The Rise of 'Brotox': Men Embrace Cosmetic Procedures Amid Shifting Self-Care Norms

In 2026, the concept of male self-care extends far beyond gym routines and protein shakes. A growing number of men are participating in non-surgical cosmetic procedures, a trend increasingly visible on social media platforms and colloquially termed 'Brotox.' Men now constitute between 10 and 20 percent of individuals undergoing these treatments.

Shakeel Murtaza, a 27-year-old content creator, has garnered a significant online following by openly sharing his experiences with skincare and cosmetic procedures. His regimen includes treatments such as Botox for his eyebrows, polynucleotides derived from salmon or trout sperm injected to diminish dark under-eye circles, and professional foot care. Over the past few years, Murtaza estimates he has spent more than £5,000 on these aesthetic enhancements.

Murtaza's interest in self-care began in his teenage years as he sought solutions for acne. "I was trying to find solutions online so, I naturally grew quite a strong interest in all things skincare and beauty," Murtaza stated. "I became a bit obsessed with it."

He started creating social media content to provide accessible information on hygiene and self-care for young men, noting a perceived lack of resources. "As a guy, there’s not a lot of information out there," he explained. "I wanted to make it more easily accessible for other guys and young boys going through a similar thing."

Murtaza emphasizes the importance of male role models engaging in self-care and aesthetic practices online. "I think a lot of men might not take recommendations from a woman; they might see it as too feminine," he observed. "Seeing it from another man might make them a bit more open to it."

Despite building an audience of over 500,000 followers as a 'skinfluencer,' Murtaza frequently encounters backlash, particularly from other men who criticize his grooming habits as unfeminine. "I don’t think a lot of men are used to seeing another man doing it so I think their instinct can be negative towards it," he said.

Murtaza remains undeterred, stating, "It goes over my head. It’s not as normalised as it should be but I’m happy to keep posting and doing what I can."

While not advocating for rushed cosmetic enhancements, Murtaza believes these treatments can significantly boost self-confidence. "Like everyone I have my insecurities, so if there’s a way that I can tweak or improve that subtly I’m happy to try. It’s just a good way to feel a bit more confident about yourself. I don’t think there’s anything wrong with it."

Murtaza's extensive skincare routine, which he detailed, includes items such as Cerave Blemish Control Cleanser (£14.50), a Currentbody LED Mask (£399), Biodance Toner (£20), Vichy 89 Serum (£35), Caudalie Serum (£52), LA Prairie Eye Cream (£450), La Mer Cream (£305), La Roche Posay SPF (£16), and Ole Henriksen Lip Balm (£18), totaling over £1,310.