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On ‘Brotox’ and Other Signs Esthetics Demographics Have Changed

Did you know that one in ten Botox patients are men?

The phenomenon has earned the nickname Brotox among people in the esthetics industry, although it includes an ever-widening array of products beyond the most popular injectable.

Men spent $10.8 million on nonsurgical cosmetic procedures in 2015, according to the American Society for Aesthetic Plastic Surgery; the number of procedures done on men has grown 325% between 1997 and 2015.

The most popular nonsurgical cosmetic procedures include fat reduction, Botox, Sculptra, skin tightening and intense pulsed light (IPL).


Men Are Getting Botox Now More Than Ever. These Plastic Surgeons Explain Why.

Break out the syringe. 💉


It’s no secret ― men are getting more Botox now than ever before.

According to a recently released study from the American Society for Aesthetic Plastic Surgery, the number of men getting botulinum toxin injections (commonly known by their brand names as Botox, Dysport and Xeomin) totaled 453,281 in 2016 ― adding up to 9.9 percent of total procedures done on both men and women. In 2015, a study from the American Society of Plastic Surgeons said that the number of men getting injections increased by 337 percent since 2000.

With this concrete evidence that men are getting more Botox than ever, we couldn’t help but wonder why. And do their reasons for choosing the treatment differ from those of women?

HuffPost reached out to five plastic surgeons based in New York, Los Angeles and San Francisco to learn more about the men who are getting Botox and the reasons they’re doing it.

Men who get Botox are generally 35 to 65 years old.

The five doctors we spoke with all agreed on a few things – the men visiting their practices for toxins are typically 35 to 65 years old; they’re most often white-collar professionals in the business, law, fashion or art world with higher incomes; and they’re primarily getting toxins injected into their brows and around their eyes around three to four times a year. But that’s about where their similarities stop.

I have a huge Republican CEO getting Botox. He’s a Trumpite and he’s a toxin junkie.”Dr. Seth Matarasso, plastic surgeon

Dr. Seth Matarasso, a San Francisco-based plastic surgeon and clinical professor of dermatology at the University of California School of Medicine in San Francisco, told HuffPost that it’s impossible to pinpoint a certain type of male who receives Botox.

“I have Asian men, I have African-American men, I have white men, I have everyone,” Matarasso said, adding that he sees everyone from politicians and venture capitalists to baseball and hockey players. “I have a huge Republican CEO getting Botox. He’s a Trumpite and he’s a toxin junkie.”

Matarasso added, “There is no demographic and to me that speaks volumes ― the fact that it’s crossing every racial, every sexual, every social demographic. There is no way to pigeon hole [a man] and say, ‘Oh, he’ll never get it.’”

Competition in the workplace is a major motivation for men who get injections.

While the plastic surgeons agreed that women mostly got Botox to appear younger, every doctor cited competitiveness as a major – if not the major – reason men are getting more Botox.

“They’re simply having more procedures done because they want to maintain the competitiveness in an increasingly ageist workplace,” Dr. Daniel C. Mills, president of the American Society for Aesthetic Plastic Surgery told HuffPost.

Dr. Paul Nassif and Dr. Terry Dubrow, the stars of E!’s hit plastic surgery show “Botched,”both backed up Mills’ comments, saying men fear competition with a younger man.

“The younger and better you look, the better chance you have to stay in the market and compete,” Dubrow said. “It’s as simple as that.”

Dr. Terry Dubrow and Dr. Paul Nassif of “Botched” pose together. Season 4 of the show premieres Sunday, June 18th at 9 pm ET/PT on E!. 

Plastic surgeons are getting better at targeting men.

Dr. Daniel Maman, a board-credited plastic surgeon with 740 Park Plastic Surgery, said that in the past, most plastic surgery websites only targeted women.

“A male would go onto your website and would only see pictures about [procedures for women]. Now we have a dedicated tab on our website for men and it has galleries showing pictures of men,” Dr. Maman said.

And according to a recent Elle magazine piece, men are now also going to “Brotox caves”to get their procedures done. These special offices that cater specifically to men are decorated with faux snakeskin, giant TVs and even artwork chosen for a male audience.

Spouses and significant others are encouraging these kinds of procedures. 

“Men blame their spouses with the ‘I don’t care but my wife/girlfriend wants me to do it,’ excuse,” Dr. Dubrow said..

Most of the doctors agreed that after men see the results of their significant others’ Botox, they’re more likely to give the procedure a try.

“Men start with something they’re comfortable with – they’re going to start with toxins,” Dr. Matarasso told HuffPost. “Because [they’ll think to themselves], ‘My wife’s been doing it, my friend’s been doing it, I know it’s safe. I know it’s subtle.’ This isn’t your grandfather’s facelift.”

Social media and online dating have also had a major influence. 

“I think with social media and men wanting to look good ― since honestly a lot of the older men are going out with younger women ― they do want to use Botox,” Dr. Nassif said.

Dr. Matarasso agreed, saying he’s seen people come in for a procedure because they were having their online profile pic updated.

“It’s a visual society, whether you want to blame or give credit to the internet,” he said.

Simon Cowell has admitted to getting Botox injections in the past.

Men are also becoming more open to these kinds of procedures.

“More and more men care about their appearances now than ever and have begun to understand that taking good care of their skin and even utilizing injectables like Botox can help them maintain a healthier, more vibrant look,” Dr. Mills said. “Plus, men having a little work done isn’t stigmatized the way that it once was. It isn’t just for women anymore – not by a long shot.”

