Generation Z, millennials and aging men are endeavouring to become fitter – and they all want their faces to reflect just how youthful and vibrant they feel.

Revealingly, the American Society of Plastic Surgeons reported a massive 1.1 million minimally invasive cosmetic procedures undertaken by men in 2016. Botulinum toxin treatments are by far the most commonly performed minimally invasive procedures in men.

While subtle wrinkles may confer masculinity, deep forehead and frown lines are often associated with the tired, the angry and the aged. Botulinum toxin treatments target the overactive muscles that aggravate these wrinkles, promoting a relaxed, yet still masculine appearance.