More and more clinics in New York are witnessing a surprising phenomenon: bold men are stepping through their doors, drawn by the irresistible promise of aesthetic transformation. A magnetic allure that is redefining masculinity and rewriting the rules of beauty.
As Chris Bustamante, owner of the Manhattan-based clinic Lushful Aesthetics, told the online publication Business Insider, the demand from men seeking to enhance their appearance has skyrocketed. This sector now accounts for over 40% of the clinic’s $3 million revenue in 2024. While his clinic still offers traditional cosmetic procedures such as facial fillers and chemical peels, the most in-demand service is penile enhancement.
In recent years, interest in this procedure has surged dramatically. In 2023 several doctors confirmed to Allure, that hyaluronic acid-based penile fillers had become the most requested treatment. David Shafer, a New York plastic surgeon, reported to GQ that in 2023 his clientele had increased from one or two sessions per week to as many as five per day for that particular procedure. He even had to dedicate an entire floor of his practice exclusively to these treatments.
When Bustamante opened his clinic in 2022, he initially offered only shockwave therapy and the P-Shot, which use plasma and vacuum pumps to enhance erections. Today, he performs approximately three penile filler procedures daily. His patients, mostly businessmen in their 30s to 50s, can choose from a highly specific and trademarked menu of enhancements, including girth augmentation, scrotal filler, or Botox injections to increase perceived length while flaccid.
This trend reflects a broader shift in male beauty standards. Between 2019 and 2022, non-invasive cosmetic procedures saw a 253% increase among male patients. Bustamante attributes this shift to the competitive nature of businessmen, who are increasingly striving for physical perfection.
His clients, he explains, typically fall into three categories: adult industry actors, young creative professionals, and high-profile executives in finance and real estate. Despite many of them already having average or even an above-average anatomical endowment, they still choose to undergo these treatments.
Some men have spent around $150,000 in just three months on aesthetic procedures to enhance their buttocks and genitals. Others invest approximately $50,000 over one or two years, gradually increasing their desired size.
Despite the high demand, Bustamante upholds strict standards, enforcing a six-month waiting period between sessions to prevent excessive swelling and complications.
Alongside the rising popularity of penile fillers, there has also been an increase in corrective requests from patients who have undergone unsuccessful procedures performed by inexperienced practitioners. Around 25% of new clients seek revisions due to lumps, bruising, and unsatisfactory aesthetic results—often caused by injectors accustomed to facial fillers who fail to consider the unique anatomy of this delicate area.
Unlike facial procedures, where gradual injections allow for precise sculpting, penile enhancements require a different approach. The excessive use of small doses over time can lead to inflammation, filler migration, and significant discomfort.
The growing normalization of these treatments suggests that more men are opting for them, even if few are willing to openly admit it. With the gradual fading of stigma, this industry is unlikely to slow down anytime soon.
