Men have never been as conscious of their appearance as they are now.
While men have always spent time and disposable income in gyms or clothing stores, they're also increasingly turning to cosmetic surgery to make longer lasting and more significant self-improvements.
Latest figures from British Association of Aesthetic Plastic Surgeons reveal that more men than ever before are opting for a cosmetic procedure. The number of surgeries carried out on men rose by 14% last year to the highest number ever.
It's a trend that's going to continue.
Men have more ways to adapt and improve their appearance than ever before and they're making the most of it - the male grooming market is worth almost £15bn worldwide. With those opportunities come the same social expectations women experience to look good.
This is, in part, driven by celebrities who are more open about their grooming and whose appearance in widely discussed.
David Beckham epitomises this trend with a continued public gaze on his physique, tattoos, fragrance range and ever-changing hairstyle. Plus, the rise of social media enables us to see and discuss people's appearance more than ever before.
In a society that is increasingly focused on the power of youth, men are as eager as ever to manage the ageing process. Innovative plastic surgery technologies mean they can enhance their daily routine and work they've done in the gym without giving away their surgery secret.
This is one of the reasons why almost ten per cent of cosmetic surgeries are now carried out on men.
A more stable economy also means many men now have the income to spend on making themselves look and feel more confident. Top of men's wish lists are liposuction - cases went up in the last year by 20%.
While I still see some men who think body sculpting can rid them of two stone of excess fat around their waist, many are more realistic and want better definition for the muscles they've worked hard on. They want to lose the 'love handles' to give them confidence both on the beach and in the boardroom.
Similarly, they want rid of their 'man boobs' which can be a significantly distressing issue for some patients. And they're not alone - in the last 12 months interest in this procedure has jumped by 13%.
Competition in both the workplace and the mating game often prompts men to turn to facial procedures to keep them looking fresher and younger.
Men in their 30s and 40s come to me for non-surgical procedures that are long-lasting and give them a refreshed appearance but don't create an immovable mask.
Older men, in their late 40s, 50s and beyond, choose neck and facelifts that tighten certain areas rather than lift the whole face. Gone are the days of the 'wind tunnel' facelift and the frozen Botox brows. The result is far more subtle, the incisions are concealed and it is their secret to share, only if they want to.
Another concern that put men off in the past is the time it takes to recover from surgery, and how they take that time off work or explain their absence to friends or colleagues. Advances in technology and techniques mean many produces are now far less invasive and men can be back at work in just a week.
The key word for men of any age is 'natural'. While attitudes are certainly changing, some men still feel there is a stigma attached to having cosmetic surgery. They want to be a better version of themselves, not a completely new person.
One of my patients had been considering having surgery for several years. He had more breast tissue than he wanted and it was affecting his self-confidence to such an extent that he dreaded the summer and how visible his shape would be through light clothing.
We talked for some time about how surgery could help him and what would happen during the reduction procedure. He finally decided to go ahead.
Eighteen months on he is delighted with the result and says how it has 'boosted his confidence greatly'.
This is what more and more men are realising surgery can do.