More Australian men are receiving cosmetic surgery to keep their jobs over fears they are being edged out of the workforce by their younger colleagues.
From tradesmen to top executives, Australian men are going under the knife for a number of procedures including botox, nose jobs, calf and chin enlargement, liposuction, breast reduction and body lift surgery.
Cosmetic procedures are typically popular among women with the new trend among men known as 'brotox'.
Dr Joseph Hkeik, a Sydney cosmetic physician with 24 years experience, told Daily Mail Australia that 40 per cent of his clients are men.
'I think its across the board doesn't matter where they come from all walks of life, there's no particular groups that stand out,' Dr Hkeik said.
One of the more shocking reasons men are turning to cosmetic procedures is so they can remain looking young over fear they will be pushed out of the workforce because of their age.
'A lot of career men in their 50s and 60s recognize there a younger generation at work and there's alot of competitiveness in the workforce,' Dr Hkeik said.
'The younger surpassing them so they want to look good to try and maintain their positions in the company.'
This was accelerated by the dramatic increase in zoom meetings during the pandemic.
'The rise in virtual meetings means many professionals now frequently find their faces on screen, making them more attuned to signs of aging,' Perth cosmetic physician Dr Kate Jameson told Daily Mail Australia.
Dr Hkeik opened All Saint Clinic at Double Bay, in Sydney's east, in 1999 but had enough business to run a second clinic in Sydney's west at North Parramatta.
The changes come as long-held gender stereotypes defining what it means to be a man begin to crumble.
In some cases straight men are also beginning to wear nail polish and dresses, such as Olympic boxer Harry Garside who turned heads after wearing an Armani skirt at last year's GQ Men of the Year awards.
Dr Hkeik said there are two main groups of men getting procedures, one being men wanting to keep up with their more youthful partners.
'Their wives and partners are getting treatments and they realise they're looking a lot older than their partner,' he claimed.
'In some cases the partners suggest they should get some work done so they both feel and look good.'
His most popular procedures include a non-surgical 'liquid facelift', which starts at $1600, and one called 'micro needling with radiofrequency', which he says tightens and preserves the skin.
Dr Hkeik said many men are influenced by the youthful appearances of many leading Aussies.
He said it was administered at a friend's beauty clinic and he volunteered as a 'crash-test dummy'.
Dr Jameson said there has been 'a noticeable increase' in the past five years in the number of men interested in aesthetic procedures, including injectables, skin treatments and lasers.
'Traditionally male beauty and self care was limited to things such as haircuts, facial hair, a chiseled jawline and muscles, but we’re seeing a changing definition of masculinity and a deeper exploration into this which is very exciting.