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In recent years, cosmetic procedures have evolved beyond their traditional female clientele. In 2025, an increasing number of men are embracing aesthetic treatments—not as a luxury, but as a lifestyle choice tied to confidence, personal care, and professional competitiveness.
At Kat & Co, we’ve seen a steady rise in male patients across all age groups—and we recently discussed this cultural shift on ITV’s Price of Perfection with Olivia Attwood, a series lifting the lid on modern cosmetic enhancement.
Men now make up nearly 1 in 5 cosmetic procedure patients in the UK. Treatments once seen as taboo or “too feminine” are now part of the mainstream male grooming routine.
The pandemic ushered in the age of remote work and video calls. For many men, constant screen time exposed features they hadn’t paid attention to before—eye bags, jowls, under-chin fat, or tired-looking skin.
On top of that, platforms like Instagram, TikTok, and LinkedIn now prioritise visuals. First impressions are often made on-screen, and for men in leadership, media, or client-facing roles, looking sharp is equated with staying relevant.
Today’s modern man is more open about wellness, self-care, and appearance. Cosmetic treatments are no longer a source of embarrassment—they’re a form of maintenance, much like going to the gym or investing in skincare.
Men typically seek subtle changes:
They often favour non-invasive or minimally invasive treatments with no visible signs of work—just a fresher, more youthful version of themselves.
Popular procedures include:
At Kat & Co, we’ve also seen more men explore gynecomastia surgery (male chest reduction), neck lifts, and skin resurfacing to manage ageing with confidence.
Modern clinics like Kat & Co provide discrete, patient-focused care with natural results. Procedures are often done under twilight anaesthesia, allowing patients to go home the same day with minimal downtime and privacy.
The emphasis today is on confidence, subtle enhancement, and personalised treatment plans—not extreme makeovers.
We were honoured to be featured on ITV’s Price of Perfection with Olivia Attwood, a series exploring the human stories behind cosmetic procedures. Our appearance offered a rare look inside the clinic, highlighting the rise in male treatments and the thoughtful, ethical care we provide to every patient.
Dr Leonardo Fasano and our patient Michael discussed the journey on national television—breaking stigmas and showing how aesthetic surgery can be transformative in both look and self-esteem.
Cosmetic surgery is no longer a “women-only” conversation. In 2025, it’s part of the wider conversation around men’s mental health, self-confidence, and self-care. As expectations shift and treatments become more refined, men are stepping forward—not out of vanity, but out of a desire to look and feel their best.
Whether it's tightening the jawline, smoothing the eyes, or redefining the chest, Kat & Co is here to support every patient with precision, discretion, and world-class care.
Don’t miss our feature on Price of Perfection!
🎥 Catch the full episode now on ITVX
📅 Or watch us on TV – Thursday 10th July at 10PM on ITV.
