U.S. men outperform women in Botox spending

Men outperformed women in Botox costs, and the difference in the cost of procedures continues to increase, writes the Wall Street Journal (WSJ).

“Men usually need more units of Botox or any other neurotoxin because they have more treated surface area and stronger forehead muscles,” said Erika Shane, senior vice president of aesthetic medicine at Guidepoint Qsight.

According to a report by Guidepoint Qsight, which specializes in collecting data on the market for aesthetic medicine, in the third quarter of 2026, men in the United States spent an average of $529 per visit on Botox – the highest figure in the last five years. For women, the average cost of the procedure was $455.

The report did not specify which areas the men were injected into. In 2022, women paid 19.6 percent more for injections. In the following years, the difference narrowed, but recently began to grow again.

According to Shane, men and women seek injections about once every four months. At the same time, men are increasingly interested in aesthetic medicine: in addition to Botox, they do hair transplants and body correction procedures.

In addition, famous men also help make Botox more habitual. A few years ago, singer and actor Joe Jonas became the face of Merz’s Xeomin drug. Last year, TV presenter Andy Cohen admitted that he too decided to do Botox, although at first he doubted whether to do it.

Most often, representatives of Generation X and millennials resort to such procedures, the WSJ notes.

Appearance care for men becomes as much a part of daily routine as fitness, dentistry or regular visits to the barbershop, wrote RBC Style in July. According to the International Society of Aesthetic Plastic Surgery (ISAPS), the number of aesthetic procedures among men has increased by more than 70% over the past decade.