(WAFB) - Women have long embraced Botox and other minimally invasive procedures as ways to smooth their wrinkles, but now Botox is getting a "bro" make over.
"In the past it was considered non-macho to have these kind of things done ,but now I think men want to feel and look just as good as women," said physician and owner of The Medical Spa of Baton Rouge Dr. Tasha Shamlin.
According to the American Society of Plastic Surgeons, there were more than six million Botox procedures done in 2012. Nearly 400,000 of those were men which is a seven percent increase over the year before.
Looking even further back to 2000, the number of men getting so called "Brotox" has grown 314 percent.
"I think we're more health conscious. We're more into wellness; we're into not just physically feeling better but making sure that outside matches the inside," said Shamlin.
Kenneth Grant is one of those men who embraced cosmetic procedures by getting Botox and fillers on his face.
"I decided that as I approach 60 that I thought I should have a look that defies 60," said Grant.
After three years of treatments, Grant is proud to show off his results, and tell people that he is 59 years old.
"I see myself as I looked my 40s. At that point it's like, ok, I can't turn back," said Grant.
Botox is not the only thing men are turning to. In fact, makers of a wide range of cosmetic products, like fillers, have even begun specifically targeting men.
"Men don't want to have down time," said Shamlin. "So I think they're more excited about doing things that are more temporary in a very discreet manner."
Shamlin says the reasons for more "bros" getting Botox vary from old fashion vanity to wanting to get an edge in the job market.
For Grant, it was about making the outside match how he felt on the inside young and vibrant.
If you are considering a cosmetic procedure, Shamlin suggests going to a licensed physician, and getting a consultation first to discuss all options.
The cost of Botox ranges, but the national average is listed at around $370. Fillers range from $400 to $500 dollars. Results last anywhere from three to 12 months.