Why male tweakments are on the rise as Rylan Clark and Bobby Norris become latest stars to show off dramatic results of their ‘traumatic’ cosmetic procedures

Until recently, undergoing tweakments, plastic surgery or injectables to enhance your appearance was seen as for women alone.

But fast forward to 2026 and a growing number of men are embracing subtle cosmetic treatments, fuelling what industry insiders have dubbed the rise of ‘Brotox’.

A recent UK-based study revealed that one in six men has considered dermal filler treatment, and 21 per cent of respondents said they are likely to opt for these ‘tweakments’ in the future. 

It is thought that the taboo around male cosmetic enhancements is gradually breaking, after years of aesthetic treatments being seen as a women-only domain.

Experts believe the rise of male treatments is linked to two societal changes – a growing concern among men regarding their appearance due to social media and an increase in male celebrities and influencers openly discussing treatments. 

While Dr Barbara Kubicka, the founder of ClinicBe, told the Daily Mail that the surge was also down to the normalisation of procedures within society.

‘Social media and the constant presence of high definition cameras have certainly played a role, but so has a broader change in how men view self-care,’ she said.

‘Treatments are increasingly seen in the same space as skincare, dental work or hair treatments rather than something dramatic or image driven.’

Doctors and beauticians across the UK, Australia and the States have all recorded a surge in the number of males seeking out treatments, with medical aesthetic clinic group Thérapie Clinic recently revealing they’ve seen a 38 per cent increase in new male cosmetic injections clients.

Nicky Ruebsamen RGN, head of injectable growth, told the Daily Mail that common treatments men request are to soften frown lines, reduce crow’s feet and enhance jawline definition.

‘A contributing factor to this surge is that we are living in an era of constant visibility,’ she said. ‘Video calls, social media and dating apps have heightened awareness of facial expressions and skin quality.’

While she added: ‘Men are no longer hesitant to invest in their appearance — they are informed, proactive and actively seeking expert-led care.’

Clinicians say appearance-conscious young men are desperate for a more chiselled jawline, while older men are becoming less content with ageing naturally and had begun seeking ways to turn back the clock. 

Botulinum toxin (often just shortened to Botox) and dermal fillers are said to be among the most popular options sought by men, with both being used to create a supposed ‘masculinisation effect’, such as making the jawline more slim or defined.

Botox works by relaxing muscles in the face to smooth out lines and wrinkles and, when injected into the masseter muscle – a rectangular muscle in the face used for chewing – it makes the jaw appear slimmer.

Meanwhile, filler adds volume to the face and can be used to define the chin and jowl area, creating a better defined jawline.

Cosmetic surgeon Dr Jamie Aphlett told Daily Mail: ‘One of the most requested treatments among men is jawline enhancement using dermal fillers. 

‘A sharp, defined jawline has become a hallmark of masculinity, with celebrities like Henry Cavill and Shawn Mendes often cited as reference points in my clinic.  

‘In recent years, there has also been a growing demand for subtle lip enhancements, a trend that might surprise many. 

‘Contrary to the stereotype of exaggerated lips, men often opt for slight tweaks to correct asymmetry or add hydration to create a balanced, natural look.’

And in 2026, it seems more and more male celebrities are going under the knife to keep up with their red carpet appearances. 

Dr Nora Jaafar told the Mail that those whose appearances are under constant scrutiny on camera are leading the charge of men seeking treatments to look more youthful.

‘It’s a fast way to sharpen the face and look more refreshed almost immediately,’ she said.

‘Male celebrities may opt for it because it quickly restores or enhances mid-face structure, which can soften with age or weight fluctuations. In high-definition filming and photography, stronger cheekbone definition can make the face appear more angular and youthful.’

While celebrities speaking out about what work they’ve had done has also been attributed to breaking down the taboo around male cosmetic treatments.

Rylan Clark proudly took to his Instagram Stories on Monday to show off the results of his latest facial procedure, which he admitted was ‘traumatic and invasive’.

A source revealed to the Mail that the presenter, 37, has had more fillers injected into his face in the hopes of achieving a more ‘chiselled’ appearance. 

