As the parameters of what it means to be a man become more fluid, the face of masculinity is changing. Quite literally, in fact, as the number of men having cosmetic surgery and other procedures continues to rise. And it’s not just our faces, but our bodies and even our balls, with men opting for the eye-wateringly popular scrotal lift, among a growing menu of accessible and increasingly affordable procedures.

The American Society of Plastic Surgeons found there were 1.3 million cosmetic procedures performed on men in 2017 – a 29 percent increase since 2000. While the British Association of Aesthetic Plastic Surgeons found that the number of Brits men having cosmetic surgeries fell by 4.7 percent in 2018, it gave way to the popularity of non-surgical procedures, such as Botox, fillers, and DermaRollers.

What is making men have cosmetic procedures? Is it simply because they’re more available? Has Instagram and selfie culture made us want a permanent filter for our faces? Have men fundamentally changed?

“I think men are changing and culture is, too,” says Deborah Sandler, a psychotherapist and cosmetic surgery counselor. “Social media has had an important role in promoting a greater emphasis on physical appearance. Most people are dissatisfied with some part or parts of their body.

“There’s lots of debate currently about how men can retain their strong sense of masculinity as women take a more self-assertive role. And there are, of course, particular issues for LGBT people. As procedures become more available and talked about without embarrassment, men may feel freer to do something about their appearance.”

Negative body image remains a taboo, largely unspoken anxiety for some men. According to a 2017 study, 45 percent of Western men were dissatisfied with their bodies – rising from just 15 percent over 25 years. Fat, male pattern baldness and penis size are among body image issues that affect men.