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Male cosmetic surgery
Whilst women make up the majority of cosmetic surgery clients, approximately one in ten procedures are accounted for by men. The total number of cosmetic surgery operations for men in the UK alone have risen from 2,440 in 2005 to almost double 4,614 in 2015. Popular cosmetic surgery procedures for men include rhinoplasty, liposuction and breast reduction. There are various factors that affect the likelihood of completing cosmetic surgery operations for both men and women; these may include the personal experience of cosmetic surgery previously and the exposure to television media. Some theorists explain that this change is due to a changing view of the male body as something that can be improved and beautified. This change may be driven and encouraged through a changing image of male bodies in popular media; a recent online survey revealed that when visitors to a cosmetic surgery Q&A were asked '' “Has social media influenced you to consider or choose to have a cosmetic procedure?”, 15.37% said yes.

Bilateral Symmetry
Rhinoplasty or nose surgery, is one of the most commonly requested cometic surgery procedures for men with 32,641 procedures taking place within the US in 2014 alone. This procedure is used to create a more proportionate and symmetrical appearance of the face.

Some theorists suggest that the reasons for male cosmetic may be similar to reasons behind female cosmetic surgery, as attractiveness is also a key factor in female mate choice as evolutionary history, women are seen as being highly selective in choosing mates for reproduction. A symmetrical face shows developmental competence as it indicates resistance to disease, harmful mutations or injuries, all of which are factors associated more with fluctuating asymmetry.

Facial attractiveness has more reproductive advantages than survival advantages. It can connote a persons physical health and fitness and may guide mate preference for a fertile mate with high genetic quality. Symmetry may also correlate with men's sexual success. One study has linked sexual activity with facial symmetry in men, finding that men with symmetrical faces may have earlier and more sexual experiences than men with asymmetrical faces.

A significant body of research finds that facial attractiveness in men can signal to different qualities, such as socio-economic success;[58] for example, it has been found that more attractive males are more likely to be hired for jobs.[59] Other research has linked pleasing physical appearance with better promotions and a higher salary, all of which are qualities seen as desirable and positively in a partner.[60][61][62] Male cosmetic surgery which enhances and improves symmetry, a cue associated with modern concepts of male sexual attraction such as financial success; this may explain its popularity and provide males who undergo surgery with a competitive advantage over others in attracting women.[63][64][65]

Increasing Masculinity
Some male cosmetic surgery procedures are aimed at creating a more stereotypically masculine look. For example, male breast reduction to treat gynecomastia has risen by 117% since 1997; the rise has been 7.1% since 2013. This procedure, in addition to other such as insertion of male pectoral implants and chin augmentation aim to de-feminize the body; for example, 'a weaker jaw' is seen to create 'a less of a masculine appearance', which indicates that increasing masculinity and getting rid of telltale signs of femininity is a strong motivator for these procedures.

A more masculine face can also be perceived as being more dominant.[67] Psychological research has found that masculine faces can also act as honest signals for phenotypic quality and genetic quality of a male.[68] Males with testosterone enlarged features such as strong jaws, high cheekbones and muscular builds are credited as being more attractive[51] and may also be related to mating success.[69][70] From an evolutionary perspective, there is research to suggest that such 'masculine' features have undergone sexual selection and also function as signals of quality and condition.[71] This may explain the popularity of procedures in cosmetic surgery that enhance masculine features for males who do not naturally possess them.

Male Genital Modification
A specific form of male surgery is male genital modification. Procedures include penile lengthening, insertion of penis inserts and penile girth enhancement. Motivation for this form of surgery may stem from evolutionary concepts, as body ornamentation and bodily enhancements have been seen as an evolved consequence of sexual selection, in a bid to compete for female mates. The appearance of male genitalia has also been linked with self-esteem generally, and especially with sexual identity.

Such forms of genital enhancement may have implications for female mate choice, who consider the male genital appearance to be an honest signal of their status, dominance and virility. A male that undergoes genital modification has to face high risks and costs of having the procedure, including pain and risk of the surgery going wrong. This form of risk taking may be seen as a honest signal by some women, who may recognise the costs the man has taken and may therefore feel they are worthy of long-term investment in the form of a relationship.