This week, Fay Bound Alberti explores for The Guardian the rapid rise of impossible male beauty standards, the historical context and how social media, video calling, and “wellness culture”, AI and social media are reshaping what men feel they should look like.

In the piece, Mr Daniel Saleh shares what he is seeing first-hand in clinic: a notable increase in male consultations since Covid, with men increasingly seeking advice on concerns like eye bags, sagging skin, and the so-called “Zoom chin” that many people became more aware of during years of video calls. The article also touches on the growing demand for facial rejuvenation procedures, including facelifts, and how modern lifestyle factors (including significant weight loss) can change facial volume and skin laxity.

Daniel’s view is refreshingly straight: it is not simply “vanity”. More men now see aesthetic treatment as part of looking after themselves – a consumer choice that sits alongside fitness, skincare, and confidence.

If you’d like to read the full article, you can find it on The Guardian here: https://www.theguardian.com/fashion/2026/mar/05/there-is-no-shame-in-being-vain-the-relentless-rise-of-impossible-male-beauty-standards?CMP=Share_iOSApp_Other