From “Brotox” to “manscaping,” more men are focused on maintaining their appearance. According to the 2016 statistics from the American Society for Aesthetic Plastic Surgery (ASAPS), men account for nearly 1 in 10 cosmetic procedures performed in the U.S. They had 185,000 surgical procedures last year (9% of the total), and more than 1 million non-surgical procedures (9% of the total). The most popular procedures were liposuction, male breast reduction, and eyelid surgery.

So why are more men choosing cosmetic enhancement? Here are a few possibilities.

They want to be competitive

According to an article published on the Business Insider, workplace competition is a primary driver behind the upsurge in male procedures. More and more people are putting off retirement, meaning older men (and women) are often struggling to compete against much younger counterparts in the workforce.

They want to look good, too

It can't be denied: when you look good, you feel good. It's as simple as that. And men are no different. They want to look in the mirror and like what they see, just as much as women. Middle-aged men may notice that they’ve put on a few pounds since their “glory days,” and that their body no longer matches the way they feel inside (young, athletic, healthy). In particular, many people complain about their jawline; fortunately, there are effective non-invasive jawline slimming treatment options available these days which are inexpensive, and which avoid the risks of surgery. Single men may be even more likely to choose cosmetic enhancement if they are hoping to stay afloat in the dating pool.

They have more (discreet) options

Plastic surgery isn't the only option for men hoping to shave a few years off their appearance. According to the website of Dr. Gus Galante, who offers male procedures in Valparaiso, Indiana, men also opt for non-surgical treatments like BOTOX®Cosmetic, which have very few telltale signs of treatment and no downtime. That's an enticing option for men who want results without the fanfare. Other nonsurgical treatments that may appeal to men include photorejuvenation, laser hair removal, and nonsurgical fat reduction (like CoolSculpting®).

They want to look more manly

It may sound counterintuitive, but cosmetic surgery can actually help men attain more masculine features. Jaw implants or a neck lift can create a more chiseled jawline. Butt, chest, or calf implants can help sculpt the appearance of stronger muscles. Hair transplants can fill-in receding hairlines. And liposuction can reduce the look of “man boobs” (which is actually a condition known as gynecomastia). This procedure, called male breast reduction, has risen by 181% since 1997, according to ASAPS.

They want to keep up with their significant others

Move over mommy makeovers, now we have “daddy do-overs.” With so many women choosing to improve their appearance, many men feel pressured to look as good as their better halves. Seeing their ladies improve both in their appearance and in their confidence can incentivize men to make the leap. It also alleviates the anxiety of looking fake or overdone when they see natural-looking results firsthand.