Core Viewpoint - The rise of male consumers, particularly those born in the 1990s, is significantly impacting the medical beauty market in China, driven by changing perceptions of masculinity and beauty standards [2][5][10]. Group 1: Market Trends - The medical beauty market in China is experiencing a shift, with a notable increase in male users, particularly among those born in the 1990s, who are now seen as a key demographic for growth [2][9]. - In the past year, the percentage of male customers visiting medical beauty institutions has risen from 4.9% to 7.3%, indicating a growing acceptance and demand for medical beauty services among men [2][3]. - The average spending per male customer is approximately 2.75 times higher than that of female customers, highlighting the potential profitability of targeting male consumers [10][11]. Group 2: Consumer Behavior - Male consumers, especially those in their 20s to 40s, prefer subtle and natural-looking enhancements, with a focus on skin care and anti-aging treatments rather than more invasive procedures [3][6]. - The primary motivations for male medical beauty users include improving personal image for career and dating prospects, rather than purely aesthetic reasons [6][8]. - Social media has played a crucial role in shaping the beauty standards and consumption habits of younger male consumers, who are more open to exploring medical beauty options [7][9]. Group 3: Industry Challenges - Despite the growing market, the medical beauty industry faces challenges such as a lack of trust and awareness among potential male consumers, which hinders market penetration [9][12]. - The industry is also grappling with rising costs of materials and new regulations that impact marketing strategies, making it essential for brands to find innovative ways to attract male customers [9][10]. - Education and awareness campaigns are necessary to inform male consumers about available treatments and to alleviate any stigma associated with medical beauty procedures [12][16]. Group 4: Future Outlook - The male medical beauty market is expected to grow significantly, with projections indicating that by 2025, the market size could exceed 500 billion yuan, with male consumers accounting for over 30% of the market [9][16]. - The next three to five years are seen as a critical window for the male medical beauty sector to expand, with potential for tailored services and products designed specifically for male consumers [16]. - As the market matures, there will likely be a diversification of services, including specialized offerings in hair restoration and body sculpting, catering to the unique needs of male clients [15][16].

6月19日，就职于北京某互联网大厂的95后男员工严强（化名）搭上了飞往首尔的飞机，为了这趟平均 一个月一次的"变美之旅"，特意请了半天假。为了抢时间，严强特意预约了当晚在首尔的韩国医生时 间。让严强不惜奔波也要去体验的是一种声称可以"淡化细纹、收缩毛孔"的医美项目。 在两个月前，严强被朋友介绍认识了一名02年的女生，在"相亲"过程中，女孩对严强的实力和事业都表 达了满意，但对其脸上明显的痘坑表达了"担忧"。为了彻底赢得女孩芳心，严强特意去小红书仔细学 习"去除痘坑"的方法，最终对几个男生账号上"靠医美变帅"的帖子深信不疑，通过各种关系找到了韩国 的医美机构，确定了项目。 "平均一次疗程后，需要3~5天左右的恢复期，我利用周五和周末尽快恢复，周一正常上班。"严强向虎 嗅表示，自己做医美就是为了爱情，他用了一句在小红书上流行的话，说希望让心爱的女孩对自己产 生"生理性的喜欢"。 严强只是当下95后男生圈激增的"医美用户"一员，而这场由中国95后男生引发的医美浪潮也正在影响国 内医美市场。 一位连锁医美机构的联创告诉虎嗅，他们在2024年专门招聘了多个针对95后男士的"市场开发专员"，产 品手册也针对男性用户进行了 ...