Male breast reduction surgery is the hottest operation in plastic surgery right now, with demand for “man boob” jobs growing faster than that for any other procedure for two years running in the UK. Last year 581 men went under the knife, according to the British Association of Aesthetic Plastic Surgeons, up from 323 in 2008.
Women are still cosmetic surgery’s most avid customers, accounting for 90% of all operations—conversely, breast enhancements is the top procedure among women. But men are the fastest growing segment, with many equally focused on looking attractive, doctors tell the BBC. “Many men are feeling the pressure from men’s magazines that weren’t even being published five or six years ago,” said one surgeon.