We know Botox and fillers are typically for women, but the beauty landscape is quickly changing to include more men.
“There’s this stigma, especially with men, around getting injectables,” Jonas told Refinery29 last month. “I have many guy friends who have done it and they’re shy to speak on it.”
According to a 2020 report by the American Society of Plastic Surgeons, men received over 250,000 Botox or filler procedures. Plastic surgeons and cosmetic professionals alike are calling this spike in treatments as “brotox,” or botox for men.
One beauty spa in Miami is catering to this male clientele. The Get Refreshed beauty spa has found a clever way to cater to their male clientele—they have their own mancave.
It’s actually their VIP lounge, but it has a fully stocked bar, Playboy models adorning the walls, cigars, fencing gear and a vintage red Indian motorcycle parked in the middle of the room, which is painted dark green, calling to mind a mancave.
“We bring in the hot towels and champagne,” said Jacob Sanchez, the founder of Get Refreshed, a CRNA, APRN, and is a board-certified registered nurse anesthetist with a subspecialty in aesthetics.
“This room is designated for our VIP patients,” he says. “It’s not set up like your typical medical spa, it looks like a cool, eclectic room with art, cars, a bar, and vinyl records to make someone feel like it’s an experience.”
It’s mainly for VIP guests like celebrities who come in with their entourages and want to decompress in their own private area, which is flanked by two private treatment rooms. But with the rise of men getting fillers, it’s a clever marketing tool. It speaks to men, and helps them feel more comfortable.
Get Refreshed offers facial balancing procedures for men, they also have jawline enhancing procedures that help make a face appear more masculine. “Social media is making it more socially acceptable for men to take care of themselves and that is what is making men throughout the door,” said Sanchez. “A lot of men are realizing they can incorporate Botox into their lives.”
Sanchez is known for his facial rejuvenation techniques, and is recognized as one of The Best Aesthetic Injectors in America, a top 100 list he has been on for five consecutive years. Most men want to book with him directly.
“It’s becoming more publicly accepted,” he said. “It’s becoming like going to get your eyebrows or lashes done, it’s a part of self-care.”
Men who come in focus mainly on their forehead, frown lines, and wrinkles, while others focus on strengthening the jawline area. “They want to be in and out in 30 minutes,” said Sanchez. “It’s mainly for men who are outside in the sun a lot, due to labor work, or live their life out on the water in Miami.”
One of their clients is Javier Arbelaez, an investor who was introduced to Get Refreshed by his girlfriend. Then, he wanted to try it. “Men want to look as good as their partners now,” said Arbelaez. “They don’t want to look like the old guy with the young wife, just because his wife has Botox and looks way younger than he does. I fall into that category, too, and there’s nothing wrong with a little touch up.”
Get Refreshed, which has 10 treatment rooms, is celebrating their five-year anniversary this year. They’re expanding to include a third floor with state-of-the-art aesthetic rooms with laser and energy devices for rejuvenation and surgery.
Many of the Playboy models on the walls have received treatments here, like Julia Logacheva and Yusi Dubbs. Sanchez sees it as becoming the norm for men. “Men want to look good and feel good,” he said. “It’s becoming a thing where men realize how they can incorporate it more into their daily life.”
Check out Get Refreshed on Instagram.
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