Men's Aesthetics at Call of Beauty
Brotox: The Straight-Talk Guide to Botox for Men
Male Botox appointments are up double digits year over year. Here's what's actually going on, what it costs, and what to expect if you're a guy thinking about it.
Male Botox Growth
Appointments up 13% in North America
Treatment Time
15-30 minutes, zero downtime
Starting Price
$10/unit for first-time patients
Brotox is just Botox for men. Same product, same science, same 15-minute appointment. The nickname caught on because the number of guys getting wrinkle relaxers has been climbing fast, and the industry needed a word for it. At Call of Beauty in Encinitas, we've seen the shift firsthand. More men are walking in, asking good questions, and walking out looking like a fresher version of themselves.
This guide covers what Brotox involves, why the trend is real, how male treatment differs from what women typically get, and what you should know before booking.
Why More Men Are Getting Botox (and Why Nobody's Surprised Anymore)
The numbers tell the story. Google searches for "male Botox" are up 100% year over year. The American Society of Plastic Surgeons reported that male cosmetic procedures grew to 1.6 million in 2024, with neurotoxin treatments leading the non-surgical category. And 92% of facial plastic surgeons now report having male patients in their practice.
So what changed? A few things, all at once.
The Zoom effect. Remote work put everyone face-to-face with their own webcam for hours a day. Men started noticing forehead lines and frown lines they'd never paid attention to before. That awareness didn't go away when offices reopened.
The stigma collapse. Guys like Simon Cowell, Joe Jonas, and Andy Cohen (who got his first Botox treatment in 2025 at age 56) have talked openly about injectables. When public figures treat it as routine maintenance rather than a secret, it normalizes the conversation for everyone else.
The self-care generation. Men under 40 grew up with better skincare, better grooming, and less baggage about taking care of their appearance. Botox fits into that worldview. It's not vanity. It's maintenance.
The Demographics
What Brotox Actually Is (and Isn't)
Let's clear something up: Brotox is not a different product. There's no special "male formula." Your injector uses the same FDA-approved neurotoxin, whether that's Botox, Dysport, or Jeuveau.
The treatment works by temporarily relaxing the muscles that create dynamic wrinkles, the ones that form when you squint, frown, or raise your eyebrows. The wrinkles smooth out. The muscles relax. You look like you slept well and aren't stressed, even if neither of those things is true.
What makes it "Brotox" is the approach, not the syringe. Male treatment accounts for differences in facial anatomy, muscle strength, and aesthetic goals that matter when your injector is planning where and how much to inject.
How Male Botox Differs From Women's Treatments
Men have thicker skin, larger facial muscles, and different aesthetic goals than most female patients. These differences change the treatment plan in three key ways: dosing, injection pattern, and the target result.
An experienced injector adjusts for all of this automatically. At Call of Beauty, our RN injectors have performed over 5,000 neurotoxin treatments and work with male patients regularly.
Higher Dosing
Men typically need 50-80 units for a full upper face treatment, compared to 30-50 units for women. Stronger muscles need more product to relax.
Different Brow Goals
Women sometimes want a slight brow lift. Men almost always want a straight, horizontal brow. Your injector adjusts placement to avoid any arching.
Subtle Results
The goal is looking refreshed, not 'done.' Most men want to keep natural movement and expression. Nobody should be able to tell you had anything done.
Common Treatment Areas for Men
Men and women share most of the same treatment zones, but the priorities tend to differ. Here's where guys typically focus.
Forehead Lines
The number one request. Horizontal lines across the forehead show up during video calls, in photos, and in the mirror. Botox relaxes the frontalis muscle so those lines smooth out without freezing your ability to raise your eyebrows.
Real patient results: forehead lines before and after Brotox at Call of Beauty in Encinitas
Frown Lines (the "11s")
Those two vertical creases between your eyebrows that make you look angry or tired even when you're neither. This is probably the single most impactful treatment area for men. A few units here and you stop looking like you're about to fire someone.
