Botox is one of the most common cosmetic procedures in the world. In 2024, nearly 9.9 million neuromodulator injections (the category that includes Botox and similar products) were performed in the United States alone, according to the American Society of Plastic Surgeons. That number grew 4% from the previous year and shows no sign of slowing down.
How Popular Is Botox in the U.S.?
To put 9.9 million procedures in perspective, that’s roughly one injection for every 34 American adults. Neuromodulator injections are by far the most popular minimally invasive cosmetic procedure in the country, outpacing fillers, chemical peels, and laser treatments. The category includes several brand-name products beyond Botox itself, but Botox remains the most recognized name and the dominant market player.
The global market for these treatments was valued at $6.39 billion in 2025 and is projected to more than double to $14.5 billion by 2035, growing at about 8.5% per year. That growth reflects rising demand not just in the U.S. but across Europe, Asia, and Latin America.
Who Gets Botox Most Often?
The largest group of Botox patients is people between 40 and 54 years old. This makes sense: that’s the age range when expression lines around the forehead, eyes, and mouth become prominent enough to bother people but haven’t yet deepened into permanent creases. Botox works best on these dynamic wrinkles, the ones that form when you squint, frown, or raise your eyebrows.
Women still make up the majority of patients, but men are a growing segment. In 2024, nearly 594,000 neuromodulator injections were performed on men in the U.S., a year-over-year increase that reflects shifting cultural attitudes. The trend has its own informal nickname: “Brotox.” Men most commonly treat forehead lines and frown lines between the eyebrows.
The Rise of Preventative Botox
One of the biggest shifts in recent years is people starting Botox younger, not to treat existing wrinkles but to prevent them from forming in the first place. Dermatologists report that the typical “youngest patient” has shifted from the late 30s to around age 30 or even the late 20s. The idea behind preventative Botox is straightforward: if you relax the muscles that cause expression lines before those lines become etched into the skin, you may delay visible aging.
Preventative treatments typically use fewer units per session than corrective treatments, which keeps the cost lower and the results subtle. There’s no hard consensus on the ideal age to start, and not everyone needs it. People with very expressive faces or those who notice early lines forming when their face is at rest are the most common candidates in this younger group.
What It Costs
Botox is priced per unit, and most providers in the U.S. charge between $10 and $25 per unit. The total cost depends on the treatment area and how many units you need. Here’s what typical sessions look like:
- Forehead lines: about 20 units ($200 to $500)
- Frown lines between the brows: about 20 units ($200 to $500)
- Crow’s feet: about 24 units total, 12 per side ($240 to $600)
- Lip flip: 4 to 6 units ($40 to $150)
- Jaw slimming: 20 to 30 units per side ($400 to $1,500)
Most people treat one to three areas per visit. A common combination is the forehead, frown lines, and crow’s feet together, which runs roughly 64 units total. Results last three to four months on average, meaning most regular users visit their provider three or four times a year. That makes the annual cost for a typical patient somewhere between $1,200 and $4,000, depending on the areas treated and local pricing.
Why It Keeps Growing
Several forces are driving Botox’s popularity. Social media and video calls made people more aware of their facial expressions and appearance on screen, a phenomenon that accelerated during the pandemic. The procedure itself is fast (usually 10 to 15 minutes), requires no downtime, and carries relatively low risk compared to surgical alternatives. Insurance doesn’t cover cosmetic Botox, but the per-session cost is low enough that it’s accessible to a broad income range, especially for smaller treatment areas.
There’s also a normalization effect. As nearly 10 million Americans get these injections each year, the stigma around cosmetic treatments has faded. People talk about Botox appointments the way they talk about haircuts. That cultural shift, more than any single marketing campaign, is what keeps the numbers climbing year after year.