Sean Shekib, a 31-year-old cosmetic dentist in New York who’s been getting Botox for the past three years, has already spent almost $10,000 on it. “Once you get into it and experience it, you feel like you can’t live without it,” he says. “It keeps me young. It keeps me feeling good about myself.”

Doctors say their male patients race back as quickly as their female patients—as soon as they feel the slightest muscle movement return, they’re ready to shell out anywhere from $400 to $1,000 for another round of shots. “It’s like yuppie heroin,” says Dr. Michael Rose, a New York cosmetic surgeon. “When it starts wearing off, you can’t wait to get injected again. You’ll do anything to make those wrinkles go away.”