As estheticians, we always must stay informed about our ever-changing markets and clients’ needs to grow our business. One of the most important changes in today’s market is the increase in male clientele.
The global men’s segment in professional beauty service is projected to be the largest growth segment in our industry, generating $56.5 million in 2024 and projected to reach $92.6 million by 2030. And that was just for services. For product usage, the global men’s grooming market was valued at over $48 billion in 2024 and is expected to exceed 86$ billion by 2033, driven by increased interest in men’s self-care products.
Creating protocols and unique services to cater to the male clientele is untapped spa potential. The latest studies have found that 30% of spa visitors are men, with skin detox and cleansing treatments the fastest growing in that demographic. But spa and clinic owners are reporting an even larger growth in their businesses.
“Right now, we’re probably 60% women and 40% men patients at our clinic, and it’s getting better,” says Dr. Natalya Fazylova, co-founder of NYC’s ReBalance Aesthetics & Wellness Medical Center. “I think finally the mentality of men is changing toward taking care of themselves and looking great as well. They want to look good compared to their spouses and their girlfriends and partners. They don’t want to be left behind.”
Male skin issues can range from dryness to back acne, facial acne, ingrown hairs from shaving, and aging from hormonal changes that bring on collagen loss and loss of skin tone.
Lydia Sarfati, CEO of Repêchage, talked about men and Peri-Menopause in her Master Class, All About Perimenopause & Menopause.
“We talk about women and menopause and perimenopause and post-menopause but men go men go through similar changes in their body and nobody ever addresses it. It’s very important to understand also what they need and how their skin changes.”
“We call it MEN-opause,” notes Dr. Fazylova. “It’s important to find products and treatments that addresses male skin because they do develop skin changes with their testosterone dropping and some other changes that they go through.”
Delanie West, Master Educator with Repêchage, talked about the importance of dealing with male clientele in the Master Class, Men’s Facial Grooming Fix. Here, we will give the most important takeaways from this presentation to inspire you to address men’s vital skin care needs and grow your business.
Understanding the Modern Male Client
Whereas in the past, men may have shied away from spa treatments, today they are more open to experiences that can benefit them inside and out. But it’s important to understand men’s point of view when approaching services. They may not be looking for time out and pampering.
Today’s male spa guest considers skincare self-care—it is no longer a luxury but a reflection of wellness, confidence and success. He is confident, informed and goal oriented, values efficiency, and wants to see and feel results from the very first visit. Rather than being cocooned for hours, men prefer fast, simple straightforward treatments and with visible benefits, clean skin, reduced shine and hydrated appearance.
Male Skin 101
Biologically, men have more collagen and elastin fibers than women’s skin. This additional material gives the skin’s connective tissue its strength and elasticity, and a tighter network of fatty tissue directly under the skin. As a result, men’s skin is on average 20% to 30% thicker than women’s skin
On the negative side, men’s oil glands produce more sebum, making male skin naturally oilier. The oil traps moisture, which keeps skin hydrated and reduces the appearance of wrinkles but can promote acne and ingrown hairs from the additional facial hair. Daily removal of facial hair, such as shaving, can have the benefits of skin care treatment as well. It acts as a daily exfoliator for dead skin, giving men a more youthful appearance.
Male skin concerns can overlap with women’s concerns, which make it even easier to address in the spa, clinic or salon. These include:
- Wrinkles
- Crow’s feet
- Dark circles under eyes
- Puffiness under eyes
- Sagging skin
- Hyperpigmentation and photo aged skin
- Oily skin & acne
- Larger pores, typically because men do have more oil at the surface of the skin
- Pseudofolliculitis (ingrown hairs)
- Sensitive or sensitized skin from shaving
Men Grooming Facial for Sculpting and Deep Cleaning
To fully address men’s skin care concerns, Repêchage has created a protocol that provides a complete experience to deliver instant results and visible improvement in skin texture tone and hydration.
