Men Are Outspending Women on Botox. Here’s What They’re Asking For

Guys are going to increasingly wild lengths to achieve their version of the idealized man. Looksmaxxing, as we’ve come to know it, has included surgical procedures to reshape their eyes, taking a hammer to their face to create a more chiseled jawline, and breaking their legs to gain a couple inches. But an OG in cosmetic procedures is seeing a resurgence in men, too.Chances are you’re familiar with Botox: localized injections to smoothen wrinkles in common areas like the forehead, the eyes, or around the mouth. Long viewed as a treatment limited to the ladies, it’s increasingly becoming another form of male upkeep. Now we’re learning that men are outspending women on the popular procedure. According to an October 2026 report by Guidepoint Qsight, a medical aesthetics data and intelligence provider, men spent an average of $529 per neurotoxin visit in Q3 of 2026, compared with $455 for women. (The figures include not just Botox but also competitors like Daxxify and Xeomin.)The potential explanation is simple: Botox is an easy way to look a little younger, more well-rested, and even less angry or severe. (As a built-in bonus, it’s virtually painless—especially compared to the barbaric looksmaxxing trends circulating as of late.) According to a 2025 survey of 2,900 aesthetic plastic surgeons, men accounted for over 15% of all Botox cases that year. It was also their top non-surgical treatment by a landslide.The growing cohort of men opting into “Brotox” believe it’s money well spent. Nancy Samolitis, MD, a board-certified dermatologist in Los Angeles and co-founder of facile, has been treating men for years but has recently seen an uptick in male clientele, aged anywhere from 35 to 70. These days, “they’re more interested in skincare and more open to procedures,” she says. Many also book their first treatment nudged by their spouse or significant other who are existing patients. Others come in simply wanting to look better but not knowing what treatment to get. In many cases, Botox fits the bill.While the uninitiated might think the injections make guys look surprised or less masculine, good work can be undetectable. Still you, just fresher.Kyle Waldrop, a 37-year-old product designer in Los Angeles, first started getting Botox three years ago. “I’ve always been good about keeping up with a skincare routine and taking care of myself, so Botox felt like a natural extension of what I was already doing,” he says. His goal isn’t to change his face but to slow down wrinkles before they become obvious. He gets Botox for his forehead lines and crow’s feet, and recently started treating his neck lines, too.But it’s not always about looking younger. Men are also using Botox in less obvious places. David Kim, MD, board-certified dermatologist and the founder of Soho Dermatology in New York City, treats the chin for more projection, as well as the underarms to combat excess sweating. Bell Yoo, NP, a board-certified nurse practitioner and the founder of Mimo Aesthetics in West Hollywood, adds that she injects the masseter (and sometimes temporalis) muscles for guys who struggle with jaw clenching or teeth grinding.Aesthetically, men usually aren’t looking for the same thing from Botox as women. For starters, many want to soften their lines without erasing them. Preserving some natural movement is key. “My female patients often love that smooth, ‘glass skin’ appearance, whereas some of my male patients think it looks too waxy or oily,” Yoo says. Men also tend to opt out of a Botox brow lift, which many women request. “Men would much rather maintain a slightly heavier, lower-set brow than end up with an overly arched or ‘Spock’ brow,” Yoo says. Per Samolitis, this requires different injection points and doses tailored for guys. Kim, meanwhile, is careful not to overdo the crow’s feet. “It looks more natural when men have lines around the eyes, and it makes their face look better overall,” he says. These techniques quell the fears that guys have about looking less masculine or overdone. For most, the ultimate goal is to look relaxed and rejuvenated—not tight and taut. “When it’s done well and with the right amount, you look like yourself, just a bit more rested,” Waldrop says. “I still have all my natural movement and expressions, which is important to me.”All that subtlety comes at a price. Men may end up paying more than women to treat the same areas, but the higher price tag is actually expected: Men often have larger, stronger facial muscles, which require more units to achieve their desired results, Yoo says.While more men are embracing Botox, some remain tight-lipped about it. Yoo says that most of her male Botox patients are pretty discreet. “I think there’s still some stigma around men receiving cosmetic treatments, and many would rather keep it to themselves,” she says. Waldrop, however, is an open book. “I don’t really see it as something worth hiding or feeling that weird about,” he says. “Guys are already spending money on skincare, haircuts, hair transplants, working out, and all sorts of things to look and feel better, so I don’t really see why Botox should be treated any differently.”For Waldrop, Botox is less a dramatic intervention than another item on his grooming checklist. He doesn’t see it as something that needs to be announced or apologized for. At the end of the day, “it’s really not that deep,” he says.