From taboo to trend: how the male aesthetic market is becoming a billionaire

For a long time, taking care of the appearance was seen as something exclusive to the female universe. But this scenario has changed a lot. Today, men not only cut their hair and shave, but also invest in aesthetic treatments and specific products to improve self-esteem. The old prejudice that vanity was a woman's thing has been left behind and the male beauty sector has never been so heated.

According to a survey by Kings Research, the global cosmetics market, including the male segment, is expected to reach US$ 473.67 billion by 2031, with an annual expansion rate of 6.16% between 2024 and 2031. The aesthetics industry is expected to reach US$ 124.7 billion by 2028, growing at a compound rate of 9.8% per year, according to Grand View Research. The increase in the supply of products aimed at this audience, the influence of social networks and the deconstruction of standards boost this advancement over masculinity. 

The growth of specialized networks

With this high demand, businesses focused exclusively on the male public emerge. One of the highlights is Homenz, the first network of clinics specialized in aesthetics and male health in Brazil. With a portfolio focused on the main needs of this public, such as hair transplants, LED hair removal and body procedures, the brand has quickly consolidated in the market.

For Luis Fernando Carvalho, CEO of the network, the success of Homenz is the result of a bold vision.“Fui visionary 6 years ago, when investing in a business that had no reference. I knew that the branch had enormous potential, but was seen as something distant. Today, I see that we can not only fill a gap, but also create a”.

Founded in 2019 in Uberaba, a municipality in the interior of Minas Gerais, the company not only overcame the challenges during the pandemic, but also followed an accelerated expansion. To get an idea, there are already 82 clinics in operation and more than 150 in the implementation phase. The billing of the network reflects this success, jumping from R$ 27 million in 2023 to R$ 100 million in 2024.

The future of male aesthetics

In addition to the methods already established, new trends gain strength and promise to further boost this universe. Solutions aimed at male intimate health begin to stand out. Another innovation is the development of equipment and technologies designed exclusively to meet the particularities of the male body, making them more efficient. “The man wants to take care of himself, but without giving up practicality. He seeks efficient treatments, an environment designed for him and a skilled service. Male beauty has ceased to be a niche to become a giant market and we are prepared to lead this REVOLUTION”, concludes.