In light of the newly released 2024 data from the American Society of Plastic Surgeons (ASPS), we sat down with Dr. Douglas Steinbrech, a board-certified plastic surgeon and one of the nation’s leading authorities in male aesthetic procedures. Known for pioneering the “Male Model Makeover,” Dr. Steinbrech offers an inside perspective on the evolving world of cosmetic enhancements for men—from the operating room to the boardroom.

Introductory Insights: Understanding the Data Shift

Q: Dr. Steinbrech, the new ASPS data for 2024 shows a continued, albeit modest, rise in cosmetic procedures for men. As a surgeon who specializes in this field, what is your immediate reaction to these numbers? Do they align with what you’re seeing in your practice?

Dr. Steinbrech: Absolutely. These numbers track very closely with what I’m seeing day-to-day. Over the past few years, the male demographic has been steadily catching up to women in terms of openness toward cosmetic enhancements. In my practice, we’ve seen an uptick in both surgical and non-surgical procedures requested by men—particularly professionals in their 30s to 50s who are looking to maintain a youthful and competitive edge in their careers and social lives.

Q: The report notes that men now account for a specific percentage of all cosmetic procedures. What do you think is the single biggest factor driving this growth today? Is it social media, a shift in societal norms, or something else entirely?

Dr. Steinbrech: It’s a confluence of several factors, but if I had to pinpoint one, I’d say it’s the normalization of aesthetics among men—something that social media has greatly accelerated. Platforms like Instagram and TikTok have created an environment where men are not only seeing results but also talking about them. Add to that the evolving societal norms around self-care and male grooming, and we’re in the middle of a cultural shift that’s long overdue.

Surgical Procedures: The Power of Precision

Q: The ASPS data consistently lists procedures like liposuction, gynecomastia surgery, and blepharoplasty as the most popular surgical procedures for men. Why do these specific procedures remain at the top of the list? What common concerns are men looking to address?

Dr. Steinbrech: These procedures address areas that are central to male body image. Liposuction tackles the stubborn fat around the abdomen and flanks—often referred to as “love handles”—which are notoriously hard to eliminate with diet and exercise alone. Gynecomastia surgery corrects enlarged male breast tissue, which can be a major source of embarrassment. And eyelid surgery or blepharoplasty helps men look more awake and energetic, combating the dreaded “tired look” that affects confidence, especially in professional settings.

Q: The data mentions a slight increase in procedures like lower body and thigh lifts for men, often linked to significant weight loss from GLP-1 medications like Ozempic. Are you seeing this trend in your practice?

Dr. Steinbrech: Without question. The rise of weight-loss medications has been a game-changer, especially for patients who previously struggled with obesity. But dramatic weight loss often leaves behind excess skin—particularly in the thighs, abdomen, and lower torso. While women tend to seek contouring for more hourglass-like curves, men want straight, angular lines that preserve a rugged, athletic look. These procedures are technically challenging and must be approached with a deep understanding of male anatomy and aesthetics.

Q: The report also notes an increase in reconstructive procedures. Do you see a connection between the normalization of cosmetic surgery and the increased willingness of men to seek out reconstructive procedures?

Dr. Steinbrech: Definitely. When the stigma starts to fall, doors open. Men who may have suffered injuries, birth defects, or disfigurements from previous surgeries or trauma are more willing to explore reconstructive options now that cosmetic surgery is viewed as a legitimate form of self-care. This normalization is also encouraging more men to take control of their health and appearance in proactive, empowered ways.

Non-Surgical Procedures: The Age of “Brotox” and Beyond

Q: Non-surgical procedures continue to dominate in volume, with neuromodulators like Botox leading the pack. The term “Brotox” has become widely known, but how would you describe the unique aesthetic men are looking for when getting these injections?

Dr. Steinbrech: Men want to look younger, yes—but not done. The male ideal is rugged, strong, and confident. So, when I administer Botox, the goal is to soften deep lines without completely eliminating natural movement. We’re not aiming for a porcelain-smooth forehead like some women prefer; we’re preserving character while restoring vitality.

Q: The ASPS data indicates a surge in skin resurfacing treatments. Are men becoming more interested in overall skin health, or is this primarily driven by the desire to look younger and more competitive in the workplace?

Dr. Steinbrech: Both. There’s definitely a growing awareness around skin health among men, which is fantastic. But let’s be real—most men come in because they want to look sharper, whether for dating, networking, or climbing the corporate ladder. Once they see the results, they often become much more invested in maintenance treatments, from resurfacing to medical-grade skincare.

The Big Picture: Where Male Aesthetics Is Heading

Q: The data reinforces a trend toward more “natural-looking results” and “prejuvenation.” As the pioneer of the “Male Model Makeover,” how do you balance a man’s desire for a more chiseled, masculine look with the demand for subtle, undetectable results?

Dr. Steinbrech: That’s the art behind the science. Male patients want structure—think defined jawlines, high cheekbones, flat abdomens—but they don’t want anyone to know they had work done. My approach focuses on incremental enhancements that build symmetry and masculinity without crossing the line into artificial. It’s all about knowing the angles and respecting the subtleties of the male face and body.

Q: What are your predictions for the next big trends in male plastic surgery over the next 2–3 years that are not explicitly captured in this ASPS data?

Dr. Steinbrech: I anticipate a rise in tech-assisted procedures—think AI-guided imaging, robotic-assisted surgery, and enhanced body scanning. Also, we’re going to see a surge in bio-enhancement treatments: peptide therapy, exosome facials, and regenerative cell applications tailored for men. There’s also growing interest in procedures that optimize not just appearance but performance—like testosterone optimization in conjunction with body sculpting.

Q: You’ve often spoken about the psychological impact of plastic surgery on men. How do you feel the increased acceptance and data from organizations like ASPS are helping to reduce the stigma and improve mental health and confidence for your male patients?

Dr. Steinbrech: Visibility matters. When men see official data validating their experiences and desires, they realize they’re not alone. The positive impact I’ve seen—whether it’s renewed confidence in social settings, improved performance at work, or just feeling better in their own skin—is profound. This isn’t vanity; it’s mental well-being. And as the stigma continues to erode, we’ll see more men empowered to make these choices for themselves without shame or hesitation.

Final Thoughts:

With the ASPS 2024 data confirming a steady rise in male cosmetic procedures, Dr. Steinbrech’s insights shine a light on a demographic that is no longer quietly watching from the sidelines. As societal attitudes shift and technology advances, the modern man is redefining what it means to age gracefully—and confidently.