Crow's Feet
The lines that fan out from the corners of your eyes. They show up when you smile or squint, which is basically all day if you surf or spend time outdoors in Encinitas. Treating this area keeps the lines from getting etched in permanently.
Real patient results: crow's feet before and after Brotox at Call of Beauty in Encinitas
Jawline and Masseter
This one's less about wrinkles and more about facial shape. Botox in the masseter muscle (the chewing muscle along the jaw) can slim a wide or square jawline, reduce teeth grinding, and relieve TMJ tension. A lot of men don't know this treatment exists until their dentist mentions it.
Excessive Sweating
Botox for hyperhidrosis is a game-changer for guys who deal with heavy underarm sweating, especially in professional settings. It blocks the nerve signals that trigger sweat glands. Results last 6-9 months.
Brotox by the Numbers
What the data says about men and Botox
What to Expect at Your Brotox Appointment
If you've never had Botox, here's the play-by-play. No surprises.
Before you show up: Skip the ibuprofen, fish oil, and alcohol for 24 hours. These thin your blood and increase bruising risk. That's it for prep.
The consultation: Your RN injector looks at your face, asks what bothers you, and maps out an injection plan. This takes about 5 minutes. If you're not sure what you want, that's fine. Most first-time male patients say something like "I just want to look less tired" and let the injector take it from there.
The injections: A series of small pokes with an ultra-fine needle. Each one takes a second. Most guys say it's less painful than they expected, somewhere between a mosquito bite and a light pinch. The whole treatment takes 15-30 minutes depending on how many areas you're treating.
Right after: You can go back to work, hit the gym (after 4 hours), or grab a beer at Culture Brewing down the street. There's no downtime. You might have a couple of tiny red marks at the injection sites that fade within an hour.
Results timeline: You'll start seeing changes in 3-5 days. Full results show up at 10-14 days. We offer a free follow-up at the 2-week mark to check everything and make adjustments if needed.
Pro Tip for First-Timers
How Much Does Brotox Cost?
Men typically need more units than women, so the total cost runs a bit higher. Here's what it looks like at Call of Beauty in Encinitas.
Per-unit pricing:
- First-time patients: $10/unit
- Regular pricing: $13/unit
- Members: $11/unit
Typical total cost for men:
- Forehead only: $200-$300 (20-30 units)
- Frown lines only: $200-$325 (20-25 units)
- Full upper face (forehead + frown + crow's feet): $500-$780 (50-60 units)
- Masseter/jawline: $500-$1,040 (50-80 units)
Men usually budget $500-$800 per session for a full upper face treatment, and most come in 3-4 times per year to maintain results. That works out to around $125-$200 per month if you spread it out, which is roughly what a lot of guys spend on a gym membership.
We also offer Dysport and Jeuveau at comparable total treatment costs. Your injector can walk you through the options. For a full breakdown of how these three neurotoxins compare, check out our Botox vs Dysport vs Jeuveau guide.
See It in Action: Real Male Patient Treatment
We filmed a real Brotox treatment at our Encinitas clinic so you can see exactly what the process looks like. No actors, no scripted reactions. Just a real guy getting treated by our team.
The video is set to music so you can watch the consultation, injection process, and the calm pace of the whole appointment. It's the closest thing to being in the room without actually booking.
Watch the full video on our YouTube channel to see why so many men are making this part of their routine.
The Workplace Advantage Nobody Talks About
Here's something men mention in consultations more than you'd expect: looking younger and more energized at work gives them an edge. In competitive industries (tech, sales, finance, law), the guys who look rested and sharp tend to get treated differently than the ones who look exhausted.
This isn't about vanity. Research consistently shows that people perceived as well-rested and approachable have better professional outcomes. Botox won't get you a promotion, but looking like you haven't slept in three days won't help either.
Men in North County San Diego, from the tech hubs along the 5 to the biotech corridor in Carlsbad, are increasingly treating Brotox as part of their professional toolkit. Same category as a good haircut or a tailored suit. Maintenance, not makeover.
Brotox Questions From Our Male Patients
The questions guys actually ask during consultations