Brotox? Why more men than ever are interested in a fresh face

Bro, let's talk about Botox.

Every time a new article focuses on men's aesthetics, it tends to approach the topic from a "Wow! Isn't this something new?" perspective. Men, going back for generations, have cared about their appearance, so this shouldn't be considered a novel concept. There have been metrosexuals and yuppies before them. Further back, a "dandy" was the term used for males who emphasized their outward appearance and leisurely hobbies.

There have always been men who have placed unique value on self-care and maintaining a clean, sophisticated or suave appearance. Whether due to availability, social media reducing the sting of surgery stigma or a sense of increased competition during tough economic times, more men are looking to plastic surgeons for that self-care, with Botox being one of the most popular noninvasive treatments. Numbers from the 2024 ASPS Plastic Surgery Statistics Report showed 593,854 neuromodulator injections for men, demonstrating a year-over-year increase.

The numbers don't lie, and neither do ASPS Member Surgeons, who also notice an uptick in the number of men looking to refresh their face with a little help from neuromodulators.

Are more men really hitting the plastic surgeon's office?

Statistics show that, yes, more men are turning to plastic surgery to help them improve or maintain their appearance. However, more than just black and white numbers, you can see the dynamic shift simply by sitting in the waiting room of a plastic surgeon's office.

"Yes, we are seeing more men coming in for less invasive procedures," said Jeffrey Roth, MD, FACS, located in Las Vegas.

The same is true on the other side of the country in New York.

"Yes, I have seen an increase in males seeking aesthetic treatments, specifically after looking at themselves on Zoom calls," said Tara Adashev, an aesthetic nurse and injectables specialist who works with Christopher Funderburk, MD. "Males are realizing more lines and wrinkles on their forehead and around their eyes, making them look more tired, and seeking Botox."

What's driving men toward Botox and noninvasive procedures?

It's more than a holdover from the COVID-19 Zoom meeting days that is driving more men to invest in Botox and other noninvasive procedures. Yes, "Zoom face" did encourage more people, both men and women, to explore how plastic surgery could enhance their appearance on video calls. However, even after the pandemic ended, plastic surgery trends remained stable. Why?

"I do believe the stigma of going to a plastic surgeon's office is much less," said Dr. Roth. "Also, men go to the gym and are more active. They don't feel old. Why look old? Some are being brought in by their wife or girlfriend, who is introducing them to this new world, where you can take a few years off and not look goofy."

Social media and the support of family, friends and romantic partners are helping men to see plastic surgery in a new light, one that does not stigmatize individuals for investing in themselves and shunning the notion that "real men" don't care about their appearance.

"I think that more men are okay getting Botox as there's less stigma," said Adashev. "They're hearing their friends get it. They're trying to keep up with a younger crowd, whether that be in the dating scene or at work. Also, lots of my patients just want to look good and feel good when they look in the mirror."

What's also true is that men feel more pressure than ever to compete in romantic and professional spaces. Jobs can be challenging to come by in today's shifting economy, and competition for positions and promotions can be fierce. Any advantage, even noninvasive procedures like Botox, may help men feel they can edge out the competition.

"This is especially true of salesmen," said Dr. Roth. "They are competing with younger guys. They get ribbed about their age. Meanwhile, they are outselling the younger guys by a long shot. Often, they will come and tell me that after undergoing a procedure, such as Botox or filler, they feel more confident. They tell me sales are all about confidence, and so they sell more of whatever they are selling."

It's also true that today's dating scene is more challenging, seeing as so many neutral, third spaces where people can meet and interact organically are disappearing. Dating feels like a game you don't understand anymore, especially when it appears that the odds are stacked against you.

Some estimates suggest that on dating apps like Tinder, 75 percent of users are men. Filters may get you a swipe, but men may also feel pushed into looking a certain way when they eventually meet up with their match. Compassion, a sense of humor and being a good conversation partner drive meaningful relationships and encounters, but many men find that appearance is still what helps get them a first date.

Things to consider if you want to explore Botox

If you are ready to try Botox to smooth out fine lines and wrinkles and give your face a glow-up, there are a few things to keep in mind.

"My male patients tend to need a higher dose as their muscles are stronger, and if the dose is not appropriate, they tend to come back sooner with more movement than my female patients," said Adashev. "Anyone with a faster metabolism will require more frequent injectable appointments as they're burning the toxins at a more rapid rate."

Differences in muscle mass and facial structure may also affect the placement of Botox treatments, which is why it is crucial to use a board-certified plastic surgeon. In addition to requiring higher dosages, men have a different muscular and anatomical makeup of facial structures, as well as unique aesthetic goals. They also have different "trouble spots" and a higher hairline than women. These factors can all influence treatment doses and techniques.

Men may also need to consider specific lifestyle factors that can affect the longevity of Botox treatments. Those with intense workout regimes or who work in physically demanding careers may find the results achieved with neuromodulators wear off more quickly. An experienced physician, such as an ASPS Member Surgeon, understands these differences and can help men achieve their desired aesthetic goals, which may differ from those of women.

It's time to reject the notion that men caring about their appearance is new, novel or vain. Self-care is for everyone. Botox may be the key to a renewed sense of confidence, whether you want to freshen up your look for yourself, your career or your current or potential romantic partner.

To find a qualified plastic surgeon for any cosmetic or reconstructive procedure, consult a member of the American Society of Plastic Surgeons. All ASPS members are board certified by the American Board of Plastic Surgery, have completed an accredited plastic surgery training program, practice in accredited facilities and follow strict standards of safety and ethics. Find an ASPS member in your area.