Last year (2009) saw an increase in the number of men opting for cosmetic surgery as the Harley Medical Group reported a five per cent rise in the number of male patients.
Men now account for 18 per cent of all patients attending the clinics.
Male Botox, dubbed 'Boytox', and anti-sweat Botox have been the most popular treatments behind the growth in male patients.
Jeremy Baker, a consumer analyst at ESCP Europe business school, 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.
"Men have now caught up with the times and don't want to be left behind so I'm sure we'll see big increases in this sector in particular."
In September 2009, Harley's clinic in the City, London, saw a 24 per cent month on month sales increase in male procedures which has been attributed to the return of bankers' bonuses.
What's better? Private or NHS healthcare?