More couples are booking aesthetic treatments together than ever before. In this piece, Glamour speaks with partners who share their cosmetic journeys—and a relationship expert who explains how these experiences can deepen emotional bonds.

The saying might not go, “The couple that gets cosmetic work together stays together,” but for Eric Nietzel, RN, it feels fitting. At his New York City aesthetics clinic, I Wanna Be Pretty, he’s noticed a steady rise in couples scheduling joint appointments. Offering treatments like Botox, dermal fillers, platelet-rich plasma (PRP) injections, and microneedling, Nietzel first spotted this trend about two years ago—and it’s only grown since.

He attributes the increase largely to younger clients, who tend to approach aesthetic treatments with curiosity and enthusiasm, often seeing them as a shared activity rather than a solo pursuit.

“With my older clients—people in their 50s and beyond—it’s usually more of a push,” Nietzel explains. “One partner will say, ‘Come on, you look tired. You need this, you need that.’ But with younger couples, it’s more of a fun, bonding experience.”

With Nietzel’s younger clients, the atmosphere feels more collaborative and upbeat. “When younger people bring in their partners, it’s more like, ‘Hey, come try this. You’ll love it—it’ll just make you look a little more refreshed,’” he says. “It’s less about fixing something and more about sharing an experience. They’re genuinely excited to see their partner feel that same boost in confidence.”

This change reflects a broader evolution within today’s beauty culture. Cosmetic procedures have become increasingly mainstream, fueled in part by celebrities who are candid about their enhancements and by social media’s visual nature. Treatments like Botox and filler are no longer taboo—they’re viewed as routine self-care for those navigating a world of constant selfies, video calls, and online visibility.

Dermatologist Kiran Mian, MD, of Hudson Dermatology and Laser Surgery in New York City, has observed a similar trend—particularly among straight men—who are now more open and informed about aesthetic treatments than ever before.

“I’m starting to notice more men taking the initiative,” says Dr. Mian. “They might come in with their partners, but now they’re the ones saying, ‘I don’t like these lines,’ or ‘I want smoother skin.’ In the past, they would sit quietly while their partner did all the talking. Lately, though, I’m seeing a real shift—more men are becoming actively engaged and invested in their own aesthetic goals.”

That was exactly the case for Sebastian Tomé, a 33-year-old pilot married to model and content creator Greta Louise Tomé. After noticing his under-eye area looking tired and dull, Sebastian decided to try platelet-rich plasma (PRP) injections—a treatment that uses a patient’s own blood plasma to smooth fine lines and diminish dark circles. What drew him in was the natural approach of PRP, which relies on the body’s own regenerative properties rather than synthetic fillers. Greta, a longtime patient of Nietzel’s, encouraged her husband to come along for a session, turning what began as her regular visit into a shared self-care ritual.

“When people feel better about themselves overall, they naturally project more confidence—and that often makes them feel more attractive to their partners.”

“I definitely noticed my under-eyes myself,” says Sebastian. “I work irregular hours—some days I’m up at 3 a.m. to fly—and that obviously takes a toll on your skin and your body. Greta did PRP, it looked amazing on her, and I thought, ‘Why not give it a try?’”

A similar story unfolded for Dan Quinn, 37, who decided to try Botox after hearing about it from his wife, Carrieanne, a veteran beauty publicist. Carrieanne began getting Botox as a preventative measure, but at first, Dan—like many husbands—wasn’t convinced.

“I was skeptical at the beginning,” Dan recalls. “I told her, ‘You don’t need it. You already look great. Why even bother?’ But she explained the preventative side, how it helps keep skin firm and smooth. I still thought, ‘Okay, maybe it’s for you, but not for me.’”

That perspective changed once Carrieanne began seeing Dendy Engleman, MD, at Shafer Clinic in New York City. Observing her subtle, natural-looking results made Dan reconsider what cosmetic work could be. “What ultimately sold me was curiosity,” he says. “If it can look this good, what does it actually feel like? And honestly, most guys aren’t great at noticing when someone’s had something done—that’s part of what made me want to try it myself.”

The growing interest in cosmetic treatments among heterosexual men marks a significant cultural shift—especially considering how, for decades, maintaining one’s appearance in relationships was largely seen as a woman’s responsibility. (As recently as 2022, Glamour even reported on women concealing their cosmetic procedures from their husbands.)

Thais Gibson, a relationship expert and founder of The Personal Development School, has observed this evolution firsthand in her practice. She explains that openness and honesty around cosmetic work can actually strengthen emotional intimacy when it’s approached as a form of self-care rather than vanity.

“There are, of course, situations where one partner pressures the other to get work done—and that’s not healthy,” says Gibson. “But for most couples, it’s become something like the modern version of a couple’s massage. Years ago, it was common for women to quietly get cosmetic treatments and hide them from their partners. That secrecy creates distance. When couples are open and vulnerable about these experiences, it builds trust and connection.”

Gibson also points to research showing that individuals who invest in themselves—whether through therapy, wellness, or aesthetics—tend to invest more in their relationships as well. Higher self-esteem, she notes, directly correlates with greater mutual attraction, making the emotional and physical benefits of shared self-care truly reciprocal.

“It’s a trust-building exercise, but also I think being open about it and speaking candidly breaks down beauty standards between us.”

“Initially, much of that research focused on women,” explains Gibson. “But over time, it’s broadened to include men as well—and the findings are consistent. When people feel good about themselves, they tend to feel more attractive to their partners. What’s fascinating is that our own self-perception plays a greater role in shaping our experiences with intimacy and connection than how our partners see us.”

Dan doesn’t get Botox often—his last treatment was just before his wedding a year ago—but each time Carrieanne sees the results, it takes her back to when they first met. “I think I was trying to preserve that version of Dan,” she says. “Even if I’d forgotten he’d had it done, I’d see him afterward and think, Oh wow, he looks so good. It reminded me of the way he used to look—a little like stepping back in time. That’s exactly what I wanted.”

Weddings, according to Dr. Mian, are one of the most common occasions that bring couples in for joint appointments. She typically conducts consultations with both partners together so they can share thoughts and preferences openly. “It’s always a very collaborative process,” she says. “They both trust me, and I help them plan treatments that complement each other. Later, they’ll come back and show me photos from their big day—it’s really special to be part of that.”

Greta, who first visited Nietzel in preparation for her own wedding, has always been candid about her treatments online. “I remember my mom asking, ‘You’re really going to tell people you’ve had Botox?’ And I was like, ‘Yeah, why not? It’s not like I’m changing my face,’” she recalls. To her, the process is no different from getting a haircut or wearing Invisalign to improve her smile. “It’s something we enjoy doing together—it’s fun, and Sebastian trusts me.”

After all, trust lies at the heart of both successful relationships and cosmetic work. Entering a relationship—and stepping into a consultation room—requires a similar mix of vulnerability, honesty, and the hope of being accepted without judgment.

“It’s really a trust-building exercise,” says Dan. “Being open about it and talking candidly helps break down the beauty standards that exist between us. It’s not about wanting to change myself or my partner—it’s about creating space for honest conversations. When we can talk about these things openly, it makes the whole experience feel a lot less intimidating and a lot more human.”