Brotox To Daddy Do-Overs: Men In La Are Redefining Beauty Norms

LA Men Are Embracing Beauty Enhancements

Step aside Hollywood starlets – the gents are stepping into the spotlight of cosmetic treatments. With remote work and the all-seeing eye of social media, the pressure to look good has never been more intense. Dr. Dunne explains, “Several cultural forces are shaping the trend: increased professional visibility through social media, high-definition photography, virtual meetings [or Zoom face], and a growing awareness of how subtle enhancements can support confidence in competitive environments.”

Tailored Treatments for The Modern Male

In response, the male beauty scene is evolving faster than a sunset over the Santa Monica Pier. Clinics are rolling out procedures that cater specifically to the male demographic, from 'brotox' – Botox tailored for tougher skin – to abdominal etching and even male breast reduction. According to the American Society of Plastic Surgeons, male breast reduction is one of the fastest-growing procedures for men in the US in 2024.

Breaking the Stigma One Procedure at a Time

Gone are the days when cosmetic tweaks were shrouded in secrecy. Beverly Hills cosmetic surgeon Sean Satey notes, “Men are moving from feeling embarrassed to being curious and somewhat comfortable” about enhancing their looks. The 'scrotox' trend – relaxing scrotal muscles to reduce wrinkles and sweating – illustrates this shift, although Dr. Satey doesn’t offer it at his clinic. Meanwhile, across the pond at Harley Street Skin Clinic in London, Dr. Aamer Khan reports a boom in scrotox inquiries, with men citing both cosmetic and functional benefits.

A New Era of Confidence

Dr. Dunne encapsulates the movement, stating, “Whether through refined anti-wrinkle treatments, discreet jawline contouring or regenerative skin therapies, the aim is never to change a client’s identity, but to help them look like the most refreshed, assured version of themselves.” The stigma is fading, and cosmetic procedures are becoming just another tool in the modern man's arsenal.

Proactive Beauty Routines

Echoing this sentiment, cosmetic and reconstructive surgeon Ash Soni, founder of The Soni Clinic in London, sees a rise in male clientele embracing aesthetic treatments. "The stigma in the aesthetic industry is beginning to fade, with more men undergoing treatments and speaking openly about them," he explains. Melanie Grant, a celebrated facialist with a base in LA, has also seen a shift toward proactive skincare among her male clients, offering therapies like LED light therapy and custom clinical peels.

Los Angeles is setting the pace, as more men in the city opt for beauty enhancements not out of necessity, but choice. And as they do, they're slowly but surely reshaping the definition of masculinity in the Golden State.