Men now account for roughly 31% of all laser hair removal treatments — up from less than 10% a decade ago. If your clinic is not actively marketing to men, you are leaving roughly a third of your potential revenue on the table. Here is what is driving the growth and how to capture it.
What Men Are Getting Treated
The top five male treatment areas, in order of demand: (1) back and shoulders — by far the most requested, (2) chest and abdomen, (3) neck and beard line shaping — not removal, but defining clean lines, (4) ears and between eyebrows, (5) full body for athletes, bodybuilders, and swimmers. Male hair is physiologically different: it is coarser, more deeply rooted, and has a longer anagen (growth) phase. This means male patients typically need 8-12 sessions instead of the standard 6-8 — which means higher lifetime revenue per patient.
Why Men Are Driving Market Growth
Three factors are converging. First, the stigma around male grooming has collapsed — it is now normal for men to invest in their appearance. Second, the “athletic body” ideal in fitness culture makes back and chest hair undesirable for a large segment of gym-going men. Third, professional expectations — especially in client-facing roles in warmer climates — make visible body hair a concern that men are increasingly willing to address with money rather than razors.
Male patients are also less price-sensitive on average than female patients. They are typically solving a specific problem (eliminating back hair permanently) rather than maintaining an ongoing beauty routine. This makes them more likely to pay for a full treatment package upfront — good for your clinic’s cash flow.
Marketing to Men: Language Matters
Skip the feminine-coded language that dominates aesthetic marketing. Use words like “clean,” “permanent,” “no more maintenance,” and “performance.” Before-and-after photos of male patients — especially back and chest — convert extremely well, but you need explicit permission to use them. Partner with local gyms, barbershops, and athletic clubs. Offer discreet scheduling outside peak hours — many male patients prefer early morning or late evening appointments when the clinic is less crowded. Consider adding a male-specific landing page to your website that speaks directly to male concerns and shows male treatment photography.