Next time you head to your provider for your regular injectable appointment, don’t be surprised if you see more men than usual in the waiting area. “Brotox” is becoming increasingly common in men’s self-care routines. According to Fresha, Google Trends data shows searches for “male Botox” are up 100 percent year over year.
And it’s not just searches that are increasing. There’s also been a noticeable rise in men actually making appointments (up 13 percent in North America and 76 percent in Europe), including repeat bookings—signaling routine-based treatments rather than one-off experiments. Even more interestingly, this shift is largely driven by late Gen Z and early millennial men aged 26 to 34.
What’s driving this change? Is it shifting public perception, easier access, more open dialogue or a combination of factors? Regardless, it’s clear the stigma around injectables for men is fading, and more men are taking their skin care and anti-aging routines to the next level. Read on for everything to know about brotox, including who’s a good candidate, which areas of the face men are getting injected, what kind of results to expect and more.
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Why Brotox Is Trending
Brotox is growing in popularity among younger men as they take a more proactive approach to their skin-aging regimens. “There’s been a cultural shift where men are much more comfortable viewing aesthetic treatments as a form of routine self-care and general maintenance, similar to fitness or grooming,” says San Francisco facial plastic surgeon Amit Arunkumar, MD. “For younger men, especially, the motivation is often preventative. They’re looking to maintain a fresh, energetic appearance rather than correct deep lines later.”
It also comes down to self-perception. In a time of so much virtual work and online content, “Younger men today are more aware of how they look on camera, whether that’s on social media, dating apps or video calls,” says New York facial plastic surgeon Konstantin Vasyukevich, MD. “When they see themselves in photos or on screen, they often notice lines that make them appear tired or angry. Botox has become a simple way to soften those expressions and maintain a relaxed appearance.”
Both surgeons report seeing more men in this younger age group coming to their offices for treatment. And, as Fresha’s data suggests, the stigma is certainly wearing off in the category. “The most common story I hear is that they had a close friend or colleague who tried neuromodulators and liked the results, so they decided to give it a try,” says Dr. Arunkumar.
Brotox Results: What to Expect
If you’re wondering what kind of results to expect, here’s what you can prepare yourself for: “The treatment softens dynamic wrinkles and can create a more relaxed, refreshed appearance while still preserving natural expression,” says Dr. Arunkumar. “For younger men especially, it can also slow the formation of deeper static wrinkles over time.”
In line with their desire for subtle, natural results, brotox patients generally aren’t asking to freeze their face. “Many patients are keen to maintain normal facial movement and expression,” says Dr. Arunkumar. “The goal is to look well-rested and relaxed rather than ‘treated.’ Maintaining masculine brow positioning is particularly important.”
If it’s your first time getting a neurotoxin injected, know that the results are quick, but not immediate. “Most patients start to see results within three to five days, with full effect at about two weeks,” says Dr. Arunkumar.
While older patients may come to a provider hoping to erase deep lines or turn back the clock on aging, younger patients often have different goals. With brotox, “Most younger men are not trying to change their appearance,” says Dr. Vasyukevich. “They simply want to soften lines that can make them look stern or unapproachable.”
How and Where Brotox Is Injected
Part of your appointment time should include a thorough consultation with your provider to examine face shape, desired results, facial expressions and more. From there, you and your provider can discuss where and how much neurotoxin will be injected.
Though it will vary from person to person, “Men generally require more units than women because their facial muscles are typically stronger and thicker,” says Dr. Arunkumar, who adds that the exact number depends on anatomy and treatment goals but often ends up being about 20 to 30 percent more than women. “For both men and women, the number of units is determined by strength and size of facial muscles, goals for their treatment and response to prior treatments.”
Again, because everyone is different, you can’t put an exact label on how many units of neurotoxin someone will need, but “On average, I use about 50 units of Botox, as men typically have strong facial muscles,” says Dr. Vasyukevich. A quick note: Despite the nickname brotox, providers may use any of the neurotoxins currently on the market, including Botox, Dysport, Xeomin, Jeuveau or Daxxify.
Both doctors agree that the most commonly treated areas are the frown lines between the eyebrows (the ‘11s’) and the horizontal forehead lines. Dr. Arunkumar also notes the crow’s feet around the eyes as another common treatment area. The reason these treatment areas are so popular for younger men? “These areas tend to develop early in men due to on average larger facial musculature,” Dr. Arunkumar says.
How to Decide If You Should Get Brotox or Not
Injectables are an exciting innovation for supporting your anti-aging routine, but you’ll want to do some research before deciding if a neurotoxin is right for you. “A good candidate is someone whose facial expressions create noticeable forehead or frown lines,” says Dr. Vasyukevich. If those dynamic lines are starting to remain visible when your face is resting (which is common in your 20s and 30s), you can absolutely benefit from brotox. However, this more subtle treatment may not be ideal for someone who’s older or has more advanced signs of aging. “Someone who expects botox to correct sagging skin or jowls may not be an ideal candidate,” adds Dr. Vasyukevich.
Brotox is designed to deliver will give you subtle, natural improvements. However, results don’t last forever and you’ll need to return to your provider to maintain them. Good candidates “also tend to be patients who are comfortable with maintenance treatments every three to four months,” says Dr. Arunkumar. If this all sounds like you, consider scheduling an appointment with a board-certified dermatologist or facial plastic surgeon to try brotox for yourself.
