‘Brotox’ is the latest beauty trend for men who ‘want to look good too’

They’re so high man-tenance.

Men are finally dipping into the $6.4 billion Botox market as the demand for a wrinkle-free complexion soars.

Dubbed “Brotox,” the trend sees male TikTokers flaunting newly taut visages as docs declare injectables aren’t “just for women” and as Gen Z demand for aesthetic procedures reaches a fever pitch.

While some men have received injections for years, board-certified plastic surgeon Dr. Jennifer Levine has seen a recent uptick in male clientele.

“Men come in more and more and are a growing part of the practice,” the Upper East Side surgeon told The Post in an email, noting that the desire for confidence, especially in a competitive workplace, is one of the driving forces behind “Brotox.”

“Men want to look good too!” she added.

More than 265,000 men received Botox injections in 2020, 182% more than received the procedure two decades ago, per recent figures from the American Society of Plastic Surgeons.


Man getting Botox
“Men want to look good too!” Levine exclaimed.
Getty Images/iStockphoto

In fact, it was the No. 1 minimally invasive cosmetic procedure requested by men who want to temporarily rid their mug of fine lines and wrinkles without going under the knife.

Online, #brotox boasts over 17 million views, as men, their doctors and even their partners proudly show off their Botox treatments and encourage others to “invest in yourself.”

Liana Sahakyan, a registered nurse and co-founder of Los Angeles’ Lauréate Aesthetics, told The Post that an estimated 20% of the medical spa’s patients are men, a booming trend that could be thanks to the “changing attitude towards self-care and grooming.”

“We’ve observed a steady increase in male patients seeking various cosmetic treatments over the past few years,” she said in an email. “While Botox is the frontrunner, procedures like dermal fillers and laser treatments are also gaining traction among our male clientele.”

One Miami spa has transformed into the ultimate haven for the beautified blokes, with their Get Refreshed man cave stocked with booze and cigars and adorned with Playboy paraphernalia.


Man getting Botox
“It’s interesting how social media platforms like TikTok can bring attention to existing trends that might have been quietly growing,” said Sahakyan.
Getty Images/iStockphoto

Meanwhile, Joe Jonas admitted to receiving Xeomin injections, a Botox rival, calling it a “nice addition” to his features.

“There’s this stigma, especially with men, around getting injectables,” he told Refinery29 earlier this year. “I have many guy friends who have done it and they’re shy to speak on it.”

It’s possible “Brotox” has been steadily gaining traction in secret, but “wasn’t as openly discussed until now,” Sahakyan noted.

“It’s interesting how social media platforms like TikTok can bring attention to existing trends that might have been quietly growing,” she said.