Why are More Men Turning to ‘Brotox’ Treatments?
Entering my mid-30s, the toils of life are starting to show.
The wrinkles around the eyes (which I now know are called ‘crows feet’) are not of great concern. But the giant crack across the forehead that looks like tectonic plates have shifted on my face? Not too pleased about that one.
Then there are the two symmetrical dents that have formed on the nasal bridge at the edge of the eyebrows. These piss me off the most because now I look like I’m constantly frowning. There’s even a woman in my office who frequently walks past my desk and says: “stop frowning so much, Jon”… I know her intentions are pure but fuck off, please and thank you.
In an attempt to cure my wrinkly frown, I’ve developed this habit where I place two fingers on each side of the nasal bridge and slowly pull them apart so my fingers run across my eyebrows. For a brief moment, the wrinkles vanish, only to come bouncing back when I release.
Bafflingly, this has made no difference at all. Crows feet, tectonic plate, and perma-frown all remain firmly in place.
‘Brotox’ on the rise
I wouldn’t go as far to call it insecurity, more a gripe. Either way, it took me down a research rabbit hole of anti-wrinkle and skin-firming treatments, which led inevitably to Botox.
Look, I’m a firm believer of growing old gracefully, but I also believe you should do whatever the hell you want. Your body, your choice.
(Unless it’s face masks in a pandemic — then, wear the fucking mask).
I’m not rushing off to get injections stuck in my face, but I am curious and it did get me thinking…
If a run-of-the-mill bloke like myself — with no major hang-ups, no interest in social media appearances, and out of the dating pool — is researching Botox, then it’s no surprise that treatments among men are on the rise.
Since 2000, there’s been a 403% (FOUR HUNDRED AND THREE) increase in the number of men getting Botox treatments in the United States. It’s even led to the term ‘Brotox’. Yeah, I’m not sold on it, either.
Browsing the American Society of Plastic Surgeons statistics is a real eye-opener. Did you know, for example, buttock lifting procedures in men have seen a 604% rise in popularity? While cheek implants have gone up 138% in the same 20-year span? Learn something new every day.
Anyway, I digress.
‘The Lunchtime Procedure’
Botulinum toxin, to give Botox its full name, works by relaxing the muscle in which it’s injected, minimising the contractions and ultimately smoothing the lines. Basically, it irons out the wrinkles.
Botox typically takes around 10 minutes to administer and has, therefore, earned the nickname ‘the lunchtime procedure’. After a standard dose, some people will return two weeks later for a top-up. If that’s not needed, the effects should last around three months.
One session usually costs between $200-$500.
Quick, easy, effective, non-invasive, non-permanent, and non-bank-breaking — the appeal of Botox over other cosmetic treatments is clear.
But what drives men to undertake aesthetic procedures in the first place?
Increased social acceptance
Male grooming has, in some form or another, been around for centuries.
The Ancient Egyptians would use Aloe Vera plants, bathing milk, and fragrant oils to improve physical appearance and to mask their stench.
The Romans would bathe in oil-based perfumes for body aroma and were thought to be the first civilisation to experiment with hair dye.
Still, hygiene and basic maintenance were the primary reasons behind most commonly accepted male grooming products, and that was still the case throughout the 20th century.
The Beckham Factor
That all changed with the rise of the ‘metrosexual’ in the early 2000s. Here was a new breed of man redefining maleness, making it acceptable to embrace femininity while still retaining their masculinity.
David Beckham — with his flamboyant fashion, nail varnish, ever-changing hairstyles, grooming regimen, and body art — was its poster boy.
He represented the antithesis of British football culture — of pies and pints, lads and banter — and still became its best and most respected player … while also moonlighting as an underwear model.
After Beckham and others like him, it became sociably acceptable for men to adopt meticulous beauty routines. Waxing became commonplace, expensive lotions and creams filled male medicine cabinets, and the boundaries of fashion were being pushed by everyday men.
The rise in cosmetic procedures like Botox is just the latest step in the evolution of what is becoming more widely accepted among men.
While there is still some level of stigma attached to male Botox, that is rapidly changing, particularly among Millennials — a largely progressive group but who are no longer the whippersnappers of society.
Dr. Dara Liotta, a facial plastic surgeon based in New York City, said…
“Millennials in particular seem to view Botox and filler as part of regular maintenance.”
Workplace pressure
Perhaps unsurprisingly, then, the average age of men turning to Botox for the first time is 40 — considered on the outer edge of the Millennial generation.
These are men who have embraced their ‘metrosexualness’ and have a desire to look and feel young, but are now competing with Generation Z, both in society and the workplace.
In industries where, rightly or wrongly, youthfulness and exuberance are considered advantages, men are increasingly turning to Botox to keep pace with colleagues and rivals.
Dr. David Shafer, MD, FACS, said…
“While in some circles the use of Botox may not have started yet, in metropolitan areas, in the financial and business world, men are taking care of themselves and concentrating on their appearance, which involves the use of Botox.”
Then there’s arguably the most influential reason for all…
Social Media
Since 2010, male Botox treatments have risen by 27 per cent — the same year Instagram was created. Coincidence? Certainly not.
For better and worse, social media has reshaped the way we present ourselves to the world. A major side-effect to this is an increasingly image-obsessed society always desperate to put their best face forward.
It’s also big business. Social media influencer marketing has grown exponentially in recent years. In 2016, it was worth $1.7 billion. By 2019, it had surged to $6.5 billion.
And as we know, it’s not just the Kardashian clan cashing in. There are thousands of people who have converted large social media followings into lucrative occupations.
Maintaining that perfect image — while fending off a younger generation, similar to the workplace pressures previously mentioned — is vital for many influencers to stay relevant.
That is not a slight, just a sign of the times and an uncomfortable truth about the influencer industry.
Deepak Raj Dugar, MD, a plastic surgeon based in Beverly Hills, estimates that 30 per cent of his Botox patients are men, and he told MensHealth that social media appearances are a motivating factor…
“Men do notice how they look in photos, and I think men, despite being macho or whatever, are very sensitive to comments.”
Will ‘Brotox’ keep trending upward?
It certainly seems that way. At least in the absence of similar alternatives.
Around half a million men in the United States had botox treatment in 2019, up 5% from 2018. As younger Millennials begin noticing signs of ageing, that pool will only grow larger.
Then once Generation Z men reach their mid-30s, and have to contend with the emergence of Generation Alpha, it will be their turn to reach for cosmetic assistance … and the cycle, potentially, continues.
Of course, there’s no way to accurately predict the future. Medicinal, technological, and cultural shifts could eventually make Botox obsolete.
But all the while men are seeking ways to look and feel youthful, particularly in a world with an increasingly ageing population, then demand for aesthetic procedures are expected to rise.
As for me? I think I’ll put up with my wrinkles for a little while longer yet.
But never say never.
