The couple that gets cosmetic work together stays together. That’s not how the saying goes, but for Eric Nietzel, RN, it rings true at his New York City aesthetics clinic I Wanna Feel Pretty, where he’s seen a recent uptick in couples booking joint appointments. Nietzel, who offers treatments like Botox, filler, and platelet-rich plasma (PRP) injections and microneedling, first noticed a wave of couple clientele coming in together around two years ago and has received a steady stream ever since.
According to Nietzel, the increase seems to be driven by a younger demographic, who are generally more open-minded and enthusiastic about treatments, and view it as a form of bonding time.
“With older clientele 50s and up, when they’re bringing their partners it’s always a little more naggy,” says Nietzel. “They’re like, ‘Come in, you look terrible. You need to do this, you need to do that.’”
With Nietzel’s younger couples, he’s found the experience to be more positive and less one-sided. “Younger people bring in their partners, and it’s more like, ‘Come check this out. You’re going to like it. You’ll look a little more refreshed,’” he says. “It’s almost like they’re trying to share an experience. They’re really excited about [their partner] gaining that same confidence.”
This shift speaks to a few things we know to be true about the current beauty landscape. Cosmetic work is more popular than ever. Celebrities are becoming transparent about what they’ve gotten done, often normalizing treatments like Botox and filler in the process. Not to mention the idea of an improved appearance is appealing to many of us living in the digital age of endless photos, videos, social media apps, and Zoom calls.
Kiran Mian, MD, a board-certified dermatologist at Hudson Dermatology and Laser Surgery in New York City, has also noticed a particular increase in awareness and willingness among straight male patients.
“What I’m starting to see more of is the man coming in on his own.” says Dr. Mian. “Meaning they’ll come in together, but the man is like, ‘I don’t like these lines. I don’t like this texture. I want smoother skin.’ Whereas before he would just sit there, and the woman is doing all the talking. I’m seeing more and more males becoming more involved in their aesthetic appearance.”
