For a long time, taking care of appearance was seen as something exclusive to the female universe. But this scenario has changed a lot. Today, men cut their hair and shave, but they also invest in aesthetic treatments and specific products to enhance self-esteem. The old prejudice that vanity was a woman's thing is behind us, and the men's beauty sector has never been so vibrant
According to a survey by Kings Research, the global cosmetics market, including the male segment, must reach US$ 473,67 billion by 2031, with an annual growth rate of 6,16% between 2024 and 2031. The aesthetics industry is expected to reach US$ 124,7 billion by 2028, growing at a compound rate of 9,8% per year, according to Grand View Research. The increase in the supply of products aimed at this audience, the influence of social media and the deconstruction of standards of masculinity drive this progress.
The growth of specialized networks
With this high demand, businesses aimed exclusively at the male audience. One of the highlights is Homenz, first network of clinics specialized in aesthetics and men's health in Brazil. With a portfolio focused on the main needs of this audience, how hair transplants, LED hair removal and body procedures, the brand quickly established itself in the market
For Luis Fernando Carvalho, CEO of the network, the success of Homenz is the result of a bold vision. "I was a visionary 6 years ago", when investing in a business that had no reference. I knew that the branch had enormous potential, but it was seen as something distant. Today, I see that we managed to not only fill a gap, but also create a trend, affirms
Founded in 2019, in Uberaba, municipality in the interior of Minas Gerais, the company not only overcame the challenges during the pandemic, but also followed an accelerated expansion. To get an idea, there are already 82 clinics in operation and more than 150 in the implementation phase. The revenue of the network reflects this success, jumping from R$ 27 million in 2023 to R$ 100 million in 2024
The future of male aesthetics
In addition to the already established methods, new trends are gaining strength and promise to further boost this universe. Solutions focused on men's intimate health are starting to stand out. Another innovation is the development of equipment and technologies designed exclusively to meet the particularities of the male body, making them more efficient. "The man wants to take care of himself", but without giving up practicality. He seeks effective treatments, an environment designed for him and a trained service. "Male beauty has ceased to be a niche and has become a giant market, and we are ready to lead this revolution", concludes
