According to new data from Guidepoint Qsight, in 2023, men spent an average of $1,678 on non-surgical aesthetics services and products, compared to $1,357 for women, an average of eight percent more on nonsurgical aesthetic treatments and products. On a per-visit basis, men spent an average of $732, while women spent $524. In addition, over the past few years, annual per-patient spending has grown faster among men than women.
Since 2017, per-patient spending among men has increased by an average of 7% per year, while per-patient spending among women has grown by an average of 3% per year. The data also shows that spending on professional-grade skin care has grown among men. On average, men spent $142 per visit on professional-grade skincare products, up from $133 in 2022 and $120 in 2021. Women spent around $150 per visit on professional-grade skincare products in 2023. What’s more, in the 2024 year-to-date, weight loss treatments have accounted for 17% of non-surgical aes thetics spending by men, up from 13% in 2023 and 5% in 2022, which is 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.”