Updated On: 14 August, 2023 07:53 AM IST | Mumbai | Shriram Iyengar
As Barbie mania hits the social airwaves, it has also triggered a new insecurity among men fuelling a new trend of Brotox in the cosmetic industry. We speak to dermatologists and a male Botox user for a 360-degree look at this trend

Ryan Gosling and Margot Robbie at the premiere of their film, Barbie. Pics Courtesy/Instagram
"I am just Ken.” With these simple lines, Greta Gerwig turned Ryan Gosling’s Ken into a new standard for male aesthetics in her film Barbie. While it is easier for Gosling, with his blessed genetics, to uphold that standard, it is causing turmoil among men.
Since its discovery in the 1970s, Botulinum Toxin AKA Botox has been a prevalent anti-ageing solution. Over time, its usage has grown, especially among men. The American Society of Plastic Surgeons revealed that the number of men opting for Botox surgeries has gone up by 400 per cent since 2000. Over 4, 50,000 men in the United States underwent treatment in 2018. Hence, the term Brotox.