The last decade has ushered in a wide new world for male aesthetics. Modern men are moving away from the long-held idea that cosmetic services and spa treatments are exclusively feminine pursuits. Between 2014 and 2024, the American Society of Plastic Surgeons reported a dramatic increase in procedures among men. This cultural shift comes, in part, as a byproduct of social media, where buzzwords like ‘Brotox’ aimed to destigmatize injectables for men, and the COVID-19-coined ‘Zoom face’ made people more aware of their facial structure through frequent lockdown video calls.
These days, it’s no surprise to see a group of guys in the waiting room of Southwest Florida’s myriad med spas and plastic surgery clinics, but as offerings expand and stigma wanes, men are looking for a more focused approach. Rather than one-off, one-size-fits-all treatments or dubious internet trends, they are flocking to a growing number of physician-led clinics that leverage medical expertise, deep knowledge of male anatomy and a focus on long-term, individualized goals. “Men want to feel confident about what they’re doing without looking ‘done,’” says Millennium Physician Group’s board-certified internist Dr. Jason Triana, who recently pivoted his focus to solve for men’s issues in the aesthetics space.
Dr. Triana launched his Bonita Springs med spa, Physician Aesthetic Institute, three years ago with a focus on preventive care, hormone therapy and aesthetics for men. There, he helps sort through the noise—what treatments are the safest and most effective for your age, muscle density, facial structure and hormone levels.
For young men, he encourages a proactive approach to combat telltale signs of aging, using treatments like minoxidil (the main ingredient in Rogaine) to boost hair density and preventive Botox to stall wrinkle formation. Dr. Triana knows some men are wary of Botox, concerned that the results may look unnatural or feminine. The solution, he explains, is to understand his patients’ goals and anatomy. “[On average, men’s] facial muscles are stronger, so wrinkles tend to be deeper, and they tend to become more prominent earlier on,” he says. Individualized plans target these factors. Dosage levels vary based on muscle thickness, contour depth and skin density. Injection sites are targeted to achieve the desired result: a sharper jawline, improved symmetry and reduced wrinkles.
With age, treatment plans shift from prevention to restoration. Common procedures, like microneedling, help refresh the appearance over recurring visits by prompting skin to enter healing mode, while biostimulating fillers like Sculptra stimulate the body’s natural collagen production to combat hollow cheeks and restore sharper definition. For hair loss, Dr. Triana looks to regenerative aesthetic treatments, such as platelet-rich plasma (PRP) injections, to awaken follicles and switch the growth cycle into an active phase.
After 30, some men experience andropause, a dip in hormones that can lead to thinning hair, reduced muscle mass and interrupted sleep. Physicians may consider testosterone replacement therapy (TRT) as part of a broader care plan. There are risks to consider: Some patients stop producing the hormone after treatment, requiring ongoing TRT therapy. “If you can optimize their health, optimize their energy levels, then optimize the way they look, that’s the perfect scenario,” he says. It’s not about chasing perfection or going to extremes; it’s about being healthy, feeling good and taking control of your journey.
A Buzzy Scalp Treatment
A noninvasive approach to stimulating hair growth.
At Naples’ natural med spa REnew-YU, Belgian Dr. Greet Baestaens’ REYU machine uses closed-loop electro modulation (CLEM) biofeedback technology to help with a variety of men’s health and aging concerns, including hair loss. The vibrating device stimulates dormant hair follicles, which can help promote hair growth when used in tandem with a customized treatment plan over time.“But remember always to seek improvement and not perfection,” Dr. Baestaens says. “Sometimes results take time.”
The REnew-YU team also sells a red-light insert that fits stealthily inside a ball cap to boost scalp circulation while you’re tackling daily errands. While studies linking red light therapy to hair growth date to the 1960s in Hungary, the FDA has only recently cleared similar at-home red light therapy products for hair growth. renew-yu.com —Joey Skladany