Dad’s New Grooming Routine? Why More Men Are Turning to Aesthetic Treatments

The days of men quietly borrowing their partner’s moisturizer and calling it self-care are officially over.

From hair restoration and laser treatments to jawline sculpting and subtle wrinkle softening, more men are embracing aesthetic medicine as part of a broader wellness routine—and they’re doing it on their own terms. The goal isn’t dramatic transformation. It’s looking refreshed, feeling confident and investing in themselves in ways that feel authentic.

At FORM Face + Body, practitioners are seeing growing interest in treatments specifically tailored to male anatomy, skin concerns and aesthetic goals. The modern male patient isn’t chasing perfection; he’s looking for refined, natural-looking results that help him show up as the best version of himself.

Hair restoration remains one of the category’s biggest growth areas. Innovations like the Venus ARTAS® Robotic Hair Restoration system offer a minimally invasive approach to addressing thinning hair with precision technology designed to deliver natural-looking outcomes. For those seeking non-surgical options, TED Non-Invasive Hair Restoration uses ultrasound-based technology to stimulate healthier, fuller-looking hair.

Skin is another area of focus. Men are increasingly booking laser treatments to target pigmentation, redness, sun damage, uneven texture and unwanted hair, while SkinPen® microneedling is helping improve acne scars, fine lines and overall skin quality by boosting collagen production.

Injectables are also becoming more mainstream among male patients. Neuromodulators are often used to soften forehead lines, frown lines and crow’s feet while maintaining natural movement and expression. Dermal fillers, meanwhile, can strategically enhance masculine facial structure, restore volume loss and create stronger jawline definition without looking overdone.

Beyond the face, body confidence is driving interest in procedures like men’s-focused liposuction and body contouring, designed to address stubborn areas resistant to diet and exercise. Surgical options such as blepharoplasty, neck lifts and facelifts are also helping men achieve a more rested, youthful appearance while preserving the character and individuality that make them look like themselves.

Perhaps the biggest shift isn’t the treatments themselves—it’s the mindset behind them. Self-care is no longer viewed as gendered. Today’s men are approaching cosmetic medicine the same way they approach fitness, nutrition and mental health: as another tool for feeling confident, capable and comfortable in their own skin.

And this Father’s Day, that might just be the most refreshing gift of all. —Noa Nichol