Men Now Spend More Than Women on Botox, With Natural Results in Focus

Men are spending more per visit on wrinkle-smoothing injections than women, while asking practitioners for results that preserve their facial character. The shift points to a broader change in men’s grooming: Botox is becoming routine upkeep for some, alongside skincare and haircuts.

Guidepoint Qsight, a medical aesthetics data provider, reported that men spent an average of $529 per neurotoxin visit in the third quarter of 2026, compared with $455 for women. The figures cover Botox and competing treatments such as Daxxify and Xeomin. Men may pay more because their facial muscles are often larger and stronger, requiring more units to treat the same areas, says Bell Yoo, a board-certified nurse practitioner and founder of Mimo Aesthetics in West Hollywood.

Subtle changes are the point

For many male patients, the aim isn’t to erase every line. They want to look rested and relaxed while keeping the movement that makes their expressions recognizable. That preference shapes how practitioners approach dosing and injection sites.

“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 avoid the brow lift commonly requested by women. “Men would much rather maintain a slightly heavier, lower-set brow than end up with an overly arched or ‘Spock’ brow,” she says.

Nancy Samolitis, a board-certified dermatologist in Los Angeles and co-founder of facile, says male patients often need different injection points and doses. David Kim, a board-certified dermatologist and founder of Soho Dermatology in New York City, also takes care not to remove too much movement around the eyes. “It looks more natural when men have lines around the eyes, and it makes their face look better overall,” he says.

Kyle Waldrop, a 37-year-old product designer in Los Angeles, began treatment three years ago. He gets injections for forehead lines and crow’s feet and has recently added his neck. “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 is to slow the appearance of wrinkles, not remake his face. “I still have all my natural movement and expressions, which is important to me.”

Beyond forehead lines

Some men seek treatment for reasons that have little to do with looking younger. Kim uses Botox in the chin to add projection and in the underarms to reduce excess sweating. Yoo treats the masseter muscles, and sometimes the temporalis muscles, for patients who clench their jaws or grind their teeth.

Interest is growing across a wide age range. Samolitis says she has seen more male clients recently, from ages 35 to 70. Some arrive after a spouse or partner who already sees her suggests treatment; others know they want to look better but aren’t sure which procedure fits. Botox can be a relatively simple option for those patients.

A 2025 survey of 2,900 aesthetic plastic surgeons found that men made up more than 15% of Botox cases that year, and Botox was their leading nonsurgical treatment. The procedure may appeal in part because it can soften signs of fatigue or tension without the commitment of surgery.

Grooming without the announcement

Despite rising interest, some men keep their treatments private. Yoo says many of her male patients are discreet, reflecting lingering stigma around cosmetic procedures. Waldrop sees little reason to hide it. “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,” he says.

His view captures the change: Botox is settling into the same category as other personal-care routines, rather than serving as a dramatic intervention. For men who choose it, the measure of success is often simple—looking like themselves, with a little less visible strain.