical aesthetic products. Most medical aesthetic institutions are educating consumers through private channels, which requires a longer educational period for new male users.
The challenge is that men are less likely to actively seek out medical aesthetic information. The aforementioned individual noted that men seeking medical aesthetics are more concerned about the doctor’s professionalism and qualifications, placing greater importance on the sales pitch and pre-treatment consultations when choosing an institution. Simply put, when men inquire at a medical aesthetic clinic, they have a clear objective and rarely comparison shop, leading to faster purchasing decisions and making post-purchase decision costs less of a concern.
A Window of Opportunity for Another Three to Five Years?
Five years ago, Han Zi, born in 1995, first encountered medical aesthetics with ultrasonic treatments. He would receive functional water-light injections and photorejuvenation every three months, completing the sessions within a thousand yuan each time. Four years ago, he began receiving Botox injections for facial slimming, contouring, and targeted wrinkle reduction, addressing frown lines, nasolabial folds, and crow’s feet.
Two years ago, he started undergoing three anti-aging treatments annually, focusing on deeper tissue lifting and management of subcutaneous soft tissues and fat, including procedures like Ultherapy and Thermage with ultrasound or radiofrequency technology, each costing upwards of a thousand yuan. This year, he has progressed to the more premium American Thermage (Solta) treatment, costing tens of thousands of yuan.
However, Han Zi noted that his preferred light medical aesthetic procedures primarily involve photothermal and Botox treatments. While the attention on injectable fillers (like hyaluronic acid and regenerative materials) is increasing, and the market for regenerative materials (such as Sculptra, collagen water-light injections, and salmon water-light injections) shows high compound annual growth rates with significant incremental potential, he stated that the number of men consistently undergoing these treatments in China remains a minority.
Within the domestic market for light medical aesthetics, skin management remains the most significant demand for men, with a greater emphasis on treatments like hydrafacials, chemical peels, and skin cleansing to address concerns such as rough skin, large pores, and excessive oil production. For instance, skincare brands like “Xi Lian Xiong” (Wash Bear), which have successfully differentiated themselves in the competitive light beauty industry over the past year, primarily cater to a male clientele.
Based on feedback from younger medical aesthetic consumers, the development of male medical aesthetics in China appears to be about five years behind that of women. The popular hydrafacial treatments among men today were considered mainstream offerings for women five years ago.
In South Korea, male medical aesthetic institutions typically cater to a wide range of ages with light medical aesthetic services, offering various treatment packages that directly address common male concerns. While China is now seeing specialized male beauty salons, coupled with some chain medical aesthetic institutions that are strategically segmenting their male medical aesthetic services based on exclusive male aesthetic preferences, the market has also witnessed the emergence of dedicated male medical aesthetic clinics. These clinics cover services such as eye surgery, rhinoplasty, and intimate plastic surgery, providing services tailored to the specific psychological and privacy needs of men.
However, the categories experiencing explosive growth are not light medical aesthetics, but rather male hair transplantation and abdominal contouring (the highly sought-after “six-pack abs”). The specialized field of male hair management (hair transplantation and hair loss prevention) has witnessed a rise in professional institutions, with services expanding to include hair care, hair transplantation, and aesthetic design.
Jin Xing, founder of the medical aesthetic brand SoYoung, offered his projections for the future development of male medical aesthetics: comparing China, Japan, and South Korea, he anticipates that the male medical aesthetic market in China will reach a significant scale, capturing 20%-30% of the market share within the next three to five years, at which point large-scale market initiatives specifically targeting men will emerge.
Notably, SoYoung has established a benchmark for its offline light medical aesthetic clinics, “Qing Chun Clinic,” by aligning their tenant selection with high-quality internet companies, followed by prime commercial districts and shopping malls.
“The male medical aesthetic market is a vast treasure trove, but its development hinges on effective education and engagement strategies. A seasoned professional in the medical aesthetic industry shared with Huxiu that current efforts to proactively educate men on medical aesthetics have yielded minimal results. The focus should shift towards fostering an intrinsic awareness of image enhancement. In the future, once the demand for male medical aesthetics erupts in China, the market will undoubtedly diversify. Offline clinics will introduce a variety of customized male treatment plans, and each institution will develop its own distinct approach. At that point, the essential needs for male medical aesthetics will extend beyond hair loss prevention and transplantation, and the motivations may no longer be solely to overcome dating challenges,” the professional elaborated.
However, for the broader male demographic, especially those born in the mid-90s, medical aesthetics is by no means the sole path to “seeking beauty.” Scientific fitness and maintaining a healthy lifestyle can have a more significant impact on enhancing the appearance of young men. A professional psychologist specializing in the emotional dynamics of individuals born in the mid-90s and 2000s also commented that, compared to facial features, a well-toned physique and demeanor achieved through fitness can often provide a more substantial advantage in romantic relationships. “The aesthetic trends among women born in the mid-90s and 2000s are becoming increasingly diverse; there isn’t a single ‘universal’ attractive face, as individual aesthetic preferences vary greatly. Therefore, men born in the mid-90s should avoid overemphasizing facial aesthetics as the sole determinant of attractiveness.”
A senior practitioner in the male medical aesthetic assistant field shared an insightful perspective, stating that even with nearly two decades of experience in the medical aesthetic industry and a deep understanding of dermatological and aesthetic principles, they consciously limit the frequency of their injectable medical aesthetic treatments. “Manufacturers are iterating new products at an incredibly rapid pace. Light medical aesthetic equipment utilizes scanning verification, making counterfeit codes difficult to forge. However, frequent injectable treatments can sensitize the skin and often lead to body image anxiety and psychological discrepancies. One may find it difficult to resist the urge for more treatments. Frankly, the risks outweigh the benefits,” they cautioned.
Original article, Author: Tobias. If you wish to reprint this article, please indicate the source:https://aicnbc.com/3688.html
