So, yes. Yup. Mm hmm. And another one there, and another one there, and another one there…

Wrinkles, gentlemen. Your rugged, cowboyish wrinkles are no longer appealing to anyone, apparently. Your face, as it is, is no longer nice to look at. The map of your life on your face is not anything anyone wants to read. So, what to do?

Brotox. Botox for bros. Aesthetic procedures among men are on the rise according to The American Society for Aesthetic Plastic Surgery. Now, some of the procedures are medically necessary, or are at least taking place for the correction of a medical issue. Others though…

There’s an uptick on men having botox procedures done before they take their vows. Male aesthetic procedures have now become part of the Groom’s pre-wedding preparation. A recent article on Brides.com spelled out a few of these trends, saying “Procedures for men were up 63 percent between 2010 and 2015. The most common treatments, particularly in grooms, are injectables like Botulinum Toxin (Brotox) and a similar drug called Xeomin (Xeo-man). Most men get injections in their forehead, frown area and crows feet — exactly the same “problem areas” women choose to treat — and many of them are flocking to their plastic surgeons office for men’s grooming treatments in the weeks leading up to their weddings.

It is fascinating that men are seeing similar aesthetic problem areas that women have traditionally focused on. Sociologically, what is this saying about the modern American male? Does he now associate the body’s physical response to aging with something that needs to be corrected? Is it a product of the self image conjured from today’s appearance-obsessed culture?

The article continues to shed more light on the men’s trend, reporting that “injectables aren’t the only beauty treatment men are trying out in preparation for their suit-wielding walk down the aisle… more male patients (are) coming in for aesthetic treatments such as neurotoxins, fillers, and light laser treatments in the months leading up to their weddings. According to the New York Times, “Guybrows” and “Manlycures” are also gaining popularity among grooms. Since millennial men are getting married later in life and then having their wedding photos splashed all over social media, it makes sense that they want to put in some added effort to look their best”.