Men’s demand for cosmetic treatments nearly doubles worldwide

Demand for cosmetic surgery and aesthetic treatments is rising worldwide, with the number of procedures sought by men nearly doubling within a few years, according to an international study by IMCAS cited by ORF. The trend is also visible in Upper Austria.

When plastic surgeon Philipp Mayr opened his practice in Leonding seven years ago, men were still the exception among his patients. Today, about one in four patients is male.

“Corona brought a major increase,” Mayr told ORF, referring to working in front of cameras from home and the influence of social media. He said these factors had changed beauty ideals and led men to pay more attention to their appearance.

One of Mayr’s patients is 46-year-old business consultant Herwig Erlacher. He said appearance was becoming increasingly important to men in his social circle, particularly because of social media.

For Erlacher, however, personal reasons were decisive. “The reason I did it was to stay young and fresh. It was preventive,” he said.

He has received regular filler injections for several years. The gel-like substance is injected under the skin to fill wrinkles. The treatment takes about 20 minutes and its effects last for around a year.

Natural results remain important

According to Mayr, men are currently particularly interested in wrinkle treatments, eyelid surgery, facial lifts, liposuction and corrections in the chest area. Hair transplants are also becoming increasingly popular among men internationally.

Despite the boom, Mayr said differences between male and female patients remained. Men were still less likely to seek excessive results, he said, adding that many placed particular importance on a natural appearance.

The trend extends beyond medical practices. Fitness studios are booming, the men’s cosmetics market is growing, and the average Austrian is spending more on skincare and haircare than a few years ago.

ORF reported that increasing numbers of men in Austria are taking a more active role in decisions about their appearance.