-p-800.png)
Cosmetic surgery is no longer reserved for women — and thanks to ITV’s headline-grabbing series Olivia Attwood: The Price of Perfection, the UK is finally waking up to the evolving world of male cosmetic surgery.
This bold and honest documentary explores the deeply personal stories behind aesthetic procedures, with a sharp focus on how men are now seeking out treatments to improve confidence, body image, and mental health.
We were honoured at Kat & Co to be featured in this landmark series, offering viewers a rare, behind-the-scenes look at the transformative power of modern cosmetic surgery — and the ethical, patient-first approach we pride ourselves on.
As seen on ITVX, our very own Dr Leonardo Fasano appeared alongside patient Michael, openly discussing his surgical journey on national television. The segment highlighted the rising number of men seeking cosmetic surgery and helped break down the outdated stigma that such procedures are purely for women.
This wasn't just about physical transformation — it was about restoring confidence, improving mental well-being, and showing the public that cosmetic surgery can be a meaningful part of self-care.
At Kat & Co, we support this cultural shift. With a discreet, ethical approach and world-class clinical expertise, we help patients — men and women alike — take control of how they look and feel.
“Cosmetic surgery is no longer a ‘women-only’ conversation. In 2025, it’s part of a much wider dialogue around men’s self-confidence, mental health, and self-image.” — Dr Leonardo Fasano
In The Price of Perfection, Olivia Attwood uncovers the most sought-after cosmetic procedures for men — from advanced body sculpting to facial reshaping. These treatments are gaining popularity not because of vanity, but because men now see cosmetic surgery as a valid form of self-improvement.
Here are some of the key procedures explored in the series — and offered right here at Kat & Co:
One of the standout treatments featured is 360 liposuction, a comprehensive body contouring technique that removes stubborn fat from the abdomen, flanks, and lower back.
Unlike traditional lipo that focuses on a single area, 360 lipo for men sculpts the entire torso, enhancing muscle definition and creating a more athletic V-shaped appearance. It’s particularly popular among men who work out regularly but struggle with stubborn fat pockets that won’t shift.
This innovative procedure involves transferring fat from one part of the body — often the abdomen — into the biceps, creating a more defined, muscular look. Unlike implants, bicep fat transfer uses your own tissue for a more natural and seamless result.
For men seeking a sculpted upper body, this subtle enhancement can dramatically improve confidence — especially in clothes and gym settings.
Men are also turning to rhinoplasty to refine their facial proportions or correct previous injuries. On the show, this was highlighted as a procedure that’s no longer gendered. Men are seeking nasal reshaping to soften irregularities, improve breathing, and restore balance — all while maintaining a strong, masculine profile.
Perhaps one of the most significant procedures discussed in the show is gynaecomastia surgery — the removal of excess breast tissue in men. It’s a condition that affects countless men in silence, often causing severe embarrassment and impacting quality of life.
Surgery offers a permanent solution, restoring a flatter, firmer chest and, more importantly, a renewed sense of body confidence. At Kat & Co, we’ve seen first hand how powerful this procedure can be for men of all ages.
The rising demand for male cosmetic surgery in the UK isn’t about chasing perfection. It’s about men finally being given the space to explore how they feel about their appearance — and take action when needed.
With shows like The Price of Perfection and trusted clinics like Kat & Co offering safe, ethical options, more men are empowered to make informed decisions about their bodies.
These procedures are now part of a broader conversation around male mental health, self-confidence, and the right to feel good in your own skin.
As featured on ITV’s The Price of Perfection, Kat & Co is proud to be leading the way in ethical, male-focused cosmetic surgery. From initial consultation to aftercare, our team is dedicated to discretion, transparency, and clinical excellence.
We offer a full range of surgical and non-surgical procedures tailored for men, including:
At Kat & Co, our approach is patient-first — always.
🎥 Catch Kat & Co on Olivia Attwood: The Price of Perfection
📺 Streaming now on ITVX
🗓️ Or watch the TV broadcast: Thursday 10th July at 10PM on ITV
Experience the conversation that's changing the face of cosmetic surgery in the UK — and discover why so many men are turning to Kat & Co to feel confident in their appearance.
Ready to explore male cosmetic surgery with a trusted team?
Contact Kat & Co for a confidential consultation and take the first step toward a more confident you.
