Medical professionals have reported a sharp rise in the number of Nigerian men seeking anti-ageing procedures, surpassing women.
This shift was revealed at a press conference held by Skinetics, a Lagos-based aesthetic clinic, ahead of the launch of its Abuja branch.
The medical doctors said the trend marks a significant shift in the country’s conventional beauty and wellness landscape, which female clients had mainly driven for years.
Founder and Chief Executive Officer of Skinetics, Bruce Nwachie, said men are now embracing anti-ageing and cosmetic treatments at levels previously unseen.
“Anti-ageing is the key thing in the industry. Yes, people are doing BBL and rhinoplasty, and big breasts and all that; in all, anti-ageing is top demand.
“Everybody wants to go do it, both men and women, and the awareness is so much now with men, that the percentage is high in the past, a man would not come, you can see a man, you know, trying to look good and all that.
“But now people have been able to understand that you have to, you know, self-care is most important. Most men are beginning to realise that nobody will take care of them themselves. If you doubt it, go to Mother’s Day and Father’s Day and see the difference,” he said.
Corroborating this, Skinetics Human Resource Lead Okey Nwachie said, “Ageing is inevitable, but looking old is optional,” citing that he is 70 but still looks young.
‘Power failures crippling health sector’
Doctors at the briefing also warned that Nigeria’s beauty and aesthetics sector faces severe operational challenges.
They stated that unstable electricity, inconsistent water supply, currency fluctuations, and the activities of untrained practitioners threaten safe medical practice.
Mr Nwachie said the cost of doing business in Nigeria has become overwhelming.
“When it comes to challenges (in running a medical centre), so far in Nigeria, the cost of business is so much. You have to deal with electricity because in our business, you can’t do without light. You have to deal with traffic, government regulations, and taxes. There are so many drawbacks, things that are not supposed to be a problem. I give an instance; when the ice that the fridge makes is a problem because you don’t have 24 hours of light.
“It is a problem. When you have a product that is supposed to be refrigerated 24/7, but you only have access to two hours of electricity or sometimes three days of electricity. So now you’re not practising skin care, you’re practising how to generate electricity; those are drawbacks.
“The water that you use in treatment, yes, in a couple of taps you have running water, but is that the right water to treat somebody? No. So, there are minor things which aren’t meant to be a big problem, but become a big challenge. Those are some of my biggest headaches, not the actual treatment or the products,” he said.
Citing the country’s unstable currency rate as another burden, he said the currency volatility led Skinetics to stabilise pricing in dollars.
“You come to the Nigerian currency, the instability in the country, where today the dollar is 1000 to one, and tomorrow it changes. So then you find yourself repricing, and tomorrow the exchange rate is 1200, 1,300. So those are some of the challenges you keep explaining to your client, where you pay one naira today, and tomorrow you pay two naira for the same product.
“Then you have the challenge of people who are called the copycats, who are trying to do what you are doing, and then go with prices with products that are not supposed to be used on a dog; they use it on human beings. A case like that is actually a big challenge. When you can’t explain to someone that Mr A is doing this thing for 1 dollar and Mr B for 5 dollars, it starts creating problems, so those are some of the minor challenges,” he said.
Responding to concerns about brain drain, Chuka Imo, Chief Operating Officer, stated that many Nigerian doctors leave due to harsh working conditions, but some return because their skills are in high demand.
‘Cosmetics not vanity driven’
For years, the Brazilian Butt Lift (BBL) has experienced a surge in popularity, driven by social media, celebrity endorsements, and evolving beauty standards, while also raising significant safety concerns.
Addressing the perception that cosmetic treatments are vanity-driven, Dr Imo said modern healthcare now includes mental health and confidence.
“Health goes beyond treating cancer or hypertension. It includes how you feel about yourself. Appearance affects confidence, mood, behaviour and performance,” he said.
He added that cosmetic procedures are often necessary.
“Some people need treatments for scars, injuries or major events. During consultations, we determine what is safe and appropriate for each individual. If a request is not right, we decline it,” he said.
Abuja expansion, Nanofat Transfer
Despite the challenges, Skinetics, which has hosted celebrities like Don Jazzy, Ini Edo, Nons Miraj and Magixx, announced its expansion to Abuja and the introduction of Nanofat Transfer treatment. The procedure rejuvenates the skin using purified fat extracted from the patient’s body.
Chief Medical Officer Mike Maduka stated that the team recently underwent advanced training in Europe to enhance their expertise.
“Nanofat transfer involves extracting tiny fat particles, which help restore and rejuvenate the skin. It is the first of its kind here in Lagos,” he said.
The Abuja branch, set to open on 29 November, will maintain the same high standards as the Lagos centre, focusing on holistic care, education, and sustainability in the beauty and healthcare sectors, and providing clients with an option closer to home, the CEO noted.
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According to the founder, Skinetics’ expansion to Abuja comes after years of client requests, with many already travelling from the capital to Lagos for treatments.
To celebrate the Abuja launch, Skinetics announced that it will also offer a 50 per cent discount on treatments and raffle draws before opening.
The clinic also plans community outreach initiatives, including free consultations and one free treatment per day, and aims to extend its services to rural areas.
