Masculin Center: Men's wellness is gaining ground in French-speaking Switzerland

Published: 24 August 2025

Over the past 30 years, men's attitudes toward beauty care have changed dramatically. Once seen as almost exclusively a female concern, cosmetics, salon treatments, and even cosmetic medicine are now widely embraced by men. What are the challenges and prospects for Masculin Center, the Swiss leader in beauty and therapeutic care centers for men, which currently operates eight institutes in French-speaking Switzerland?

Whether recent or long-standing, men's well-being is no longer a taboo subject. For nearly 25 years, Masculin Center has been supporting this evolution by offering beauty treatments exclusively for men. From Lausanne to Geneva, via Nyon, Sion, and Fribourg, the brand offers a simple and welcoming space where everyone can take care of themselves in an environment designed with them in mind.

Treatments for all ages, embracing masculinity
From teenagers to seniors, today's men want to feel good, well-groomed, and listened to. Masculin Center responds to this growing demand with tailored services: facials, waxing, massages, scalp treatments, and more. Far from clichés, modern men assert a benevolent masculinity focused on well-being.

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