When I first started as an esthetician, I didn’t really think about treating the male client. Honestly, the idea kind of scared me. I wasn’t sure how to approach it, how to speak to them, what they would expect, or if they’d even take skincare seriously. But once I started seeing male clients regularly, I embraced it fully. Now, I genuinely enjoy working with men and encourage it. They’re loyal, curious, and committed once they see results, and I love the straightforward, no-fluff energy they bring to the treatment room.
There’s a quiet shift happening in treatment rooms, and it’s one I’ve welcomed with open arms: more and more men are booking skincare and advanced aesthetics treatments. They are here for real results.
And if you learn how to speak their language and meet them where they are, they could become some of your most consistent and trusting clients.
June 2025 L+A Report
The Modern Man’s Guide to Medical + Spa Aesthetics
Let’s just say it—men want to look hot. Period. They’re not confused. They’re not timid. They’re not “warming up to the idea.” They’re here, they’re booking treatments, and they want results. If you want more male clients, here’s a guide to getting my guys on your treatment table.
It’s 2025, and guys are part of the same ultra-visual society as everyone else. They see themselves on Zoom calls, on IG Stories, in gym selfies, on dating apps. They know what they want to improve—and they don’t need a permission slip or a pep talk to book a facial, laser treatment, or neurotoxin.
So let’s stop making men’s aesthetics feel like a special event or a delicate subject. It’s not. If your marketing is still trying to “make men feel comfortable,” maybe check in on your comfort level with it. Because here’s the truth: Men don’t need coddling. They need results, just like every other client.
Speak Their Language
I’ve found that men appreciate clarity and confidence. They’re not interested in long-winded explanations full of skincare jargon. They want to know what works, how it works, and when they’ll see results. They appreciate when you’re direct and when you explain things in plain language. I focus on what matters: efficacy, comfort, and results.
I had one client who was hesitant at first. He said, “I don’t know anything about this stuff, just tell me what to do.” I laid out a basic routine with just two products, no fancy wording, and explained the treatment plan like I would to a friend. By the end of the facial, he was relaxed, asking questions, and rebooked on the spot. Now, he’s one of my most loyal clients. Once that rapport is built, the conversation becomes wide open. They ask questions. They want to learn. And best of all, they become consistent clients.
What Men Want
My modern male aesthetic client isn’t lazy; he’s efficient. He wants a simple, streamlined regimen that delivers visible results without a lot of time or fuss. A typical home routine for my male clients? A multitasking serum and a non-greasy SPF. That’s it.
They don’t want to feel oily. They don’t want to look like a glazed donut. If a product feels heavy or smells too strong, they’ll never touch it again. I keep that in mind when recommending home care. Think lightweight, fast-absorbing, fragrance-free, and effective. A good antioxidant serum that also hydrates and targets fine lines. That’s a win. A matte-finish SPF with no white cast. Gold.
Treatments That Work (Without the Downtime)
If there’s one constant among my male clients, it’s this: they don’t want downtime. They want to look better, not different. Anything that makes it obvious they’ve “had work done” is usually off the table. (This is just in my experience.)
That doesn’t mean they’re unwilling to go deep. Treatments like microneedling, LED therapy, and chemical peels are very popular in my clinic. They offer visible, progressive results without a long recovery period or noticeable side effects.
These men want smooth, clean, and easy maintenance. I also incorporate hydrodermabrasion or exfoliating facials when they need a refresh. Again, the key is results without a trace.
Build the Relationship First
Many of my male clients originally came in for “just one thing” — maybe their wife or partner booked them a facial, or they wanted a recommendation for razor burn. But it’s through consistent, open, and nonjudgmental dialogue that they keep coming back.
The way I approach men’s skincare treatments? I treat them like the intelligent, curious, and capable people they are. I don’t talk down to them, I don’t overcomplicate things, and I don’t assume they know less because they’re men. I ask about their goals, how much time they want to commit, and what’s worked (or not) in the past.
This relationship-first strategy opens the door to bigger conversations — about aging, prevention, acne, stress, even their confidence. I’ve had men confide in me about how their skin impacts their confidence. It’s personal. It matters. And they trust me to help them feel better in their skin without feeling like they’re stepping outside their comfort zone to do it.
Contribution by Tiffany Underwood
Tiffany Underwood is a licensed esthetician passionate about helping clients achieve healthy, radiant skin through personalized, results-driven care. With years of experience and a commitment to continual learning, she blends cutting-edge technology with science-backed products to deliver transformative treatments tailored to each individual’s needs. As the founder of SkinCo, Tiffany has built her practice on trust, education, and a client-first approach, offering advanced facials and rejuvenation services that exceed expectations.
In addition to her work at SkinCo, Tiffany founded Tiff Tiff’s Chemo Bags, a nonprofit providing comfort items to individuals undergoing chemotherapy—a cause deeply personal to her. Guided by the belief that “when you feel good, you do good,” Tiffany empowers others by boosting confidence through self-care. Known for her relatable and approachable style, she inspires clients and fellow estheticians alike, combining professionalism with warmth to foster strong relationships.
4 Pro Tips for Targeting the Male Market
1 Word of Mouth Works
Many of my male clients were sent in by their wives, girlfriends, sisters, or coworkers. Referrals are gold, so make it easy for your loyal clients to share your info, whether it’s a textable booking link or a simple mention during their treatment.
2 Keep the Vibe Neutral and Professional
Your space and branding don’t need to scream “men,” but they should feel clean, modern, and approachable.
3 Speak Their Language
Lead with results, not relaxation. Talk about improving skin tone, preventing razor burn, smoothing fine lines, or getting that refreshed look. Use clear, outcome-based wording.
4 Normalize Treatments Through Conversation
Men don’t always ask questions out loud, so create space to casually bring up common concerns like breakouts, redness, or signs of aging. When they know they’re not the only one, they open up.
4 Tips That Trend with The Modern Man
1 Crows’ Feet and Sleeping Lines
They may not use those exact words, but men are noticing the etched-in lines around their eyes and across their forehead, especially the horizontal creases they wake up with. They’re open to solutions like microneedling, peptides, or even a little Botox — when it’s presented as subtle and preventative.
2 Consistency Over Complexity
They’re not trying to overhaul their life, but they will stick to something that works. When a guy finds a serum and SPF he actually likes, he’ll use it daily. And if he sees results from a monthly treatment, he’ll rebook without hesitation.
3 In-Office Results
Men want treatments that deliver without making them look done. Skin resurfacing, LED light therapy, peels, and hydrodermabrasion are winning because there’s no obvious aftermath, just clearer, smoother skin.
4 Advice They Can Trust
Male clients value the relationship. Once they trust you, they’ll lean in not just for products and services, but for lifestyle guidance. They’ll ask about their teens’ skin, shaving techniques, and even supplements. It’s about more than just aesthetics; it’s about feeling confident in their own skin.
Final Thoughts
Men aren’t afraid of skincare anymore; they just need someone to show them the way. As estheticians and providers, we have an opportunity to meet them where they are: with real solutions, real conversations, and no judgment.
If you can offer treatments that respect their time, home care that fits their lifestyle, and results they can see, you’ll not only earn their trust, you’ll keep them coming back.