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When thinking of Botox, filler, and beauty 'tweakments', the female demographic might first spring to mind.
However, an increasing number of doctors and beauticians across the UK are noticing a rise in the number of males seeking out treatments.
It's a surge experts believe is linked to two societal changes - a growing concern among men regarding their appearance and an increase in male celebrities and influencers openly discussing treatments.
For Michael Saul of Cosmetic Surgery Solicitors, the answer lays in 'growing anxiety that men experience regarding their appearance'.
'Procedures such as hair transplants, Botox, liposuction, and even more invasive surgeries like rhinoplasty and facelifts have become more common,' Saul said. He added: 'In 2022 men made up 7 per cent of all cosmetic surgery procedures, which constituted a rise of 118 per cent from 2021.'
Dr Aamer Khan, a medical doctor and co-founder of The Harley Street Skin Clinic, credited the heightened interest in male Botox or 'Brotox' to media attention on the topic, reflecting a broader shift in the way men approach self-care and appearance.
'The rise in men opting for Botox is largely driven by social media and the growing visibility of male public figures undergoing treatments,' Dr Khan said.
Public figures including Gordon Ramsay have publicly discussed treatments, with the celebrity chef telling how his children unknowingly prompted him to seek help in reducing the appearance of his wrinkles.
Male Botox or 'Brotox' treatments are on the rise - a phenomenon experts largely credit to an increase of men sharing information about treatments online, including @theglobetrotterguys (pictured)
Birmingham-based clinic @starbrowsaesthetics has shared male clients receiving procedures on TikTok
In 2010, he said: 'I've got four children, and they've become "Dad, why have you got so many wrinkles on your face when Clementine's daddy has no wrinkles?"
'The lines were pretty horrific, like Scarface, and I was never embarrassed by it, but my children helped me become more paranoid about it.
'You've seen the articles: craggy face, map of Wales, ugly, deflated rugby ball. There's only so much s*** you want to take. I woke up in the morning and Matilda (his daughter) was trying to squeeze pound coins in there.'
Ramsay added that in image-conscious Los Angeles, one make-up artist reacted with horror to his face, asking whether he had been in a car crash as a child.
He said: 'In LA it was all "Oh my god, when did you go through the windscreen?" You put up with it, but then you get f***ing sick of it. I listened to what Simon Cowell said, and he said, 'Get it done, it'll make you look more…'.
Elsewhere, Joe Jonas showed gender norms two fingers last year when he partnered with Xeomin – an alternative to Botox that reduces the appearance of lines.
The singer revealed he had opted for the treatment in order to slow down signs of ageing. He got candid about the procedures, telling Byrdie: 'There’s a lot of stigma around injectables.
'I have a lot of guy friends who have gotten treatments done, but they will be hush about it or ask me at dinner if I’ve noticed anything different.'
TikTok content creator called @injector_chelsey shared a video of one of her male clients, adding: 'YES, guys get Botox too'
Celebrity chef Gordon Ramsay (seen in November at the F1 Grand Prix in Las Vegas) has also admitted to receiving a procedure to reduce the appearance on his wrinkles
Joe Jonas (seen in November at the 25th Annual Latin Grammy Awards) partnered with Xeomin – an alternative to Botox that reduces the appearance of lines
He added: 'I’ve had great conversations about injectables with people who wouldn’t typically speak on it.'
Elsewhere, TikTok has also witnessed a rise in men revealing their cosmetic procedures. Starbrows Aesthetics on TikTok shared content of men receiving procedures, in addition to @injector_chelsey, who wrote: 'YES, guys get Botox too'.
Meanwhile, TikTok content creator @theglobetrotterguys shared his Botox results and told his followers to take a trip to the Manchester-based clinician for similar results.
In addition to the influence of media attention, Dr Khan continued: 'Additionally, workplace pressures to maintain a youthful appearance, combined with the convenience of quick, non-invasive procedures like Botox, are key factors. Men are realising these treatments are not just for women anymore.'
In addition to men seeking Botox for functional reason, Dr Khan explained that in his experience, men most commonly seek Botox treatments for the forehead, frown lines, and crow's feet.
Despite women also seeking help for the same areas, the procedure varies when performed on a male. 'Men generally have thicker skin and stronger facial muscles, which means Botox dosages and techniques need to be adjusted for optimal results,' Dr Khan said.
He continued: 'The goal with male Botox treatments is often to preserve a more natural, masculine appearance by targeting specific areas like the forehead or between the brows without over-smoothing the face.'
'The surge in demand for male Botox has prompted the cosmetic industry to expand its services and marketing towards men.
'Many clinics now offer male-focused treatments and tailor their approach to better suit male clients' needs, such as subtle, natural-looking results that enhance, rather than change their appearance.'
He concluded: 'As societal norms around self-care and cosmetic procedures evolve, it's no surprise that we're seeing a sharp increase in men turning to Botox, or 'Brotox,' as it's often called.
'The stigma surrounding men and cosmetic treatments has significantly decreased, largely due to the influence of social media and the visibility of male public figures openly discussing their experiences with Botox.'
Alison Telfer, Founder & Aesthetic Director of London's The Glasshouse added: 'The shift reflects a broader societal acceptance of men prioritising their appearance and well-being, coupled with a growing awareness of how subtle treatments can deliver natural yet effective results.'
Meanwhile, in Scotland, Fiona Ross, founder of The Aesthetics Club, has observed a surge in popularity for treatments, such as Ameela, also known as the salmon sperm facial, as well as Botox and Hydrafacials among men.
Ross said: 'We often see men coming in for a one-off treatment before a big event, like a wedding, for example from there, many return regularly to keep up with the treatments.
'Compared to five years ago, we now have a much higher percentage of male patients attending for regular facials.
'There has definitely been a rise in the number of men taking an interest in skin care in general. We have a much higher percentage of male patients that attend for regular facials compared to five years ago.'
She added: 'We also find our male customers are seeking treatments that can help them maintain a youthful look, ones that reduce signs of ageing such as wrinkles, fine lines, and uneven skin tone.'
Like Dr Khan, Ross agreed that a changing attitudes has contributed to the change, saying: 'The stigma around men engaging in skincare and grooming routines has decreased significantly, and we now find that society is embracing male grooming as a standard part of self-care.'
'I'd say this is partly due to social media, but also the enduring popularity of non-surgical treatments.'
Ross concluded: 'I think men have concerns and some insecurities about their appearance and ageing in the same way women do; I feel there is a huge rise in wellness and self-care, and.. this is an extension of that.'