The star has been open in the past about having cosmetic procedures, including lip fillers, Botox and £25,000 veneers in 2013.

In a previous interview, Rylan acknowledged he had gone a bit overboard with his tweakments but said he never had any regrets as it was all a learning curve.

Bobby Norris has also been open about showing fans his swollen and bruised face after undergoing a face and neck lift and lower blepharoplasty.

Last week the Only Way Is Essex star, 39, explained to followers that medics had performed lifts as well as a Lower Blepharoplasty, which removes loose skin from the eyes, following an Upper Blepharoplasty in 2024.

And public figures including Gordon Ramsay have publicly discussed treatments, with the celebrity chef telling how his children unknowingly prompted him to seek help in reducing the appearance of his wrinkles.

George Clooney previously admitted that he got excess skin removed from his upper and lower eyelids. 

While Joe Jonas has been open about having gotten Xeomin – an alternative to Botox that reduces the appearance of lines – and said many men who had gotten treatments felt they had to keep it secret.

The singer candidly told Byrdie: ‘There’s a lot of stigma around injectables. I have a lot of guy friends who have gotten treatments done, but they will be hush about it or ask me at dinner if I’ve noticed anything different.’

He added: ‘I’ve had great conversations about injectables with people who wouldn’t typically speak on it.’

Simon Cowell has been very open about getting work done in recent decades, including Botox, fillers, laser treatments and a non-surgical thread facelift.

However, the Britain’s Got Talent judge, 66, later admitted that he ‘probably did have a little too much a couple of years ago’ saying he’d started to look ‘like something out a horror film’ and that certain photos had left his son Eric ‘in hysterics’.

But fashion designer Olivier Rousteing – whose face has become noticeably thinner and more chiseled in recent years – has declared he is a fan of men getting plastic surgery.

While the Balmain creative director has never confirmed nor denied going under the knife himself, he told GQ: ‘I don’t think anyone should feel shame about wanting to perfect themselves.

‘I think the world is changing and you can be an outsider if you want to. It’s a matter of choice.’

But although the cultural stigma around men undergoing cosmetic surgery has decreased significantly since 2017, Dr Aphlett said the work is not over yet.

He said: ‘The outdated perception that aesthetic treatments are only for women is gradually shifting, but more awareness is needed to make men feel comfortable seeking treatments without judgement.

‘As social media continues to highlight male self-care and aesthetics, we’ll likely see even more men embracing injectables as part of their grooming routine.’

As a result, many A-list stars have frequently sparked online debate over whether their good looks have being secretly subtly maintained with cosmetic treatments.

Ryan Reynolds’ seemingly smoother, more refined look has repeatedly come under question, while Tom Cruise has also been the subject of persistent speculation due to his look fluctuating over the years – at times appearing more sculpted, at others softer.

This month Barry Keoghan was engulfed in a flurry of plastic surgery rumours he’d gotten fillers in his lips and cheeks at the premiere for The Peaky Blinders: The Immortal Man in New York.

The Irish actor, 33, showed off a much sharper jawline and a fuller pout, which several cosmetic surgeons said could be attributed to aesthetic procedures.

It has been suggested that celebrities like Channing Tatum, Zac Efron, Brad Pitt and Henry Cavill have also used dermal fillers to make their lips more proportionate and symmetrical.

And last week it was Aaron Taylor-Johnson who found himself the target of surgery speculation as he arrived for the premiere of his new film Fuze in London.

The 35-year-old actor looked suave in a black suit on the red carpet, but fans were distracted by his very chiseled jawline with many insisting he had undergone some cosmetic ‘tweakments’.

‘Man put the fillers DOWN,’ one user wrote, as another theorised: ‘I think it’s the buccal fat removed?’ and a third declared: ‘He did something to his face. I can’t pinpoint what it is but he needs to stop’.

And at the start of the month, Jim Carrey sparked intense online debate when he appeared at the César Awards in Paris looking noticeably different.

The actor, 64  – famed for his elastic facial expressions and comic contortions – appeared to have a fuller, tighter complexion than in previous appearances. 

His seemingly altered look was so drastic that it sparked a conspiracy theory about him having been cloned – which was since debunked.