Men are increasingly turning to cosmetic surgery, a phenomenon particularly visible in the Middle East and Latin America, according to data presented this Thursday (29) in Paris at a world congress of the sector.
Between 2018 and 2024, the number of surgical interventions performed on men increased by 95% and aesthetic treatments without surgery (injections, laser care, peelings, etc.) in male patients grew 116%, according to the International Society of Aesthetic Plastic Surgery (ISAPS). The number among women grew by 59% and 55%, respectively.
“This dynamic, especially significant in the Middle East and Latin America, reflects a profound transformation of social norms and a growing acceptance of aesthetic care by men, although they represent only 16% of total procedures”, according to a market analysis presented during the IMCAS congress, which runs until January 31 in Paris.
According to projections anticipated at the meeting, the market is expected to maintain an average growth of 5% per year until 2030, based on solid demand and the increase in the number of patients.
But there will be growing competitive pressure, especially in botulinum toxins and hyaluronic acid injections, two segments that account for more than half of the global aesthetic medicine market and which represented 9.6 billion euros (59.6 billion reais) in 2025.
“We have entered a consumer-driven approach to aesthetics, whereas 10 or 15 years ago it was still considered very elite,” Laurent Brones, financial expert at IMCAS, told AFP.
“Generation Z and millennials turn to aesthetic medicine much earlier than previous generations”, according to IMCAS.
The United States, with around 45% of the world market, maintained global market dominance in 2025, accounting for the largest number of non-surgical interventions for aesthetic purposes and leading the botulinum toxins segment (56% of global demand).
*With AFP
