Why men’s aesthetic treatments are surging in popularity

A recent survey by the British College of Aesthetic Medicine revealed a striking 70% increase in the number of men undergoing aesthetic treatments since 2021. This surge highlights a significant shift in societal attitudes, as more men are becoming open to enhancing their appearance and investing in self-care.

At YourGP, based on Dundas Street in Edinburgh, we’ve witnessed this trend first-hand. Our team of experienced aesthetic professionals has seen a growing number of male clients seeking subtle, confidence-boosting treatments. So, what’s behind this rising interest? Let’s explore the factors driving this boom and take a closer look at the most popular aesthetic procedures among men today.

The “Zoom Boom” – A Pandemic-Induced Shift

One major catalyst for the increase in male aesthetic treatments was the unexpected lifestyle change brought on by the COVID-19 pandemic. Dubbed the “Zoom Boom,” this phenomenon refers to the rise in demand for cosmetic treatments driven by people constantly seeing themselves on video calls.

Unlike a quick glance in the mirror, spending hours each week on Zoom calls gave many men a prolonged and often unflattering view of their facial features. For some, this meant noticing signs of ageing — like sagging skin, fine lines, or deepening folds — for the first time.

It’s no surprise that this new self-awareness led many men to consider treatments they previously wouldn’t have. What began as mild curiosity for many has now evolved into regular visits to aesthetic clinics, with men realizing they too can take control of their appearance and age on their own terms.

Social Media Influence and the New “Masculine Aesthetic”

Beyond Zoom, the rise of social media platforms like Instagram and TikTok has also played a significant role in the aesthetic awakening among men. Influencers, celebrities, and even everyday users are more transparent than ever about their skincare routines and cosmetic procedures.

This increasing visibility has helped normalize aesthetic treatments for men, breaking down long-held stereotypes. The traditional idea that only women should care about their looks is fading fast. Now, looking fresh, well-rested, and youthful is seen as part of a modern, healthy lifestyle, regardless of gender.

Moreover, the modern “masculine aesthetic” is shifting. Strong jawlines, smooth skin, and a balanced facial profile are often admired as signs of health and vitality — not vanity. At YourGP, we support this movement by offering bespoke treatments that enhance masculine features while maintaining a natural and subtle appearance.

Why Men Choose Aesthetic Treatments at YourGP

Men seek aesthetic treatments for a wide variety of reasons — from boosting self-esteem and professional presence to simply wanting to look as youthful as they feel. At YourGP, two of the most commonly requested treatments among men are anti-wrinkle injections and dermal fillers. These procedures are minimally invasive, safe, and deliver natural-looking results that fit seamlessly into busy lifestyles.

Here’s a closer look at the top treatment goals for men:

1. Defining a Masculine Jawline

A well-defined, square jaw is one of the most sought-after traits in male aesthetics. Dermal fillers can be strategically placed to create a stronger jawline, improve symmetry, and reduce the appearance of jowls.

Whether it’s enhancing natural bone structure or restoring definition lost with age, this treatment offers powerful yet natural-looking results — with zero surgery required.

2. Smoothing Out Fine Lines and Folds

Facial lines and folds can often age a man prematurely. We commonly treat:

• Nasolabial folds – the creases running from the nose to the corners of the mouth
• Marionette lines – lines that extend downward from the corners of the mouth
• Crow’s feet – fine lines around the outer eyes
• Smile lines and forehead creases

Using a combination of dermal fillers and anti-wrinkle injections, our experts can soften these areas while maintaining a completely natural appearance — no frozen faces here.

3. Minimising the “11s” (Glabella Lines)

Glabella lines, also known as the “11s” between the eyebrows, can create a harsh or angry expression, even at rest. Anti-wrinkle injections work to temporarily relax the muscles in this area, making the face appear more relaxed, approachable, and refreshed.

This is one of the most transformative tweaks we offer, often described as a small change with a big impact.

4. Restoring Volume in the Cheeks

As we age, collagen and elastin production decline, leading to volume loss in the mid-face and a hollowed, tired look.

Strategic use of dermal fillers in the cheeks can:

• Rejuvenate and lift the mid-face
• Improve facial symmetry
• Enhance overall youthfulness without looking “done”
  

Most men who opt for cheek fillers are surprised by how subtle yet effective the results are — offering a natural refresh that lasts for months.

The Power of Subtlety – “Tweakments” for a Natural Look

At YourGP, we understand that most men want to look better, not different. That’s why we focus on “tweakments” — small, subtle enhancements that respect and preserve your natural facial features.

Whether it’s softening deep lines, reshaping contours, or restoring volume, our goal is always to enhance what’s already there. The results? You, just fresher — and more confident.

Discretion and Confidentiality Are Paramount

While attitudes toward male aesthetic treatments have become more open, many clients still prefer privacy — and we respect that completely.

Our Dundas Street clinic offers a full range of private healthcare services, from general GP consultations and health screenings to vaccinations and wellness checks. This means you can visit us discreetly — with no one knowing the true nature of your appointment.

Your comfort, confidentiality, and trust are at the heart of everything we do.

Why Choose YourGP for Aesthetic Treatments?

Our clinic is trusted by countless patients across Edinburgh and beyond, and here’s why:

✅ Expert-led care – Our aesthetic practitioners are fully trained, experienced, and up-to-date with the latest techniques and safety standards.
✅ Tailored to men – We understand the subtle differences in male facial anatomy and tailor every treatment accordingly.
✅ Natural results – Our ethos is about enhancing, not altering. You’ll still look like you — just refreshed.
✅ Medical-grade products – We use only the highest quality, clinically tested injectables and tools.
✅ Discreet service – Appointments are private, and our multi-service clinic ensures total discretion.

Book Your Free Consultation Today

Thinking about exploring aesthetic treatments for the first time? Or perhaps you’re looking to refine and maintain previous results?

Whatever your goal, we’re here to help. Booking a consultation is free, simple, and commitment-free. During your appointment, we’ll:

• Listen to your concerns and goals
  
• Assess your facial structure and skin health
  
• Recommend a bespoke treatment plan tailored to you
  

📞 Call us on 0131 225 5656
📧 Email us at reception@your.gp
💻 Or use our online booking system to schedule your consultation at a time that suits you best.

Take the First Step Toward a More Confident You

The rise in male aesthetic treatments isn’t just a trend — it’s a reflection of a broader cultural shift. Men are taking ownership of how they age, how they feel, and how they present themselves to the world.

Whether you’re looking to boost your confidence, refresh your appearance, or simply see what your options are, the team at YourGP is here to support you every step of the way.

You deserve to look as good as you feel — and now, more than ever, you can.