Men Increasingly Embrace ‘Brotox’ Trend As Stigma Against Facial Rejuvenation And Self-Care Fades

The rise of “Brotox” — a playful term for men getting Botox and other non-surgical cosmetic treatments — highlights a broader cultural shift: men are increasingly embracing self-care and investing in their personal appearance.

According to a study from the Department of Plastic and Reconstructive Surgery at the University of California Irvine School of Medicine, interest in plastic surgery among men has been steadily climbing since 2004, with a sharp uptick over the past decade.

Dr. Diana Ponsky, a double board-certified facial plastic surgeon, says many men are turning to facial rejuvenation to project confidence, stay competitive in the workplace, and address long-ignored functional issues.

“A lot of men are starting to realize that maintaining a youthful appearance can actually support their careers — theres definitely a bias toward younger workers in the professional world,” Ponsky says. “At the same time, many are addressing functional issues like a deviated septum or facial injuries that they may have avoided in the past due to stigma. Now, theyre more open to repairing damage and taking care of themselves.”

Among the most popular treatments for male patients are rhinoplasty — often performed to correct breathing issues with an added cosmetic benefit — eyelid surgery to reduce under-eye bags and wrinkles, facelifts and jawline contouring for a sharper look, and Botox and fillers to smooth lines and restore volume. Skin rejuvenation treatments and hair restoration procedures are also increasingly common.

The trend isnt just about corrective procedures. Ponsky notes that more men are weaving grooming, skincare, and aesthetic touch-ups into their regular routines.

Many male patients are now maintaining Botox treatments every six months, indicating a shift from occasional to routine care. As stigma continues to fade, men are more willing to pursue their best self — both for personal confidence and professional advantage.