Before turning 30, John, a trader in Washington, DC, spent nearly $22,000 to fix his receding hairline, an issue that had long been on his mind.

If not for a high-paying job in finance — in private banking and now trading derivatives for an asset management firm — he said he wouldn't have taken the plunge on two hair transplants.

"I would look in the mirror, I would see my hair receding, and it would just take up some of my emotional and mental bandwidth," John told Business Insider.

After spending $18,600 on his first procedure at 25, he decided on another transplant four years later. He traveled to Turkey to cut the cost, spending $3,250 in cash, which included airport transfers, a three-night stay with breakfast in a five-star hotel, the hair transplant, and postoperative care.

His nerves kicked in when he arrived and realized the 10- to 12-hour surgery would take place at a practice that wasn't as clean, welcoming, or professional as the one back in DC.

Still, the toll of worrying about other people's perceptions of him made it a gamble worth taking.

In his previous role in private banking, John worked in sales with high-net-worth individuals and knew that the way he presented himself in meetings and pitches was "incredibly important."

After his transplants, he said he felt more confident and spent less time questioning how clients and coworkers perceived him. Instead, he used that time to focus more on his work.

"Not thinking about, 'Oh, do they notice my hair thinning?' or 'Do they notice my receding hairline?' really allowed me to free up my mental space," he added.

John isn't alone in making this type of investment in his career. Business Insider spoke to four men in the corporate world who are willing to spend a lot to look good for their jobs, investing in services from plastic surgery to hair-loss treatments and time-consuming self-care routines to gain a competitive edge.

People identified by only a first name were given pseudonyms because they feared career-related repercussions. Their identities are known to BI.

The 'Brotox' boost

Over the past five years, it's become less taboo for men to discuss their desire to undergo some type of rejuvenation, Dr. Daniel Maman, a plastic surgeon with a practice on Park Avenue in New York, said.

"Ten years ago, it was just a topic that wasn't discussed amongst men," Maman said. "We did have some men in the practice, but it was usually quite secretive, discreet. They were very nervous about coming in, nervous about seeing others."

Now, he said, some men view getting work done as basic maintenance — just like "getting a haircut."

A 2023 survey from the American Society of Plastic Surgeons found that the number of men getting cosmetic procedures in the US increased by 8% from 2022 to 2023.

Maman, who's 46 and started getting Botox two years ago, said men in fields like finance, business, and law start coming in their mid-40s when they see signs of aging.

That's when Dan, a 45-year-old corporate lawyer from New York, first got Botox. He's gotten the procedure twice — once at 40, then at 44 — with each round costing about $1,000.

"I want to keep a groomed and youthful appearance, but I also don't mind showing my age because, again, that comes with experience and maturity and authority," Dan said. "There's a little bit of tension between the two, and the sweet spot is balancing both."

Maman said it's also very common for men in high-status fields to want to look fresher and avoid looking tired.

"Your appearance is oftentimes, for better or worse, an indication of the way you feel mentally as well," Maman said.

If you take care of your skin and dress well, people may be more likely to perceive you as someone who has their life together, he said, which benefits you professionally — selling a product or getting people to follow you as a manager can be easier if you look fresh and polished.

There's been a general shift toward minimally invasive procedures across generations. The trend reflects "a societal move toward treatments that provide effective yet less-intensive solutions, appealing to patients seeking quick recovery times and lower risks," the ASPS report said.

The ASPS survey found that Botox procedures increased 5.55% among male patients from 2022 to 2023, while minimally invasive treatments — which include Botox and procedures such as fillers, chemical peels, and laser hair removal — increased 7% for both men and women.

Botox is popular among men who have concerns about looking tired or sad, in part due to frown lines, Dr. Josef Hadeed, a plastic surgeon with practices in Miami and Beverly Hills, said. He said men make up around 10% to 15% of his clientele and about half of those men are corporate professionals who "want to look good in the workplace."

Hadeed said some of his clients told him they feel they could be passed over for opportunities if they don't look as good as younger colleagues — and believe they might gain a competitive edge by having work done.

Though John is only 29, he is already thinking about Botox and isn't ruling it out in the future.

"I feel like I look older than I am," he said. When he was in his early 20s, he'd take it as a compliment when he was told he looked like he was in his 30s. As he gets closer to his 30s, however, he's thinking about what he'll do to maintain a more youthful appearance down the road.

For now, John is taking a less invasive approach. He said he spends around $1,050 each quarter on fitness memberships, hair-loss-prevention medication, and supplements.

