Men Increased Spending on Beauty and Wellness
A shift in consumer habits has driven more men to spend over $500 monthly on health and beauty products.
Updated on Sept. 29, 2026 in Spending
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Do you consider spending on health and wellness a non-negotiable part of your monthly budget?
A new report from AlixPartners and CEW reveals that men are increasingly prioritizing health and beauty, with 1.6 million men undergoing cosmetic procedures in 2024. This trend is particularly pronounced among younger demographics who are significantly more likely to invest heavily in wellness routines.
Why it matters
Consumers now rank health and wellness as their primary discretionary spending category, signaling a long-term shift in household budgets toward personal care. This change is driven by evolving expectations for product results, influenced in part by the widespread availability of new medical treatments.
Nearly 13,000 medspas now operate in the U.S., with early-adopter men spending over $500 monthly on wellness. This comes as 63 percent of total consumers now prioritize these items as their top discretionary expenditure.
The players
AlixPartners
A consulting firm that provides strategic guidance and operational analysis for businesses in the consumer goods and retail sectors.
CEW
A beauty industry trade organization that provides networking, education, and market intelligence for cosmetic and wellness professionals.
The details
The rise in spending is supported by a growing market, including 26 FDA-approved erectile dysfunction treatments for men and two for women. Many consumers report that the efficacy of GLP-1 drugs has reset their expectations, prompting them to spend more than 1.5 hours daily on health and beauty regimens. While executives often prioritize social media influencer marketing, consumer survey data shows that individuals actually prefer recommendations from friends, family, and healthcare practitioners.
Timeline
1.6 million men underwent cosmetic procedures in 2024.
The survey was conducted between May 2026 and June 2026.
The findings were published on September 29, 2026.
Money Landscape
This trend marks a significant shift in discretionary spending priorities toward the health and wellness sector. It follows a broader economic pattern where personal care is increasingly treated as a primary household budget item rather than an occasional luxury.
If you are evaluating your monthly discretionary budget, consider how these high-frequency wellness costs fit into your long-term financial plan. Speak with a qualified financial professional to determine if these recurring expenses align with your other savings and investment goals.
The takeaway
Consumers are shifting more of their discretionary income toward health and beauty services, a trend fueled by new product availability and social validation. As these costs become a larger part of the monthly budget, it is useful to track your total annual spending in the personal care category.
Further reading
For more on managing your personal budget priorities, see our guide on Spending.
Source note: This article includes information reported by The Manila times.
Live Poll
Do you consider spending on health and wellness a non-negotiable part of your monthly budget?
