Why more Chinese men are getting ‘tweakments’

In China’s fast-evolving medical aesthetics market, a new kind of consumer is emerging: young, image-conscious men seeking enhancements not out of vanity but to boost their careers, love lives, and confidence. As aesthetic consumption becomes increasingly gender-neutral, this undertapped demographic is poised to reshape the future of beauty. One such consumer is Shaobing (@少冰), a Canton-based designer who recently chronicled his first “minor tweakment” (微调) experience on Xiaohongshu. “My job involves long hours and late nights, and as I get older, my facial flaws have become more obvious,” he writes. “So I decided to try minor tweakment for the first time.” His goals were subtle yet specific: to enhance bone structure and smooth facial contours without losing his natural appearance. “I wanted to fix the hollowness in my temples and nose base, soften my nasolabial folds, and improve the overall definition and flow of my facial lines,” he shares. The results, he claims, were surprisingly immediate: “I didn’t expect such visible results on the same day. It really boosted my confidence.” While medical aesthetics has long been a female-dominated space in China, men like Shaobing are quickly changing that equation. According to Deloitte, China’s light medical aesthetics market is expected to reach 227.9 billion RMB ($31.8 billion) by 2025, and men could account for 15% of total clinic visits, up from just 7.3% in May 2024. According to Deloitte’s 2025 report, 50% of male users among the 2,000 participants surveyed plan to try additional medical aesthetic procedures in 2025 — progressing from entry-level treatments to more advanced ones. Demand is surging for facial rejuvenation and jawline enhancement, driving ongoing growth in the industry. The pursuit of subtle enhancement This new wave of male consumers, largely born between 1995 and 2005, embraces aesthetic refinement as part of a broader lifestyle upgrade. The goal isn’t to look “done,” but to appear fresher, sharper, and more confident. Social media, celebrity culture, and competitive urban work environments are all contributing to this mindset shift. Men in China today are no longer shy about pursuing better looks. Light treatments such as hyaluronic acid fillers, Botox, microneedling, IPL (Intense Pulse Light), and laser toning are especially popular for first-time male clients. “The male light medical aesthetics market will keep growing long term,” says Miro Li, founder of Double V Consulting, a Hong Kong-based agency that connects brands with Chinese consumers. “Especially with more discreet and affordable treatments becoming available and the emergence of male-focused clinics.” From an economic standpoint, a man earning 15,000 RMB ($2,100) per month — roughly 180,000 RMB ($25,000) annually — typically spends about 20,000 RMB ($2,800) a year on medical aesthetic treatments. That’s around one-eighth of his income invested in appearance. Prices range from a few hundred RMB for basic facial cleansing to several thousand for advanced procedures like photorejuvenation. Shaobing’s experience mirrors this trend. “I chose a T-zone enhancement using double-C line sculpting,” he wrote in his Xiaohongshu post. “Low-dose treatments are enough for an average person to look better. Just don’t overdo it. Once or twice a year is plenty.” He concluded his post with a reminder. “Medical aesthetic projects carry small risks. It all depends on the clinic and the practitioner’s skills. It’s crucial to choose a professional institution and an experienced doctor.” Market drivers and strategies Male beauty consumers may be fewer in number for now, but their spending power is significant. Clinics report that men tend to make faster decisions and are often willing to spend more per treatment, especially when it comes to visible results with minimal downtime. “Men are less emotional in their purchasing behavior, more function-driven, and generally less price-sensitive,” says Li. “Younger men, influenced by celebrities and KOLs, tend to try more advanced procedures. Meanwhile, middle-aged consumers stick to safer, entry-level treatments like cleansing or IPL.” While women often consult friends or influencers before booking, men usually rely on direct consultations and visible proof of efficacy. This puts pressure on clinics to communicate clearly, demonstrate professionalism, and offer private, comfortable environments that remove the stigma still surrounding male aesthetic care. “They value professionalism and almost instant results,” says Hwee Chung, beauty insights director at Worldpanel, a company specialized in decoding consumer behavior for brands and retailers. “They are also more loyal once trust is built and less swayed by marketing gimmicks. But many remain unaware of what treatments are available or beneficial.” As a result, clinics are redesigning their environments, replacing pink walls and soft lighting with minimalist, gender-neutral spaces and offering more male-specific service flows. Private entrances, off-hour appointments, and male-only service providers are also becoming common in high-end clinics. Education, UGC, and the power of real stories Unlike female consumers who often actively seek beauty information, men are more likely to stumble across it on social media or hear about it from their girlfriends or peers. This means that content targeting men must be visual, straightforward, and results-oriented. “Content that resonates includes before-and-after comparisons, celeb lookalikes, or real experience-sharing. Men prefer direct, results-driven messaging,” says Li. Platforms like Xiaohongshu have become especially influential, serving as a trusted repository of user-generated content that demystifies procedures. Shaobing’s candid storytelling is emblematic of the growing number of men posting about their treatments. Such content helps lower the entry barrier for others by showing that aesthetic enhancement isn’t extreme or unmanly — it’s simply personal maintenance. To turn interest into action, short-form video content on Douyin plays a critical role. “Use Xiaohongshu to build trust and educate, then activate conversion through Douyin,” says Chung. “Other key channels include WeChat for direct engagement and offline touchpoints like barbershops and fitness centers.” Hair and body makeovers gain traction Facial refinement remains the top category for male customers, with particular interest in treatments that enhance jawline definition, reduce under-eye bags, and improve skin texture. But newer frontiers are emerging, particularly in hair restoration and body sculpting. Hair restoration has become a breakout category. In 2023 alone, China’s male hair restoration market surpassed 26 billion RMB ($3.7 billion). “Hair transplant is a service that’s becoming increasingly popular, with hair volume being considered one of the key aspects of their appearance,” says Chung. Body sculpting — from CoolSculpting, a non-surgical treatment that uses controlled cooling to freeze and eliminate fat cells, to surgical liposuction — is also gaining traction, particularly among high-income men in their 30s and 40s. While still niche, this segment is forecast to grow steadily as aesthetic literacy improves. Market challenges: Safety concerns As more men enter the aesthetic space, the conversation around safety is also evolving. “There still remain many cases of medical disputes and ‘cheaper’ offers with unrealistic promises offered at unqualified service providers. This can potentially impede consumers’ trust and further engagement,” shares Chung. Posts like Shaobing’s highlight the importance of choosing certified providers and avoiding over-treatment. Regulatory scrutiny is also intensifying; China’s National Health Commission has stepped up crackdowns on illegal aesthetics clinics and unlicensed injectors. “Hospital-affiliated clinics can be attractive to young men because they are more trustworthy and professional. Meanwhile, boutique clinics offering privacy and customized services can be attractive to high-end, middle-aged male consumers,” Li explains. Trust will be the deciding factor in which players win. Consumers want transparency and assurance. That demand is driving investment in medical talent, AI-assisted consultation tools, and post-procedure follow-up systems to ensure client satisfaction and retention. Looking ahead Shaobing plans to return for more improvements next year. “This was my first time doing medical aesthetics. And I plan to continue refining next year.” He’s part of a growing cohort that could push male consumer share from under 10% today to 20-30% within the next five years. “The current socioeconomic challenges — including higher-than-ever pressure in career advancement as well as in appearance in light of the always-on social media trend — fuel the market’s further growth potential,” adds Chung. As China’s male beauty economy matures, the next goldmine for clinics, brands, and platforms may lie not in chasing the next viral female trend but in addressing the quiet confidence and evolving expectations of young men.

Why more Chinese men are getting ‘tweakments’

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Published July 24, 2025

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Why more Chinese men are getting ‘tweakments’