Men comprise about 30 to 40 percent of spa clientele.  Spas and manufacturers are noticing that a woman's facial, for instance, can't be similar to a gentleman's facial. There need to be different products in the services for each gender's treatment. The solution was for spas to actually make treatments just for men: A facial for a man will concentrate on ingrown hairs from shaving, and have a greater emphasis on shrinking enlarged pores; and a man's pedicure will concentrate on massage, removing calluses, and not applying polish.

In addition, men now account for more than 25% of all cosmetic plastic surgery performed in the US. Men visit health clubs, subscribe to diets, and have even become a significant statistic among people suffering from eating disorders. But many men still are reserved about openly expressing interest in facial care while quietly being receptive to advice and instruction on the subject.

As a Spa Director, I would have client appreciation parties each quarter, the first time I held a men’s appreciation night, we did Manscaping for the gentleman’s brows. Of course, I had to seed the table with the husband of one of my service providers so men would realize that manly men do get their brows trimmed, and waxed.  Unibrows and unruly brows hanging onto a man’s eyelashes do not enhance a man’s face, and they tend to age a man’s face.  Once the men saw the noticeable difference that the brows were orderly, youthful and opened the eye without being overly pruned and feminine, a line formed.  We actually had to stay open an extra two hours to accommodate all of the men.