Does the ‘Brotox Boom’ Have Staying Power?

According to the American Society of Plastic Surgeons (ASPS), male cosmetic surgery and non-surgical procedures increased by 29% between 2000 and 2018. The increase is influencing dermatological and plastic surgery practices across the US, says ASPS, which the largest plastic surgery specialty organization in the world, representing 92% of all board-certified plastic surgeons in the US.

In 2020, top treatments among men included botulinum toxin, laser skin resurfacing, laser hair removal and soft tissue fillers. Laser skin resurfacing rose by 482%, cheek implants rose by 1616% and soft tissue fillers by 137% since 2000. Botulinum toxin treatments increased by 182% and became popular among men as “Brotox.” In fact, more than 265,000 male patients received botulinum toxin procedures in 2020 to treat crow’s feet and frown lines.

This significant increase in the number of men undergoing cosmetic procedures highlights a shift in societal norms and the growing desire for men to enhance their physical appearance, assert experts in plastic surgery.

“The stigma of vanity surrounding cosmetic procedures for men has evaporated. Minimally invasive treatments with little downtime and natural-looking results give men the same benefits women have enjoyed for decades — enhanced self-esteem, confidence, and sociability,” noted Dr. Cynthia Elliott, the owner and primary practitioner of Skinspirations.