While the majority of cosmetic procedures still involve women, men are catching up: anti-wrinkle treatments, eyelid surgery and hair transplants are becoming increasingly popular among men. “Both men and women take professional considerations into account when deciding to undergo cosmetic treatments. However, men are more likely to explicitly mention this link,” explains plastic surgeon Dr Julia Berkei from Zurich.
In Germany, in 2024, around 40% more Botox treatments were performed on men compared to the previous year. The trend is expected to be similar in Switzerland. “A key reason is that society’s beauty ideals are becoming increasingly important, including for men. It is primarily men who align more closely with traditional masculine ideologies that aspire to embody power, dominance, status or attractiveness,” explains Andreas Walther, research professor of psychotherapy at the University of Graz.
“For men, it is not so much beauty in the traditional sense that counts, but rather charisma and self-confidence.”
Dr Julia Berkei, plastic surgeon
Social media and online meetings mean we see ourselves more often, which makes us more critical of our own appearance. Video conferences are now part of the daily working life of many employees. Men in management roles, those in customer-facing positions or working in competitive environments, in particular, increasingly want to present themselves as younger, fresher or more self-assured. “It is less about ‘beauty’ in the traditional sense than about charisma, vitality and confidence,” explains Dr Julia Berkei.
The youngest patients are in their thirties
The plastic surgeon practises at two locations. In Zurich and Frankfurt, the proportion of male patients has risen significantly over the last five to ten years. From around 10% to nearly 20%. Minimally invasive procedures, such as Botox treatments, are particularly in demand. The youngest patients are in their thirties. The cosmetic surgeon is among those benefiting indirectly from this boom. “The decision to undergo cosmetic surgery must be carefully considered. If someone comes to see me because of acute external pressure, I advise against it.”
For many men, being attractive is no longer just about being perceived as appealing. It is also equated with social status and success. However, the direct link to career prospects has not yet been conclusively proven scientifically. “I strongly suspect, however, that appearance plays an indirect role in a professional context,” says Andreas Walther, a research professor in psychotherapy. Smooth skin or a well-defined nose can undoubtedly boost self-confidence and make a good first impression. Nevertheless, qualities such as reliability, loyalty and team spirit remain essential for lasting success at work.
