The Increase in Men’s Cosmetic Surgery: How Masculinity Concepts Influence Choices
In recent years, the use of men’s cosmetic surgery has significantly increased, leading to multiple reflections on the growing attention to male physical appearance.
Cosmetic surgery, historically associated with women, has seen a transformation in social and cultural dynamics, with men increasingly embracing treatments like hair transplants and wrinkle correction.
The influence of Traditional Masculinity Ideologies (TMI) is playing a fundamental role in these choices. Aesthetic treatments not only improve appearance but also respond to the need to assert power, success, and virility.
Why Are More Men Turning to Cosmetic Surgery?
Men who undergo cosmetic surgery do so for various reasons, often linked to the desire to feel and look better. A study conducted on 241 self-identified men in Europe revealed that 19.5% had already undergone a procedure. The main motivations include:
- Feeling better (72.3%)
- Having a better appearance (55.3%)
- Feeling more comfortable (approx. 50%)
- Removing blemishes (approx. 35%)
- Being more attractive (approx. 30%)
- Increasing sexual success (17%)
- Increasing virility (14.9%)
The Influence of Masculinity Ideologies
Traditional masculinity ideologies play a decisive role in the rise of men’s cosmetic surgery. The need to appear strong, dominant, and attractive is rooted in social expectations that influence men’s self-perception.
Adopting aesthetic treatments thus becomes a means to achieve these goals, aligning with social norms that value visible success and virility. Cosmetic surgery, therefore, is not just a physical improvement but an act of self-affirmation.
The Most Common Aesthetic Procedures Among Men
Among the most requested aesthetic treatments by men are:
- Hair Transplant: To combat hair loss and maintain a youthful, vigorous appearance.
- Wrinkle Removal and Facial Corrections: Treatments like Botox, facelifts, or eyelid correction to improve facial appearance and give a fresher, more youthful look.
- Male Breast Surgery: To reduce breast volume in men with gynecomastia, restoring a more muscular and masculine appearance.
The Importance of Cosmetic Surgery in the Social Context
Men’s cosmetic surgery is not just a matter of beauty but also of socialization and acceptance. Men, who were once less inclined to resort to these treatments, now see cosmetic surgery as a way to improve their social and professional standing.
In an increasingly competitive world, appearing younger and more attractive can represent a psychological and professional advantage.
Armonita Laboratoires: Innovation at the Service of Beauty and Well-being
Responding to the growing demand for effective and safe aesthetic solutions, Armonita Laboratoires stands out for its comprehensive line of cutting-edge medical devices, complemented by a range of cosmeceuticals specifically formulated for post-aesthetic treatment care. Our mission is to provide products of the highest quality, supporting both industry professionals and their patients in achieving excellent results.
Discover our range of professional products, designed to elevate every aesthetic protocol:
- Fillers: Advanced solutions to restore facial volumes, correct deep wrinkles, and redefine contours, for a naturally rejuvenated and harmonious appearance.
- Biorevitalizers: Innovative products designed to intensely hydrate, stimulate collagen and elastin production, and visibly improve skin elasticity and radiance.
- Peelings: Professional formulations for gentle yet effective exfoliation, promoting cell renewal and treating imperfections, discoloration, and signs of skin aging.
- Post-Treatment Cosmeceutical Line: Essential products developed to soothe, hydrate, and protect the skin after aesthetic treatments, optimizing results and promoting quick, comfortable recovery.
Looking to develop your own product line? We are manufacturers of medical devices, food supplements, and cosmetics. If you want the Armonita line ready for distribution or in private label, contact us today to find out how we can support your B2B business.
Source: Walther A, Möllmann A, Reppenhagen S, et al. Men’s use of cosmetic surgery and the role of traditional masculinity ideologies. Discover Psychology. 2024;
