Plastic surgery is absolutely not _expected_. About 15 million aesthetic plastic surgeries are performed worldwide per year. That's about one in 500 people, but in reality most people who have one procedure have multiple, so it is likely even rarer than that.

From the report you shared:

> "On the other hand, the Men segment, while smaller in comparison, is steadily gaining momentum. The growth in this segment is fueled by a rising awareness among men about skincare, supported by increasing marketing campaigns and product innovations tailored to men’s skin types. This segment is expected to expand as societal attitudes shift, and men increasingly prioritize grooming and skincare routines aimed at maintaining a youthful appearance."

I think is a more data-driven explanation of what I've observed, although you're right that women are the majority of anti-aging product consumers as defined by this report (seems like mostly skincare and cosmetics, makes sense).

That would work out to the average woman spending about $9 on it a year. So one might still question the 'most women' claim, unless these products are considerably cheaper than I'm imagining :)

I strongly suspect that the real story is "a small minority of women and an even smaller minority of men spend quite a lot on these things, the remainder of the population doesn't use them at all."

I guess my assumption (which may be wrong) is that Huberman and Johnson are not isolated figures but rather wildly popular figures with followings of millions of men who want to do what they do and be more like them when it comes to longevity etc.