For years, aesthetic treatments were seen as a women-only domain. Not any more. Across Ireland, a growing number of men are embracing subtle cosmetic treatments, fuelling what industry insiders have dubbed the rise of ‘Brotox’.
At our medical aesthetic clinic group Thérapie Clinic, new figures reveal that male demand is accelerating at pace. Cosmetic injections are no longer a female-dominated category, with Irish men now one of the fastest-growing client groups.
We have found a 38 per cent increase in new male cosmetic injections clients, alongside a 10 per cent growth in male cosmetic injections sales and a 9 per cent rise in the total male client base. Overall, our business has also recorded a 31 per cent increase in new cosmetic injections clients, driven by younger audiences and rising male interest.
Founded over 20 years ago and now with 85 clinics throughout Ireland, Britain and the US, Thérapie Clinic has delivered more than 10 million treatments. We are an Irish-owned, family business which has built a team of over 200 doctors and medical experts.
And these new statistics point to one clear trend: aesthetic treatments for men are not a fad — they are becoming normalised.
Today’s typical Irish man is embracing a more proactive approach to grooming than ever before.
From tailored wardrobes to curated skincare routines, self-care has evolved into a form of self-investment rather than vanity. Cosmetic injections are simply the next step.
More and more men across Ireland are said to be embarcing cosmetic procedures
At Thérapie Clinic, our aesthetic doctors and skin specialists are seeing a significant shift in attitudes.
Men who come through the doors of our clinics are increasingly open about wanting to look refreshed and less tired, and are moving away from on-off treatments and towards structured, consistent aesthetic care. The emphasis is firmly on subtle, natural-looking outcomes.
Common treatment requests include softening frown lines, reducing crow’s feet and enhancing jawline definition. The goal is not transformation, but refinement — enhancing natural features while reducing visible signs of stress or ageing.
A contributing factor to this surge is that we are living in an era of constant visibility.
Video calls, social media and dating apps have heightened awareness of facial expressions and skin quality.
Nicky Ruebsamen of Thérapie Clinic has told of the rapid rise of ‘Brotox’ in recent times
With the recent advent of Zoom calls that have lasted post-pandemic, for many, seeing oneself on a screen daily has prompted action. Younger men are particularly driving the change.
Preventative treatments — sometimes referred to as prejuvenation — are gaining traction among those in their late twenties and early thirties. Rather than waiting for deeper lines to form, they are choosing cosmetic injections early to maintain a fresher appearance for longer.
The 31 per cent overall rise in new cosmetic injections clients at our clinics underscores how widespread this shift has become, spanning all age groups and demographics.
Historically, cosmetic enhancements weren’t commonly associated with men. Now, these conversations are part of the norm. Much like going to the gym or investing in professional skincare, tweakments are increasingly viewed as part of a broader wellness strategy.
The reported 10 per cent growth in male cosmetic injections sales reflects not just curiosity, but commitment. Meanwhile, the 9 per cent increase highlights a broader trend: more men are entering clinics for the first time, whether for laser treatments, skin solutions or cosmetic injections.
This continued growth signals a cultural turning point. Men are no longer hesitant to invest in their appearance — they are informed, proactive and actively seeking expert-led care.
Central to the rise of Brotox is confidence. In competitive workplaces and socially connected lives, looking well-rested and energised can have a tangible impact.
Increasingly, people are investing in aesthetic treatments not just for how they look on the outside, but for how it makes them feel on the inside — choosing cosmetic injections as a way to build confidence from within as much as to enhance their external appearance. Cosmetic injections are typically quick, minimally invasive and require little to no downtime — appealing to busy professionals who want effective results without disruption.
At Thérapie Clinic, we pride ourselves on medically led, safety-first treatments delivered by experienced doctors.
Consultations ensure that every client — male or female — receives a personalised approach focused on enhancing, not altering, their natural features.
The numbers tell a compelling story: the surge in new male cosmetic injections clients, double-digit sales growth and a steady expansion of our male customer base looks set to continue.
Far from being a passing trend, the rise of Brotox represents a lasting shift in how Irish men approach ageing, grooming and self-care.
Cosmetic injections are no longer about chasing perfection. They are about subtle confidence, and Irish men are clearly ready to book in.
Nicky Ruebsamen RGN is the head of injectable growth at Thérapie Clinic
