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(NewsNation) — The Oscars are coming up, and for the past few months, my sources tell me Beverly Hills plastic surgeons have been working overtime … but not on the usual suspects. One beauty expert told me, “It’s the men driving the demand this year. They all want to look younger.” 

This is backed up by the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS), which said 44% of AAFPRS surgeons expect more men to have treatments and surgeries in the coming years (up 5% from 2022). AAFPRS members also noted they are seeing more young men under age 35 seeking surgical and nonsurgical enhancements. 

“As minimally invasive technology continues to advance, this opens the door for more men to get discreet, quick-to-heal cosmetic treatments,” said Dr. Sherard Tatum, the president of AAFPR. “From noninvasive neck lifts to needle-free enhancements, there are more options than ever for men to keep looking as vital and youthful as they feel. The rise of minimally invasive options seems to be slowly closing the gender gap when it comes to facial plastic surgery.” 

For men, rhinoplasty, blepharoplasty and facelifts, in that order, followed by revision surgery and forehead lifts, were the most requested surgical procedures. Among those looking noticeably refreshed this year are Brad Pitt and Bradley Cooper. The going rate for a first-class facelift these days? $250,000.