New research from Elithair highlights a growing male beauty boom in the UK, revealing the top cosmetic treatments men are most interested in pursuing in 2026.
The study surveyed UK men on their attitudes towards cosmetic procedures and examined the impact of appearance on self-confidence and mental health. Teeth whitening ranked as the most popular treatment, with 43% of men expressing interest.
Most popular cosmetic treatments
The top 10 cosmetic treatments among UK men are
- Teeth whitening: 43%
- Hair transplant: 24%
- Laser hair removal: 15%
- Beard transplant: 14%
- Genital enhancement: 14%
- Botox or dermal fillers: 12%
- Liposuction: 11%
- Facelift: 11%
- Jawline enhancement: 11%
- Rhinoplasty: 11%
Cost of procedures in the UK and abroad
Cosmetic procedures can be costly in the UK, prompting some men to consider treatment overseas.
Average UK prices include
- Teeth whitening: £300–£750 plus
- Hair transplant: £4,500–£12,000 plus
- Beard transplant: £3,000–£7,000 plus
- Laser hair removal: £30–£650 plus per session
- Botox per area: £160–£350 plus
- Dermal fillers per ml: £250–£600 plus
- Liposuction: £2,995–£7,000 plus
- Facelift: £5,000–£15,000 plus
- Jawline enhancement: £300–£600 plus for fillers or £6,000 plus for surgery
- Rhinoplasty: £5,000–£10,000 plus
- Genital enhancement: £3,300–£8,300 plus depending on procedure
Elithair reports that the average cost of a hair transplant in Turkey ranges from £2,850–£3,840, making it a popular alternative due to lower prices and all-inclusive packages.
Appearance and self-confidence
The research points to increasing appearance-related anxiety, particularly among younger men.
Among men aged 18–24, the top factors affecting self-confidence are
- Teeth: 79%
- Weight: 74%
- Build and muscles: 73%
- Hairstyle: 72%
- Hairline: 65%
Overall, 25% of men say their appearance negatively impacts their mental health. Men aged 18–24 are nearly twice as likely to report this compared with those aged 25–34.
Expert insight on hair loss and mental health
Dr Abdulaziz Balwi, a leading hair surgeon at Elithair, said: “Hair changes can deeply influence how a person feels, often leading to feelings of low self-esteem, anxiety, or even depression. Because hair is so closely linked to identity and personal appearance, thinning or loss can make individuals feel less confident or attractive and may cause them to withdraw from social or romantic situations. Despite how common it is, there is still a great deal of stigma surrounding hair loss, which can make individuals hesitant to speak openly about their experiences.”
He added: “When dealing with the emotional side of hair loss, it’s important to start by opening up about the way you’re feeling, whether that’s to a partner, friend, family member or licensed therapist. Discussing your feelings with others can bring comfort and help you see your experience from a more balanced point of view.
“Alongside emotional support, maintaining a consistent scalp and hair care routine is key. Even small things like using the right products for your hair type or implementing a consistent wash routine can improve appearance and self-esteem.
“When hair loss becomes more severe, it’s important to visit a qualified dermatologist or trichologist who can assess the cause and recommend appropriate treatment options. Depending on the type of hair loss, treatments may include medications, targeted therapies, or hair transplants designed to encourage healthy regrowth. These approaches not only enhance appearance but can also significantly boost personal confidence.”
Personal experience highlights impact
In January 2026, The Economist podcast followed Lewis, a 28-year-old bricklayer from Sunderland, through his hair transplant journey with Elithair.
Lewis said: “I’ve never ever been someone with low confidence. I’ve always been very, very confident in myself, but at this point, I’ve never felt the way I do at the minute, self-conscious-wise.
“I won’t go out of the house until I’ve got a cap on, but my hair’s actually not that bad. I can cover it really well, and you probably wouldn’t know that I was receding, but that’s where being self-conscious comes into it. Because although people say they don’t notice and stuff like that, I know it’s there.”
After the procedure, he said he “feels a hundred times more confident.”
Growing shift in male attitudes
The findings reflect a broader shift in male attitudes towards cosmetic enhancement and mental well-being. Procedures once considered niche are becoming part of mainstream conversations around self-care and confidence.
Experts say increased visibility through social media and video calls has heightened awareness of personal appearance, contributing to rising demand for both surgical and non-surgical treatments. Meanwhile, lower-cost options abroad continue to influence decision-making for many men.