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With men becoming increasingly open to cosmetic intervention, here’s how Juvéderm’s technology is transforming the injectables industry

Historically, men have worn ageing proudly on their faces, as a sign of a life well lived. Cosmetic intervention was something reserved for the more eccentric denizens of the Hollywood Hills and rapacious reality TV stars. Today that’s changing, with male cosmetic procedures starting to step out of the shadows and into high-end clinics.

According to a study by the British Association of Aesthetic Plastic Surgeons, men made up eight per cent of total procedures in 2018. Men prefer to look “tweaked, rather than tucked”, the report summarises. In other words, subtle refinements are favoured over drastic facial overhauls.

“In today’s society, aesthetic treatments are seen as more acceptable for men,” says Dr Nestor Demosthenous, founder of Dr Nestor’s Medical & Cosmetic Centre in Edinburgh. “Research also shows that traditionally masculine traits such as clear complexions and youthful, strong facial features suggest virility,” he adds. This may be one of the reasons, then, that some men are turning to hyaluronic-acid facial fillers such as Juvéderm.

“Juvéderm is a sugar gel made from hyaluronic acid — a compound that is found frequently in nature, and a major component of our skin,” says Dr Tapan Patel, medical director at the PHI Clinic on London’s Harley Street. “Due to the ageing process, hyaluronic acid becomes depleted and we can lose volume in areas such as under the eyes, resulting in a hollow, tired appearance. The filler replaces that volume.” Juvéderm uses patented technology that allows it to blend with the tissue under the skin, giving a natural look and feel.

For those considering fillers, the process always begins with a consultation. According to Dr Patel, most men are interested in improving the appearance of the under-eye or lower face. Once a course of treatment has been decided upon, patients undergo a 15-30 minute procedure, administered by a medically qualified practitioner, during which Juvéderm is injected into the relevant area. The effects last between 12 and 24 months, depending on the specific product and treatment chosen, and can be dissolved afterwards if no longer wanted.

For those seeking to follow the global trend for a firmer chin and more defined jawline, a thicker filler, Volux, may be employed, the results of which last at least 18 months. As for side effects following injectable procedures, you can expect some minimal bruising; most men, explains Dr Patel, book the afternoon off work.

To discover more about Juvéderm’s range of hyaluronic acid fillers and to find your local clinic provider, visit juvederm.co.uk or follow @juvedermuk on Instagram