The Rise of 'Brotox' and Why More Men Are Embracing Aesthetics

In recent years, something really exciting has been happening in the world of cosmetic treatments—men are increasingly seeking out procedures like Botox, a trend that's been humorously dubbed “brotox.” While Botox was once mostly associated with women, more and more men are turning to aesthetic treatments to maintain a youthful appearance, enhance their facial features, and just feel good about the way they look. This shift represents a change in how we think about beauty, self-care and, most importantly, masculinity.

As a multi-specialist physician, I've seen firsthand how attitudes toward cosmetic treatments are evolving. In this piece, I’ll talk about why more men are choosing Botox and other non-invasive procedures, how I approach treatments for my male patients, and how medical aesthetics—once a field dominated by women—is now becoming more inclusive for men.

One of the biggest reasons Botox has become popular with men is the change in how we think about masculinity.Courtesy of Roman at Adobe StockWhy Botox Is Gaining Popularity Among Men

Botox has been a staple in the aesthetic world for years, helping to smooth out fine lines and wrinkles. For a long time, women were the primary demographic for Botox, but things have changed. According to recent reports [1], over 400,000 men in the U.S. alone now get Botox every year, and that number is rising. This increasing interest in Botox among men is not just a passing trend; it's part of a larger cultural shift.

One of the biggest reasons Botox has become popular with men is the change in how we think about masculinity. Today, men are more open to taking care of their appearance. Whether it’s grooming, fitness or even skincare, it’s no longer seen as “unmanly” to focus on self-care. Many men are now just as invested in looking youthful and refreshed as women, especially in a society where appearance can impact everything from professional success to personal confidence.

Another reason Botox is appealing to men is its minimal invasiveness. Men tend to appreciate treatments that don’t require a lot of downtime or recovery. Botox is quick, easy and doesn’t require any major commitment, which makes it an attractive option for men with busy lives. Most people return to work the same day, and the results are noticeable without being over-the-top, which is often exactly what men are looking for.

What Exactly Is Driving Men to Try Botox?

So, why are more men turning to Botox? The reasons vary, but there are a few key factors that come up over and over in conversations with my male patients:

1. Maintaining a Professional Image: Men, especially in competitive industries like finance, entertainment or even tech, are increasingly conscious of their appearance and how it impacts their professional success. Looking younger or more energized can give them an edge in meetings or interviews. Botox helps smooth away those crow's feet or forehead lines that can make a person appear tired or older than they are.
2. Social Media Influence: Platforms like Instagram and TikTok have made image a huge part of everyday life. More men are realizing the pressure to look their best in photos, especially with the rise of influencer culture. This has led to an increased awareness of cosmetic procedures as a way to look more polished and fresh.
3. Quick Results with Minimal Effort: Men appreciate that Botox is non-surgical, relatively painless and offers results that last a few months. Unlike a facelift or other invasive procedures, Botox doesn’t require weeks of recovery, and it’s much less intimidating. It’s a simple, efficient way to look younger with minimal effort.
4. Changing Attitudes About Masculinity: The definition of masculinity has broadened significantly in recent years. There’s no longer a strict expectation for men to avoid self-care or beauty treatments. Many men now feel comfortable doing things to enhance their looks, whether it’s a new haircut, skincare routine or a little Botox. It's part of a growing acceptance that beauty is for everyone.

How I Approach Botox for My Male Patients

As a multi-specialist physician, I work with a variety of patients, and each person has their own unique needs and goals when it comes to aesthetic treatments. When it comes to Botox, I find that men often have slightly different expectations than women.

For starters, men tend to have stronger, more defined facial muscles, which means the approach to Botox has to be a little more customized. If you overdo it on Botox with male patients, it can sometimes create a look that’s too soft or even feminized, which most men don’t want. The key is subtlety. Botox can still smooth out wrinkles and soften lines without changing the natural look of a person’s face.

Another factor I consider is age. Younger men often come to me looking for preventative Botox, hoping to stop wrinkles before they even start. Older men, on the other hand, might be looking for Botox to help reverse the signs of aging. Both approaches require a different technique, and I always make sure to personalize the treatment based on the patient’s age, skin type and overall aesthetic goals.

What Other Treatments Are Men Interested In?

Men tend to appreciate treatments that don’t require a lot of downtime or recovery.Courtesy of photostockatinat at Adobe StockWhile Botox is the most popular treatment among my male patients, it’s not the only option they’re considering. There’s been an increase in interest in other non-invasive procedures like dermal fillers, laser treatments and body contouring.

• Dermal Fillers: Men are using fillers to restore volume in areas like the cheeks or under the eyes. As we age, we naturally lose volume in our faces, and this can make us look more tired or worn out. Dermal fillers are a great option for men who want to restore that youthful fullness without looking “done” or over-the-top.
• Laser Skin Treatments: Laser treatments are also gaining popularity with men who want to address things like sun damage, acne scars or general skin texture. Men who spend a lot of time outdoors, especially, find lasers to be a great way to refresh their skin without invasive surgery.
• Body Contouring: Procedures like CoolSculpting, which help eliminate stubborn fat without surgery, are becoming increasingly common among men who want to improve their physique. It’s a great way for men to target those last few inches of fat that won’t budge with diet and exercise.

A More Inclusive Approach to Aesthetics

Historically, aesthetics were seen as something mostly for women, but things have changed. As more men embrace treatments like Botox and dermal fillers, the medical aesthetics field is becoming much more inclusive. It’s exciting to see more men feeling comfortable with the idea of taking care of their appearance and making decisions about what makes them feel confident.

As a multi-specialist physician, I’m proud to be part of this shift. I love that more men are taking the time to focus on their aesthetic needs, and I’m here to help them do so in a way that feels natural and empowering. The best part is that men no longer have to worry about whether a treatment is “too feminine” or “unmanly.” Aesthetic medicine is for everyone, regardless of gender.

In conclusion, the rise of "brotox" is just one sign of how the landscape of medical aesthetics is changing. Men are increasingly seeking out Botox and other treatments to maintain their youthful look, feel good about their appearance, and keep up with the demands of modern life. As more men embrace these treatments, the industry will continue to adapt and become more inclusive, offering tailored solutions for everyone.

References:

1-https://www.peergroupnj.com/brotox-full-disclosure-guys-get-botox-too-heres-why/

About the Author: 

Azza Halim, MD is a leading, board-certified anesthesiologist and physician with a focus in aesthetic medicine, anti- aging treatments and regenerative medicine. Halim has a diverse background in medicine and wears many hats, making her a foremost source on a variety of topics within the wellness and beauty space. She is a national medical director for hospital, surgical and aesthetic practice startups, runs her own medical consulting company and is a national educator and KOL for various companies, having spoken at conferences such as A4M, Boston BioLife, Empire Medical Training and Kimera Labs. Her revolutionary, trademarked procedures for cellulite have been presented at the Aesthetics Everything, the Global Aesthetics Conference and the Global Virtual Aesthetics Summit.