And he's right. According to the American Society of Plastic Surgeons , while men made up just 6% of injectable wrinkle reducer procedures in 2017, that number is a 347% increase since 2000. Certain invasive procedures, like liposuction, are showing a year-over-year increase as well. Still, because the majority of aesthetics marketing is targeted toward women — coupled with the fact that men aren’t talking about it with each other — it continues to feel taboo.