For decades, Botox was viewed primarily as a treatment for women, closely linked to the pursuit of youth and beauty. However, men have increasingly carved out a more visible presence in this domain, to the extent that the term brótox—referring to the application of Botox for men—has become a common expression. According to The Independent, in the last five years, the popularity of this aesthetic procedure among men has grown significantly, reflecting a shift in social perceptions and standards of male beauty. The statistics speak volumes. Data from the American Society of Plastic Surgeons in 2020 indicated that 265,000 men received Botox injections, marking a considerable increase compared to figures from the early 2000s. In fact, spending on Botox has surged by 400% from the year 2000 to 2023. This trend has not gone unnoticed by aesthetic specialists. Clinics such as Aion Aesthetics and Dr. Leah Cosmetic Skin Clinics report annual increases in male clientele, attributing this rise to the period following the pandemic lockdown, when many began to seek improvements in their appearance after seeing themselves continuously on video calls.
The motivations for men to seek the benefits of Botox vary widely. A regular client, Fred, who is 63 years old, began using Botox 25 years ago to eliminate a permanent frown on his face. He states, “It’s not about the wrinkles, but about looking fresh and friendly.” Like Fred, many men pursue treatments to boost their confidence, prevent aging, or correct specific facial features such as drooping eyelids and pronounced lines. For others, the influence of friends or partners who already utilize these procedures plays a crucial role in taking the first step. The normalization of Botox for men also varies depending on the social environment; while in cities like Manchester it is considered routine, in rural areas of North Wales, it may still be subject to judgment and prejudice. Social media and testimonials from public figures, such as musician Joe Jonas and singer Robbie Williams, have helped to destigmatize the procedure.
Beyond Botox, men have begun to explore a wide range of aesthetic treatments. These include dermal fillers to enhance the jawline and advanced therapies like microneedling and exosome treatments to combat hair loss, allowing for further diversification in their aesthetic choices. There has even been a rise in procedures aimed at reducing excessive sweating in the armpits and treating conditions like “athlete’s foot”. Many men prefer results that are subtle and quick, with minimal discomfort. “The goal is to improve, to transform,” states Dr. Totton, who emphasizes that male aesthetics aim to maintain a natural appearance.
However, the pursuit of these treatments is not without risks and precautions. Some individuals may feel the need to continue once they start, which can lead to excessive use. Additionally, the lack of regulation in the industry has resulted in cases of failed procedures performed by unqualified personnel. Experts like Dr. Akis Ntonos stress the importance of thoroughly researching and seeking experienced professionals to avoid complications.
This growing interest in aesthetic treatments reflects broader transformations in gender roles and perceptions of masculinity. In the words of Ntonos: “Masculine stereotypes have been dismantled over the last decade, allowing for options that were once considered feminine.” This is further complemented by television programs that promote idealized images where flawless skin and defined features are now attributes desired by all.
