130% Increase in Google Searches for Botox Among Men

Aesthetic medicine is no longer an industry dominated by women. In recent years, there has been a significant increase in men opting for tweakments, particularly Botox and skin-enhancing treatments. According to the British College of Aesthetic Medicine, the number of men undergoing aesthetic procedures has risen by 70% since 2021, with men now accounting for 16% of the market in 2024.

This shift in attitudes towards male skincare and tweakments is also reflected in online searches, with Google Trends reporting a 130% increase in searches for “male Botox before and after” over the past year. High-profile celebrities such as Simon Cowell, Joe Jonas, and Robbie Williams have openly discussed their use of cosmetic procedures, normalising the conversation around male aesthetics.

Despite the term ‘Bro-tox’ making waves, leading aesthetic experts report that men’s interest extends beyond wrinkle reduction. Clinical Facialist Kate Kerr, Director of Kate Kerr London Clinic, has observed a major shift in male skincare habits:

“At Kate Kerr London, we've seen quite a significant shift in our male clientele over the past couple of years. Previously, men would typically seek treatments for more obvious skin concerns like active acne or scarring. Over the last year or so, I've seen men coming in for general skin health.”

Similarly, Corina Mihalache, Expert Aesthetician and founder of Ace Skin Health Clinic, has noticed a growing awareness of comprehensive skincare amongst men.

“At the Ace Skin Health Clinic, we have noticed that men's awareness of skin care has changed significantly. They now make up 19% of our client base, and this number has been steadily increasing over the last year. In contrast to the more traditional ‘tweakments’ such as Botox, most men who visit our clinic are more concerned with improving their overall skin health.”

While Botox remains a sought-after treatment, experts say men are turning to a variety of treatments beyond injectables, focusing on skin texture, tone, and overall clarity.

“They’re prioritising healthy, glowing skin and looking to enhance skin tone and texture by looking to address issues such as broken capillaries, pore size, and overall clarity. These issues were often overlooked in the past as they weren't the focus,” says Kate Kerr.

For male clients at Kate Kerr London, IPL, microneedling, and skin peels are growing in demand, alongside regular facials. At Ace Skin Health Clinic, men are often seeking solutions for specific skin concerns like acne, scarring, and hyperpigmentation.

“While women often come to us with preventative goals, men usually seek treatment when they have specific concerns. They want solutions that work. I find that men increasingly understand that good skin health requires both professional treatments and consistent at-home care. I see more and more men investing in a good skincare routine,” explains Mihalache.

Contrary to the assumption that male skincare should be simple and stripped back, experts argue that men’s skin has distinct characteristics that require a tailored approach.

“The most common misconception I've encountered is that skincare for men should be oversimplified. In reality, men's skin has unique characteristics - it tends to be thicker, produces more sebum and is more prone to certain problems due to factors such as facial hair and shaving irritation. This requires a customised approach both in clinic and at home,” explains Mihalache.

This changing perspective has led to skincare being viewed as a form of self-care and hygiene, rather than just an aesthetic concern.

“Men's increasing awareness of skincare is not just about aesthetics, but also about health, confidence, and professional presentation. Men are realising that taking care of their skin is just as important as physical fitness or dental hygiene. This change in perspective is prompting more and more men to seek professional advice and opt for a consistent skincare routine and in-clinic treatments,” Mihalache adds.

The demand for male-specific aesthetic treatments has led to some clinics curating dedicated treatment menus. The Mallucci Clinic, founded by world-renowned plastic surgeon Patrick Mallucci, now offers The Mallucci Man treatment menu, tailored specifically for men. This includes ‘The London Package’, which combines injectable treatments and facials to tackle wrinkles, blemishes, and skin dullness, offering a streamlined solution for those looking to maintain a polished yet natural appearance.

With male interest in aesthetics continuing to rise, clinics are adapting their offerings to accommodate the unique needs of modern men. The shift from a quick-fix mindset to long-term skin investment and offers clinics the opportunity to market to a new type of client.