This men’s facial takes 45 minutes, combining precision facial waxing, the rejuvenating power of Seaweed Treatment Mask and the energizing Opti-Firm® Eye Contour Treatment to leave skin clean, refreshed and camera ready.
Seaweed Treatment Mask for All Skin Types
This includes a soothing massage with multivitatmin C-Serum® Seaweed Filtrate followed by a freshly mixed Seaweed Mask. This cooling and soothing treatment helps hydrate while improving the appearance of skin tone and clarity.
There are six treatments in the box, everything that you need is in the unidose packaging. The unidose packaging is key with the Repêchage treatment menu. First and foremost, it guarantees that the product is hygienic. It also guarantees the efficacy of all of the key ingredients in the formulation. For your bottom line, it gives a benchmark for cost-per-service to truly calculate your ROI. This packaging was first introduced by Lydia Sarfati for her legendary Four-Layer® Facial in 1980.
The benefits of the Seaweed Treatment Mask include helping to reduce the visible signs of aging due to years of environmental exposure, deeply moisturizing the skin, helping to stimulate the surface of the skin, creating new softness and smoothness and deeply purifying and deep cleansing the skin surface.
Key Ingredients:
Learning the science behind the important ingredients found in the Repêchage formulations will enable you to provide all your clients with the background they need to see to make informed decisions
on their skin care.
Seaweed
The core of the Seaweed Treatment Mask, as it is for all of the Repêchage professional treatments and products, is seaweed. The bio affinity of the intracellular fluid of seaweed and our own body’s intracellular fluid is almost identical.
Repêchage uses a wild and sustainably-harvest seaweed culled from off the coast of Maine. It is allowed to dry naturally, then brought to the Repêchage ISO 9001:2025 certified manufacturing facility in Secaucus, NJ to be extracted, using a unique, proprietary technology which helps to retain the greatest concentration of nutrients that seaweeds have to offer. Most manufacturers of seaweed-based products use the oven-drying method of processing which depletes the vitamin nutrient combination. Repêchage ext
raction is performed cold at 40 degrees Fahrenheit, which helps retain all of the vitamin
and nutrients that seaweed has to offer.
Laminaria digitata:
Laminaria Digitata is a powerhouse seaweed with 42 trace elements, 18 amino acids, 12 vitamins. Benefits of this seaweed include:
Hydration and moisture retention: It is rich in polysaccharides, particularly alginates and fucoidans, which have high water-binding capacities. These substances form a protective, hydrating layer on the skin, helping to retain moisture and prevent dehydration.
Nutrient Supply: This seaweed is packed with vitamins like vitamin A, C and E, minerals such as iodine, calcium, magnesium and potassium and amino acids that nourish the skin. These nutrients help maintain the skin’s health and support cellular function.
Antioxidant properties: Laminaria digitata contains antioxidants like fucoxanthin and polyphenols which protect the skin from oxidative stress and environmental damage. These antioxidants neutralize free radicals, thereby reducing the risk of premature aging and other skin damage.
Anti-inflammatory effect: The bioactive compounds in Laminaria digitata,such as phlorotannins, have anti-inflammatory properties. These compounds can help soothe irritated skin, reduce redness and calm conditions like eczema and psoriasis.
Barrier function improvement: The alginate and other polysaccharides in Laminaria digitata contribute to the strengthening of the skin’s barrier function. This improved barrier helps to protect the skin from external irritants and pathogens, while also maintaining its integrity and resilience.
Detoxificaton: Laminaria digitata has natural detoxifying properties, aiding in the removal of toxins from the skin. This can help to purify the skin and prevent the buildup of impurities that may lead to blemishes and other skin issues.
Ascophyllum nodosum:
This is another important seaweed ingredient with many benefits, including:
Hydration and moisture retention: The polysaccharides bind water to the skin, creating a moisturizing effect that helps to keep the skin plump and hydrated.
