Higher numbers of image-conscious men in India are opting for Botox treatment in a bid to improve their complexions.
According to the Times of India, Bhubaneswar males are following suit from their counterparts in Mumbai and Delhi by selecting the anti-wrinkle injection.
In addition to the non-surgical procedure, increasing numbers of men are seeking liposuction, facelifts and laser hair removal to reverse the signs of ageing.
Cosmetic surgeon A K Rout claimed that the number of male patients had risen significantly in the past two years, when 90 per cent of treatments were performed on women.
"Both men and women are required to look presentable and well turned-out to get ahead in the competitive world," Mr Rout added.
The increase in the number of males receiving cosmetic treatment could come as a result of high numbers of celebrities selecting Botox to look younger.
Simon Cowell and John Barrowman are among the high-profile figures who have received the anti-wrinkle injection to improve their appearance.