It’s no longer taboo for a guy to sit at a table with their guy friends from high school and say, ‘Oh you know, I had Botox,’ or, ‘Oh, I had liposuction.’ In general it’s becoming more accepted.”Dr. Daniel Maman, plastic surgeon

And while it is becoming more accepted, all of the doctors agreed that men would never come in to appointments together ― something a lot of women do.

“[Men would] rather be caught bra shopping or buying condoms,” Dr. Dubrow said.

Part of that might be because of men’s low pain tolerance when it comes to toxin injections, which could explain why the procedure isn’t something they’d consider an enjoyable experience to share with friends.

“Men do not have the same pain threshold as women,” Dr. Matarasso said. “Women are much more stoic and say, ‘OK just put the needle in.’ Men tend to just be a little more needle-phobic.”

And yet despite men’s hesitance to share in the experience together, they’re less afraid to talk about it. Dr. Maman explained, “It’s no longer taboo for a guy to sit at a table with their guy friends from high school and say, ‘Oh you know, I had Botox,’ or, ‘Oh, I had liposuction.’ In general it’s becoming more accepted.”

Statistically speaking, men still have a long way to go to catch up with women when it comes to the number of toxin procedures performed each year. But as the number of men who get Botox continues to rise, the number of lines on their faces will magically plummet.

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WOMEN HAVE LONG been held to a higher aging standard than guys, but it appears as though that gap may be closing. According to a new study in the journal Cosmetic Dermatology, the number of American men getting Botox injections—which relax the facial muscles to minimize lines and wrinkles—has skyrocketed 258 percent over the past decade or so. What gives?

“My male patients are much more open and proactive about their appearance-related concerns now,” says lead study author Whitney Bowe, MD, assistant medical director for cosmetic and laser services at Advanced Dermatology P. C. in Ossining, New York. “Male patients who have tried Botox look better, feel better, and believe it gives them a competitive edge. There’s also less of a stigma associated with cosmetic procedures nowadays.”

So what accounts for this huge shift? Well, metrosexuality and a quick fix with no downtime for starters, but it appears as though the economy is a major factor too. “Men feel increasingly pressured to maintain a more attractive and youthful look in a highly competitive job market,” says Bowe. The study points out that a youthful appearance allows men—and women—to generate more revenue than their older looking peers, which is an important asset in a leaner workforce. “And if you are out of work, it can give you an edge in finding a new job.”

Should you decide to give Brotox a try—none of us are getting any younger, after all—discuss the effect you’re hoping to achieve with any potential doctor. Bowe says there are significant differences in the outcome of injectables in women and men, so choose a doctor who’s experienced with male patients. They need to take into account each patient’s muscle mass, muscle fiber pattern and hair distribution, according to Bowe. “Although exact dosing regimens do not yet exist, there is widespread consensus that men require higher doses of Botox than their female counterparts.”


Simon Cowell has admitted to using Botox, as has reality star Todd Chrisley – and while guys may be less open about using the age-defying injections, there are hundreds of thousands of men heading to the plastic surgeon’s office for these non-invasive procedures.

According to the American Society of Plastic Surgeons, over 400,000 men received Botox injections in 2014, marking a 337 percent increase since 2000. In addition, over 90,000 men received fillers, an 86 percent increase since 2000.

“In the last few years, there has been a surge of men seeking minimally invasive facial rejuvenation,” Beverly Hills plastic surgeon Dr. Timothy Neavin tells PEOPLE. “More than ever, men are seeking beauty maintenance in the form of fillers and Botox because when they are properly administered, they work so well to create natural looking results with zero ‘evidence’ or downtime.”

Neavin, who is CEO of Artisan of Beauty, says his average male Botox client is 50 years old, while men in their 20s and 30s may opt for fillers.

“The goal for many men isn’t to look younger,” he says. “They aim to look better, more attractive, more rested, and more fit.”


Kelly Ripa and Savannah Guthrie recently made headlines for indulging in Botox treatments. While statistics show that a majority (roughly 90%, in fact) of consumers who receive Botox treatments are women, there has recently been a significant growth in Botox for men, also known as “Brotox”.

According to the American Society of Plastic Surgeons, nearly 400,000 men in the United States received Botox in 2013. This is a 310% in Botox for men compared to a decade ago.

Is the male Botox phenomenon caused by Hollywood celebrities like Simon Cowell admitting they’ve received this anti-aging miracle treatment? Botox for men may not be as taboo as it has been in the past. With more and more men receiving Brotox treatments, it sheds a new layer of normal to up- keeping appearances.

The American Society of Plastic Surgeons also reported that Botox cosmetic was the #1 nonsurgical service in the United States with over 6 million treatments performed last year–both male and female. With numbers rising each year, it’s easy to predict that Botox is a treatment that’s here to stay.

Botox results in no downtime and has very low risk of adverse side effects, which could be another reason more men have flocked to it over the years.

To meet the trend of the increasing numbers of people receiving treatment, more medical professionals have taken an interest in receiving Botox training. Medical esthetic schools like National Laser Institute offer CME and CE courses that certify doctors, nurses, physicians, and other medical professionals in how to safely administer Botox treatments. At National Laser Institute, you can become certified in Botox and dermal fillers (Juvederm, Restylane, etc.) in as little as one full weekend of hands-on training.

We can only speculate as to why more men are receiving Brotox, but if it makes them feel more confident we’re all for it.


ATTN: Women comprise the vast majority of people who opt for plastic surgery and cosmetic procedures, accounting for 92 percent of all operations in 2014. But the 1.26 million procedures performed on men last year is nearly 25 percent higher compared to fifteen years ago. Most of the increase can be attributed to men getting procedures like Botox and other minimally invasive operations.

October 18th, 2015|Injectables, Treatments|Comments Off on On ‘Brotox’ and Other Signs Esthetics Demographics Have Changed