HOUSTON (KTRK) --For decades women have dominated the cosmetic industry, going under the knife -- and the needle -- for treatments like Botox, fillers, hair removal and plastic surgery.
Yet, in the past few years, the market for these treatments have begun to shift towards men. Now, local doctors say more and more dudes are embracing as the "metro movement" goes mainstream.
You can tell just by looking at them that Steve Lazzara and John Beegle have spent a lot of time in the gym.
Lazzara says he has always worked out to stay in shape, "Today, I still workout every day and a couple days a week I do MMA."
For Beegle, his workout routine has revolved around weight lifting. As of recently he's been logging some time outside of the gym in Dr. Richard LeConey's Houston office at the Institute of Anti-Aging, where 20-percent of the institute's clientele is male.
LeConey says that "metro movement" -- men taking close notice of their clothing and grooming choices -- has now gone mainstream.
"So, everybody's a little bit metro," said LeConey. "It's not just looking young...you want to look healthy," the doctor said of his male clients.
One regimen growing in popularity at LeConey's practice is testosterone replacement therapy.
"It's been shown that men's testosterone level may be technically normal, but a low normal just isn't healthy," LeConey said. "They feel tired, poor stamina."
At 41-years-old, John Beegle has been getting testosterone replacement therapy for a few years. It was when he was in his late 30's that he realized feeling lethargic wasn't normal. He couldn't even get through the day without a nap.
After the start of his treatments, "I gained the strength and endurance back that I once felt, even 15, 20 years ago," said Beegle.
Noticing he could use a little sprucing up after his divorce, Lazzara started adding Botox and filler treatments onto his visits for testosterone replacement therapy.
His quest: to not only feel younger, but also look younger.
"I had noticed my eyes were always attracted to women much, much younger than I was, so I decided I need to look younger," Lazzara said.
Now, his appointments at the Institute of Anti-Aging include laser hair removal along with IV's and vitamins for improved energy.
"You're investing in yourself and your looks and when you look ten times better than you did the day before, you're going to be a happy camper," said Lazzara.
For John Beegle, a regimen of Botox and hydrafacials to cleanse his face are all part of an anti-aging no-brainer.
"I try to keep my body looking fairly young by being in the gym --I'm 41-- I'm not saying I look like I'm 20, but why wouldn't we take care of our face too?" asked Beegle.
As far as the price beyond the prick of a needle, the cost for testosterone replacement totals around $2,500 for lab work, consultation and a year of therapy at the Institute of Anti-Aging. Dr. LeConey says Botox costs $11 per unit.
"I think you're going to see that more and more men will embrace it because they want to look as good as the guy sitting next to him," said LeConey.