For a long time, taking care of one’s appearance was seen as something exclusive to the feminine world. But this scenario has changed significantly. Today, men not only get haircuts and shave but also invest in aesthetic treatments and specific products to enhance their self-esteem. The old prejudice that vanity was a woman’s thing is now a thing of the past, and the male beauty sector has never been so thriving.
According to a survey by Kings Research, the global cosmetics market, including the male segment, is expected to reach $473.67 billion by 2031, with an annual growth rate of 6.16% between 2024 and 2031. Meanwhile, the aesthetics industry is projected to reach $124.7 billion by 2028, growing at a compound annual rate of 9.8%, according to Grand View Research. The increase in products tailored to this audience, the influence of social media, and the deconstruction of masculinity standards are driving this growth.
The rise of specialized chains
With this high demand, businesses exclusively targeting male audiences have emerged. One standout is Homenz, the first chain of clinics specialized in male aesthetics and health in Brazil. With a portfolio focused on key needs of this audience, such as hair transplants, LED hair removal, and body procedures, the brand quickly established itself in the market.
For Luis Fernando Carvalho, CEO of the chain, Homenz’s success is the result of a bold vision. ‘I was visionary six years ago when I invested in a business that had no reference. I knew the sector had enormous potential but was seen as something distant. Today, I see that we not only filled a gap but also created a trend,’ he says.
Founded in 2019 in Uberaba, a city in the interior of Minas Gerais, the company not only overcame challenges during the pandemic but also accelerated its expansion. To give an idea, there are already 82 clinics in operation and over 150 in the implementation phase. The chain’s revenue reflects this success, jumping from R$27 million in 2023 to R$100 million in 2024.
The future of male aesthetics
Beyond established methods, new trends are gaining momentum and promise to further boost this sector. Solutions focused on male intimate health are beginning to stand out. Another innovation is the development of equipment and technologies designed exclusively to address the specificities of the male body, making them more efficient. ‘Men want to take care of themselves without sacrificing practicality. They seek efficient treatments, an environment tailored to them, and skilled service. Male beauty is no longer a niche but has become a massive market, and we are prepared to lead this revolution,’ he concludes.
