There's a new term being coined in the beauty business: Brotox.
It refers to a group of men who are seeking out procedures and treatments to improve their appearance.
"We have procedures that make you look natural, that are non-invasive, that just turn back the clock a little bit," said dermatologist Dr. Mark Nestor.
Bruce Hunter, a busy executive in his 60's, knows the importance of putting his best face forward.
"I think we all face the same challenges out in the market, whether you're a man or a woman. If you present yourself in the way you dress, the way you comb your hair and your appearance facially, it helps," Hunter said.
He began with photo-rejuvenation to treat rosacea and sun damage and liked the results so much he went back for injections to smooth out facial lines and fill in wrinkles.
"A lot of men want to look healthier and they want to look better," said Nestor.
Hunter wanted to enhance his looks without losing his masculinity.
"It think it tends to give you a younger look and I think that's great for business and more confidence when you go out for meetings," he said.
Cosmetic industry data shows grooming products for men are also seeing an uptick in sales and nail salons report a growing number of men coming in for manicures and pedicures.