Monday marks of the opening of W Men, the world’s first clinical practice dedicated to men’s dermatology and advanced cosmetic treatments. The practice joins Dr. Tina Alster’s Washington Institute of Dermatologic Laser Surgery on K Street and will be led by Dr. Terrence Keaney.“What we’re doing is giving men a comfortable atmosphere in which to undergo treatments,” says Alster, the founding director of the institute. “The main thing is to make it simple and private, but also innovative and state of the art.”The idea to open the male-friendly practice began a year ago, while Keaney was training with Alster. “He noted the fact that there weren’t that many male patients,” she says, adding that on average about 15 percent of her own patients are men. “In some ways, when men come in, they’re happy with the services, but it’s like walking into the gauntlet. All of our doctors and nurses are female. Men just know this is more of a female atmosphere.”
The staff at W Men will be an all-male three-person team. Services will include Botox injections, laser-assisted hair removal and NeoGraft hair transplantation, laser therapy, tattoo removals, and body sculpting to remove fat—all services that Alster says are popular among her male patients. Also available: laser treatment to get rid of sweat glands in the armpit.
“This is more than just a grooming lounge,” Alster says. “This is going to be the only practice that provides services that are more medical in nature. Men will have a place to call their own.”