Let’s be honest: spas and salons mostly cater to women. When you start discussing manis/pedis, wax jobs, and facials, you don’t typically envision a man sitting in an esthetician’s chair. However, spas and salons have a lot to offer men—and yes, we’re including some of the treatments we’ve already mentioned. If spa and salon owners aren’t targeting men in their marketing efforts, they’re missing out on potential opportunities. More importantly, men who are trying to be too macho are also missing out on beneficial treatments, too.