Why More Men Are Getting More Cosmetic Procedures Than Ever

Cosmetic surgery among men is becoming an unspoken norm. (Photo: Getty Images)

If you think the men you know are looking a little less tired, a little more chiseled and a lot fitter these days, you’re right, and there’s a big reason why. From “Brotox” and injectable fillers to Board Short Tucks and CoolSculpting, men are stepping up their game when it comes to maintaining their appearance. But does the uptick in aesthetic procedures symbolize a new era of access and empowerment when it comes to men, or will it open the floodgates to the same body image concerns that women have been battling forever?

According to the American Society of Plastic Surgeons, over 400,000 men had Botox injections in 2014 (up 337 percent from 2000) and over 90,000 received fillers (which marks an 86 percent increase since 2000). Similarly, RealSelf.com (an online community that connects people considering aesthetic treatments to others undergoing the same procedures, and to board certified doctors) reports a 59 percent jump in male visitors over the last year. According to a recent poll of 400 board-certified plastic surgeons, 73 percent said their number of male patients has increased compared to last year. Dermatologists, who often also specialize in hair restoration/transplants as well as skin treatments, saw that number rise 87 percent.

So why are men suddenly so ready to focus on their appearance—something that was considered vain and unmanly until not long ago? “The definition of masculinity is in flux,” argues James Fell, a fitness columnist who writes frequently about men’s body image. “Guys are finally getting the chance to create their own definitions of masculinity—and if it doesn’t gel with the old school version, these days it’s pretty much like ‘who cares?’”

The fact that celebrities like Simon Cowell are increasingly candid about using Botox is also helping obliterate any remaining stigma and embarrassment around men focusing on their appearance. “At this point, it’s just another thing men do to take care of themselves,” Kyle Stanley, DDS, a cosmetic dentist in Beverly Hills, CA, whose practice also offers Botox tells Yahoo Beauty. “It’s like going to the gym or getting clothes tailored or having a personal trainer.” And to ensure that patients fell comfortable asking questions without embarrassment, Dr. Stanley is upfront with them about his own usage of injectables. “Men need to see examples of who is actually having these procedures done,” says Dr. Stanley. “I consider myself a walking billboard for my own services.”

Examples are also plentiful online. Last month, Botox launched a new website for men aiming to debunk myths (“Myth: It’s Only For Women” and “Myth: You’ll Look Like You Had Work Done”) and further de-stigmatize the notion of men seeking out aesthetic procedures. Options like the CareCredit health care credit card, which which offers promotional financing options are also cropping up, making it easier for men (and women) to afford procedures that aren’t usually covered by medical insurance. Also changing the landscape: Male-centered clinics, such as W for Men in Washington, DC, which is staffed by male nurses and office administrators. According to Terrence Keaney, MD, founder of W for Men, though the niche of male aesthetic patients has been steadily growing, men have been underserved. “The aesthetic treatment of men and how to treat the aging male face are different processes than treating women. Men’s faces tend to be flatter and wider, and tend to have less subcutaneous fat. So filler need to be used differently in men than women,” Dr. Keaney tells Yahoo Beauty. Furthermore, as men age and skin sags, some of the traits associated with masculinity such as a strong jawline can become obscured. “We can highlight a patient’s masculine features by recreating a strong hairline or reshaping a jawline, which actually makes the patient more manly,” says Dr. Keaney.