Since the beginning of time, women have been on the quest for eternal youth, trying every anti-aging technique they could think of.
But now, their counterparts have joined the trend, and it's called bro-tox.
It's the latest trend among men trying to save, or regain their youthful appearance.
Last year, there were 13.8 million cosmetic surgery procedures performed in the U.S. according to the American Society of Plastic Surgeons.
And 300,000 of those were guys getting botox.
The amount of men heading into the med spa has nearly doubled in the last 15 years.
At topping their wish lists: botox, or bro-tox.
"Bro-tox is a pretty clever marketing term, I??ve seen it several times in relation to marketing events, brotox, the guys night to come get botox," owner of Concannon Plastic Surgery, Dr. Matthew Concannon said.
And the catchy named trend has come to mid Missouri.
Dr. Concannon said he's seen the increase over the last few years, right now about 10-20% of his clients are males.
"Men are every bit as interested in fighting back the years as women, to look a little bit younger, a little bit more rested in the marketplace gives them an advantage," Concannon said.
Laser technology has made it a lot easier for patients and their recovery, since there's less downtime.
Concannon said the men coming in to get a more youthful appearance range in age from their late 30's all the way up to their 60's and even 70's.
But he said women still dominate the field, even in today's rough economy.
"We have seen a huge increase, we are scheduling 2 or three months in advance, there's no economic downturn right now," Concannon said.
The top 5 minimally invasive procedures for men last year were botox, laser hair removal, microdermabrasion, chemical peels and soft tissue fillers.
Men were also going under the knife- with nose reshaping, eye-lid surgery and liposuction the top three surgeries.