Male face and neck lifts increased by 26% in 2024, according to the British Association of Aesthetic Plastic Surgeons, as a growing number of male patients seek longer-lasting approaches to facial ageing. Harley Street-based CREO Clinic describes the increasing numbers of men in their 40s and 50s considering surgery as part of a wider “male midlife makeover”.
The most popular cosmetic surgeries among men
According to the British Association of Aesthetic Plastic Surgeons (BAAPS) Annual Audit 2025, the most popular cosmetic surgeries among men are:
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Rhinoplasty – 332 procedures
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Upper eyelid surgery (blepharoplasty) – 320 procedures
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Male breast reduction – 248 procedures
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Otoplasty – 224 procedures
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Liposuction – 198 procedures
Male patients are choosing targeted procedures
The BAAPS Annual Audit 2025 highlighted this trend, with male face and neck lifts increasing by 26% in 2024, displaying the growing demand for facial rejuvenation among male patients.
Many male patients are not seeking a dramatic transformation. Instead, their concerns tend to centre on specific signs of ageing. This has contributed to demand for procedures that address individual areas while maintaining masculine proportions.
“We’re seeing more men in their forties and fifties choosing surgery rather than relying on years of temporary treatments. Procedures such as eyelid surgery or a well-planned facelift can often provide a more natural, longer-lasting result than repeatedly trying to chase ageing with non-surgical treatments,” shares plastic surgeon Dr Omar Tillo.
“Men are no longer viewing cosmetic surgery as something they need to hide. They’re approaching it in the same way they would any other investment in themselves – whether that’s improving their fitness, straightening their teeth or looking after their skin.”
Why middle-aged men are choosing cosmetic surgery
Dr Tilo discussed the ‘Zoom Face’ phenomenon, describing how today’s middle-aged men have spent years seeing themselves on video calls and, because they are working later into life than previous generations, they are more aware of their ageing appearance.
The clinic notes that these patients are well informed and are opting for carefully planned procedures that deliver long-term, natural-looking results with minimal ongoing maintenance, rather than multiple smaller treatments over many years.
“What stands out today is how much men’s attitudes have changed compared with even ten or fifteen years ago. Modern male patients tend to take a very straightforward, practical approach to cosmetic surgery. They’re usually less interested in chasing perfection and more focused on solving a specific concern that’s affecting their confidence,” shares Dr Tilo.
This reflects the wider trend towards discreet, confidence-focused aesthetic treatments that prioritise looking refreshed over looking different.
This trend should inform how clinics approach the male patient journey. Practitioners may need to consider how consultation, treatment planning and communication should be adapted to male-specific concerns and expectations, considering the growing interest in male facial rejuvenation.
For patients moving from non-surgical treatments towards cosmetic surgery, understanding when to treat, when to stop and when to refer may become an increasingly important part of practice.
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