Good news for the cosmetic industry - men are now investing in plastic surgery, beauty products and anti-aging services. According to the American Society for Aesthetic Plastic Surgery, 10 percent of plastic surgery procedures, a 121 percent increase from 15 years ago, are performed on men. The top five focus on the face (rhinoplasty, eyelid surgery and facelift) or on body contouring procedures like liposuction and male breast reduction (gynecomastia).