Call it longevity, maintenance, or optimization—men are no longer shying away from the beauty game. And some are its biggest spenders

By Phoebe McDowell

“I’m as vain as they come,” says Greg Zimmerman, 34, who speaks about his aesthetician, Fatma Shaheen, with the same affection as others do their grandmother. After all, Shaheen facilitated his acquisition of skin that “people, no kidding, stop me on the street to ask about.” That’s what regular six-weekly appointments that can include anything from microneedling and radiofrequency to blue and red light therapy (costing somewhere in the region of $800) will get you. Or rather, get them: the new breed of high-maintenance men.

“They come in later than women but arrive ready to commit and they want READ ON