The Rise of 'Brotox': Men Embrace Cosmetic Procedures and Elaborate Skincare Routines
A new generation of men are investing thousands in cosmetic 'tweakments' and detailed skincare, challenging traditional notions of male self-care.
In 2026, male self-care extends far beyond the gym and basic grooming. Men are increasingly participating in non-surgical cosmetic procedures, a trend affectionately dubbed ‘Brotox’ on social media platforms like TikTok.
Shakeel Murtaza, a 27-year-old content creator, has built a significant online presence by documenting his journey with cosmetic treatments and skincare. His routine includes procedures such as Botox for his eyebrows, polynucleotide injections derived from salmon or trout sperm to address dark circles under his eyes, and professional foot treatments. Over the past few years, Murtaza estimates he has spent more than £5,000 on these cosmetic enhancements.
Murtaza's interest in aesthetics began in his teenage years as he sought solutions for acne. This led to a deep dive into skincare and beauty, which he describes as an early obsession.
"At the end of the day it's a good way to feel confident about yourself. Like everyone I have my insecurities, so if there’s a way I can tweak or improve it, I don’t think there’s anything wrong with it," Murtaza stated.
He started creating social media content to offer accessible hygiene and self-care information for young men and boys, noting a lack of such resources. "As a guy, there’s not a lot of information out there," he said. "I wanted to make it more easily accessible for other guys and young boys going through a similar thing."
Murtaza believes it is crucial for young men to see male role models engaging in self-care and aesthetic practices. "I think a lot of men might not take recommendations from a woman; they might see it as too feminine," he explained. "Seeing it from another man might make them a bit more open to it."
Despite amassing over 500,000 followers as a 'skinfluencer,' Murtaza faces considerable backlash and negative comments, often from other men, who perceive his actions as feminine. "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 observed.
However, 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." He emphasizes that while cosmetic enhancements shouldn't be rushed, they can significantly boost self-confidence.
Murtaza's comprehensive skincare regimen reportedly costs over £1,300 and includes products like Cerave Blemish Control Cleanser, Currentbody LED Mask, Biodance Toner, Vichy 89 Serum, Caudalie Serum, LA Prairie Eye Cream, La Mer Cream, La Roche Posay SPF, and Ole Henriksen Lip Balm.