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Throughout his career there have been rumours about procedures from rhinoplasty to Botox and fillers as potential explanations for his ageless look, to the point that publications worldwide have consulted surgeons to offer insights into Cruise’s possible cosmetic endeavours.

The ongoing fascination with Cruise’s appearance serves as a reminder of the relentless scrutiny faced by celebrities – both men and women. However, as more male stars have stepped into the spotlight to openly discuss their own journeys with cosmetic enhancements, they’ve challenged conventional norms, encouraging men from all walks of life to consider procedures as a means of self-improvement and self-expression.

Jonas is not alone. A variety of male celebrities have played a role in reshaping these beauty norms, from singer Robbie Williams, who’s been open about getting Botox and dermal fillers; to TV judge and music mogul Simon Cowell, who has also been honest about his experiences with cosmetic enhancements.

The pursuit of the natural look

Getting natural results from a cosmetic procedure is not just a preference but often a fundamental principle. Men in particular strive for results that subtly enhance their features while maintaining their authenticity, preventing the “overdone” or “frozen” appearance that can sometimes result from excessive treatments.

Generally speaking, with their typically more robust and defined facial features, men require different treatment approaches.

Florida double board-certified facial plastic surgeon Dr Jacob Steiger reveals he’s seen an increased demand for facial plastic surgery and aesthetic procedures, with 25 per cent of them being for “Brotox” – a colloquial term used to describe Botox treatments specifically targeted at men – versus around 10 per cent pre-pandemic.

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“While both men and women are interested in treating similar areas, the key is to appropriately administer and dose the Botox so that men maintain a more masculine appearance. Men generally require larger doses to obtain lasting results. This is because men generally have a larger muscle mass,” he explains.

In the case of dermal fillers, they’re requested most by men wanting to achieve a more chiselled, angular look. Since the rise in male injectable treatments, Alchemy 43 CEO and co-founder Nicci Levy has found that men can benefit significantly from fillers in the jaw and under the eyes. “Microtreating these areas will create a subtle youthful and rested appearance,” she says.

Wrinkles and lines often take different forms in men compared to women too, with men struggling with deeper forehead lines, for instance, while women tend to experience more crow’s feet and marionette lines. Additionally, men often seek enhancements that uphold a rugged, more angular appearance, whereas women lean towards softer, more delicate and round-looking refinements.

As for hair restoration procedures, hair transplants or Platelet-Rich Plasma (PRP) therapy can address male pattern baldness or hair thinning. Hair transplants involve the transfer of healthy hair follicles from one body area to balding or thinning regions, while PRP therapy uses components of the patient’s own blood to stimulate hair growth.

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The changing landscape of men’s cosmetic procedures

Despite the growing acceptance of cosmetic procedures for men, persistent social stigmas and stereotypes linger, and men who openly discuss their enhancements may still encounter biases or misconceptions.

The world of male cosmetic procedures is continuously evolving, though. Emerging trends are leading the industry towards more tailored, precise and minimally invasive techniques, with treatments like thread lifts, non-surgical jawline enhancements and chin augmentation gaining popularity. These advancements reflect a growing desire among men to explore subtle, long-lasting enhancements, helping challenge those preconceived notions and redefining masculine beauty norms.