Since Zhao Hongshan’s first procedure ? a dermal filler injection to soften wrinkles four years ago ? he has spent around 80,000 yuan on his face, including eyelid surgery.
“Getting cosmetic procedures is just as normal as body building. Both make men more handsome and confident,” says the 33-year-old, who owns a gym in Beijing.
Zhao is among a growing number of Chinese men using surgical and non-surgical procedures to change their physical appearance to boost their self-confidence or give them an edge.
In 2018, the market for aesthetic medicine in China was worth more than 495 billion yuan, with males accounting for around 15 percent of customers, according to a report by cosmetic surgery social networking app Gengmei, whose name means “more beautiful” in Chinese.
“Around 20 percent of my patients are men. Some want to remove acne and look better in wedding pictures, while others troubled by baldness hope to look younger through hair transplants,” says Zhang Hui, a dermatologist with a Beijing-based private cosmetic hospital.