Antioxidant protection: The phenolic compounds and other antioxidants neutralize free radicals, reducing oxidative stress and preventing premature aging.
Anti-inflammatory properties: Compounds like phlorotannins and fucoidans reduce inflammation, soothing irritated skin and help to alleviate conditions like eczema and psoriasis.
Brightening and evening skin tone: Stable Vitamin C helps to reduce hyperpigmentation, resulting in a brighter and more even complexion.
Repair: The vitamins, minerals and amino acids nourish the skin, supporting cellular repair and regeneration and enhancing the skin’s natural barrier function.
Carageenans
These are a component of the cell wall and intercellular spaces of several species of red algae. Recent studies have demonstrated that sulfated polysaccharides, especially from red seaweeds, play an important role in immunomodulation as they protect against ROS mediated cell damage, preventing oxidative stress.
Other important ingredients found in the Seaweed Treatment Mask include:
St John’s Wort: A flowering plant that has been used as herbal remedy for centuries. Rich in polyphenol compounds, such as tannins and flavonoids, that are known to have soothing and antioxidant benefits for skin. Tannins also have astringent properties, helping to minimize the appearance of pores on oily skin.
Camelia sinensis leaf (tea) extract: Tea is abundant in catechins, another group of polyphenolic compounds that provide potent antioxidant effects. Repêchage uses a concentrated blend of green, white and yellow tea extracts known for their high polyphenol content to help calm and balance oily combination skin.
Niacinamide: An essential element not produced by the body that must be obtained from outside sources. This is one of the most proven-effective skin care ingredients, helping to maintain skin hydration and known to boost the efficacy of other skin moisturizers to maintain the skin barrier. Applied topically, benefits include reduction in the appearance of fine lines and wrinkles, hyperpigmented spots red blotchiness and skin sallowness. In addition, elasticity can be improved as well as skin barrier function.
Opti-Firm® Eye Contour Treatment
To maximize the benefits to male skin, this protocol combines the effectiveness of the the Seaweed Treatment Mask with the Opti-Firm® Eye Contour Treatment to address skin care concerns around the eye area as well. This professional treatment is based on the latest advances in skincare and ingredients that help to combat the visible appearance of dark circles, puffiness and wrinkles.
Ulva Lactuca: Known as sea lettuce, this is a green algae that lives in harsh environments that are in direct contact with UV light and saltwater. Contains large amounts of flavonoids, tannins phenols, polysaccharides and vitamins. Often described as having a protective effect against free radicals.
Peptides: Peptides are small molecules consisting of at least two amino acids linked together. These are the fundamental building blocks of proteins like collagen and elastin—all essential for youthful skin structure and resilience. Peptides in this treatment include:
- Acetyl Hexapeptide 8: This is a neuro-calming, biomimetic peptide that helps reduce the appearance of fine lines and expression wrinkles, especially on the forehead and around the eyes.
- Palmitoyl Tripeptide 1 & Palmitoyl Tetrapeptide 7: Helps repair the skin barrier for visibly firmer, smoother skin.
- Dipeptide 2: Helps minimize the appearance of bags and fluid retention under the eyes.
Sodium Hyaluronate (Hyaluronic Acid): A natural moisturizing polysaccharide prevalently found in the skin that is known to hold 1000X its weight in water. Skincare benefits include moisturization and smoothing the appearance of the skin.
Horse Chestnut: Rich in Vitamin K, it is used to help reduce the appearance of puffiness.
Shea Butter: Extracted from the nuts of karite tree. It nourishes the skin with Vitamin A, E and Vitamin F protects. It softens and evens the skin tone.
Depilation: This protocol also includes depilation of the facial area. This includes using a beneficial hard wax pod such as the Seaweed Mineral Wax that can easily be incorporated into the facial service.
