The hottest go-to gift for guys today is “Brotox,” as in Botox for men. In fact, according to the American Society of Plastic Surgeons, the number of men getting Botox jumped 10% last year, to more than 300,000, and experts say a lot of those men are making their first appointments for Botox, because it was a gift from a spouse or friend.

Why give “Brotox”? Dr. Anthony Youn is a plastic surgeon who says the most obvious reason is that guys really do want to improve their looks, but most men feel too “manly” to do something about it on their own, so, they may complain to their wife about having too many wrinkles or creases on their face, until she finally breaks down and buys an appointment.

Dr. Youn says other guys are more obvious about it, because they’re adding Botox to their “wish list” for birthdays, Father’s Day, and Christmas. He says what’s surprising is that the guys he’s treating are not always the stereotypical guys you’d expect to be getting Botox. For example: They’re not older guys trying to look young forever, and they’re not younger guys who put tons of work into grooming and looks.

In fact, many new “Brotoxers” are like Marc, a man we read about who says he does a lot of “dirty” work, restoring old cars and landscaping. Even though he’s only 38, he says he started considering Botox after he and his wife were looking at some old pictures, and he realized how many wrinkles he’s developed in recent years. So he dropped a few hints, until his wife eventually decided to get him Botox as a gift.

One warning: Botox “gifts” are not for everyone. So if you’re thinking of giving plastic surgery to a loved one, make sure they really want it, or it could be insulting.