Over the year 2009, a significant increase was seen in the number of men who opted for cosmetic surgery, with the Harley Medical Group reporting a 5% surge the total number of male patients seeking corrective or cosmetic operations.

As of now, men account for 18% of the total patients attending the clinics.

Male Botox, known as "Boytox", and anti-sweat Botox have become the most popular treatments, with more and more men asking for the same.

A consumer analyst at ESCP Europe business school, Jeremy Baker said, "There's a huge emphasis on grooming in popular culture and the job market is tough - people need to be younger, fitter, and better and this is reflected in the maintenance of personal appearance".

Exerts feel that men now seem to have "caught up with the times" and do not want to be left behind, and therefore a big rise in male participation in this particular sector is being expected.

During September of 2009, Harley's clinic in London recorded a 24% month-on-month sales increase in male cosmetic procedures.