 Eyebrow Shaping |
 Professional Nose Grooming |
 Men’s Ear Hair Remova |
These pods deliver precise comfortable hair removal tailored for men’s grooming enriched with seaweed minerals. It soothes and hydrates the skin while removing coarse, thick or sensitive hair areas like brows, nose, ears, neck and beard line. This easy-to-use pod format ensures a clean, professional finish with minimal irritation, leaving skin smooth and refreshed.
Key ingredients:
Laminaria digitata and Ascophyllum nodosum seaweeds: Moisturizing, hydrating and nutrient rich seaweeds to help restore barrier and replenish skin (see above).
Aloe Barbadensis Leaf Juice Powder: Spray dried form of aloe vera leaf juice contains all the beneficial components such as polysaccharides, vitamins, minerals and antioxidants that contribute to its moisturizing and soothing properties.
Safflower Seed Oil: Gives nourishing comfort for smooth healthy skin. Rich in linoeic acid (omega-6 fatty acid) to help maintain the skin’s natural barrier. Provides deep hydration to prevent dryness and irritation during waxing. Contains Vitamin E, a natural antioxidant that helps protect skin from environmental stress. Promotes soft, supple post-wax skin and reduces risk of ingrown hairs. Ideal for sensitive skin or dehydrated skin types, leaving skin feeling nourished and balanced.
Chlorophyllin-Copper Complex: Soothing purifying and cooling for the skin, derived from natural chlorophyll, known for its detoxifying and antioxidant properties. Copper component promotes skin renewal and helps support collagen synthesis. Provides an instant cooling and calming sensation, ideal after waxing. Helps reduce redness and irritation supporting faster skin recovery, contributes to the wax’s fresh green hue and purifying effect on the skin.
Men’s Grooming Facial Fix Step by Step Protocol:
This is an outline of the step-by-step protocol for the Men’s Grooming Facial.
Perform Depilation: Using the Mineral Wax Pods, perform depilation on ears, nose, brows and beard line. Depilation always comes first, then follow with facial treatment.
Cleanse the Skin: Apply Sea Cleanse® Foaming Seaweed Cleanser, then remove using the Ultrasonic Skin Spatula to remove the cleanser from the skin, giving it a microexfoliation.
Serum Application: Apply the vial and massage in C-Serum® Seaweed Filtrate. C-Serum® is the Cyto Serum of Laminaria Digitata seaweed with 42 trace elements, 18 amino acids, 12 vitamins, everything needed for proper skin function.
Cream Application: Apply Opti-Firm® Eye Contour Cream around the eye area, and massage in using the Mini Silver Ball Massager as well as manual massage to work the cream in.
Eye Mask: Mix 2A Mask Powder and 2B Mask Gel of the Opti-Firm® Eye Contour Treatment. Apply to the eye contour area using enclosed spatula.
Mask Application: Combine Seaweed Powder (3A) and Seaweed Gel (3B) into a rubber bowl and whip with spatula until mixture is smooth. Using the spatula, apply seaweed mask to the throat in downward strokes and upward and outward movements on the face.
Massage: Leave mask on for 10–15 minutes. During this time administer a hand massage using Repêchage Sea Spa Hand Cream.
Mask Removal: To peel off mask, loosen the edges with fingers and gently roll off. Remove excess residue with damp cotton squares.
Lift Serum Application: Apply the Vita Cura® Opti-Lift® Serum as step three for the Opti-Firm® Eye Contour treatment itself.
Mist Application: Spray Algo Mist® Hydrating Seaweed Facial Spray lightly over face and neck.
At-Home Recommendations:
According to Lydia Sarfati, she has found that men in particular love the Hydra Blue® Collection with Seaweed Extracts and the Triple Action Lift Peptide Collection.
For more information on this facial treatment, as well as a full step by step demonstration, see the Master Class, Men’s Facial Grooming Fix.
“Education is what will make you better, stronger and more successful,” says Sarfati. Membership for monthly educational courses at www.LydiaSarfati.com is affordable and will translate into greater business development. See all of the Master Classes to enhance your skills here.
