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.
Well-being and accessibility to respond to a fundamental trend
The men's grooming market is booming, and Masculin Center has anticipated this trend by focusing on a 100% male-oriented approach from the outset. In an increasingly demanding urban environment, it is thanks to a strategic location—close to public transportation, city centers, and parking lots—that each visit becomes an accessible and stress-free break, responding to increased demand for waxing, facials, massages, pedicures, and scalp treatments.
Innovation and expertise at the heart of the experience
The brand relies on state-of-the-art equipment such as laser devices and high-tech products to guarantee safe, effective, and long-lasting treatments. With a clientele mainly aged between 30 and 60, Masculin Center confirms that well-being has no age or gender. The brand offers: facials, massages, waxing, permanent laser hair removal, body treatments, and hand and foot care.
About Masculin Center
Founded in 2001, Masculin Center is Switzerland's leading network of beauty centers for men. In 2012, the brand, which at the time consisted of a single institute, was acquired by serial entrepreneur Claudio Boschia. Since then, he has significantly expanded the brand's presence, which now has locations in eight cities in French-speaking Switzerland and offers a wide range of specialized treatments in an exclusively male environment.
In 13 years, the customer base has grown significantly and the outlook is very promising. Thanks to its unique positioning, Masculin Center plans to open new centers in Switzerland and, eventually, abroad. The growing demand for men's treatments, combined with solid expertise, supports this momentum. The addition of innovative services and a loyalty program enhances satisfaction and retention. The ambition: to become the benchmark for men's well-being in Switzerland and beyond.
Always on the move to meet demand and increase the comfort and satisfaction of its customers, Masculin Center has just moved to more spacious and even more pleasantly designed premises in both Geneva and Lausanne in order to offer a unique experience to its customers.
Where to find Masculin Center
• Lausanne, Rue des Terreaux 13
• Geneva, Galerie Jean-Malbuisson 15, 40 Rue du Rhône
• Fribourg, Rue de la Banque 4
• Nyon, Grand-Rue 7
• Neuchâtel, Grand-Rue 4
• Sion, Rue de la Porte-Neuve 28
• Morges, Rue Louis de Savoie 56
• Renens, Rue des Entrepôts 2
