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According to the American Society of Plastic Surgeons, from 2000 to 2020 there has been a 182% increase in botulinum toxin injections for men. Additionally, cosmetic surgery and non-surgical aesthetic procedures among men have risen by 29% between 2000 and 2018 and enhancements to the male appearance continue to gain momentum. 

Men and Going Under The Needle

“Brotox” is the latest social media trend with men across the globe adopting a new appreciation of aesthetic treatments. 

The term “Brotox” is a fun play on words to reference the rise in popularity of botulinum toxin injections and other cosmetic treatments – among men to enhance and elevate their appearances. So why has this boom become popular among young men?

Men focusing on their appearance is more than a trend 

It doesn’t surprise me that the trend of men trying out botulinum toxin and other treatments is becoming more popular among young men. After all, Gen Z and Millennials are more likely to focus on self-care and self-improvement than previous generations.

As the world continues to become more accepting of aesthetic enhancements, self-care, and men’s beauty standards, it’s evident that they also want to look and feel their best. 

Social media, endless Zoom meetings, and how the media portrays individuals have increased pressure across the board to look their best. Now, more men and women are looking for short and long-term treatments in their quest for beauty. 

Common male cosmetic issues

Getting rid of forehead wrinkles and crow’s feet

Unfortunately, research has found that wrinkles such as crow’s feet tend to appear earlier and form deeper in men. This is due to behavioral factors and genetics. 

Incorporating over-the-counter products like exfoliating products, peptide creams and retinol into a skincare routine can help treat fine lines and wrinkles. Yet, to get rid of deep frowns and forehead wrinkles, a combination of products and in-practice “tweakments”, including botulinum toxin, is used to help relax the muscles that cause the wrinkles to appear. 

Lip filler 

The use of lip filler has become more prevalent in men looking to achieve a more youthful appearance. However, men tend to lean towards a more conservative and natural look than women. 

But, at my practice, I have seen a slow increase in men requesting lip filler. Also, we have had some male patients requesting lip filler, due to the thinning of the lips and genetic differences between the upper and lower lip. For example, someone may have been born with a very thin lower or upper lip.

Liquid rhinoplasty

Men have also adopted new aesthetic procedures like liquid rhinoplasty. This procedure, with the correct technique, can yield similar results as a surgical rhinoplasty. 

This procedure is recommended to those patients that don’t want to undergo plastic surgery, and instead are looking for a temporary change or correction.


Photo by Andrea Piacquadio

Dermal fillers will temporarily change the shape of your nose, and you will typically need to visit your doctor every eighteen months or so to repeat the treatment.

The benefit of liquid rhinoplasty is that patients will see immediate results with minimal recovery time needed as opposed to going under the knife. it is important to state that soft tissue fillers can’t reduce the size of the nose or straighten a deviated septum. their forte is in improving bumps, indents, asymmetries, and even lifting the nasal tip.

Botulinum toxin for aging prevention 

The quest for prolonged youth is one shared by men and women. Many men are incorporating Botulinum toxin into their skincare regime as a preventive measure to avoid aging wrinkles and to remove negative expressions like a frown, which can make one unapproachable and even look unfriendly to co-workers. 

Men do need more Botulinum toxin as the effect of the treatment is dependent on the number of units used. Generally speaking, men tend to have bigger and stronger facial muscles. This then requires higher units to achieve similar results as women. 

It is also essential to maintain a good skincare regime, which will help maintain a youthful and healthy appearance. I would tell men to include good sunscreen and retinol serum in their daily routine.


Undergoing any cosmetic procedure can be daunting for some, with the added pressure on men due to the relatively new demands on them about beauty, aging, and appearance. 

I would advise anyone considering aesthetic treatments to do their research. Consult with qualified medical doctors and consider all aspects of the procedure, including their desired results, before proceeding.

I’d also recommend consulting with a practitioner that understands the male face and treats it regularly.

MAIN IMAGE CREDIT:pikselstock/shutterstock
Dr Alek Nikolic

Dr Alek Nikolic

Dr Alek Nikolic is a renowned specialist in aesthetic medicine and is at the forefront of the latest developments in his field. With a focus on skin care, skin ingredients and cosmetic dermatology treatments such as lasers, chemical peels, Botox, and Dermal Fillers, he has performed over 20 000 procedures to date and is responsible for training many medical practitioners both locally and internationally. After receiving his MBBCh from the University of the Witwatersrand (1992) he went on to do an MBA at University of Cape Town (2000). With over 24 year in private practice, he has lectured and performed live demonstrations across the globe, including Bangkok, Rome, Paris, Monte Carlo, Prague, and Warsaw.  Some of his achievements include: Owner of Aesthetic Facial Enhancement Owner of online skincare store, com. Founding member of the South African Allergan Medical Aesthetic Academy Advisor to Allergan Local Country Mentor in Facial Aesthetics   Vice President of the Aesthetic and Anti-Aging Medicine Society of South Africa(AAMSSA) Associate Member of the American Society of Laser Medicine and Surgery(ASLMS).


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