The New Face of Male Aesthetics: How Cosmetic Procedures Became Mainstream
What was once considered a taboo subject whispered about in private has transformed into an open conversation about self-care and confidence. While plastic surgery discussions traditionally centered around women, a significant cultural shift is underway as men increasingly embrace cosmetic procedures without apology or secrecy.
The Data Behind the Trend
A revealing 2025 report from the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS) found that 92% of plastic surgeons now treat male patients, indicating a substantial increase in male participation in cosmetic enhancements. The phenomenon even extends to celebrities, with television personality Andy Cohen recently acknowledging he received "the tiniest bit of Botox" to his face.
"Ten years ago, many male patients came in quietly, often framing it as something they were 'doing for work,' or after encouragement from a partner," explained Dr. Claudia Kim, board-certified plastic surgeon and chief medical officer at New Look New Life Cosmetic Surgery in New York City. "Now, men come in well-informed, having done their own research, and they're much more comfortable talking about aesthetics as part of overall self-care."
Motivations Behind Male Procedures
According to Dr. Clifford P. Clark III, board-certified plastic surgeon and medical director of Clark Institute for Aesthetics, men pursue cosmetic work for both personal and professional reasons. "Men want to stay competitive at work and confident in social and dating settings," Clark noted. "With social media and constant visibility, appearance plays a bigger role in confidence than it did even a decade ago."
This cultural shift toward increased aesthetic awareness affects all genders, though it brings complex considerations regarding body image and societal pressures. A dedicated online ecosystem capitalizes on insecurities about appearance, and men are not immune to these influences.
The Social Media Effect
Joseph J. Trunzo, a psychology professor and associate director of the School of Health & Behavioral Sciences at Bryant University, highlighted how social media creates unrealistic standards. "TikTokers and other social media influencers are making millions of dollars by getting likes and followers, which they then invest in professional trainers, full-time chefs, and other experts to curate and maintain their image," Trunzo explained.
"Influencers may take thousands of images and pick the best one, with the best lighting or enhancements, to curate the ideal version of themselves," he continued. "None of it is real. In short, we are constantly exposed to unrealistic, idealized and glamorized versions of the human body at a rate that we have never experienced before."
Popular Procedures Among Men in 2026
HuffPost consulted with leading plastic surgeons to identify the cosmetic procedures men are most likely to seek in the coming year.
Neuromodulators (Botox)
Neuromodulators like Botox, particularly for forehead lines, frown lines, and crow's feet, often serve as men's first cosmetic treatment due to their quick application, subtle results, and minimal recovery time. "The brow and forehead are major areas of focus," Dr. Kim emphasized, "as deep lines can unintentionally make someone look angry or worn out." These procedures are especially popular among men in their late 20s to mid-30s who aim to proactively address aging rather than waiting until concerns become severe.
Derma Fillers
Derma fillers have gained popularity for creating subtle jawline definition, enhancing the chin, and addressing under-eye hollowing. "Loss of definition or fullness under the chin can really bother men," Kim observed, noting that men typically prefer conservative results that don't appear obvious or artificial. Dr. Sean Doherty, a Boston-based board-certified plastic surgeon, added that men generally focus on improving fine lines rather than completely removing them, wanting to look their best for their age without appearing unnaturally youthful.
Body Contouring
Younger men show increasing interest in body contouring procedures, including high-definition liposuction. "Advances in fat grafting are allowing for more dramatic, natural-looking definition than ever before," Dr. Clark noted. According to Kim, body contouring—particularly in the abdomen and flanks—appeals to men who maintain fitness but struggle with stubborn fat deposits that resist diet and exercise.
Neck Lift Surgery
Neck lift surgery removes excess fat and skin beneath the chin to create a more defined jawline, a feature many men desire. "Men want a sharp, clean jawline," Clark stated. While younger men might achieve results through chin augmentation and liposuction, those in their 40s and beyond typically find neck lifts most effective for restoring a strong, defined jawline.
Blepharoplasty
Blepharoplasty, or eyelid surgery, addresses excess skin on the eyelids that stretches and droops with age, resulting in more youthful-looking eyes. Upper blepharoplasty (focusing on upper eyelids) is particularly in demand among men. "Men often seek this procedure because it helps them look more rested and alert without changing their overall appearance," Kim explained.
Gynecomastia Surgery (Chest Sculpting)
Gynecomastia surgery, which reduces excess breast tissue, serves as a first treatment for many men across different age groups. "Most men have been thinking about their chest for years," Dr. Doherty noted. "In general, men want to feel better about their bodies, motivating them to do a chest contouring procedure."
The Psychological Dimension
While cosmetic procedures can boost confidence, researchers at the International Obsessive Compulsive Disorder Foundation caution that for individuals with body dysmorphic disorder (BDD), "correcting" perceived imperfections might lead to preoccupations shifting to other body areas. Some patients may experience worsening BDD symptoms following cosmetic treatments, highlighting the importance of psychological evaluation alongside aesthetic considerations.
The normalization of male cosmetic procedures represents more than just changing beauty standards—it reflects evolving attitudes toward self-care, confidence, and open discussion about personal appearance in an increasingly visual world.
