How Men Are Doubling Down on Plastic Surgery

New global data reveals a dramatic surge in men seeking cosmetic procedures, with the number of surgical operations performed on men worldwide increasing by 95% between 2018 and 2024, while non-surgical treatments like injectables and laser therapy soared by 116%.

This trend is being driven significantly by younger men, with Millennials and Generation Z accessing cosmetic medicine much earlier than previous generations, and is particularly pronounced in regions like the Middle East and Latin America, reflecting a profound shift in social norms and growing acceptance.

While the United States remains the largest single market, accounting for nearly half of all global surgical demand and over half of non-surgical procedures like Botox, growth is expected to slow there, with the Asia-Pacific region projected to outpace it by 2030.

Despite this rapid increase, men still represent only 16% of all cosmetic procedures globally, as procedures for women have also risen by 59%, signaling a broader, consumer-driven normalization of aesthetic enhancement across genders.