导语： 今年国庆假期，北京合生汇商圈一家医美机构的候诊区里，28岁程序员小张正等候双眼皮手术，他直言"做完显精神，和客户沟通时也更有底气"。 这样的场景并非个例，近年来，医美机构的咨询与候诊人群中，男性身影愈发常见。 "他们的需求很明确，多聚焦植发、去皱等功能性问题，消费目的性强且心态开放。"某医美机构工作人员表示，这类男性顾客已逐渐成为院内常客。 由德勤&艾尔建美学&中国整形美容协会联合发布的《中国医美行业2024年度洞悉报告》显示，2023年男性医美消费支出同比增长27%。 当以女性为主导的医美市场增长趋于平缓，行业深陷内卷困境时，强势崛起的"男颜经济"能否成为可靠增量，撑起行业的第二增长曲线？ 医美市场热闹表象下的生存焦虑 医美行业热闹的表象之下，潜藏着挥之不去的生存焦虑。 这点很直观地反映在头部企业的业绩上，有"医美茅"之称的爱美客连续三季度营利双降，华熙生物前三季归母净利润下滑超三成，平台方新氧仍未摆脱亏 损，行业增长乏力已成共识。 头部企业的困境并非孤例，其背后是整体供给的严重过剩与市场的激烈内卷。 天眼查数据显示，截至今年9月30日，我国现存在业、存续状态的医美相关企业超18.2万家，存量争夺战 ...

Core Viewpoint - The male aesthetic medicine market is rapidly growing, with an annual growth rate exceeding 20%, and is expected to reach a market size of 227.9 billion yuan by 2025, with males accounting for nearly 15% of the overall market [1][10] Group 1: Market Growth and Trends - The male aesthetic medicine market is experiencing a significant shift from a niche to a mainstream segment, with male consumers increasing by 68% from 2021 and 227% from 2019 [1][2] - In 2023, male spending on aesthetic medicine increased by 27%, with 43% of surveyed males planning to increase their spending in 2024 [1][10] - The demand for aesthetic procedures among men is diversifying, focusing on hair and skin treatments, with popular procedures including hair transplants, skin rejuvenation, and anti-aging treatments [2][3] Group 2: Influencing Factors - Workplace and social media pressures are driving men to enhance their appearance, with 76% of HR professionals believing that appearance management affects interview evaluations [3][4] - The rise of "beauty influencers" on social media platforms has encouraged more men to share their aesthetic experiences, reducing stigma and increasing acceptance of aesthetic procedures [3][4] Group 3: Industry Opportunities - The emergence of specialized male aesthetic institutions and the segmentation of male aesthetic services indicate a growing recognition of this market [4][5] - The hair restoration market is projected to grow significantly, with the global hair loss market valued at $8.77 billion in 2023 and expected to grow at a CAGR of 9.1% from 2024 to 2030 [6][7] Group 4: Light Aesthetic Medicine - Light aesthetic procedures are particularly appealing to male consumers due to their non-permanent effects and shorter recovery times, making them an attractive entry point for first-time users [12][10] - The non-surgical aesthetic market is expected to exceed 100 billion yuan by 2025, with light treatments like photorejuvenation gaining popularity [12][13] Group 5: Consumer Demographics - The average age of male aesthetic consumers is around 35, with 70% being over 30 years old, indicating a mature demographic that is increasingly focused on personal appearance [10][14] - Male consumers are categorized into three groups: those accompanying others, younger males (post-95s and 00s) who prioritize appearance, and economically stable middle-aged men seeking anti-aging solutions [14][15] Group 6: Challenges and Future Outlook - Traditional views still limit male engagement in aesthetic medicine, and the presence of unqualified institutions poses risks to consumers [16] - Regulatory measures are expected to enhance safety and standards in the aesthetic medicine industry, with a focus on ensuring qualified practitioners handle surgical procedures [16] - As societal attitudes evolve, the male aesthetic market is anticipated to become a new growth point for the industry, driving innovation and service upgrades [16]