Finding a competitive edge

Once Darrell Spencer entered the spotlight as a senior leader launching two companies — the skincare brand Crowned Skin and the hair-care brand Kings Crowning — he also started investing more in his appearance.

The 28-year-old spends around $3,623 a quarter on skincare, hair care, self-care, and a Soho House membership, which he uses for its gym and networking opportunities. He also invests in "cosmetic skin-rejuvenation procedures" — he didn't want to get into specifics — every three to six months, which typically cost between $1,000 and $3,000 a visit.

Spencer most recently splurged on a stylist who's provided advice before conferences and speaking events. Styling for his latest event, a technology conference hosted by Alibaba, cost $9,213.

"Styling is very important because it's how I present myself and how I show myself as a young CEO," Spencer said. "Also, while I'm building these companies, I'm also building a personal brand."

"The return on investment comes from the amount of outreach I am getting," Spencer added.

Having a strong personal brand opens the door to more traveling and speaking opportunities, he said. He's then able to introduce his companies to men who may never have come across his products.

"No matter how high up in the ranks you get, the way you present yourself should always be important for any man, but especially a CEO who wants to put the best foot forward and be the face of their company," he added.

Roy Cohen, a career coach and the author of "The Wall Street Professional's Survival Guide," said his clients are becoming increasingly careful about what they wear and put in their bodies.

"In some industries, age is viewed as a liability," Cohen said. "I don't mean age in terms of young or old, but it's what it implies. Older can be viewed as tired, as slower, as not aware or comfortable with technology. The more you can look energetic and fit and healthy, that will offset any impression people may have."

A recent study from AARP found that about 64% of workers over 50 have either seen or experienced age discrimination in the workplace. Subtle forms of discrimination observed by survey participants included being viewed as less tech-savvy, losing out on training opportunities to younger employees, and having colleagues assume they'd resist change.

"When I see gray hair — and I'm starting to see it — or wrinkles, I'm not necessarily upset by it when I am at work because I think that is generally perceived as being mature and being experienced and respected and trustworthy," said Dan, the attorney. "At the same time, a more youthful appearance is associated with having energy and being a team player and someone who performs well in a fast-paced environment."

He said he feels the pressure to maintain a well-groomed and polished appearance that strikes the delicate balance of looking experienced yet energetic. He spends $219 a month for a boutique gym to stay fit and uses red-light therapy and sauna services at a wellness center — $199 a month — to help him relax, repair muscle tissue, and reduce inflammation.

He gets most of his wellness tips from the neuroscientist Andrew Huberman's podcast, which covers science-based approaches to wellness and everyday life.

Men are also turning to apps for advice: About 35% of men have used apps for suggested beauty products to buy and how to use them, Euromonitor International's Voice of the Consumer 2023 Beauty Survey found.

Tim Peters, a 43-year-old chief marketing officer, has noticed that social media is opening the door for more conversations about self-care regimens among his close circle of male friends compared to 10 years ago. He spends about $1,464 a quarter on fitness, supplements, skincare, and personal upkeep.

"I definitely feel more comfortable asking friends, 'Hey, are you taking certain supplements, or what are you doing?'" Peters said.

Wall Street's best-kept secret?

Many men still remain uncomfortable discussing more extensive procedures — especially with people they work with. After all, Maman said remote work and camera-off meetings could make it easier for people to get procedures and recover from them, with colleagues none the wiser.

Remote work was partly why John took the leap on his first hair procedure because he could "afford to look like Frankenstein for a few weeks" if he kept his camera off in meetings, he said.

"There was a time period where I wasn't the prettiest," he said, adding that he was back in the office on day 10 following the second procedure when he still had some scabs and facial swelling.

Most men just don't talk about the work they get done, said Dr. Catherine Chang, a plastic surgeon and the founder of Privé Beverly Hills.

"It's really hard for me to get men to let me share their photos, which is why I don't have a ton, but they're coming in the door, which I think is the first step," she said, referring to before-and-after pictures of procedures that she provides as examples for potential clients. She told BI that men make up around 30% of her clientele.

Men may confide in professionals like Chang or Roy Cohen, the career coach, about their insecurities and anxieties around their appearance and possible procedures but may not share them openly with colleagues — especially in competitive fields where having an edge is important.

"It's a secret everyone knows about," Cohen said. "Wall Street is very competitive, so why would I share that information with somebody who could be competing with me?"

"There's swagger that often defines how people want to appear at work," he added. "You can't have swagger when people think you've been artificially enhanced."